I’m working on a business question and need guidance to help me study.
(Tiffany)This marketing plan has been put together to announce the launch of Mac Cosmetics brand new beauty box. The Mac Cosmetics beauty box will be available to order on the Mac Cosmetics website. The customer can visit the website and create a profile which will ask a series of questions about their make up preferences. Mac Cosmetics will provide the customer with subscription options such as one, three, or a 12-month subscription featuring a beauty box with a variety of unique Mac cosmetics based on their personal profile. Mac’s beauty box will have subscription loyalty levels acknowledging each segment of customers. The beauty box will include a total of eight items with the option of picking two full sized items limited to a lipstick and Mac’s nine color eye shadow palette. The six items featured in the beauty box will be a variety of mini versions of Macs products such as eye glitter, eye liner, primer, lip gloss, and travel sized makeup brushes. Mac Cosmetics plans on providing their customers with an outstanding variety of makeup that will line up accordingly with the newest trends and seasons.
(Tiffany) In 2017, Mac Cosmetics partnered with Birch Box by allowing them to feature some of Macs cosmetics. After the partnership BirchBox became the 9th best selling beauty box in the industry. Unfortunately, in the years to follow BirchBox has dropped to the 11th spot. Mac Cosmetics is seeking to expand their business into the beauty box subscription industry due to the successful outcome Birch Box received. Mac Cosmetics specifically rolled out this marketing plan to increase their customer base and their profits while providing their customers with easier access to their products during a worldwide pandemic. According to Estee Lauder, Mac’s parent company’s sales dissolved by nearly two thirds this year due to the lack of access customers had to their stores (Mann, 2020).
(Tiffany) Covid also known as Coronavirus, has caused some issues for Mac and the cosmetic industry in general. “In January, MAC Cosmetics, like many beauty brands, was relying on revamped standalone stores to create one-of-a-kind destinations for its specific set of shoppers” (Rao, 2020). Unfortunately, the pandemic did not allow Mac to do so due to statewide shutdowns all over the world. Secondly, the growth of e-commerce cosmetic sales has been increasing over the years due to the growth of social media (please see Figure 1.0). Many consumers are going on social media networks such as YouTube, Facebook, and Instagram making tutorials and leaving reviews. Consumers Affairs website allows consumers to write compliments and complaints about their experience with M.A.C. both online and in store. Mac has noted this could potentially have a damaging effect on the brand itself.
Figure 1.0
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(Tiffany) Lastly, one of the challenges that M.A.C. and many other cosmetic industries face is the lack of acknowledgement received from the elder customer. “Mac’s customer base is widening in age range and their varying digital habits” (2020). Macs Cosmetics beauty box aims to reach their customers in addition to new customers through social media with their products being delivered at their doorstep in order to keep up with the evolving industry post pandemic. Mac’s profile feature will help all audiences feel heard and catered to with their new beauty box.
based on what you just. read, answer the following questions.
– How does the company engage their customer base?
-What is impactiing company performance?
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