Promotion strategy

M·A·C company regard as interesting case study of promotion strategy. M·A·C is one of few company that does not advertise because they do not believe that slogans are as explicit or as effective. They do not want to have to tell someone to buy their products. They also don't want to put a idealized corporate face on their product.

They don't wan to make a women feel like she has to buy this product. Toskan brings a fresh new commitment to the business of beauty.

"This industry has a history of digging into peoples pockets and taking advantage. I am interested in giving back to the consumer." Toskan said.

M·A·C Cosmetics also uses a word of mouth strategy. It only takes a few women to tell their friends how much they like a certain powder or certain lip gloss before they're all racing to the counters.

"You don't really have to spend on advertising, yet your products on everybody's lips."

M·A·C show the fact that if the product stay in quality, it’s not important to advertisement. This is the key word of M·A·C success. Although, M·A·C does not advertise at all, M·A·C has a great position on corporate and social responsibility. The public image of this business is supported, due to many different surroundings.

· M·A·C is "cruelty-free" and does not test its products on animals.
· They use simple black and white (recyclable) packaging and they encourage recycling with the "Back-to-Mac" campaign.

· M·A·C VIVA GLAM Lipstick or Lipglass, 100% of the selling price is donated to the M·A·C AIDS Fund that was established by M·A·C for supporting men, women, and children affected by HIV/AIDS globally.

These are the activities that M·A·C give back to social. Which these activities can support image of brand in positive definitely.