NOVEMBER 2020

MAKING OVER
 THE TEAM
Julia Giltner
 Maddie
Insight 
 Speetzen

Researcher 
 Company 

& Analyst Analyst

Kendall Tess Tobias

Jennings 
 Insight 

Creative Director Researcher 

& Analyst
CONTENTS
I ○ Background of M.A.C
II ○ Objective of Project
III ○ Approach Used
IV ○ Gen-Z Makeup Users
V ○ Data
VI ○ Key Insights
VII ○ Recommendations
 BACKGROUND: 

WHERE M.A.C BEGAN
M.A.C's journey began in 1984, as a Canadian
cosmetics manufacturer in Toronto.
KNOWN FOR:
Founded by makeup artist and photographer Frank
• "Professional Makeup"
Toskan and salon owner Frank Angelo. • Relationship with
The two men wanted to create makeup that Hollywood

photographed well. ○ Widely used in the film
They made the cosmetics from their kitchen, and sold and music industry

them directly to makeup artists, and eventually gained • LGBTQ+ Advocacy 


○ RuPaul's Viva Glam

popularity through magazines credits and word-of- ○ 100% of proceeds were
mouth advertising in the fashion world. donated to the HIV + AIDS
In 1994 the brand became a subsidiary of the beauty campaigns
giant Estée Lauder.
 BACKGROUND: WHERE M.A.C STANDS

CURRENTLY SOLD M.A.C VALUES

Owns 500 independent stores
Acceptance Diversity
worldwide
Creativity Individuality
M.A.C. counters are found in high-
Artistry Trend Setting
end department stores
Quality Color Authority
Recently began selling at ULTA and
Sephora

POSITION
Popular among millennials
Faced backlash for history of animal testing
Dropped from #1 spot to #3 behind NARS
and Sephora
Recently partnered with Postmates and
AfterPay to increase relevancy and exposure
Two new brand ambassadors: Spanish
singer Rosalía and K-Pop star Lisa from
BLACKPINK
 CHALLENGE

REMAINING RELEVANT
WITH GEN-Z

As 2020 brings on a new remote world,

Gen-Zers are trading the makeup brushes
for skincare products. Putting more time
into their skincare regimes than into their
makeup routines. 

M.A.C must find a way to tap into the
natural beauty trend, and align with what
Gen-Z wants: Natural-looking, affordable,
creative makeup products, as well as quality
skincare products.
OBJECTIVES
Dig deep within the brand to discover key points of
relevancy in relation to Generation Z.


Be willing to change what has "always worked" for M.A.C

Cosmetics. 


Discover ways M.A.C can build confidence with the Gen-Z

market.


Guide M.A.C to a path of future success through 


organizing and reimagining the brand's touch points.


Delve into the desires of Gen Z and gain a deeper

understanding for their "natural beauty"preferences. 


See what competitors are doing right, and strategize these

findings to help M.A.C redeem their #1 spot.
 APPROACH

PHASE 1 PHASE 2
 PHASE 3


 

Unearthing Defining Utilizing
M.A.C Gen-Z Insights
Cosmetics Makeup
Habits

Company analysis of M.A.C
 Conducted interviews with 24 Shared findings from the interviews
○ Background of the brand
 different Gen-Z makeup users Identified common themes
○ Where the company is Consulted market/industry Compared the interview findings to
currently positioned 
 databases for secondary the research findings
○ Who are their competitors research - Mintel, Statista,other Identified where the tension was
reputable sources. and created solutions
GEN-Z Makeup Users
The Data: Noteworthy Quotes

“Always looked
"I only wear "Outdated,
" kind of heavy "Reminds me of
lightweight Heavy,
and that is just my mother"
makeup." Boring"
not my look”

"They just
"I want to look "Heavy,
good, but I want don't have
"Overrated" Expensive,
my bank account my go to
to look good too" Out-Dated"
product"

"Old, "Sums up the "I care more about "People want to

youtube era spend more on
ancient, of heavy full
convenience and
skincare than
price in college,
reliable." coverage
MAC has neither"
makeup these
days."
makeup"
 The Data
M.A.C is M.A.C is too expensive M.A.C products are
outdated to the Gen-Z consumer perceived by Gen-Z
make-up users as heavy

"It kind of feels a little

"Why would we spend
ancient to me, like kind " A more light-weight style
$20 on a single lipstick
of outdated I haven’t is my go to. It's usually the
when we could buy 4
seen anything from them same routine every single
similar shades for the
that has like wowed me time, nothing much
same price from NYX?”
or has been super changes." (Nicole, 20)
Alyssa, 24
creative." Paloma, 19

"Many Gen-Z make-up "The motivation to buy beauty

"72% of Generation Z" products has changed for
buyers gravitate toward an
consider price to be the many consumers, with less of
unvarnished aesthetic
deciding factor when a focus on simply looking
from brands that are good and more emphasis on
purchasing beauty
progressive in the feeling good and healthy"
products. - 2020, Mintel
imagery they use." 2020, 2020, Mintel Report
NYT
 The Data
M.A.C is intimidating to
Generation Z consumers
"It was just a bit intimidating, like the
lighting is intense, it just seems very
professional." Alden, 22
Consumers are looking for,
"transparent, clear messaging
related to product and
ingredient sourcing and
sustainability initiatives on
materials across channels."
2020, Mintel Report
Generation-Z consumers are
more willing to splurge on
skincare than on makeup
"I want my skin to be glowing, makeup
helps, but id rather it be natural. So I
focus on my skin before anything"
Rebecca, 21
In 2019, skincare was one of
the top 3 beauty categories in
the US in terms of sales,
earning the second place spot.
Unlike makeup products
which ranked #7 in sales.
2019, Statista Report
 Key Insights
M.A.C is outdated
M.A.C is too expensive to
the Gen-Z consumer
M.A.C products are perceived
by Gen-Z make-up users as
heavy
Younger makeup users
feel more attached to
Many Gen Z shoppers have
newer brands that have
been created in response mastered the art of
to shifting social and finding “dupes,” for high
end makeup products, Gen Z users prefer makeup
beauty trends.
trading the high end that has a purpose aside
retailers for drug store from coverage. They prefer
cosmetic purchases. to achieve a more natural
look for their daily routine
alongside more creative
uses.
 Key Insights
M.A.C is intimidating Generation-Z consumers are
to Generation Z more willing to splurge on
consumers skincare than on makeup

Gen-Z make-up wearers value

Gen-Z consumers value being their
transparency. They want to
genuine, authentic selves. They are
know what is in the products
not trying to transform their faces -
they use, how the products are
but enhance their features. Make-
made, and feel comfortable
up is optional, skincare is essential.
using the product. M.A.C has
Gen-Z wants to take care of the skin
branded itself on exclusivity
under the makeup first and
and being for professional
foremost.
artists.
 Recommendations
M.A.C is outdated
Younger makeup users feel
more attached to younger
brands that have been
created in response to
shifting social and beauty
trends.
M.A.C needs to tap into
modern cultural and social
trends in order to appeal
to younger consumers.
Recommendations:
More tasteful, unique
packaging &
expanding their
activism
M.A.C is too expensive to the
Gen-Z consumer
Many Gen Z shoppers
have mastered the art of
finding “dupes,” for high
end makeup products,
trading the high end
retailers for drug store
cosmetic purchases.
Gen Z users are willing to
splurge on skincare and
products that are considered
essential, but ultimately they
want a good deal.
Recommendation: 

M.A.C for the College
Creative - Exclusive deals
and discounts
M.A.C products are perceived
by Gen-Z make-up users as
heavy
Gen Z users prefer makeup
that has a purpose aside
from coverage. They prefer
to achieve a more natural
look for their daily routine
alongside more creative
uses.
M.A.C must understand
that beauty trends have
shifted to a simple, cleaner
look rather then the "done
up" bold look.
Recommendations: 

M.A.C Naturals

M.A.C Light
 Recommendations
M.A.C is intimidating to
Generation Z consumers
M.A.C has branded itself
on exclusivity and being
for professional artists.
Gen-Z wants transparency
and accessibility.
M.A.C needs to be more up-
front about what goes into their
products, and present itself in a
way that isn't so exclusive.
Recommendations:
 take care of the skin under the
M.A.C Transparency Campaign:
Shows ingredients/ how
products are made. M.A.C.
Essentials: Everyday makeup line
for the nonprofessional creative
Generation-Z consumers are
willing to splurge more on
skincare than on makeup
Gen-Z consumers have
been shown to spend
more on skincare
products than makeup
products
Make-up is optional, skincare
is essential. Gen-Z wants to
makeup first and foremost.
Recommendations: 

M.A.C Derm, rebranding
their current skincare line
Q&A
 Works Cited
https://www-statista-com.colorado.idm.oclc.org/statistics/733679/most-
frequently-used-make-up-brands-in-the-us/
https://www.-statista-.com.colorado.idm.oclc.org/study_id38769_cosmetics-
consumer-behavior-in-the-us-statista-dossier.pdf
https://www-statista-com.colorado.idm.oclc.org/study/11592/cosmetics-
industry-statista-dossier/
https://www.nytimes.com/2020/08/18/style/what-it-means-to-be-a-gen-z-
beauty-brand-today.html