History and Ethical and Social Responsibilities of MAC

I chose MAC as my brand because I have used and enjoyed their products for many years, I love how the creative and abstract some of their advertisements can be, and I support the work they do for charity. I didn't want to limit myself to a brand that has a very distinctive look, but I wanted to choose a brand that I can have fun with and be creative.

Mac Cosmetics Company Logo
MAC, 2016. Our History [viewed 30th January 2016]. 
Available from: http://www.maccosmetics.jobs/mac/our-history.html

Company History
Mac cosmetics was cofounded in Toronto by makeup artist and photographer, Frank Toskan, and beauty salon owner, Frank Angelo. They wanted to create a new line of makeup that would specifically work well with photography, as they thought there was a gap in the market for this. They initially started by selling products that they had 'cooked up' in their kitchen in the hair salon and this quickly got fellow makeup artists and hair stylists interest. Their success grew and grew by word of mouth until stylists and editors started using and promoting the new brand which only expanded their success even more until in 1984 they launched their first counter in a department store in Toronto.

The makeup counter was only staffed with professional makeup artists, which hadn't been done before, making the brand stand out from the rest. Mac decided to fully train and educate their staff about the products, an industry innovation. Mac didn't rely on advertising, handing out samples or promotions, they instead replied on the quality of their products for continuous sales. The packaging caught people's eyes because it was very chic and clean looking, and pots were used instead of the usual compacts. Other popular brands at that time were focusing more on skin care, whereas Mac wanted to focus on the makeup products to become the 'ultimate colour authority'. The most popular product was the intense matte red lip stick. Madonna, a New York cabaret star, wore it for a photo shoot which brought a lot of interest and she was later seen wearing a t-shirt with Mac written on it which, again, drew more attention to the brand. The company wanted to mix 'street savvy with glamorous style and panache', but they wanted to support people's individuality and self expression as a priority. This new creative take on makeup introduced a lot of drag and theatrical makeup into the mac stores and counters.

Mac's growing success did not go unnoticed by the cosmetic industry and so in 1995 The Estee Lauder Companies, one of the world's leading manufacturers of makeup, skin care, fragrance and hair care products, bought a percentage of Mac which greatly expanded the company to distribute their products across the globe. Stand alone stores and Mac counters in leading department stores starting opening at record pace until the company became very well known and respected and Mac teams started working with international fashion collections. In 1998 Estee Lauder purchased the remaining shares of Mac and John Demsey became the president of Mac. Mr Demsey pushed for the company to work at film festivals worldwide and sponsor certain pop music concert tours to help support the HIV/AIDS fund, and he strengthened the link between beauty, fashion and culture to keep the brand very relevant and edgy. The company continues to produce quality products, satisfy their customers and grow worldwide. The products that Mac create and bring out are because of the demand from professional makeup artists, which are Mac's ultimate target audience. The company has also continues the HIV/AIDS fund, but the company also supports animal-free testing and has a recycling program called Back To Mac.


HIV/AIDS Fund 
In 1994, when AIDS started spreading across the globe, the MAC AIDS Fund was created. It was put in place by Mac's co-founders to raise awareness and money to help battle against AIDS and any charity fund raising done by the company would go to AID charities. This fund raising started with the VIVA GLAM lipstick and 100% of the proceeds of every VIVA GLAM product went to the MAC AIDS fund. VIVA GLAM wanted to 'celebrate life and the outspoken attitude of the company'. The company's mission statement of 'all ages, all sexes, all races' supported this AIDS fund as it would help men, women and children suffering from the illness. VIVA GLAM has been supported by many trend setting and outspoken celebrities over the years, including Lady Gaga, Ru Pal and Miley Cyrus. The spokespeople chosen bring out their own VIVA GLAM products to support the cause and they have to be influential, showcase diverse communities, and alternative as they need to be people that are looked up to for their personal achievements and creating new movements. Through this HIV/AidS fund Mac have raised $224 million to date. Some examples of VIVA GLAM adverts are shown below.

VIVA GLAM I, Ru Pal

SWATCH & REVIEW, 2014. MAC Viva Glam over the Year [viewed 30th January 2016]. 

Available from: http://swatchandreview.com/mac-viva-glam-over-the-years/

VIVA GLAM V, Campaign 2, Pamela Anderson
SWATCH & REVIEW, 2014. MAC Viva Glam over the Year [viewed 30th January 2016]. 
Available from: http://swatchandreview.com/mac-viva-glam-over-the-years/

VIVA GLAM RICKY AND NICKI, Ricky Martin and Nicki Minaj

DUMAS, D., 2011. Lippin' La Vida Loca: First look at Nicki Minaj and Ricky Martin's MAC Viva Glam lipstick campaign [viewed 30th January 2016]. Available from: http://www.dailymail.co.uk/femail/article-2062969/First-look-Nicki-Minaj-Ricky-Martins-MAC-Viva-Glam-lipstick-campaign.html

VIVA GLAM MILEY, Miley Cyrus
CRUEL, J., 2014. Miley Cyrus Is the New Face of MAC Viva Glam [viewed 30th January 2016]. 
Available from: http://www.popsugar.co.uk/beauty/Miley-Cyrus-New-Face-MAC-Viva-Glam-36022132#photo-36022132

In 2002 Mac began to offer 'Good Spirits' makeovers where Mac makeup artists would give free Mac makeovers to people suffering with HIV/AIDS to help them learn about makeup and how to make themselves look and feel beautiful, even when they suffer from such an illness.

Mac cosmetics also supports HIV/AIDS with the program Kids Helping Kids where children affected by HIV/AIDS design and create greetings cards which Mac sell, and all the proceeds go to men, women and children affected by HIV/AIDS. Examples of the cards are shown below.

Greeting cards made by children affected by HIV/AIDS.
MARTA, 2007. MAC Holiday Kids Helping Kids, 2007 [viewed 30th January 2016]. 
Available from: http://talkingmakeup.com/tag/mac/page/22/

Back to Mac Recycling Program
Mac cosmetics have a recycling program called Back To Mac to help the environment, where you can return six primary packaging containers to a Mac counter, store or online and you will receive a free Mac lipstick of your choice.


Resources:
MAC, 2016. Back-To-Mac [viewed 30th January 2016]. Available from: https://www.maccosmetics.com/giving_back/back_to_mac.tmpl

MAC, 2016. Campaign History [viewed 30th January 2016]. Available from: http://www.macaidsfund.org/theglam/campaignhistory

MAC, 2016. Our History [viewed 30th January 2016]. Available from: http://www.maccosmetics.jobs/mac/our-history.html