* Trade

Renowned in the beauty sector, MAC Cosmetics has made a name for itself as a
pioneer in the high-end cosmetics market worldwide. Since its founding in Toronto,
Canada, in 1984, MAC has developed into a well-known and cherished brand among
cosmetics aficionados worldwide. From lipsticks and foundations to eyeshadows and skin
care products, the company offers a wide selection of goods that are all made to
accommodate different skin tones and preferences.
With locations in several nations and a wide range of distribution channels, such as
department shops, independent retailers, and internet platforms, MAC has a global trade
network. The brand's retail locations are more than just locations to purchase makeup;
they're immersive environments where clients can engage with the goods, get
professional makeup artist assistance, and take part in a variety of activities.
Working together with celebrities, influencers, and well-known makeup artists has
become a key component of MAC's trade strategy. These influencer-collaborated limited
edition collections create a lot of buzz and excitement, which increases traffic to the
stores and online. The company has been able to stay at the forefront of the beauty
business by capitalizing on the popularity of social media and the influence of influential
people.
MAC's dedication to cruelty-free and ecologically aware techniques has also
influenced its business dynamics. MAC's stance on animal testing and sustainability
resonates powerfully in a period when consumers are more concerned about the ethical
consequences of their purchases. The brand's commercial strategy corresponds with the
principles of the expanding socially aware consumer sector, reinforcing the brand's
market position.
A robust web presence enables direct-to-consumer sales, allowing the MAC
cosmetics trade to go beyond traditional retail channels. Customers may easily find and
buy their favorite goods via the brand's official website, which also acts as a hub for
online shopping, beauty advice, and product information. In addition to expanding reach,
this digital strategy enables MAC to adjust to changing customer tastes and purchasing
habits.
The combined net sales of MAC and Clinique, which rose to almost $114 million
in the Estee Lauder annual report, somewhat countered this fall in net cosmetics sales in
fiscal 2023. The rise in the face, lips, and eyes subsections as well as the realization of
previously deferred income as a result of modifications to the BACK-To-M·A·C
takeback program drove the increase in net revenue from MAC(Estee Lauder, 2023).
In essence, MAC Cosmetics is a diversified combination of diversity, creativity,
and ethical devotion, making it a pioneer in the ever-changing cosmetics business. MAC
distinguishes itself by predicting trends, developing personal ties with customers, and
maintaining a worldwide presence. MAC has made an indelible mark on our perspective
and allegiance to cosmetics with exceptional products, clever collaborations, and a strong
commitment to social responsibility.
* Competition
Mac Cosmetics, a well-known company in the beauty business, is up against a
slew of powerful competitors, all competing for a piece of the lucrative cosmetics market.
Estée Lauder Companies, MAC's parent business, which controls a diverse portfolio of
cosmetics products, is one of its primary competitors. Estée Lauder Companies achieved
$14.29 billion in sales in fiscal 2022, indicating the company's large scope of activities,
according to latest financial reports. Estée Lauder announced net revenues of $20.87
billion for fiscal year 2022, proving its commanding dominance in the cosmetics
business.
L'Oréal, a worldwide beauty giant with a diverse product range, is another
significant competitor in the cosmetics business. L'Oréal's sales for fiscal year 2022
reached a stunning $32.77 billion, much surpassing that of Mac Cosmetics. The sheer
size of L'Oréal's operations, together with the range of brands like as Maybelline and
Lancôme, offer a significant challenge to Mac's ability to maintain its industry leadership.
L'Oréal's strong marketing techniques and ongoing product innovation contribute to its
consistent growth, making it a formidable competitor.
 Independent firms like Kylie Cosmetics, which Kylie Jenner launched, have
become formidable rivals to well-known cosmetic conglomerates. Despite not being able
to match the profits of industry titans like L'Oréal or Estée Lauder, Kylie Cosmetics'
explosive climb to fame and innovative business strategy make it impossible to ignore.
The brand uses internet channels and social media influencers, especially appealing to
younger audiences. The aforementioned strategy presents a challenge to Mac Cosmetics'
conventional marketing techniques and compels the company to adjust to the dynamic
realm of digital marketing and e-commerce.
Furthermore, the clean beauty trend has given birth to businesses like Rihanna's
Fenty Beauty, which stress inclusion and diversity. Fenty Beauty's popularity is obvious
in its ability to appeal and resonate with people worldwide. While Fenty Beauty's income
may not yet rival that of Mac Cosmetics, its impact on shifting beauty standards and
preferences cannot be understated. To preserve its competitive advantage, Mac must
manage this shifting consumer landscape while also meeting the rising need for diversity
and sustainability in the cosmetics business.
MAC's unique marketing initiatives are a key part of its competitive strategy. The
company has effectively capitalized on societal trends and beliefs by embracing diversity
and inclusivity. MAC's popular VIVA GLAM campaign supports donations for
HIV/AIDS research while establishing a good brand image. Analyzing the success of
such initiatives is difficult, but the long-term influence on customer loyalty is evident.
However, MAC retains a solid position by exploiting its underlying ideals of inclusion
and diversity. MAC's revenue for fiscal year 2022 was reported to be $2.4 billion,
demonstrating the company's ongoing prosperity. The brand's concentration on
professional quality and trend-setting items has helped it carve out a distinct market
position and build a dedicated consumer base.
In brief, Mac Cosmetics confronts stiff competition from both industry titans such
as Estée Lauder and disruptive innovators such as Kylie Cosmetics and Fenty Beauty.
Mac must constantly adjust its methods to keep ahead of consumer tastes and market
developments in the cosmetics industry. Mac's ability to overcome these problems, as
indicated by its competitors' financial success, will be important in preserving its position
as a top cosmetics brand.
* Thành công và thất bại
One of MAC's most notable accomplishments is its dedication to inclusion, which
has set new industry norms. The brand's varied product selection appeals to consumers of
different skin tones, nationalities, and genders. This inclusiveness has not only resonated
with customers, but has also become a model for the whole cosmetics business. MAC's
excellent sales numbers and dedicated client base demonstrate the benefit of embracing
diversity in the worldwide marketplace. The color pallet of MAC Studio Fix Fluid
Foundation is wide, offering several possibilities for people with different skin tones. The
business's success in embracing diversity is reflected in its devoted customer base and
excellent brand reputation.
MAC has showed outstanding marketing skills by partnering with well-known
bands and influencers. The legendary VIVA GLAM campaign, which debuted in 1994,
not only meticulously matched MAC Cosmetics with celebrities to promote global
awareness and brand devotion, but it also contributed more than $500 million to the
company's HIV/AIDS solution. Celebrity and influencer-collaborated limited edition
collections have often sold out, demonstrating MAC's capacity to build excitement and
anticipation for their products. Beyond the substantial financial advantages, the VIVA
GLAM campaign has tremendously helped the LGBTQ+ community and society at
general.
MAC's partnership strategy is also critical to its success. Collaborations with
influencers like as Rihanna, Ariana Grande, and Lizzo have helped the brand to reach
new audiences while remaining relevant in the ever-changing beauty scene. Limited
edition collections and exclusive partnerships have heightened customer urgency,
boosting sales and enhancing brand awareness. Furthermore, MAC's involvement in
social activities has proved the company's obligation to attract socially conscious clients,
therefore improving the brand's image.
In terms of retail strategy, MAC's early 2000s foray into the Chinese market produced
mixed results. China is a large and profitable market, but the brand is having difficulty
adapting to local client tastes and navigating the complex workings of the Chinese beauty
industry. quaoc. Growth was slower than expected due to early mistakes such as price
difficulties and a lack of understanding of the local market. MAC suspended their
sponsorship arrangement when Taiwanese musician A-Mei expressed support for pro-
democracy protests in Hong Kong in 2019. This episode highlights the delicate balance
that foreign firms must strike when entering nations with complex political systems.
There are two sides to MAC's digital entrance. On the one hand, businesses have
successfully integrated advertising, product innovation, and consumer participation into
social media platforms. However, the rise of online influencers has at times
overshadowed a brand's core values. According to detractors, MAC's focus on social
media trends has weakened its uniqueness. They urge the corporation to strike a balance
between being grounded and remaining true to its historical principles.
To summarize, MAC Cosmetics is recognized as a formidable force in the
cosmetics industry, with both notable achievements and infrequent disappointments. The
brand's commitment to diversity, innovative marketing, and adaptability has aided in its
ascension to the top of the industry.

* Webs tham khảo

https://www.networthspot.com/maccosmetics/net-worth/instagram/
https://www.elcompanies.com/en/investors/earnings-and-financials/annual-reports
https://www.therichest.com/luxury/the-richest-cosmetic-brands-in-the-world/
https://in.fashionnetwork.com/news/mac-and-tom-ford-give-big-boost-to-estee-
lauder,859038.html
https://youtu.be/1VXEyWwyyT0?si=Oy0VEos5jiSD2Cr7
* Nguồn (Harvard style)
Estée Lauder (2023) Annual Report 2023, The Estée Lauder Companies Inc.. Available
at: https://media.elcompanies.com/files/e/estee-lauder-companies/universal/investors/
investor-resources/toolkit/form-10k-2021.pdf (Accessed: 16 November 2023).