A pitch for MAC Cosmetics branding ideas. This includes multiple marketing campaigns.

1. MAC Cosmetics
Final Brand Plan
Brienne Swanson

2. Strongest Brand Elements
• Brand Name: MAC - Makeup Art Cosmetics
• Packaging - Sleek, Black
• Slogan - All Ages, All Races, All Genders

3. New MAC App
• The app will allow users to virtually try on MAC makeup.
• Allows users to “try on” concealer and foundation. It will
shade-match.
• Purchase directly from the app
• Live chat with MAC employees for help finding the right
products, or just deciding which eyeshadow looks better
if you send them your “try on” photos
Brand Element Slogan - All Ages, All Races, All Genders

4. Target Audience
• MAC Customers
• Younger audience (ages 13-40) who are tech savvy
• Middle-Upper Class - can afford a smart phone and MAC
makeup
Rational
MAC wants makeup to be accessible to all ages, all races, and all
genders. However, with online shopping on the rise, we want all
different types of demographics to be sure they feel good in what they
purchase. Most importantly, their foundation matches their skin-tone.
This app is going to make it more convenient to purchase online, and
feel confident in that purchase.

5. Impact
• This app will have a global impact, as it will be available
to anybody with a smartphone.
• This app will have long-term impact. It is something that
can be continuously developed and improved to make
shopping MAC products more convenient.
Message
Make online makeup shopping simpler. A big problem with
shopping for makeup online is that we don’t get to try it on.
That’s how we wind up with a foundation 6 shades darker or
a lipstick that looked better on the model. MAC is making
this a thing of the past with high-tech virtual try on and color
matching.

6. Social Media Strategy
• Facebook
• Link to download the app
• Explanation of what the new app does
• Try on images from MAC employees
• Screenshots of how the app looks
• Twitter
• Same as facebook
• #MACApp #MACTryOn
• Instagram
• Try on images from MAC employees
• Screenshots of how the app looks
• #MACApp #MACtryon

7. Other Media
• Email announcement with link
• Link on website
Design Elements
The app will look very similar to the website: Black and white, pops
of colors, same fonts
Timeline
https://savvyapps.com/blog/how-long-does-it-take-to-make-an-app
• App development takes 4-6 months on average.
• For perfection purposes, we’ll plan for 10 months
• Once the app is live, promotion will begin.
• Promotion will start heavy for the first 3-4 months. After that it will be
promoted whenever there is an update.

8. Budget
• $50,000 - $100,000 for app development
• I will budget $15,000 for marketing
https://buildfire.com/app-development-costs-difference/

9. Art Contest: Blend the Arts
• Artists submit their 2D designs to MAC Cosmetics.
• 5 Third Place Winners: Receive any product of your choice for free with your
design on the packaging.
• 3 Second Place Winners: Receive a custom cosmetic bag with your design on it
stocked with MAC essentials (Lipstick, blush, paint pot, mascara) which also
feature your design on the packaging.
• One First Place Winner: Receive the same prize as second place, plus your
design will be on all MAC packaging for a limited time.
• First place will also be flown out, with a friend, to an exclusive launch party.
• The packaging doubles as the limited addition holiday packaging created
annually
Brand Element: Brand Name

10. Target Audience
• The contest would appeal to 2D artists
• Makeup enthusiasts
• Small artists seeking extra recognition
Rationale
In the name MAC is “Makeup Art.” I want to emphasize artistry. This
contest will bring artists together, and start a conversation, at the
center will be MAC.
The launch party will be an amazing event that several influencers
will be invited to which will serve as advertising.

11. Impact
• Global: The competition will be open globally and
therefore will start a world-wide conversation.
• In the spirit of all ages, all races, all genders
• Short Term (for now)
• This is a limited time competition, but if successful, it
may become an annual competition.
Message
We want to bring more art into MAC. We handle makeup art,
you give us your best 2D design. Let’s blend the arts.

12. • Twitter
• #Blendthearts #MACBlendthearts #MACArtCompetition
• Images of entries (with credit of course)
• Communicate with users interested in the competition
• Facebook
• Images of entries
• Communicate with users interested in the competition
• Instagram
• #BlendTheArts #MACBlendTheArts #MACArtCompetition
• Photographs of the entries
• Instagram stories explaining and discussing the competition
Social Media Strategy
Other Media
• Visual campaigns in store
• Email marketing to loyalty members

13. Creative
• Always include MAC logo and keep fonts complimentary to logo and
other fonts on website
• Make MAC logo a rainbow, but text and backgrounds remain black and
white
• Competition will be open for the entire month of July
• Bi-Weekly posts about competition on social media
• Two reminders via email
• Winners announced August 7th
• Launch Party November 7th
Timeline

14. Budget
The contest itself will not cost anything.
To get the winner to the launch party (along with a hotel) should
be estimated anywhere from $2,000-$10,000 depending on
where the winner lives.
https://salazarpackaging.com/cost-estimates-for-custom-printed-e-commerce-and-subscription-boxes/
https://www.peerspace.com/pages/listings/5bfc44e7c66f39001d21c7c7?sort_order=25
Launch Party 6:00PM-11:00PM:
Venue: $500/hour = $2,500
Catering: $23/person average of 200 people = $4,600
Extra Fees (Decor, Surprise Costs): $2,000
Total = $9,1000
https://www.thumbtack.com/p/catering-costs

15. New Limited Addition Packaging
• First place winner’s design will be printed on MAC packaging for a limited
time (only 20,000 units will be sold with custom packaging).
Brand Element: Packaging
Target Audience, Description, Impact, and Message - Same as contest
Social Media Strategy
• Once the winner is selected, the packaging will be printed, and posted all
over facebook, twitter, and instagram. Winner will be tagged.
• #BlendTheArtsWinner #MACBlendTheArts

16. Other Media
• Email marketing campaign to announce winner
• Photograph of winner on website
• Photograph of winner in stores
Creative
• All marketing for the new packaging will be inspired by
the winner’s design
Timeline
• The winner will be announced September 7th
• The winning design will be promoted until the limited edition
packaging is sold out. Sales begin November 7th (Holiday Packaging)

17. Budget
MAC does not disclose where they get their packaging, but on average it will cost
about $1 per unit.
We will produce 20,000 units of the new packaging. This is approximately $20,000.
To market this campaign, I will budget $15,000
https://chemistscorner.com/what-are-the-startup-costs-for-a-cosmetic-business/