With edgy, controversial spokespeople, such as gender-bending pop icon RuPaul and fetish model and former Marilyn Manson missus, Dita von Teese, M.A.C. cosmetics seems an unlikely contender to join the ranks of conventional, mainstream department store makeup lines. Once acquired by Estée Lauder Corporation in 1998, the small Canadian-based makeup line migrated to the United States, where it became an instant success with professional makeup artists and female consumers.
M.A.C. Cosmetics: The Beginning
Makeup Art Cosmetics, which most women refer to as "M.A.C.," began in Toronto in 1984. Founder Frank Angelo, who owned a chain of hair salons, teamed up with fashion photographer Frank Toskan to create their own line of makeup that could be used during photo shoots. In 1994, Angelo and Toskan began the M.A.C. AIDS Fund, supported by sales of M.A.C. cosmetics--a philanthropic endeavor that Estée Lauder, Inc., M.A.C.'s current parent company, continues to maintain. Estée Lauder acquired M.A.C. in 1998, a year after Angelo's untimely death. Former co-owner, Toskan, subsequently departed to start another AIDS charity.
M.A.C. Goes Mainstream
John Demsey, global president of M.A.C., was charged by Estée Lauder to oversee the development of its newest acquisition. Rather than spend money to advertise M.A.C., Demsey established relationships with makeup artists and fashion designers, giving them promotional cosmetic items for their own use. Demsey also engaged cutting-edge celebrities to act as the line's spokespeople. In addition to RuPaul and von Teese, numerous celebrities have represented M.A.C., including Lisa Marie Presley, Debbie Harry, Eve, Fergie, Elton John, Britney Spears, Liza Minelli and Diana Ross. A 2005 "Time" magazine article quoted Demsey as stating, "I thought, Isn't that a great thing, for a company to be a patron of people who are in the arts or are talented in fashion? And that was the way the company was built."
Viva Glam
M.A.C. continues to provide ongoing support to men, women and children who suffer from HIV/AIDS through its Viva Glam lipstick and lip glosses, to which it directs 100 percent of sales. The original Viva Glam lipstick, described on the official website as "an outspoken deep red that was universal in its appeal and its glamor," Viva Glam has since been expanded to include six shades of lipstick in more neutral/light colors, and two shades of Lipglass. To date, the M.A.C. AIDS Fund has raised some $135 million. In 2008, Demsey announced that the fund, which provides financial support to programs in 55 countries, would focus on those with the "greatest burden," Africa and the Caribbean.
About M.A.C. Cosmetics
At first glance, M.A.C.'s colors and hues might seem outrageous and even impractical--definitively tailored to professional makeup artists who use the line on models prior to photo shoots. In October of 2009, M.A.C. rolled out a makeup collection that featured inky black eyeshadow, lipstick, nail polish, and even a black cream foundation to achieve a "London New Goth" look. M.A.C. Glitter, which creates a high level of sparkle on the skin, is sold in shades of fuchsia, gold, copper, and rust.
But M.A.C. doesn't forget the everyday consumer, providing an abundance of products in subtle, neutral, wearable tones appropriate for daily wear. In fact, M.A.C. offers makeup lovers an embarras du choix of product types and colors, as well as an intriguing fragrance line that could only be described as unique (the Fall/Winter 2009 lineup featured a scent called "Asphalt Flower"). The Estée Lauder corporate site lists M.A.C.'s featured products as its Dazzleglass Lip Color, Zoom Lash Mascara, Mineralize Skinfinish Loose SPF 15, Mineralize Blush, Cremesheen Lipstick and Viva Glam Lipstick.
Purchase Information
M.A.C. is priced commensurately with most department store brands, such as Clinique and Prescriptives, so many consumers can fit it within their beauty budget. In October 2009, the cost of M.A.C. Studio Fix Fluid Foundation was $26; Powder Blush was $18.50; Nail Lacquer was $12; and Viva Glam Lipstick was $14. M.A.C. can be purchased through the company website, but it is also available at freestanding brick-and-mortar M.A.C. boutiques and large department stores, including Nordstrom, Saks Fifth Avenue, Macy's, Bloomingdales, Henri Bende and Dillards.
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