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MAC Cosmetics targets a younger age group of 18-30 with its vibrant colours, high contrasts, and high saturation within their advertisements as well as their makeup collections. They tend to collaborate with certain celebrities, heroines and personas that this age group admire or highly respect.

The biggest advantage of targeting towards this age group is that they are the biggest users of social media. The internet, social media and mobile applications are the biggest tools for companies to reach out to their target audience.

MAC differentiates its makeup from other competitors by offering large selections in colour and texture and products that are of artistry professional standard. Their target markets primarily consist of consumers within 18-30 age category. Usually outgoing, confident, media savvy, fashion lovers that are seeking a unique look without compromising the latest fashion trends.

MAC Cosmetics is a high-end makeup brand that markets women of all kind. The brand was created to withstand the rigorous wear during a photoshoot, since at the time it was mainly used by makeup artists for celebrities. MACs objective is to offer high quality, innovative products to meet the needs of all races, ages and gender. They are constantly releasing new collections for its product line that are often limited edition.

MACs products have simple packaging made of plastic or glass with their logo on it. The products have straight forward names and trend setting colours which depict eye catching, chic, stylish, and high profile makeup. The brand has premium prices because of the good quality products and innovation customers desire.

The company uses personal selling and sales promotion as a way of communicating with potential buyers and customers. They inform, engage and persuade their target market as well as remind customers of new and existing products by word of mouth. MAC has a competitive advantage in the cosmetics market and is recognised by their target market worldwide. They do not use media advertisement and some people are not aware of the products and its advantages. The company lacks promotional campaigns which, could be inviting to potential customers and buyers. MAC use celebrities as representatives of the brand, which causes a lot of attraction to the company. They also organise fashion parties where both celebrities and customers as well as potential buyers can interact, increasing their publicity.