Week 5 - Developing a Global Vision

M.A.C. Cosmetics is a multinational corporation and is the number one makeup artist brand in the world. M.A.C. is sold in more than 70 countries and territories worldwide. For 2010, the company estimates revenue of 1.95 trillion won ($1.65 billion) and net profits of 330 billion won compared with roughly 1.77 trillion won and 300.6 billion won last year. M.A.C. Cosmetics sells extremely well globally in Doha, Qatar and the United Arab Emirates. One of their target markets is the Airline Industry and there are consumers who are able to use the best quality cosmetic product at a value they are ready to pay. From my personal perception, when I used to fly for Qatar Airlines as a Flight Attendant I loved all of M.A.C. Cosmetics and still do. It gave me a great satisfaction for the value for money I spend and I really saw a lot of difference compared to the rest.  When I walked into any of the M.A.C. stores, the sales representatives always wore a smile and gave the best personalized customer service. Also, M.A.C. Cosmetics offering a free glam lipstick for every 5 of their used products is another attracting offer for me, which adds to being globally conscious of the green marketing. Services available at these M.A.C. Cosmetic stores include:

• False eyelash application
• Full make-up application up to one hour
• Make-up lessons up to 90 minutes.

The Gulf region is one of the fastest growing cosmetics markets in the Middle East, characterised by high purchasing power, sophisticated tastes and a multicultural environment to absorb much of what global brands have to offer. One of the unique brand initiatives seen in the market was by M.A.C. - the hosting of "Industry Parties". Invitations to a party are given out by M.A.C. to industry professionals from the fields of music, media, modeling, photography, movies and event management to gather under one roof and get to know the brand and its representatives. Adding to that exciting way to build rapport with its target audience, every six months, M.A.C. conducts a "Trend Presentation" by professional make-up artists immediately following major fashion shows worldwide. Make-up artists from New York fly in to give a demonstration of the latest trends to users.