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“We do intend to keep expanding on different finishes for our consumer and to have our makeup artists to show them how to use it and pick what’s right. And its plan to maintain relevance during the changing tide of consumer expectations will not slow down, said Yean. 2020, it linked up with QVC, as well as Boots and Asos in the U.K.
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In May 2020, MAC added AR try-on capabilities to its e-commerce site, which it followed with the launch of its drop model program called Underground in June 2020.
MAC has had a robust approach to its retail and makeup strategies in order to maintain relevance amid a larger industry-wide decline in cosmetic sales. It’s a brand that everyone has respect for because of its heritage.”
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“What is also interesting about MAC, compared to other brands, is how it forayed from being a professional line into a consumer brand. “One thing MAC does better than any other brand is they really have built a cult-like following over the years,” said Alison Bringé, Launchmetrics CMO. MAC’s owned media provided $21 million MIV (41% of its total) in March, and the top-five contributors were from its U.S. New entrants like KKW, Tarte and Dermablend, as well as Tinge on Tuesday, have elevated the sub-category.Īccording to Launchmetrics data, MAC’s own channels serve as its biggest source of media impact value, a proprietary Launchmetrics measurement that tracks the impact of influencers, print media, celebrities, official third-party partners and a brand’s own media channels. Notably, MAC is also no longer the only brand that specializes in body foundation.
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For example, video campaign assets on Instagram include a wide array of people with different skin tones, professions and lifestyles demonstrating how they use Studio Radiance. But now, it’s focused on the product and calling out its end result.
She said the Studio Radiance narrative was set to focus on its professional roots in face and body makeup artistry, and regular use backstage at fashion shows. Though Yean and her team began working on the Studio Radiance rebrand before the pandemic, the launch campaign pivoted due to how people have altered their makeup routines and look because of Covid-19. So the idea was to bring Studio Radiance to the forefront to capture a new generation of fans.”
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When people think of MAC, they think of full glam looks and high-coverage foundation. “This product offers a dewy no-makeup-makeup look, but we’ve never talked about it. We better help meet the needs of the consumers who are gravitating toward that less-is-more beauty mentality during the pandemic,” said Yean. “We were looking at as an opportunity to breathe new life to this iconic product. Estée Lauder Company posted a 25% sales decline in its second-quarter earnings. 1 in prestige makeup sales during Alibaba’s Singles’ Day event. MAC declined to share sales or growth stats, but it was called out during Estée Lauder Companies’ second-quarter earnings call in February for placing No. 3 best-selling foundation, following Studio Fix Fluid and Studio Fix Powder. According to a MAC spokesperson, the Studio Face and Body product was sold in two sizes, 50-milliliter and 150-milliliter bottles. Not only does Studio Radiance speak to younger customers interested in lighter feeling makeup, but it’s also targeting Asian customers for whom the glowy skin trend is popular across all age demos, Yean said.Īdditional Radiance products will launch in 2022 to establish the new category. MAC is trying to break out of its mold of full-face makeup by emphasizing that it has products for everyone, whether they are makeup artists or not, said Eva Yean, MAC Cosmetics svp of global product development. However, it offers buildable, sheer coverage that seems catered to no-makeup-makeup aficionados. Unlike MAC’s Studio Fix foundation, with its name that connotes the idea of long-lasting performance, the Studio Face and Body foundation did not indicate its final appearance beyond its use case for both face and body. With Studio Radiance, which first relaunched in early April, MAC also expanded its shade range from 13 to 30. The plan is for Studio Radiance to serve as the first product in a new pillar of MAC products focused on a “radiant” finish. MAC Cosmetics has rebranded its Studio Face and Body foundation to Studio Radiance.
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