4. I. CHAMELEON BY M·A·C
What it is and how does it work?
➮ Smart pigments
➮ Melamine and pH reactive
➮ Natural finish
➮ Non greasy
➮ Non sticky
➮ Match all skin tones
➮ M·A·C created in 1984, Toronto
— Canada by Franck Toscan and
Franck Angelo
➮ Part of Estée Lauder since 1995
➮ “All ages, all races, all sexes”
5. ➮ Clear glass bottle
➮ Pomp, to get the right amount
➮ Hygienic utilization
➮ 30 mL — 22$
➮ 45 mL — 30$
Packaging and Pricing
6. II. ECONOMIC ANALYSIS
➮ Ethnic diversity: Potential &
Opportunity
➮ Product innovation
➮ Annual growth of 4.9% in 2015
Objectives:
➮ Expand our brand
➮ Opening new freestanding
stores:
5 stores in the US &
3 stores in the UK
by 2020
➮ Expect growth of 2% of our
annual turnover
7. ➮ World leading power: 18.400
billion $ of GDP
➮ 1st cosmetic market
➮ Strong and healthy economy
➮ Higher available income,
increased spendings
Revenue of the cosmetic industry
➮ 62.46 billion $ in 2016
The United States of America
8. ➮ World’s 5th largest economy:
2.919 billions $ of GDP
➮ Biggest spender on cosmetics
➮ “BREXIT” threat the economy
Cosmetics market value
➮ 16,630.7 million euros in 2016
The United Kingdom
9. III. MARKETING STRATEGY
Target Audience
➮ Women, 15-40 years old
➮ Young & older women
➮ For experienced and
inexperienced women
➮ No matter what the color of
your skin, your origin or country
Sales promotions
➮ 20% discount for loyal
customers
➮ Christmas box at 50$:
Foundation + Nail polish +
Lipstick
➮ Samples offered
➮ 10% discount for pre-order
