Chapter 14. Marketing channels and retailing

M.A.C. Cosmetics have been a success from the moment it was created, and with time it has proven to be a unique cosmetic line. M.A.C. On the contrary too many other makeup lines, does not believe in overwhelming consumers with promotions or advertisement. This is all due to the quality of their product. Although Estee Lauder owns the cosmetic line of M.A.C., M.A.C. is managed differently and separate from Estee Lauder. M.A.C. uses Estee Lauder as one of their channels of distribution, as well as UPS. Estee Lauder Manufactures and distributes the product to M.A.C., and UPS delivers online orders. M.A.C. is a destination store for the most part. However, they do try to accommodate their consumers by locating some of their locations in strategic and convenient places such as Macy's on 34th St., and other large malls. M.A.C. is a chain store that provides nearly 1,000 locations worldwide and offers the convenience of online retailing.

  

M.A.C. has a distinctive tactic of retailing their products. I am a M.A.C. user myself and I must say every time I walk into any M.A.C. location I feel like a celebrity. The atmosphere is always alive no matter if the place is busy or not. Every location is well lit up and the employees welcome you with an exciting attitude. They are always ready to help you find exactly what you are looking for or better. They sit you down in a studio chair in front of large mirrors, and apply any cosmetics you are interested in. Due to the fact that they are trained makeup artist, they find the perfect cosmetics to compliment your skin and teach you techniques of how to apply the cosmetics for best results. The layouts at M.A.C.’s locations are ideal. All of their cosmetics are at your reach with disposable application brushes and makeup remover for customers who prefer to help themselves. Also M.A.C. keeps the sleek look of black and white for décor. By doing so they are allowing the consumers to appreciate the colors of their cosmetics. They also use the face of different artist and cartoons to add to their décor. Such as wonder women, hello kitty, and Rihanna. All of these elements convince me to say they have an effective retailing mix. Even though the price is not the cheapest, it is affordable and has great quality.