Saturday, 30 January 2016

Mac's Target Audience

A target market is the group of consumers that are most likely to by your products and the group of consumers that the products are catered to.


Mac was originally created for professional makeup artists that needed makeup to translate well on camera and with stand any vigorous wear by models; however the company now caters to a wider range of needs and is not just for professional use anymore, but also available to the general public. Mac's mission statement is All Ages, All Sexes, All Races which indicates that everyone is including in Mac's target audience. Mac are so famous for supporting people's individuality and self expression, not matter what age, sex or race you are. The company have done adverts using models with a variety of races, models aged from about 18 upwards and both males and females. Some example of the variety of models used are shown below.

Ru Pal, Famous Drag Queen.
FERBER, T., 2015. These Celebrity Viva Glam Ads You Forgot About Are Works of Art [viewed 30th January 2016]. Available from: http://www.vh1.com/news/217765/celebrity-mac-cosmetics-viva-glam-aids-hiv-ads-photos/
Sharon Osbourne, Aged 61.
FASHION&STYLE, 2015. Will Kelly Osbourne and Sharon Osbourne's MAC Collaboration Be As Popular As Rihanna's? Could Anything Beat 'RiRi Hearts MAC'? [viewed 30th January 2016]. Available from: http://www.fashionnstyle.com/articles/17063/20140306/kelly-osbourne-sharon-osbourne-mac-collaboration-rihanna-could-anything-beat-riri-hearts-mac.htm
A model with colour.
BEAUTYPULSELONDON, 2014. New Season #brownbeauty! A review of the AW16 campaigns: Part 3! The Beauty Set! 

[viewed 30th January 2016]. Available from: http://beautypulselondon.com/new-season-brownbeauty-a-
review-of-the-aw14-campaigns-part-3-the-beauty-set/
Female body builder.
SAUERS, J., 2013. MAC Put A Female Bodybuilder In A Makeup Ad And It's Beautiful [viewed 30th January 2016]. Available from: http://jezebel.com/5973202/mac-put-a-female-bodybuilder-in-a-makeup-ad-and-its-beautiful
Iris Apfel, older and more eccentric model.
SNAP FASHION, 2011. Iris Apfel + MAC [viewed 30th January 2016]. 
Available from: https://snapfashion.wordpress.com/category/celebrity-spot/page/25/
The majority of their consumers are female and they are one of two brackets. They are either women who have a family and have launched their careers or college students in their teens. The consumers are also usually confident, creative and savvy and they like to spend money on themselves. Mac is a high end brand, but it is not at a very high price point, such as Chanel or Tom Ford etc. so it is more attainable by the general public, even if it is a treat. Mac uses demographic information which informs them that their more concentrated target audience is women between the ages of 18 - 49.

Resources:
QUAATEY, S. M.A.C Cosmetics: The World's Leading Makeup Company [viewed 30th January 2016]. Available from: http://makeupartcosmeticsinc.blogspot.co.uk

LADYRATTUS, 2012. A Case Study on MAC Cosmetics: The World's Leading Makeup Company [viewed 30th January 2016]. Available from: http://www.ladyrattus.com/2012/12/a-case-study-on-mac-cosmetics-worlds.html

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