MAC Cosmetics' Technological Innovation and Leadership

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BEHAVIOR OF CORPORATE LEADERSHIP
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Contents
Introduction....................................................................................................................... 3
Background information of MAC.........................................................................................4
Mission & vision of MAC...................................................................................................4
MAC branding strategies.....................................................................................................5
Impact on technological innovation on behavior of corporate leadership..................................6
Conclusion.......................................................................................................................15
References....................................................................................................................... 16
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Introduction
With the advancement in technology beauty brands is also looking for innovative ways regarding
engaging the customers both in-store and online. “MAC beauty products” also wants to stand out
from the competitors and want to be authentic as it is the leading cosmetic brand worldwide.
Corporate leadership in the “MAC beauty products” generated a company-wide direction for
applying the technological advancements. In this assessment, there will be discussed new
technological innovations that are incorporated for taking the industry of beauty and cosmetics to
new heights.
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Background information of MAC
MAC refers to “Makeup Art Cosmetics” that started in Toronto in 1984 by beauty salon owner,
Frank Angelo and makeup artist and photographer Frank Tosken and they gained popularity
quickly as they differentiated themselves by concentrating on color makeup. Products of MAC
are combination of “street savvy with wide range and glamorous style”. Recently MAC is at
frontline trendsetting of fashion and collaborating with the leading talents of Art, fashion and
culture. So MAC is the leading markets and producers of makeup, skincare, haircare products
and fragrance worldwide (De Roeck, & Farooq, 2018).
Mission & vision of MAC
The motto of the fastest growing brand of cosmetics worldwide is “All Ages, All Races, All
Saxes”. MAC follows the concepts of individuality and diversity. For users and makeup-artist of
MAC this is just not a motto in fact it drives the company’s culture. It also accomplishes the
needs of customers for good services and quality and providing challenging and secure work
environment for employees. MAC ensures the customers to provide high standard quality and
creative enterprise concept development. They also introduced the greeting cards sale that are
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painted by the kids and will be contributed to pediatric organizations (Miska & Mendenhall,
2018).
MAC branding strategies
There are three main strategies that are applied by MAC for promoting their brand. They are as
mentioned below:
Pricing strategy- It includes some main points-
- Multi-segment pricing
- Benefit from consumers should be greater than cost.
- Extensions of brand should justify the premium price of skimming.
- Switching cost
- Concentrate on customer loyalty
- Complementary products
Product differentiation strategy- It consists of some below mentioned points:
- To develop various intensity/durability of pigments and viscosity for meeting customer’s
needs/PRO versus users.
- To develop various pigment’s blend for matching needs of customer In the international
market.
- Long lasting pigments permanence and large size of products.
- Limited edition and distinct packaging (Afsar, et. al., 2018).
Promotional strategies- here are some aspects:
Motivating the action and communication:
- They reward the top performers, and motivating the high potentials.
- Customer relationship management
Words of mouth:
- Builds awareness, credibility
- Free products for celebrities, professionals and media
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Social media:
- User contribution on Facebook, website, Twitter, Instagram and YouTube.
Through these brand strategies MAC promote their products and brands between its brand
website and social channels. But these are not sufficient for making it more popular worldwide
so MAC and their corporate leaders applied some technological and innovative ways for brand
promotion. For this, it uses marketing on social media for accomplishing the branding goals and
marketing communication through technology. In this, MAC covers some activities that consist
of sharing of videos, content and images socially for purpose of marketing. Every channel has its
own different voice, environment and its core identity of businesses that stays continuous.
Objectives of this technological advances are:
- Conversions
- Website traffic
- Brand awareness
- Interaction and communication with key audiences
- Generating a positive brand association and brand identity (De Roeck, & Farooq, 2018).
Impact on technological innovation on behavior of corporate leadership
With the technological advancement, it also brings some changes in behavior of corporate
leadership. This leadership based on technology permits the staff to work remotely. Employees
can share Google docs at the time of work progressing that will help the leader for checking the
progress of work on important documents. It also allows freedom to employees that can occur
new challenges to managers. Practically, leadership is now no more about controlling directly
but it is all about influencing (Robertson, 2018). A corporate leader with no technology and no
social media presence can influence only 500 or less employees of organization but with
technology they can influence more than thousands peoples. Thus, technology allows perceived
or premature leadership to embellishment. It also allows the leadership to be more flexible as
directive to staff can be sent on mail and it can be used outside of the organization so that
employees can work outside of the organization also. Getting the message or ethos can be easier
also through social media platforms multitude. It is also helpful in enhancing efficiency of
providing training by leader. Employers and leaders can work faster and effectively by spending
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more time on business’s creative side. Technology innovation has generated unprecedented
disruption level across many industries and it make leaders for balancing several challenges at
the time of promoting innovation and navigating changes. Here are some technological
innovations that have been applied in “MAC” and it leads to brand promotion at higher level
worldwide-
Facebook Marketing:
Now a days MAC is promoting the latest product of them on Facebook that are exemplified
with beautiful pictures. It also provides information regarding their products and then promote
them in the events. It includes 16 million followers and 16.2 million likes on Facebook. MAC
has chosen its target customers particularly. It provides its post about the products and it always
stays there for their audiences that refers to continuous conversation participation and publishing
the content (Shafique & Kalyar, 2018).
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Figure 1: Facebook post of MAC
Sources: (dsim, 2016)
Instagram Marketing:
On Instagram, MAC’s anticipation and product highlights troop enormous engagement with 12.8
million followers. MAC has posted many product’s images from Ruby Woo dipped in glitter
collection. Filters are used on many images for evoking a glittery feel and adding to visual of the
collection overall. One of these images are getting likes over 44.6K. MAC has advantage of
products that they tend to have eye-catching and colorful designs. Product’s visual appeal makes
them differentiate in feeds of user with vibrant and bright colors that directly attract the
customers in polished timeline of Instagram.
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Figure 2: Instagram's post of MAC
Sources: (dsim, 2016)
Twitter Marketing:
It is the marketing tool of social media that permits the MAC to broadcast the updates on the
web. MAC follows the beauty industry or relevant area’s tweeter and got millions of followers in
return. It has massive followers of 1.31 million on Twitter. MAC also posts office relevant
tweets about the discounts, specials, and news updates with some quirky and fun tweets spread.
They also retweet when any customer comment something nice and also answer people’s query
(Pasricha, et. al., 2018).
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Figure 3: Tweet of MAC
Sources: (dsim, 2016)
YouTube Marketing:
Mac has 360K subscribers on YouTube channel where it posts campaign and make-uo videos.
Mac concentrates on creating beneficial and instructive “how to do this” video.
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Figure 4: YouTube video of MAC
Source: (dsim, 2016)
Content Marketing:
Mac provides essential information that is founded exiting by the customers. They upload
professional makeup tutorials and videos frequently. It also generates different content through
applying social media videos or images to text-based content. Outside sources link helps in
improving loyalty and beliefs and get more links in return (Kim & Thapa, 2018).
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Figure 5: Content of MAC
Source: (dsim, 2016)
Mobile Marketing:
Mac has applied new promotion campaign that consist of new phone application that will be
helpful in making make-up world of MAC more accessible to all customers who have customers.
Phone application of MAC has many feature icons for MAC’s new products, shop, obsession
and what is new in shopping cart. With creation of this application customers will enable to shop
from wherever they want.
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