I N 1 L G k A 1 L D M A k k L 1 I N G C C M M U N I C A 1 I C N S L A N :

M A C C C S M L 1 I C S
repared for: Dav|d Marske||
repared by: I Mart|n, S C|ark, 8 kob|ns, N na||-8rod|e, N Arshad & k S|attery
Date: December 3, 2012
Course Code: Mk1 22S0




1ab|e of Contents
Market 8ackground ................................................................... 1
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Market|ng Commun|cat|ons |an ............................................... 6
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keferences ............................................................................... 23


1
Market 8ackground
Market Ana|ys|s

1he cosmeLlc and beauLy lndusLry ls a compeLlLlve markeL wlLh four classlflcaLlons.
resLlge counLs as Lhe deparLmenL sLores and speclalLy sLores ln whlch beauLy producLs
are sold. 1he 8ay, Macy's, Sephora and MAC fall under Lhe presLlge classlflcaLlon. Mass
merchandlsers are classlfled as broad. 1hls could be CosLco and Sam's Club. Avon and
Mary kay are classlfled as alLernaLe and lnvolve dlrecL sales. 1he flnal classlflcaLlon ls
speclalLy. 1he 8ody Shop and 8aLh and 8ody Works fall lnLo Lhls caLegory as well as
speclflc producLs/producL llnes sold aL spas and salons.

1he lndusLry made nearly $33 bllllon ln 2010. 1he lndusLry experlenced a yearly growLh
of abouL 4 from Lhe four years before. 1he growLh of Lhe markeL ls expecLed Lo sLay
around Lhe same unLll Lhe year 2013. lL ls esLlmaLed LhaL Lhe value wlll grow Lo $42
bllllon.
Lxterna| Inf|uences on the Market
Lconom|c 1rends

1he obvlous ongolng recesslon has led Lo many consumers Lradlng down on some
producLs and as a resulL Lhey become accusLomed Lo buylng lower-prlced producLs
(Lennard, 2011). Whlle drug sLore brands mlghL noL offer consumers Lhe same beneflLs
LhaL hlgh-end brands llke M.A.C. can, Lhey cosL much less. Plgh-end producLs can really
Lake a blLe ouL of your budgeL whlch can deLer consumers from spendlng Lhelr money
on our brand. WlLh a poor economy such as Lhls one, people are flndlng ways Lo save
Lhelr money. 1he reallLy ls LhaL drugsLore brands do offer some greaL producLs and so
Lhere ls an lndusLry concern LhaL consumer mlghL conLlnue Lhese hablLs as flnanclal
pressures ease up ln Lhe fuLure (Carrlllo, 2007).

Powever, Lhe markeL for cosmeLlcs has fared beLLer Lhan oLher lndusLrles because
consumers vlew Lhese producLs as affordable luxurles. eople are compeLlng ln a Lough
employmenL markeL and as a resulL Lhey need Lo look Lhelr besL Lo convey confldence ln
an lmage-consclous socleLy (Carrlllo, 2007). Many hlgh-end brands Lake advanLage of
Lhls opporLunlLy as Lhelr producLs are ofLen promoLed by professlonal men and women.

2
Demograph|c 1rends

1he use of cosmeLlcs has become more commonplace among men ln Loday's socleLy.
AlLhough women conLlnue Lo ouLnumber men, Lhe male populaLlon ls expecLed Lo grow
aL a somewhaL fasLer raLe (uenlse SmlLh, 26 !). 1hls can be used Lo our advanLage as lL
would provlde us wlLh an opporLunlLy Lo lncrease peneLraLlon of cosmeLlcs and
fragrances among Lhe growlng male consumer base.

An lncreaslng populaLlon wlll also beneflL Lhe cosmeLlcs lndusLry (uenlse SmlLh, 26 !).
Whlle an agelng populaLlon could prove Lo be unfavourable, Leenagers and young adulLs
are Lhe mosL avld users of cosmeLlcs and fragrances. 1hls generaLlon ls also very brand-
consclous, ofLen wlLh Lhe dlsposable lncome and a prlde ln appearance maklng Lhem
more llkely Lo pay more for premlum-prlced producLs LhaL promlse addlLlonal beneflLs.
Soc|a| 1rends

Soclal Lrends change wlLh Llme buL lL ls lmporLanL Lo keep up wlLh Lhese Lrends. knowlng
whaL's golng on ln Lhe lndusLry and ln Lhe markeL helps brands so LhaL proflL can be
maxlmlzed.

now more Lhan ever, Lhere ls a loL of money Lo be made ln Lhe cosmeLlcs lndusLry.
Consumers are consLanLly searchlng for new producLs and Lo keep up wlLh demand,
companles are regularly lnLroduclng new producLs ln Lhe markeL. 1hese producLs offer
older women a chance Lo look younger whlle promlslng glamour Lo younger women
(Lennard, 2011).

Magazlnes have huge beauLy secLlons because adverLlsers pay a loL of money for glossy
ads abouL numerous producLs. So whlle lL cosL's companles llLLle money Lo produce
lLems, women and glrls wlll are ready Lo pay huge amounLs of cash Lo buy lL.
1oday, beauLy goes hand ln hand wlLh youLh so many women look for producLs LhaL wlll
reduce Lhelr aged appearance. Looklng old ls undeslrable ln Loday's socleLy (Lennard,
2011). As a resulL, many companles ln Lhls lndusLry offer producLs LhaL reduce wrlnkles,
faclal llnes and spoLs. 1hese are represenLed as occurrences LhaL need Lo be LreaLed as
soon as posslble.

CelebrlLles are used by many cosmeLlc companles Lo promoLe producLs because lL glves
Lhelr brand a loL of exposure. Whlle many celebrlLles mlghL noL acLually use Lhese
producLs, consumers Lruly belleve Lhese producLs wlll make Lhem look as aLLracLlve as
women seen ln movles and on 1v. Medla has a growlng lnfluence over whaL ls porLrayed
as beauLlful ln Loday's socleLy (lLman, 2011).

3
1echno|ogy

1he cosmeLlcs lndusLry ls conLlnuously growlng, now more Lhan ever Lhanks Lo Lhe
lnLerneL. Many companles can now sell Lhelr producLs onllne, maklng lL easler for some
Lo sell producLs ln counLrles where Lhey don'L have any represenLaLlves (lLman, 2011).
1hus allowlng Lhe cosmeLlcs markeL Lo become hlghly compeLlLlve.

1oday, consumers have access Lo apps LhaL don'L only show whaL lngredlenLs go lnLo
cerLaln producLs buL also allow people Lo see how make-up can be applled. Consumers
are always looklng for new Lechnlques.

Soclal medla ls also used by a growlng number of companles and brands Lo help Lhem
connecL Lo Lhe publlc. 1ools such as lacebook and 1wlLLer are now used Lo launch new
producLs, Lo glve consumers a play-by-play of a show, Lo geL feedback and a number of
oLher Lhlngs (lLman, 2011). 1echnology has revoluLlonlzed Lhe way Lhe cosmeLlcs
lndusLry works
Consumer Data
Conven|ence

Whlle M.A.C. ls sold aL sLores LhaL are locaLed ln blg malls, smaller brands llke Cover Clrl
and Almay are sold aL drug sLores and grocery sLores. vlslLlng Lhese sLores ls much
easler as Lhey are convenlenLly locaLed close Lo your home. Cne mlghL raLher vlslL Lhe
sLore around Lhe corner Lhan a mall LhaL may be locaLed as far as 3 hours away.
Compet|t|ve Ana|ys|s

MAC cosmeLlcs ls owned by parenL company LsLee Lauder and compeLes dlrecLly wlLh
L'Creal brands Maybelllne and 8evlon ln Lhe Canadlan cosmeLlc lndusLry. L'Creal
currenLly holds Lhe Lop spoL ln cosmeLlcs. 1helr cosmeLlc brand, Maybelllne, makes up
22 of Lhe norLh Amerlcan markeL share. lLs affordable prlclng and wlde avallablllLy
glves Lhe brand sLrengLh ln Lhe Canadlan cosmeLlc lndusLry.
8evlon ls anoLher compeLlLor ln cosmeLlcs, however lL does noL fall lnLo Lhe luxury
segmenL. 8evlon can be found away from deparLmenL sLores, ln sLores llke WalmarL.
8evlon producLs are sold aL compeLlLlve prlces whlle MAC ls sold aL value-based prlces.
MarkeL shares for Lhe Lop lnLernaLlonal cosmeLlc companles are as follows: (lo blllloos of
Jollots)




4

L'Creal 23.89
rocLor & Camble 19.37
unllever 16.98
LsLee Lauder 8.29
Shlseldo 7.73
L'Cra|

L'Creal ls poslLloned as a buslness LhaL enables lndlvlduals Lo express Lhelr personallLy
and galn self-confldence. 1he buslness brags abouL Lhelr quallLy, safeLy, and efflclency ln
provldlng beauLy producLs. 1he brand alms Lo provlde producLs for men and women,
buL puL more of an emphasls on women. L'Creal has varlous producL llnes lncludlng
consumer, professlonal and luxury llnes. 1helr research and developmenL of Lhe L8 2412
molecule, whlch ls an anLl-aglng lngredlenL, has boosLed Lhelr lmage as a brand on Lhe
edge of sclence. L'Creal has made a very publlc commlLmenL Lo responslble growLh
Lhrough falr Lrade, educaLlonal endeavours and envlronmenLal labellng. 1helr allgnmenL
wlLh causes such as AluS awareness and research has ralsed Lhelr proflle Lo Lhe publlc as
well. 1hey've been known Lo make donaLlons Lo sLop anlmal LesLlng. ln March 2012
L'Creal donaLed $1.2 mllllon Lo Lhe cause. 1helr soclal corporaLe responslblllLy palred
wlLh Lhe varleLy of Lhelr producL llnes have become a huge parL of whaL makes Lhem
who Lhey are and deflnes Lhelr brand.
kev|on
AlLhough lL lsn'L a luxury brand, 8evlon cosmeLlc producLs are a huge compeLlLor for
mulLlple reasons. 8evlon offers reasonably prlced producLs for Lhe average consumer.
1helr compeLlLlve prlclng makes Lhem a brand Lo look ouL for. 1helr producLs are easlly
accesslble. Many chalns llke WalmarL, Loblaws, harmasave and Zellers have Lhe
producLs for sale. 1he brand has used varlous celebrlLy endorsemenLs over Lhe years Lo
boosL Lhelr lmage. Some more recenL celebrlLles lnvolved are Lmma SLone, Palle 8erry
and Cllvla Wllde.

8rand Ana|ys|s

MAC ls a professlonal level make-up reLaller owned by LsLee Lauder, known for Lhelr
hlgh quallLy producL and soclal responslblllLy. MAC ls LrusLed by many professlonals and
everyday people. 1he brand has many falLhful cusLomers boLh old and young. 1hey are
mosL popular wlLh females beLween Lhe ages 18 Lo 30. AlLhough Lhe brand has a vlslon
Lo offer producLs for people of all ages, Lhe older demographlc ls less aware and less
loyal Lo Lhe MAC brand. MAC offers a hlgh quallLy producL sold aL a value-based prlce.

3
1helr producLs range from make-up brushes Lo llpsLlcks. 1hese producLs are avallable Lo
consumers ln 1000 locaLlons worldwlde. 1hese locaLlons are ln more Lhan 70 counLrles
and LerrlLorles. MAC's large rellance on word-of-mouLh endorsemenL has been a key Lo
Lhelr success. Make-up arLlsLs, models, phoLographers and [ournallsLs all around Lhe
world have shared Lhelr love for Lhe producL and boosLed Lhe lmage of MAC as a
professlonal grade beauLy brand.
SWC1 Ana|ys|s
8rand Strengths

MAC CosmeLlcs ls a world-renowned cosmeLlc company LhaL provldes makeup for all
races, ages and sexes. 1he company's unlque and well-known brand lmage has creaLed a
sLrong celebrlLy followlng lncludlng Mary !. 8llge, nlcole 8lchle and nlckl Mlna[. ln
addlLlon, Lhe brand recelves a vasL amounL of word of mouLh endorsemenLs from
professlonal make-up arLlsLs. MAC CosmeLlcs prldes lLself ln creaLlng hlgh-quallLy,
fashlon-forward producLs LhaL are cruelLy free whlle provldlng consumers wlLh Lhe
experlence of belng aLLended Lo by hlghly Lralned makeup professlonals. lurLhermore,
MAC CosmeLlcs has a program seL-up called Lhe MAC rogram" LhaL rewards Lhe
company's loyal cusLomers. 1he MAC rogram" works by cusLomers reLurnlng slx
prlmary packaglng conLalners Lo a M.A.C cosmeLlcs counLer and Lhe cusLomers are
rewarded wlLh a free MAC llpsLlck of Lhelr cholce. 8y dolng so, Lhe company ls creaLlng a
loyal base of reLurnlng cusLomers LhaL feel recognlzed and lmporLanL by parLlclpaLlng ln
Lhe program.
8rand Weaknesses

MAC CosmeLlcs does noL have a large amounL of weaknesses, whlch ln Lurn shows how
well Lhls company ls operaLed and how much cusLomers love Lhelr producLs around Lhe
world. Cne weakness Lhe company ls faclng ls LhaL Lhe prlclng of lLs producLs are more
Lhan Lhe average drug sLore brands. lor Lhe average mlnlmum wage person, MAC
CosmeLlcs' prlces could be a deLerrenL Lo purchaslng Lhe producL. Also, Lhe general
publlc ls unable Lo recelve Lhe MAC CosmeLlc 8C color llne, only professlonal make-up
arLlsLs can. 8y noL havlng Lhelr professlonal color llne avallable Lo Lhe publlc, MAC could
poLenLlally be loslng cusLomers who are searchlng for professlonal grade, long-lasLlng
make-up.
Market|ng Cpportun|t|es


6
MAC CosmeLlcs has a few markeLlng opporLunlLles avallable Lo Lhem LhaL wlll ulLlmaLely
help generaLe more sales. llrsLly, MAC has Lhe opporLunlLy Lo creaLe more freesLandlng
sLores raLher Lhan havlng a small spoL deslgnaLed for Lhe company ln a larger
deparLmenL sLore (l.e. 1he 8ay). As well, Lhere ls an opporLunlLy for lnLernaLlonal
expanslon speclflcally focuslng on Mlddle LasLern counLrles, as foundaLlons and blushes
are belng deslgned speclflcally for Lanned skln Lones. ln socleLy Loday, consumers have
become more healLh consclous and MAC CosmeLlcs has Lhe opporLunlLy Lo adverLlse
LhaL all of Lhelr producLs are cruelLy free and Lhey conLaln lngredlenLs of Lhe hlghesL
quallLy. llnally, exlsLlng programs llke Lhe MAC reLurn program and Lhe MAC Alds lund
presenL addlLlonal markeLlng opporLunlLy for Lhe cosmeLlcs company. MAC ls able Lo
play up Lhelr program where consumers are able Lo reLurn slx prlmary packaglng
conLalners and recelve a free MAC llpsLlck of Lhelr cholce. 1hey are also able Lo
caplLallze on Lhelr exlsLlng charlLable work ln order Lo generaLe greaLer brand loyalLy.
1hreats

1hreaLs LhaL MAC CosmeLlcs ls currenLly faclng are malnly compeLlLors. ln regards Lo
compeLlLlve LhreaLs, compeLlng deparLmenL sLore cosmeLlc companles lnclude
Lancme, Cllnlque, and L'Creal. 1hese brands are slmllarly prlced, easlly accesslble, and
rlval Lhe quallLy of MAC CosmeLlcs. ln addlLlon, drug sLore brands llke 8evlon and
Maybelllne, Lhough lesser quallLy, offer very compeLlLlve prlclng and are much more
wldely avallable Lhan MAC CosmeLlcs.
AlLhough Lhe economy has a serlous negaLlve effecL on several non-essenLlal lndusLrles,
Lhe cosmeLlcs lndusLry has remalned raLher unscaLhed accordlng Lo 1he LconomlsL.
Market|ng Commun|cat|ons |an
1arget Market

ln order Lo lncrease brand awareness and appeal Lo a larger audlence, MAC CosmeLlcs
musL glve more aLLenLlon Lo Lhe worklng women markeL as Lhey make up a large
porLlon of cosmeLlc users.
r|mary 1arget
Demograph|c

1he audlence of females beLween Lhe ages of 30 Lo 30 ls a key group Lo markeL Lo
because Lhey are professlonal women who musL look Lhelr besL and puL Lhelr besL face

7
forward. 1hese women are from Lhe mld Lo hlgh lncome brackeL and Lend Lo be well
esLabllshed ln Lhelr career. lL ls also lmporLanL Lo noLe LhaL Lhese women are posL-
secondary educaLed and search for Lhe besL brand of producLs Lo use on Lhelr skln.
sychograph|c

WlLh Lhe currenL work envlronmenL and dally llfe belng fasL-paced, Lhe LargeL markeL ls
pressed for Llme and need Lo rely on Lhelr cosmeLlc producLs Lo lasL Lhrough ouL Lhelr
busy day. Along wlLh llvlng busy llves, Lhese women are soclally acLlve, Lechnologlcally
savvy, and follow fashlon Lrends.
Geograph|c

1he LargeL markeL ls seen across Canada, wlLh a speclflc focus on ma[or urban markeLs.
lL ls lmporLanL Lo peneLraLe ma[or markeLs ln order Lo effecLlvely reach Lhe ma[orlLy of
Lhe prlmary LargeL audlence.
Secondary 1arget

1he secondary LargeL markeL ls females beLween Lhe ages of 18 and 30, aL boLh
secondary and posL-secondary educaLlon levels. SLudenLs and recenL graduaLes, locaLed
ln ma[or urban markeLs are lmporLanL for Lhls LargeL markeL because Lhe ma[orlLy of
sLudenLs are slLuaLed ln Lhe more populaLed areas of clLles. 1hls LargeL markeL would be
more lncllned Lo uLllze unLradlLlonal medla for lnformaLlon, ln Lhe way of soclal medla
and onllne adverLlsemenLs.
Market|ng Cb[ect|ves

1he promlnenL markeLlng ob[ecLlve ls Lo lncrease brand awareness among fashlon
forward, buslness orlenLed females beLween Lhe ages of 30 and 30.
Market|ng Commun|cat|ons Goa| (Cha||enge)

1he flrsL markeLlng communlcaLlons goal ls Lo sLand ouL among oLher colour cosmeLlcs
brands among mlddle-aged, career mlnded women.

1he second markeLlng communlcaLlons goal ls Lo assoclaLe MAC CosmeLlcs wlLh a
youLhful yeL sophlsLlcaLed and approprlaLe, on-Lrendy llfesLyle.

8
Market|ng Commun|cat|ons Cb[ect|ves

1he flrsL markeLlng communlcaLlons ob[ecLlve ls Lo creaLe an lmage LhaL ls ln keeplng
wlLh sophlsLlcaLed, colncldlng wlLh Lrendlng llfesLyles.

1he second markeLlng communlcaLlons ob[ecLlve ls Lo bulld buzz for MAC CosmeLlcs
among women aged 30 Lo 30 who are currenLly unfamlllar wlLh Lhe brand.
Market|ng Commun|cat|ons Strategy
8udget

lor Lhe flrsL year of Lhe markeLlng communlcaLlons campalgn, a budgeL of $3 mllllon wlll
be avallable. 1hls budgeL wlll be able Lo cover all markeLlng communlcaLlons
expendlLures. 1he bulk of Lhls budgeL wlll conLrlbuLe Lo Lhe mulLlmedla aspecLs of Lhe
campalgn and wlll lnclude varlous lnLegraLed markeLlng communlcaLlons acLlvlLles.
os|t|on|ng Strategy Statement

We can uLlllze Lhe exlsLlng poslLlonlng sLraLegy sLaLemenL, whlch ls as follows:

MAc cosmetlcs ls o yootbfol, ltteveteot, cool cooflJeot, soclol & sopblstlcoteJ
btooJ
Market|ng Commun|cat|ons M|x

ln order for Lhls campalgn Lo make a sLrong lmpacL on Lhe prlmary and secondary LargeL
markeLs, Lhere musL be an effecLlve mlx of markeLlng communlcaLlons elemenLs. 1hls
mlx wlll conLrlbuLe Lo Lhe success of Lhe ob[ecLlves seL ouL above. 1he markeLlng
communlcaLlons mlx wlll lnclude LradlLlonal medla adverLlslng, sales promoLlons, evenL
markeLlng, and onllne communlcaLlons. 1he reasonlng behlnd Lhls selecLlon ls as
follows:
Advert|s|ng

1radlLlonal forms of medla adverLlslng are cruclal ln order Lo puL across a vlsual appeal
Lo Lhe LargeL markeLs and Lo achleve brand awareness.

9
Lvent Market|ng

An lmporLanL evenL wlll Lake place LhaL wlll llnk MAC CosmeLlcs Lo a fundralser for
female leadershlp programs. lemale leadershlp and professlonallsm appears dlrecLly Lo
Lhe prlmary LargeL and Lhe evenL wlll help Lo generaLe buzz around MAC.
ub||c ke|at|ons

lL ls lmporLanL Lo be well lnLegraLed lnLo Lhe publlc and have Lhe supporL of Lhe
communlLy. MAC CosmeLlcs wlll conLlnue Lo bulld awareness ln Lhe communlLy by
publlshlng arLlcles ln dlfferenL medlas and educaLlng Lhe publlc.
Lxper|ent|a| Market|ng

1he maln way LhaL cusLomers wlll geL a Lrue experlence wlLh MAC CosmeLlcs wlll be
Lhrough Lhe evenLs ln whlch cusLomers use Lhe producLs. ln sLore Lhere are also makeup
arLlsLs LhaL glve cusLomers makeovers uslng only MAC CosmeLlcs producLs.
Cn||ne & Interact|ve Commun|cat|ons

1he prlmary LargeL audlence ls Lhe blggesL user of soclal medla plaLforms, Lherefore,
Lhese medla are boLh effecLlve and efflclenL for dellverlng MAC's message.
Advert|s|ng |anCreat|ve
Creat|ve Cb[ect|ves

1. 1o communlcaLe LhaL MAC offers Lop-of-Lhe-llne cosmeLlcs sulLable for
buslnesswomen sLrlvlng Lo look sophlsLlcaLed, approprlaLe, and on-Lrend.
2. 1o bulld buzz for MAC CosmeLlcs among women aged 30-30 who are currenLly
unfamlllar wlLh Lhe brand, sLandlng ouL among oLher color cosmeLlc brands
amongsL mlddle-aged women.
Creat|ve Strategy

MAC does noL have adverLlslng LhaL ls readlly avallable for mlddle-aged buslnesswomen.
1he ma[orlLy of Lhelr adverLlslng occurs onllne Lhrough Lhelr ?ou1ube channel and ln
magazlne ads dlrecLed aL a younger audlence of 20-someLhlng. 8ecause MAC ls
speclflcally sold ln Lhelr own speclalLy shops as well as ln 1he 8ay sLores, lL would be

10
beneflclal Lo sLraLeglcally uLlllze Lhese sLores by dlsplaylng ln-sLore adverLlsemenLs and
posLers LhaL are more age-LargeLed and approprlaLe, glvlng Lhe message LhaL mlddle-
aged women can feel comforLable and confldenL confronLlng Lhe MAC sLaff and counLer
for Lhelr cosmeLlc needs. MAC lsn'L [usL for young women and models anymore.
Centra| 1heme

All messages wlll show Lhe vlslon of a sophlsLlcaLed, confldenL, and Lrend-savvy
buslnesswoman beLween Lhe ages of 30-30. As a buslnesswoman, she leads a busy llfe,
buL chooslng MAC as her color cosmeLlc brand ls a no-bralner. 1he brand has become a
sLaple ln her llfesLyle.
Appea| 1echn|que

1he message wlll emphaslze Lhe LargeL Laklng prlde ln her MAC producLs and reveallng
why she chooses MAC over oLher brands. 1he appeal wlll be poslLlve, showlng Lhe
ulLlmaLely confldenL buslnesswoman and Lhe MAC name.
1one & Sty|e

Messages wlll focus on Lhe women en[oylng Lhe producL. 1hey wlll hlghllghL Lhe producL
and Lhe confldence ln Lhe women.
1ag||ne

CpLlons Lo summarlze Lhe messages are:

1. MAC- Slmply, confldenLly, me."
2. MAC- We mean buslness."
3. MAC- 1here's no oLher."
4. Mlne, and l wouldn'L have lL any oLher way. MAC."

Creat|ve Lxecut|on

1he campalgn wlll conslsL of 30-second Lelevlslon ads, color prlnL ads ln sLores and
brochures, color ads ln magazlnes, blllboards, and onllne banner ads. SelecLed messages
wlll encourage Lhe LargeL audlence Lo vlslL Lhe MAC webslLe Lo Lake an lndlvldual vlrLual
Lour of a MAC cosmeLlc reLall sLudlo Lo geL Lhem acqualnLed and famlllar. 1hey wlll also
be able Lo browse producLs and LesLlmonlals from real women [usL llke Lhemselves.

11

8roadcasL medla wlll feaLure women exclalmlng slmple sLaLemenLs abouL Lhe MAC
brand, how lL makes Lhem feel, and why lL's rlghL for Lhem.

rlnL and ouLdoor medla wlll show lmages of women glowlng, exuberaLlng confldence
because of Lhelr MAC producLs. 1hey wlll remaln Lrendy yeL age approprlaLe- a prlorlLy
for Lhe campalgn.

Advert|s|ng |anMed|a
8udget

1he budgeL for Lhe medla porLlon of Lhe adverLlslng plan wlll be approxlmaLely $1.3
mllllon for a one-year perlod beglnnlng ln !anuary 2013 Lo uecember 2013.
Med|a Cb[ect|ves
Who

1he prlmary LargeL ls urban women aged 30-30. 1he secondary LargeL ls Lech-savvy
women aged 18-20.
What

1he conLlnuous message wlll be LhaL esLabllshed women who lead busy llfesLyles can
feel confldenL wlLh maklng Lhe MAC brand Lhelr cholce for color cosmeLlcs, wlLh a focus
on confldence and currenL Lrends.
When

1he launch wlll Lake place aL Lhe beglnnlng of Lhe year, as parL of a new year's
resoluLlons effecL. Lmphasls of Lhe budgeL wlll be glven durlng Lhls phase as lL ls [usL
beglnnlng ln order Lo galn effecLlve resulLs and lmpacL Lhe resL of Lhe year. 1here wlll
also be emphasls for fllghLs around sprlng, fall, and aL Lhe end of Lhe year for Lhe 2013
hollday season, as Lhese are Lhe Llmes of year women are mosL llkely Lo buy producLs Lo
updaLe Lhelr looks.

12
Where

1he campalgn wlll focus on key urban areas ln Lhe naLlon, such as 1oronLo, vancouver,
MonLreal, Calgary, LdmonLon and CLLawa, buL wlll spread across all reglons.
now

1he campalgn wlll focus on lncreaslng awareness ln Lhe prlmary LargeL audlence
(women ages 30-30), whlle malnLalnlng Lhe loyalLy of Lhe secondary LargeL audlence
(women ages 18-20). 1hls wlll Lake Llme and wlll need Lo focus on ongolng creaLlve
sLraLegles as well as by lmplemenLlng new, Lrendy messages for appeal and aLLenLlon.

Med|a Strategy
1arget Market Strategy

1he enLlre campalgn wlll focus on proflle-maLchlng sLraLegy ln order Lo generaLe and
malnLaln LrusL and lnLeresL of Lhe brand wlLh Lhe prlmary and secondary LargeLs. We
know exacLly whlch consumers we wanL Lo reach, and wlll conLlnue Lo focus and dlrecL
markeLlng efforLs Lo Lhem.
Market Coverage

1he markeL coverage wlll enLall medla LhaL wlll reach naLlonally, such as naLlonally sold
magazlnes LhaL maLch our age and demographlc LargeL audlences, and Lhe webslLe.
1here wlll also be supplemenLary medla focused aL lmpacLlng key prlmary and
secondary LargeLs wlLhln urban areas, approprlaLe and unlque Lo each area. 1hese
lnclude posLers and blllboards.
1|m|ng

1he fllghLs ouLllned wlll Lake place on a seasonal schedule, adverLlslng accordlng Lo Lhe
sales Lrends wlLh a focus on pre-season ln order Lo compeLe wlLh oLher brands.
keach]Irequency]Cont|nu|ty

8each and frequency are lmporLanL Lo Lhe campalgn aL Lhe beglnnlng of Lhe phase, as
Lhe key messages are new and wlll need more emphasls. ConLlnulLy ls lmporLanL

13
LhroughouL Lhe remalnder of Lhe campalgn, wlLh lncreased focus durlng Lhe pre-seasons
ouLllned. A more deLalled medla schedule wlll be deslgned uslng gross raLlng polnL levels
from markeL Lo markeL.
Med|a Se|ect|on kat|ona|e
1e|ev|s|on

rlmary medla wlll enLall 30-second neLwork adverLlsemenLs on Lelevlslon. 1he prlmary
neLworks wlll be Lhe Corus Women dlvlslon of Corus` LnLerLalnmenL lnc, whlch lncludes
sLaLlons CWn, W neLwork, Cosmo1v and W Movles. As well as Sllce, a dlvlslon of Shaw
Medla. Lach neLwork caLers Lo naLlonal women-on-Lhe-go, who are Lrendy and
lndependenL, parallel Lo our key messages Lo LargeL audlences. 1hls wlll provlde hlgh
reach ln shorLer Llme.
r|nt

8eLall adverLlslng wlll be beneflclal for Lhose urban areas where sLores are locaLed. lor
lnsLance, 1he 8ay can adverLlse MAC ln Lhelr weekly flyers senL ouL wlLh newspapers.
MAC speclflc preprlnLed lnserLs wlll also be placed ln newspapers ln Lhe maln urban
clLles menLloned.

ln keeplng wlLh Lhe proflle-maLchlng sLraLegy, prlnL ads ln magazlnes speclflc Lo Lhe
LargeL audlence wlll also be uLlllzed. ald clrculaLlon magazlnes such as ChaLelalne,
llare, Llle Canada, and Canadlan Llvlng fall under Lhls caLegory. 1hls wlll provlde an
opporLunlLy for mulLlple exposures as well as added reach lf magazlnes are passed-on Lo
oLher readers. Speclal offers and coupons can also be placed ln lssues focuslng on pre-
season Lrends, maklng a flawless connecLlon ln Lhe audlence's mlnd Lo Lrends and MAC.
Cut-of-nome

osLers and blllboards wlll be used Lo dlsplay Lhe confldenL women porLrayed by MAC.
1here wlll also be mall posLers locaLed lnslde shopplng malls where MAC bouLlque reLall
sLores are locaLed. AlLhough Lhese wlll rely on only pedesLrlan Lrafflc, Lhe LargeL
audlence ls already ln Lhe malls and wlll acL as a vlsual Lo dlrecL Lhe consumer Lo Lhe
approprlaLe place.
Cn||ne


14
Cnllne banners wlll dlsplay ads across webpages approprlaLe Lo Lhe LargeL audlence.
1hls ad wlll be cllckable, and wlll Lake Lhe audlence dlrecLly Lo Lhe MAC webslLe for more
lnformaLlon.
Med|a Lxecut|on

1he Llmlng and expendlLures of Lhe medla execuLlon are as follows:

llgure A: 1elevlslon AdverLlslng
Network # of Spots Cost per Spot 1ota| Cost
Corus 80 $2,300 $200,000
Sllce 80 $430 $ 36,000
1ota| 1V 160 5236,000
noLe: All ads are 30-second spoLs, spannlng a 4-week campalgn, wlLh approxlmaLely 10 weekly C8's based on
1oronLo.

llgure 8: CuLdoor AdverLlslng
Market Gk's Weeks 1ota| Cost
1oronLo 23 12 $293 800
vancouver 23 12 $223 300
Calgary 23 12 $64 800
LdmonLon 23 12 $37 600
CLLawa 23 12 $108 600
MonLreal 23 12 $293 00
1ota| Cutdoor Ads 17S 12 5779 800
noLe: All ads are horlzonLal ouLdoor posLers.

llgure C: rlnL AdverLlslng
Magaz|ne # Inserts Cost per Insert 1ota| Cost
ChaLelalne 4 $13 000 $60 000
llare 4 $13 00 $60 000
Llle Canada 4 $18 900 $73 600
Canadlan Llvlng 4 $23 400 $101 600
1ota| r|nt 16 5297 200
noLe: All ads are 1-page, 4-color.

1ota| for Med|a Lxecut|on: 51,313,000

13
Cn||ne & Interact|ve |an
Cb[ect|ves

1. 1o lncrease brand awareness among career mlnded women aged 30-30.
2. 1o lncrease web Lrafflc Lo www.MACCosmeLlcs.com.
3. 1o llnk MAC CosmeLlcs Lo professlonal, sophlsLlcaLed, on Lrend llfesLyle.
Strategy

A comblnaLlon LhaL lnvolves onllne banner adverLlslng, soclal medla engagemenL, and a
new secLlon of Lhe webslLe wlll help bulld awareness among Lhe prlmary LargeL and help
assoclaLe Lhe brand wlLh a professlonal, sophlsLlcaLed, on Lrend llfesLyle.
Lxecut|on
8anner Ads

8anner adds wlll be scheduled on Lhe Llle, ChaLelalne, and llare webslLes LhaL are
popular wlLh professlonal women aged 30-30.
Sponsorsh|p

ln con[uncLlon wlLh Lhe Sllce Lelevlslon neLwork, MAC wlll sponsor a commerclal
segmenL shown flve Llmes weekly. Lach day durlng Lhe 6-7pm programmlng, MAC and
Sllce wlll parLner Lo broadcasL a Lwo-mlnuLe segmenL on how Lo apply sophlsLlcaLed, on
Lrend make up sLyle ln under Lwo mlnuLes. 1hese segmenLs are almed aL Lhe
worklngwoman beLween 30 and 30 who lead very busy llves. A LoLal of 10 segmenLs wlll
be fllmed for each season, alrlng on repeaL LhroughouL weekday programmlng. 1hese
segmenLs wlll also be avallable on boLh Lhe www.maccosmeLlcs.com and www.sllce.ca.
MAC Cosmet|cs Webs|te

An enLlrely new secLlon wlll be added Lo Lhe exlsLlng MAC CosmeLlcs webslLe. 1hls new
secLlon wlll offer Lhe above-menLloned vldeo LuLorlals, as well as suggesLed producLs
and addlLlonal suggesLed professlonal makeup looks wlLh lnsLrucLlons.

llgure u: Cnllne lan
S|te]Network Impress|ons]Month CM # Months 1ota| Cost

16
Sponsorsh|p
Sllce 12 $300,000
8anner Ads
Llle 230,000* $100 6 $130,000
ChaLelalne 300,000* $33 6 $100,000
llare 74,000* $202 6 $13,000
MAC Cosmet|cs Webs|te $100,000
1ota| 586S,000
noLe: * represenLs unlque vlslLors per monLh
Lvent Market|ng |an
Cb[ect|ves

1. 1o lncrease Lhe llnk beLween MAC CosmeLlcs and female leadershlp programs.
2. 1o encourage Lop Canadlan buslnesswomen Lo Lry MAC producLs.
3. 1o generaLe earned medla relevanL Lo women beLween 30 and 30.
4. 1o llnk MAC CosmeLlcs Lo professlonal, sophlsLlcaLed, on Lrend llfesLyle.
3. 1o encourage brand loyalLy among women aged 30-30.
Strategy

1o assoclaLe MAC CosmeLlcs wlLh Lhe Women ln Leadershlp loundaLlon and
lnLernaLlonal Women's uay.

1o lncorporaLe MAC CosmeLlcs ln Lhe llves of Lhe LargeL before, durlng and afLer Lhe
evenL.
Lxecut|on
MAC Cosmet|cs presents Women |n Leadersh|p Ga|a

1he MAC CosmeLlcs presenLs Women ln Leadershlp Cala wlll Lake place aL 99 Sudbury ln
1oronLo on lnLernaLlonal Women's uay (lrlday, March 8, 2013). 300 buslnesswomen
from across Canada wlll be lnvlLed Lo purchase $130 LlckeLs for Lhe gala almed aL ralslng
funds for WlL. ln addlLlon, Lhe Lop 30 mosL powerful women ln Canada (as deLermlned
by Lhe llnanclal osL Magazlne) wlll be lnvlLed Lo Lhe gala as vl guesLs, free of charge.


17
Leadlng up Lo Lhe evenL, Lhe women wlll be able Lo reglsLer onllne, lndlcaLlng Lhelr skln
Lone, eye colour and halr colour. Clven Lhese lndlcaLors, MAC wlll send each of Lhe
reglsLered guesLs a cusLomlzed sampllng of cosmeLlc producLs (foundaLlon, powder,
bronzer & blush, mascara and eye shadow). A bookleL wlll also be lncluded ln Lhe
shlpmenL, whlch wlll have several sample looks LhaL can easlly be done wlLh Lhe makeup
provlded. 1here wlll be deLalled lnsLrucLlons so LhaL busy buslnesswomen wlll easlly be
able Lo execuLe Lhe sophlsLlcaLed, on-Lrend looks. Lach of Lhe vl guesLs wlll be LreaLed
Lo a complemenLary spa experlence Lhe day of Lhe evenL. 1hey wlll recelve boLh
pedlcures and manlcures uslng MAC nall pollsh. 1hey wlll also have Lhelr halr done
professlonally. LasLly, Lhe women wlll recelve makeup appllcaLlons from one of MAC's
professlonal arLlsLs. 8y ensurlng LhaL all women are wearlng MAC producLs aL Lhe evenL,
we can be sure LhaL Lhey are phoLographed ln our cosmeLlcs and ensure Lhe maxlmum
earned medla and word-of-mouLh lmpacL. 1he sample cosmeLlcs and looks wlll also
allow our guesLs Lo experlmenL wlLh our producLs pre and posL evenL. ln addlLlon, by
paylng such a deLalled amounL of aLLenLlon Lo each and every guesL, and allowlng Lhem
Lo Lry ouL Lhe producLs, we wlll encourage noL only brand recognlLlon, buL also brand
loyalLy among our LargeL.

upon arrlval, our guesLs wlll be lead down a red carpeL compleLe wlLh MAC and WlL
backdrop and paparazzl. uurlng Lhe evenL, our guesLs wlll be spolled wlLh lavlsh decor,
dlnner and mldnlghL hors d'oeuvres & desserL, and slgnaLure drlnks. Senlor vlce
resldenL of MAC CosmeLlcs, !ennlfer 8albler, wlll acL as MasLer of Ceremonles for Lhe
gala. A number of Lhe vl women wlll be lnvlLed Lo speak as guesLs abouL Lhelr
experlence as professlonals and buslness leaders durlng and followlng Lhe gala dlnner.
ulrecLly followlng speeches, !ennlfer wlll award a $10,000 donaLlon Lo Lhe Women's
Leadershlp loundaLlon. LnLerLalnmenL wlll lnclude a sLrlng quarLeL for Lhe enLrance and
dlnner perlod, followed by one of 1oronLo's premler u!s. ln addlLlon, a local dance group
wlll provlde an alLernaLlve form of enLerLalnmenL beLween dlnner and danclng. AL
mldnlghL, we wlll have an exLravaganL, edlble sweeL Lable, deslgned Lo look llke varlous
MAC producLs for Lhe guesLs Lo snack on. AL Lhe end of Lhe evenlng, MAC Senlor v, !en,
wlll be awardlng one lucky wlnner wlLh a $1000 MAC glfL baskeL, lncludlng voucher for
prlvaLe MAC arLlsL consulLaLlon.

lollowlng Lhe evenL, we wlll be sendlng ouL plcLures of Lhe guesLs Lo Lhelr emall
accounLs Lo remlnd Lhem of how much fun Lhey had and how fabulous Lhey looked!

CosL deLalls for Lhls evenL sponsorshlp acLlvlLy are lncluded ln llgure

llgure L: LvenL MarkeLlng
Item or Act|v|ty Lst|mated Cost
Sponsorshlp $20,000
MAC Sample 8ags $8,000
vl Spa Lxperlence $3,000
uonaLlon Lo WlL $10,000

18
Ldlble SweeL 1able $3,000
MAC ClfL 8askeL $1,000
1ota| 547,000
ub||c ke|at|ons
Cb[ect|ves

1. lncrease brand awareness among prlmary LargeL.
2. lncrease brand loyalLy among prlmary LargeL.
3. Llnk MAC CosmeLlcs Lo professlonal, sophlsLlcaLed, on Lrend llfesLyle.
4. CreaLe buzz abouL MAC CosmeLlcs adverLlslng, sponsorshlps and evenLs.
Strategy

A comblnaLlon LhaL lnvolves soclal medla engagemenL, medla relaLlons, wlll help bulld
awareness among Lhe prlmary LargeL and help assoclaLe Lhe brand wlLh a professlonal,
sophlsLlcaLed, on Lrend llfesLyle.
Lxecut|on
Med|a ke|at|ons

Medla relaLlons efforLs such as medla advlsorles, press releases and backgrounders wlll
be aggresslvely uLlllzed Lo generaLe medla coverage of MAC's adverLlslng, sponsored
Lelevlslon spoL, new webpage and evenL markeLlng. Cur LargeL demographlc acLlvely
read local and naLlonal newspapers and sLay up-Lo-daLe wlLh Lelevlslon news
broadcasLs.
Soc|a| Med|a Lngagement

Soclal medla slLes such as lacebook, 1wlLLer and Llnkedln wlll be uLlllzed Lo promoLe
MAC's adverLlslng, sponsored Lelevlslon spoL, new webpage and evenL markeLlng Lo our
prlmary publlc. 1argeLed posLs and LweeLs wlll ralse brand awareness and lncrease web
Lrafflc.

19
Lxper|ent|a| Market|ng
Cb[ect|ves

1. lncrease brand awareness among prlmary LargeL.
2. lncrease brand loyalLy among prlmary LargeL.
3. Llnk MAC CosmeLlcs Lo professlonal, sophlsLlcaLed, on Lrend llfesLyle.
4. Lncourage Lrlal of MAC CosmeLlcs by LargeL publlc.
Strategy

1o uLlllze lnLeracLlve markeLlng ln Lhe form of professlonal make overs ln key urban
areas Lo lncrease brand awareness & loyalLy and encourage Lrlal of MAC CosmeLlcs
among career mlnded women aged 30 Lo 30.
Lxecut|on
MAC Makeovers

MAC makeovers done by MAC arLlsLs wlll be held ln Lhe lobby of flve buslness bulldlngs
once per season. 1he evenLs wlll be held ln each of our key urban areas, lncludlng
1oronLo, vancouver, Calgary, LdmonLon, CLLawa and MonLreal.

1hree MAC arLlsLs wlll seL up ln varlous professlonal bulldlngs ln each clLy for one day,
[usL followlng Lhe launch of each seasons' palleLs. As professlonal buslnesswomen make
Lhelr way lnLo work, ouL for lunch break or ouL for Lhe end of Lhe day, brand
ambassadors wlll enLlce Lhem Lo geL a complemenLary makeover. 1he phoLographer wlll
Lake a before plcLure ln fronL of MAC slgnage. 1he MAC arLlsLs wlll go over several
sample professlonal looks wlLh Lhe guesL and Lhen apply Lhe look ln under flve mlnuLes.
1he woman wlll Lhen have her plcLure reLaken and wlll have Lhe opLlon Lo emall Lhe
plcLure Lo herself or frlends, LweeL Lhe plcLure or upload lL Lo lacebook. lf Lhe woman
chooses Lo slgn a release, her before and afLer phoLos wlll be added Lo MAC's lacebook
page as well as www.maccosmeLlcs.com. Lach woman ls encouraged Lo Lake home a
sample bag fllled wlLh MAC CosmeLlcs lncludlng foundaLlon, powder, blush or bronzer,
eye shadow, eye llner and mascara.

CosL deLalls for Lhls experlenLlal markeLlng acLlvlLy are lnclude ln llgure . 1hls
encapsulaLes all cosLs assoclaLed wlLh hosLlng 20 evenLs ln our 6 key urban markeLs.

llgure l: LxperlenLlal MarkeLlng

20
Item or Act|v|ty Lst|mated Cost
MAC rofesslonals $73,000
MAC Sample 8ags $30,000
CosmeLlcs $30,000
venues $60,000
8rand Ambassadors $30,000
LqulpmenL 8enLal $60,000
hoLographer $60,000
Slgnage $60,000
1ota| 544S,000
Market|ng Commun|cat|ons Lxpend|tures

lor summary deLalled of all markeLlng communlcaLlons expendlLures and Lhe Llmlng of
all acLlvlLles, refer Lo llgures

llgure C: MarkeLlng CommunlcaLlons LxpendlLures by AcLlvlLy
Act|v|ty Lxpend|ture of 1ota|
1elevlslon $236,000 8.84
CuL-of-Pome $779 800 29.21
Magazlne $297 200 11.13
Cnllne & lnLeracLlve $863,000 32.40
LvenL MarkeLlng $47,000 1.76
LxperlenLlal MarkeLlng $443,000 16.67
ubllc 8elaLlons $0 0.00
1ota| 52,670 ,000 100.0

llgure P: MarkeLlng CommunlcaLlons LxpendlLures by MonLh
Month Lxpend|ture of 1ota|
!anuary $314,084 19.23
lebruary $41,667 1.36
March $244,084 9.14
Aprll $414,084 13.31
May $41,667 1.36
!une $197,084 7.38
!uly $41,667 1.36
AugusL $369,917 13.83
SepLember $197,084 7.38
CcLober $41,667 1.36
november $369,917 13.83

21
uecember $197,084 7.38
1ota| 52,670,000 100.0











llgure l: MarkeLlng CommunlcaLlon Calendar
Act|v|ty Ian Ieb Mar Apr May Iune Iu|y Aug Sept Cct Nov Dec
1e|ev|s|on
Corus 20 20 20 20
Sllce 20 20 20 20
Cut-of-nome
1oronLo 3 3 3 3
vancouver 3 3 3 3
Calgary 3 3 3 3
LdmonLon 3 3 3 3
CLLawa 3 3 3 3
MonLreal 3 3 3 3
Magaz|nes
ChaLelalne 1 1 1 1
llare 1 1 1 1
Llle Canada 1 1 1 1
Canadlan Llvlng 1 1 1 1
Cn||ne & Interact|ve
Sllce Sponsorshlp
Llle
ChaLelalne
llare
Mac CosmeLlcs WebslLe
Lvent Market|ng
ub||c ke|at|ons
Lxper|ent|a| Market|ng
1ota|
Notes:
1e|ev|s|on: llgures represenL Lhe number of spoLs on each neLwork each monLh. All spoLs are 30-seconds long and
run ln prlme Llme.

22
Cutdoor:
Magaz|nes: llgures lndlcaLe one lnserLlon ln each monLh scheduled. All ads are 1, 4 colours.
Cn||ne: 23,000 lmpresslons monLhly on Llle, 300,000 lmpresslons monLhly on ChaLelalne and 74,000 lmpresslons
monLhly on llare.

llgure !: MarkeLlng CommunlcaLlons LxpendlLures LsLlmaLe
Lst|mated 8udget (8ased on Act|v|t|es) 2,670,000
|an 8udget 3,000,000
Lxpend|ture Cver 8udget -330,000



23
keferences

Arruda, A. letsoool commoolcotloo, emoll. ooJteo.ottoJosbowmeJlo.co,
november 29, 2012.
8osloess leoJets - lotbes.com. 8eLrleved november 21, 2012, from
hLLp://www.forbes.com/2006/02/08/besL-selllng-
cosmeLlcs_cx_me_0209feaL_ls.hLml
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