Aim
To come up with critics, new ideas and improvements about the design based company M.A.C. With the design audit, we will find out how they used design in building their brand as well.
TriangulationFinding
Key Questions
1. Does M.A.C understand the designs role in its overall corporate plans?
2. Does M.A.C’s design idea affect the company business positively?
3. How do consumers respond to M.A.C’s design strategy?
4. How does M.A.C design can help building
in consumer loyalty?
5. What do media think about M.A.C’s strategy?
Does M.A.C understand
the design role in its overall corporate
plans?“Fashion and design are large parts of M.A.C’s DNA and we will always continue to be involved with the makeup artist.” Says M.A.C Senior Vice President James Gager.
CorporateIdentity
Uniformed characterto uniformed typeface
Basic ProductsSimple packaging, Wide choice
Appearing effect ion Over 1000 items provided
Limited Collection Trendiest conceptSpecial packaging
New technology
2~5 new launch every month
Visual Graphics Trendiest concept
Theme Story
Co-work with Industry Professionals
Store Colour
LightingDisplay
Retail / Branding Event
Head quarter designGlobal event guideline
Event kit
EmployeeCreative training class
Theme day East meet West
Does M.A.C design’s idea affect the company
business positively? “ The design of new product is one of the key driver for M.A.C’s business. Average 25~30% sales come from M.A.C new/limited product every month, holiday season even more higher .” Valerie Foong, M.A.C Regional Director
“ Unstoppable new collection launch is our secret to attract consumer keep trying and purchasing our product. ” Leslie Yang , M.A.C RRO Team Senior Artist
M.A.C Taiwan
How do consumers respond to M.A.C’s
design strategy?
What do you think about the interior design of a M.A.C Cosmetic store?Which factor is most impressive?What do you think about the images that M.A.C Cosmetics use on their visual design?What do you think about the staff working in the stores?What do you think about the products of M.A.C Cosmetics?
Questionnaire results 50+responses
Questionnaire results +50 responses
Interior design : Very impressiveBut too professional
How do consumers respond to M.A.C’s
design strategy?“One way is to increase a brand value:Use design to encourage trust”“The Brand Gap” Neumeier, 2003
Products :Trendy
Staffs :InspiringProffesstionalAttitude of the staff
Visual Graphics : Attractive But too strong for real life
How can design help in building
consumer loyalty? “M.A.C drives consumer loyalty on design of trend and
artists , consumers keep coming to counter for new products ,and also for artists’ professional advise ” M.A.C Sales Manager Jane Tsai Taiwan
Design applies the power of the brand. A strong brand identity encourages customers to trust existing products and to try new ones.Design Council
What do media think about M.A.C’s
strategy?
M.A.C does not use advertising as their marketing strategy; their strategy focuses on a very impressive, characteristic and full of personality design. Their most attractive features are:
-Wild range choice of colours and textures-Clear product displayers-Professional make-up artist to take care of customers-Strong impressive visuals-Sponsorship fashion events
Hence I think they successfully use design as a key factor to attract people.Yvonne Wang , Senior Beauty Chief Editor ,Vogue Taiwan
What do media think about M.A.C’s strategy ?
AMEC Communication Effectiveness Awards Research Company :Echo Research Client: M.A.C Cosmetics
1. Very strong profile foundationM.A.C’s media profile around the world was 83% positive, with only six negative items recorded out of nearly 4,000 articles (International , not include U.S)
2. Predominantly Visual coverage: Much of the product coverage was mainly visual and special coding had to be devised to reflect the quality of visual coverage rather than textual mentions
3. Key differentiating strengths clearly identifiedTop five descriptors: 1) Stylish 2) Innovation 3) Trendsetter 4) Wide range of colours 5) Cult. ‘Respected by the beauty and fashion industry’
SWOTAnalysis
Strength Weakness
Opportunities Threat
Strong visual DesignWide range, unique product offerProfessional artistsCreative senior design management teamInnovation & developing personality
Strong relationship with make upfashion industry in globalExtend the consumer segmentation
Too much design oriented than consumer oriented.Visual design is too edge andartistic to adapt usual lifeArtists are too professional imagebut not friendly enoughInterior design is too could doapproach consumers
Competitor follow their patternto wider the range of productand adopt into fashion industryLack of strong market supportthat will lose their competitive onStrong design
Recommendation
Understand the consumer need in order to extend the consumer segmentation
To design some mass oriented products for general consumer to adapt
Adjust the artist and interior design image for a more friendly appeal
Come up with some localised or regional collections in varied cultures across the globe
Focus on consumers bit more then design
Give a different design to the basic product packaging to attract new consumers
References
Jinal Shah , PSFK , Mar 3 ,2006 ,M.A.C’s claim to famehttp://www.psfk.com/2006/03/macs_claim_to_f.html
Jennifer Weil,WWD, Oct 26, 2007 , MAC's Theatrical Flairhttp://wwd.com/search/article/119853?query=MAC
Jinal Shah , PSFK , Mar 3rd 2006 ,M.A.C’s claim to famehttp://www.psfk.com/2006/03/macs_claim_to_f.html
EARTH Times ,Nov 23,2007,M.A.C Supports the 10th British Independent Film Awards 2007! http://www.earthtimes.org/articles/show/news_press_release,229231.shtml
Mintel , Niche brands bustle in on the big boys , Make-up - UK - August 2006http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=173798/display/id=228537#hit1
Mintel ,Mainstream cosmetics and toiletries, Ethnic Cosmetics and Toiletries - UK - October 2007http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=220158/display/id=304396#hit1
Jason Campbell,JC Report , Feb 2006 ,M.A.C-inghttp://jcreport.com/mailer/issue85/index.html#int
References
2005 AMEC Communication Effectiveness Awards, Echo Research, Best Use Of Media Evaluation - International - M.A.C
M.A.C.com , Producthttp://www.maccosmetics.com/templates/products/products_landing.tmpl
M.A.C Website , Collectionhttp://www.maccosmetics.com/templates/collections/collections_landing.tmpl
M.A.C.com, Lookhttp://www.maccosmetics.com/templates/looks/looks_landing.tmpl
M.A.C.com , Artistshttp://www.maccosmetics.com/artists/artists_landing.tmpl
Make-up Art Cosmeticshttp://en.wikipedia.org/wiki/Make-up_Art_Cosmetics