M.A.C.

LOVE YOUR LIPS Campaign

APPENDIX
I. COMPANY DESCRIPTION
HISTORY REVENUE, COMPANY SIZE AND GLOBAL REACH PRODUCT AND SERVICE OVERVIEW PHILANTHROPIC EFFORT

II. MISSION STATEMENT III. MARKETING OBJECTIVES IV. PRODUCT OVERVIEW

PRODUCT DESCRIPTION PRODUCT SERVICES CUSTOMER REVIEWS COMPLIMENTARY PRODUCTS AND SERVICES

V.

SITUATION ANALYSIS
INDUSTRY ANALYSIS KEY COMPETITORS SWOT ANALYSIS

VI. MARKETING STRATEGY

TARGET MARKET STRATEGY MARKETING MIX PRODUCT PRICE PLACE PROMOTION PAST PR AND MARKETING TACTICS

VII. EVALUATION, IMPLEMENTATION AND CONTROL

RESEARCH EVALUATION ORGANIZATIONAL STRUCTURE AND PLAN CONTROL SUMMARY

M.A.C. LOVE YOUR LIPS Campaign I. COMPANY DESCRIPTION

HISTORY Frank Toskan and Frank Angelo founded M.A.C. Cosmetics in 1984 in an attempt to provide high-end makeup that would withstand the harsh conditions of the fashion world (Sacks). Early on, the founders strayed from the cosmetic industry norm and catered to the specific needs and desires of professional makeup artists (Sacks). The desire to have a makeup line that was diverse enough to keep up with the changing trends of the fashion world was another reason for the companys startup. As current contributors to the fashion world, Toskan and Angelo saw how cosmetic companies ignored trends and stuck with the same line of products. M.A.C. diversified themselves in the industry by following trends and appealing to fashion lovers and trendsetters alike (How M.A.C. Cosmetics was Started). REVENUE, COMPANY SIZE AND GLOBAL REACH In 1998 Estee Lauder purchased M.A.C. and took the company global (Ejofor). Estee Lauder brings in $6.3 billion dollars annually between their 25 different brands (Sacks). M.A.C. itself is responsible for approximately $160 million of that revenue (Michalak). Today, M.A.C. has over 1,000 stores and is in 67 countries around the world (How M.A.C. Cosmetics was Started). PRODUCT AND SERVICES OVERVIEW M.A.C. cosmetics are some of the most popular in the industry (Michalak). The company offers hundreds of shades of eye shadow, nail polish, lipstick and face color along with makeup brushes and skin care lines (Michalak). Professional in-store makeup artists cater to individual client needs. Expert knowledge, trendy products and a variety of shades and looks attract millions of loyal M.A.C. customers (Sacks). PHILANTHROPHIC EFFORT Established in 1994, the M.A.C. AIDS Fund has raised $128 million. The fund provides financial assistance to men, women and children suffering from the AIDS disease. The organization is financed entirely by sales of the VIVA GLAM line where 100% of

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revenue goes to the organization (How M.A.C. Cosmetics was Started).

II. MISSION STATEMENT

The LOVE YOUR LIPS campaign is designed to expand M.A.C.s image in the cosmetic industry with a continued commitment to high style, service and customer satisfaction through the advertisement and sales of M.A.C. lipstick.

III. MARKETING OBJECTIVES

The marketing objective is to establish M.A.C. as an expert in the cosmetic industry and promote the M.A.C. image and lipstick sales. The 2011 LOVE YOUR LIPS campaign is designed to increase the sales of M.A.C. lipstick, foster customer involvement and diversify the M.A.C. brand. Objective 1: To increase the annual sales of M.A.C. lipstick by at least 15% in the year 2012 compared to 2011 sales. Objective 2: To increase customer involvement by at least 20% in the year 2012 compared to the year 2011. Objective 3: To diversify the M.A.C. brand by changing customer perceptions of M.A.C. by 15% or more in 2012 compared to 2011 perceptions.

IV. PRODUCT OVERVIEW

PRODUCT DESCRIPTION M.A.C. has a total of 160 different shades of lipstick. The cost of M.A.C. lipstick ranges from $14.50 to $17.00 depending on the line (maccosmetics.com). M.A.C. currently has six different lipstick lines. These lines include VIVA GLAM, SURF BABY!, Sheen Supreme, Pro Longwear, Mettene and M.A.C.s regular lipstick line. VIVA GLAM features metallic lipsticks in shades of rose, wine and mulberry. At $14.50, all of the profits go towards the M.A.C. AIDS Foundation. SURF BABY! lipsticks ring in at $15.50 with nude and floral shades. Sheen Supreme lipstick combines the color of lipstick with the shine of a lipgloss at $14.50. At $17.00 Pro Longwear has a creamy, lightweight texture that does not require a topcoat and

M.A.C. LOVE YOUR LIPS Campaign

lasts up to 12 hours. M.A.C.s regular lipstick line comes in over a hundred different colors and Mettene brand offers a creamier, smoother, semi-matte finish. Both lines retail for $14.50 (maccosmetics.com). PRODUCT SERVICES The M.A.C. Colour Play tool on the companys website allows customers to compare shades online. The interactive on-site program allows customers to find their perfect color by comparing several different brands and combinations. This tool can also be used to compare lipstick shades with coordinating eye shadow, nail polish, foundation and blush to achieve the ultimate beauty look (maccosmetics.com). CUSTOMER REVIEWS According to 181 reviews, M.A.C. lipstick took the number one slot for best brand of lipstick (M.A.C. Lipstick). Customer reviews state the following about M.A.C. lipsticks: M.A.C. lipsticks are the best out there. The M.A.C. lipsticks come in so many shades and finishes that there is something out there for everyone! They go on really smooth and the colors are really natural. They are very pigmented and last all through the night (M.A.C. Lipstick). I bought the color Myth and I have been loving it ever since. The color is very gorgeous and even after eating a hot dog and drinking a soda the lipstick looked fresh. It is also very creamy and easy to put on and fix (maccosmetics.com). This is by far the best lipstick I have ever used! It glides on, no pulling, no bleeding. The VIVIA GLAM V color is the perfect shade to go from day to night! I wish it stayed on a little longer, but the way it just glides on and the beauty of the color makes this lipstick get a five all the way (maccosmetics.com). I bought three of the new Mattene lipsticks this weekend and love them! They give a nice matte look without being overly drying, like a lot of matte lipsticks can be. The color is long lasting and leaves a nice stain when it finally does wear off. Im really hoping M.A.C. decides to make them a permanent part of the line (maccosmetics.com).

M.A.C. LOVE YOUR LIPS Campaign

I ordered this lipstick GottaDash on Wednesday and it came in the mail on Friday. Its so smooth and creamy and goes on great! Its comfortable to wear and the shade I purchased is perfect for my coloring. This was my first purchase from M.A.C. and I have to say I will definitely be back for more (maccosmetics.com). COMPLIMENTARY PRODUCTS AND SERVICES

M.A.C. lipstick can be paired with lipglass, lip pencil, lip conditioner, lip primer and lip kits and bags. Lipglass is M.A.C.s version of lipgloss and can be applied over lipstick or by itself. It comes in all of the same shades as M.A.C. lipstick. Lip pencil is intended to line the lips and create a more even line for the lipstick. Lip conditioner comes in tinted, SPF and clear options. Lip primer is a color-free base to wear under lipstick. (It) adds light moisture, (and) smoothes and refines the lips. The lip kits and lip bags come in lipstick and lipglass combination packages (maccosmetics.com). Along with lip products, M.A.C. also offers skin care lines, eye shadow, foundation, powder, eyeliner, eye shadow bases, blush, mascara and applicator brush sets (Sacks). M.A.C. professionals offer complete makeup application with the purchase of $50 worth of M.A.C. products. M.A.C. applies over 250,000 makeup looks for brides every year (Sacks).

V. SITUATION ANALYSIS
INDUSTRY ANALYSIS The annual revenue of the beauty industry is approximately $170 billion. Of that $170 billion, $40 billion is spent in the Americas, $60 billion in Australia and Asia, $60 billion in Europe and $10 billion in Africa. Sales of this $170 billion industry are split between five categories. Makeup and hair care are responsible for 20% of spending, 27% is spent on skin care, 10% is spent on fragrance sales and 23% of purchases are spent on other beauty products (Perry). In the past ten years, there have been four major trends in the beauty industry. (1) There is more money to be made in beauty. Every year, more products appeal to older women by promising youth and to younger women by promising glamour. (2) The antiaging revolution is in full-affect. From Botox to makeup, women

M.A.C. LOVE YOUR LIPS Campaign

are doing all they can to fight age and appear younger. (3) A new trend of less is more has sprung. Customers are seeking beauty remedies that enhance their natural beauty and are steering away from the dramatic looks of the past. (4) The appeal for celebrity use in advertising has sky rocketed. The rise of social media has led to an increase in celebrity gossip and the desire for star recognition to confirm purchasing decisions (Derrick). KEY COMPETITORS M.A.C.s three main competitors in the cosmetic industry are Bobbi Brown, Smashbox and Urban Decay Cosmetics. As seen by Figure 2, M.A.C. is high in fashion and trends. As shown by the perceptual positioning map, Bobbi Brown and Urban Decay also fall in this category. Smashbox Cosmetics, although not a U.K. brand, is also a larger competitor of M.A.C. because the company has a similar target market and branding strategy (Belael). Perceptual Positioning Map U.K. Cosmetic Market

FIGURE 2 (Belacel)

M.A.C. LOVE YOUR LIPS Campaign

Smashbox: Smashbox Cosmetics was founded in 1996 by the two greatgrandsons of makeup legend Max Factor. Smashbox was founded with expert knowledge and offers fragrance-free products and anti-shine methods. Although customer reviews speak highly of the skincare lines, Smashbox does not offer an array of colors or products (M.A.C. At-A-Glance).

Smashbox focuses on relational marketing that establishes ongoing partnerships with customers. On smashbox.com the company provides 24 hour email and live chat Monday through Friday where a studio artist is there to answer any of your questions. This customer service is targeted to a similar market as Bobbi Brown. Smashbox prices retail slightly higher than M.A.C.s and are for women young and old (Week Fourteen: Business Marketing). Although customers seem to enjoy the service offered by Smashbox, the overall product reviews were negative. For example: A small, mostly boring assortment of products priced higher than they should be. There are several lackluster makeup categories, including concealer, blush, eye pencils, and brow shades. Dont expect any amount of longevityseveral products dont offer colors with enough impact (M.A.C. At-A-Glance). Urban Decay: Founded in 1196, Urban Decay is the largest independently owned cosmetic company in the world. Urban Decay was founded with similar principles as M.A.C. The company wanted to break the traditional beauty mold and create bold, hip, risky products. The first magazine ad ever done by Urban Decay read, Does Pink Make You Puke? (urbandecay.com). Urban Decay targets the same age market as M.A.C., but has slightly different clients. Urban Decay is all about individuality rather than trends. Rock and Roll, Punk and Street Chic are all looks Urban Decay clients rock. The company also pioneered vegan and cruelty-free products (urbandecay.com). Although Urban Decay has a smaller market since it appeals to fewer people, customers are very loyal.

M.A.C. LOVE YOUR LIPS Campaign

Urban Decay is most known for its vibrant colors. People who like to make a statement with their makeup will certainly enjoy wearing something from Urban Decay. The company carries colors that cant be found elsewhere, which means its perfect for those who classify themselves as alternative (Vibrant Colors). SWOT ANALYSIS MAC Cosmetics: Strengths: Positive brand recognition Customer loyalty High-end products Trend-setting Media savvy Appealing packaging Creative ad campaigns Celebrity support Philanthropic image Wide array of product choice and color Global reach Great customer reviews Professional staff Modern image Reasonable pricing Recognition from the fashion world Weaknesses: Too trendy for some customers Lack of marketing for products other than VIVA GLAM Narrow marketing approach that appeals more to a younger crowd and less to M.A.C.s older target market Rely too much on word-of-mouth VIVA GLAM campaign ads only showcase the most extreme and bold M.A.C. products Opportunities: Expansion of ad campaigns for all products Diversity branding Greater social media use Greater customer involvement Utilization of event promotion Expand the image of M.A.C. to showcase all products and looks Threats: A trend for more natural looking makeup

M.A.C. LOVE YOUR LIPS Campaign

Bad press from celebrities featured in M.A.C. ads Gift with purchase campaigns by high-end brands like YSL, Lancme, CHANEL and DIOR Trend-setting by other competitive brands like Bobbi Brown, Smashbox and Urban Decay

Bobbi Brown: Strengths: Natural image High-quality products Positive brand recognition Global reach Great customer service Stylish and fashionable image Ability to appeal to a broad range of people Philanthropic Professional Appealing packaging Professional staff Weaknesses: Lack of product choice and color Lack of marketing Lack of brand excitement Boring advertisements Lack of modern appeal Feels old and out of date Opportunities: Expand to broader products and colors Keep the natural look while adding more glitz and glam Advertise the natural benefits of the Bobbi Brown line Use celebrities to endorse the brand Host showcase events to spread the Bobbi Brand name Greater social media use Threats: Older women sticking with trendy products Other brands taking an all natural approach Gift with purchase campaigns from high-end brands like Clinique and Estee Lauder. A shift in the beauty industry to more of a done up look

VI. MARKETING STRATEGY

M.A.C. LOVE YOUR LIPS Campaign

TARGET MARKET

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M.A.C. targets females between the ages of 18-30 who are from the B, C1, C2 and E socioeconomic classes (Figure 1). M.A.C. avoids members of the A class as they are more prone to shop less trendy, designer brands like YSL, CHANEL and DIOR. The E class is targeted because college students are also within the target market (Belacel). These targeted females are fashion lovers, outgoing, confident and media savvy. They are individualistic, but like to keep up with current trends. They are active, like to party and keep a busy social calendar. Overall, they are seeking to keep up with the latest in fashion, while still being able to adopt looks to fit their own unique style (Belacel).

FIGURE 1 (Belacel) MARKETING MIX Product: M.A.C.s products have simple packaging, trend setting colors and straightforward names. The products are stylish, eye-catching and are high profile items (Belacel). Price: M.A.C. prices are higher than most cosmetic brands because they are high quality. Lipsticks range from $14.50 to $17.00 depending on the brand (maccosmetics.com). These prices are not quite as high as designer labels such

M.A.C. LOVE YOUR LIPS Campaign

as YSL, CHANEL and DIOR that retail for as much as $38.00 (chanel.com).

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Place: M.A.C. is sold within their own personal boutique stores or high-end department stores like Nordstroms and Neiman Marcus. M.A.C. stores and counters are minimalistic and modern with open tester units. All M.A.C. employees are professional makeup artists and wear all black to promote a modern, trendy look (Belacel). Promotion: M.A.C. relies mainly on customer testimonials, fashion show implications and word-of-mouth promotion. VIVA GLAM is the only ad campaign done by M.A.C. (Belacel). PAST PR AND MARKETING TACTICS M.A.C. has been a rebel in the cosmetic industry. M.A.C. has never had typical cover girls and prides itself on being innovative, irreverent and original. Through their unique approach they have created a different way of branding (Belacel). Starting in 1994, M.A.C. launched the VIVA GLAM line that benefited the M.A.C. AIDS Fund. For this campaign in particular, M.A.C. positioned itself to market to every color, race, sex and ethnicity since AIDS can affect everyone. For their first VIVA GLAM campaign ad, their cover girl was the performer Ru Paul dressed in drag. Since this ad, M.A.C. has not strayed from this image by using controversial celebrities to prove their point. People such as Lil Kim, Elton John, Mary J. Blige, Shirley Mason and Lady Gaga have all been featured. Since the beginning, this campaign has helped to broaden the market for M.A.C. and reach people on a more global level (Belacel). For the rest of their product lines, M.A.C. relies mainly on hype created by word-of-mouth, fashion shows and social media (Belacel). Overall, 85% of M.A.C. customers are referred by word-of-mouth (Sacks). Since 2008, M.A.C. has used Twitter to offer beauty insight, trends on the rise and glimpses into what happens at major fashion shows. M.A.C. and Twitter are the perfect backstage collaboration, said Laura Elkins, the Vice President of Consumer Marketing and Artist Relations at M.A.C. (Belacel).

M.A.C. LOVE YOUR LIPS Campaign VII.EVALUATION, IMPLEMENTATION AND CONTROL

RESEARCH EVALUATION Competition:

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Between the three companies, Bobbi Brown is M.A.C.s biggest competitor. With Estee Lauder as a parent company, Bobbi Brown has the luxury of a strong global reach. The company also has a stronger advertising force and is a stable, classic brand with high quality products and customer service. Despite the strong customer loyalty, Smashbox is not as present as M.A.C. and is only in select locations. The company does not have the same global reach and lacks trend appeal and variety. Urban Decay competes with the most extreme of M.A.C. clients. M.A.C.s eccentric marketing campaigns often appeal to individualist customers. However, M.A.C. has a better reputation and a greater opportunity to appeal to a broader range of people. Industry Analysis and Past PR Campaigns: M.A.C. has done well at showcasing a trendy, provocative image and has developed a huge clientele based off high quality products and great customer service. Following trends and remaining a fashion force in the beauty industry have benefited the company. However, with the eccentric, over-thetop VIVA GLAM ad campaign M.A.C. has branded itself as too young and tactless for some individuals. Since VIVA GLAM is M.A.C.s only promotional advertising, the drag queen image can be a turn off for customers wanting a professional, more natural look. To follow suit with company goals and the changing beauty trends, I propose that M.A.C. broadens their public image with a promotional ad campaign featuring M.A.C. lipstick. Lipstick is seen as a classic beauty staple and the product has enough diversity to appeal to multiple beauty looks and needs. By focusing on sales of lipstick and a more refined look, M.A.C. can be seen as a makeup line that is suitable for both the boardroom and the dance floor.

M.A.C. LOVE YOUR LIPS Campaign

ORGANIZATIONAL STRUCTURE AND PLAN

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Lipstick has always been seen as a look of refinement. The LOVE YOUR LIPS campaign features a variety of lipstick looks, style techniques and ad campaigns that will work to increase customer sales for M.A.C.s current target market and reach an untapped group of potential customers. Target Market: For the LOVE YOUR LIPS campaign the target market will remain the same. The goal of the campaign is to better serve M.A.C.s current target market by following the current toned down beauty trends and showcasing M.A.C. lipstick in a variety of lights. Celebrity Ad Campaign: A celebrity ad campaign for M.A.C. lipstick will feature six wellknown, reputable celebrities. Celebrities will have one branding word associated with them depicting what they do best with their lips. A coordinating M.A.C. lip color will be showcased to reflect the branding word. Kim Kardashian o Profession: celebrity personality o Branding word: SHINE o M.A.C. lipstick shade: Girl About Town Candice Swanepoel o Profession: Victorias Secret Model o Branding word: KISS o M.A.C. lipstick shade: Please Me Angelina Jolie o Profession: actress famous for her humanitarian efforts o Branding word: INFLUENCE o M.A.C. lipstick shade: Sweet Ever After Tyra Banks o Profession: model and business tycoon o Branding word: LEAD o M.A.C. lipstick shade: Sweetie Christina Aguilera o Profession: singer and actress o Branding word: SING o M.A.C. lipstick shade: M.A.C. Red

M.A.C. LOVE YOUR LIPS Campaign

Emma Watson o Profession: actress famous for standing up for real beauty o Branding word: INSPIRE o M.A.C. lipstick shade: Hang-Up

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Ads will be featured in ELLE, VOGUE, Teen VOGUE and Glamour in the January 2012 issues and the proceeding issues for the rest of the year. MAC LOVE YOUR LIPS Blog: The M.A.C. LOVE YOUR LIPS Blog will be launched Jan. 1, 2012. The blog will serve as a hub for promotional campaign material, event announcements, idea boards, contests and customer feedback and showcasing. The six celebrities from the ad campaign will each write a posting that describes their word and why they love M.A.C. lipstick. Idea Boards: To showcase how lipstick can complete an outfit, idea boards will be designed. The boards will incorporate various shades of M.A.C. lipstick into an entire outfit with the lipstick as the focus and inspiration for the look. These idea boards will feature fashionable looks with varying price points and styles. These idea boards will be featured on M.A.C.s LOVE YOUR LIPS blog every month starting in February. ELLE, VOGUE, Teen VOGUE and Glamour will also feature the looks for the entire year of 2012. In-Store Events: Starting in January 2012, M.A.C. will host in-store promotional parties for customers. The parties will be at the beginning of each season to showcase new lipstick and makeup trends. Stores worldwide will have makeup stylists use the new products on customers. Any new product purchased at the event will be 15% off the regular price. To be invited to the event, customers must be followers of M.A.C. on Twitter and Facebook. They also must have spent $500 or more with the company to avoid overcrowding at the event.

M.A.C. LOVE YOUR LIPS Campaign

Contests and Promotions:

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Starting Jan. 1, 2012 there will be a worldwide LOVE YOUR LIPS contest for customers. Individuals must submit their own version of a M.A.C. campaign ad featuring one word describing what they do best with their lips. Customers must also submit a paragraph describing their ad and why they should be chosen. The winner will receive a paid trip to New York for two to attend the M.A.C. Beauty Show. Following the event, the customer will participate in a photo shoot where they will have their own LOVE YOUR LIPS campaign ad created. The customers ad will be featured on the campaign blog along with a recap of their trip and photo shoot experience. The first 100 people to subscribe to the LOVE YOUR LIPS blog will receive a free lipstick. M.A.C. blog managers will routinely post questions for customers to answer, such as a picture of them in their favorite M.A.C. lipstick shade. The best customer answer will receive a free lipstick and the top ten will get a 10% coupon to apply to a M.A.C. purchase of $50 or more. MAC Beauty Show: Where: The W Hotel, NYC When: Jan. 27, 2012 at 7:30 p.m. Why: to promote M.A.C. lipstick and kickoff the LOVE YOUR LIPS campaign The LOVE YOUR LIPS Campaign is designed to increase M.A.C. lipstick sales, increase customer involvement and rebrand M.A.C. as more than trendy and provocative. The 2012 M.A.C. Beauty Fashion Show will jumpstart the campaign and create hype for the yearlong marketing push. A total of 200 guests will be in attendance at the beauty show. Guests will be celebrities, socialites, prominent people in the fashion world and the campaign winner. Since the focus of the beauty show is on the lips, there will not be a typical runway. Instead, there will be a plated dinner for guests and the models will walk along a designated path between the tables. The models will wear different outfits in all black so that the lip shade will be the main focus. The featured models will be the

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M.A.C. LOVE YOUR LIPS campaign models. Each M.A.C. campaign model will present and wear their chosen campaign lipstick color. Lipstick shades are picked based on the word that describes what the model does best with her lips. When the campaign model walks through the room, her M.A.C. campaign ad will flash across a large projection screen at the front of the room. The proceeding models (not M.A.C. specific campaign models) will be wearing varying shades that also help to describe the models branding word. The runway model walk list: Model Candice Swanepoel Model A1 Model A2 Model A3 Kim Kardashian Model B1 Model B2 Model B3 Emma Watson Model C1 Model C2 Model C3 Christina Aguilera Model D1 Model D2 Model D3 Angelina Jolie Model E1 Model E2 Model E3 Tyra Banks Occupation Victorias Secret Model Model Model Model Celebrity Personality Model Model Model Actress Model Model Model Singer Model Model Model Actress Model Model Model Retired Super M.A.C. Lipstick Color Please Me Pretty Please Pink! Secret Lover Girl About Town Milan Mode Lickable Show Orchid Hang-Up Riveting Rose Rebel Icon M.A.C. Red Extended Play Chili Good to Go Sweet Ever After Mocha Soft Sell Growing Trend Sweetie Word KISS KISS KISS KISS SHINE SHINE SHINE SHINE INSPIRE INSPIRE INSPIRE INSPIRE SING SING SING SING INFLUENCE INFLUENCE INFLUENCE INFLUENCE LEAD

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Model, Businesswoman Model Model Model

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Model F1 Model F2 Model F3

Chatterbox Vegas Volt Overtime

LEAD LEAD LEAD

Each guest will receive a free M.A.C. lipstick upon departure and will be invited to the M.A.C. after party where music, dancing, drinks and free M.A.C. products will be featured. Footage from the fashion show and party will be posted on the M.A.C. LOVE YOUR LIPS blog. CONTROL Objective 1: To increase the annual sales of M.A.C. lipstick by at least 15% in the year 2012 compared to the 2011 sales. Financially, M.A.C. lipstick sales for the year 2012 will be compared to M.A.C. lipstick sales of 2011. If sales increase by 15% or more, the objective will be met. Objective 2: To increase customer involvement by at least 20% in the year 2012 compared to the year 2011. Socially, M.A.C. will compare customer involvement by collecting Facebook and Twitter follower numbers for the year 2011. These results will be compared to the results at the end of 2012. If these results increase by 20%, the campaign objective will be met. Objective 3: To diversify the M.A.C. brand by changing customer perceptions of M.A.C. by 15% or more in 2012 compared to 2011 perceptions. Image wise, M.A.C. will conduct a worldwide survey that will monitor peoples perceptions of M.A.C. from a company and product standpoint. An initial test will be conducted December 2011 and a final test will be conducted December 2012. If 15% or more of customers would use M.A.C. at the end of 2012 than at the end of 2011, the objective will be met. Offering $10 off coupons for $50 or more spent on M.A.C. products will encourage survey participation.

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SUMMARY The M.A.C. LOVE YOUR LIPS campaign will work to promote lipstick sales, increase customer involvement and diversify the M.A.C. image. The 2012 M.A.C. Beauty Show, celebrity ad campaigns, the LOVE YOUR LIPS blog, idea boards, in-store events and promotional efforts will all help to achieve these objectives. M.A.C. currently has a great reputation and the LOVE YOUR LIPS campaign will build upon this positive image.

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M.A.C. LOVE YOUR LIPS Campaign Works Cited

Belacel, Amel. Brand Analysis M.A.C. Cosmetics. ISSUU.com. ISSUU, 23 July 2010: 1-28. Web. 13 Oct. 2011. chanel.com. CHANEL. Web. 13 Oct. 2011. Derrick, Julyne. Trends in the Beauty Industry Over the Past 10 Years. About.com, About, Web. 13 Oct. 2011. Ejofor, Mmorna. Worlds Best-Selling Makeup. Forbes.com. Forbes, 9 Feb. 2006. Web. 13 Oct. 2011. How M.A.C. Cosmetics was Started-The History of M.A.C. Cosmetics. moderncosmetics.com. Modern Cosmetics, 2007. Web. 13 Oct. 2011. Khicha, Pretti. Bobbi Brown Nice Foundation. brandchannel.com. Brand Channel, 2001. 18 March 2011. Web. 14 Oct. 2011. maccosmetics.com. M.A.C. Cosmetics. 9 Aug. 2010. Web. 13 Oct. 2011. M.A.C. Lipstick. moderncosmetics.com. Modern Cosmetics, 2007. Web. 13 Oct. 2011.

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Michalak, Jodie. Company History M.A.C. Cosmetics. makeup.lovetoknow.com. Love to Know Makeup, 2006. Web. 13 Oct. 2011. Michelle. M.A.C. Verses Bobbi Brown. vivelademoiselle.com. Vive la de Moiselle, 23 Jan. 2011. Web. 13 Oct. 2011. M.A.C. At-A-Glance. cosmeticscop.com. Paulas Choice-The Cosmetics Cop, Web. 14 Oct. 2011. Perry. A Cosmetic Industry Overview for Cosmetic Chemists. chemistscorner.com. Chemists Corner, 5 Jan. 2010. Web. 13 Oct. 2011. Sacks, Danielle. M.A.C. Cosmetics. fastCompany.com. Fast Company, 1 Sept. 2006. 2011. Web. 13 Oct. 2011.

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urbaandecay.com. Urban Decay Cosmetics, 2011. Web. 13 Oct. 2011. Vibrant Colors. reviews.urbandecay.com. Urban Decay Reviews, Web. 13 Oct. 2011.

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Week Fourteen: Business Marketing. smashbox.blogspot.com. 9 May 2011. Web. 13 Oct. 2011.