Mac Cosmetics uses celebrity endorsements as
a way to entice customers to their brand. Fans of celebrities such as: Nicki
Minaj, Rhianna, Janelle Monae, Kelly and Sharon Osbourne may possibly purchase
the Mac brand specifically because they are fans of those celebrities that wear,
openly endorse and look great with the makeup and other beauty products Mac
sells. Additionally, Macs website is full of color and graphics that provides a
desire to click onto certain pages to see what else they have to offer.
Mac uses videos called instant artistry that
customers can view on their official website and on Youtube. These videos
provide ideas on makeup looks, shades and mixing color palettes so that
customers can create looks to enhance their natural beauty.
In addition Mac has an Aids fund, (M·A·F) was established in 1994. The fund was
developed to support people who are living with HIV/AIDS worldwide. As well as donating funds to communities
that offer services and help to and prevent the HIV/AIDS through educational programs and
services (http://en.wikipedia.org/wiki/Mac_AIDS_Fund, 2014).
Although celebrity endorsements
itself does not personally entice me to purchase products or services from Mac
Cosmetics or any other company. Seeing celebrity makeup looks and the social
media video that Mac distributes does help those that aren’t extremely savvy
with makeup applications. Therefore, I
can see how some people will become customers to the brand. I have purchased
plenty of Mac products before but not because of the endorsements. I became a customer from browsing their
makeup counter and appreciating colors they offer.
Nevertheless, other individuals
that are into social media campaigns and communicate via social media outlets
can easily become aware of Mac and see their advertisements and become loyal
customers to their brand.
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