Ruffage
Active member
WARNING: long read.
In the Sonic Chic discussion thread, I have made a post in which I suggested a member to skip the MAC blushes collection to avoid buying "short-term part-of-the-hype excitement", and instead opting on spending money on a purchase that she knows will bring "long-term happiness and contentment". The appearance of the word "hype" has elicited strong feelings from a number of members. As someone studying social sciences and extremely interested in marketing techniques, the way MAC sells its products has always fascinated me. I think that it is a good time to launch a discussion of how much hype matters in MAC cosmetics. I will begin by sharing some observations on MAC, its marketing techniques, and the role this community plays.
First, we must define hype. A lot of negative feelings elicited from this word comes from associating it with deception, trickery, misleading claims. Hype got its negative connotations the way "propaganda" did. Inherently, neither is good or evil, yet over time people have become more skeptical, more distrusting, and we have started to see it as a tool used by giant corporations to manipulate the masses. To suggest that someone has "fallen to the hype" today may come to imply that he/she is unsuspecting and unthinking -- what younger intellects (I use this term loosely) like to brand as "sheeple".
In fact, those who are in the field of sociology, psychology, marketing, political sciences, etc. long enough will tell them, as people living in societies, we are all shaped and molded by what sellers of products expose to us. It does not mean that we are inferior in intellect. Unless you live on an island alone, free of modern conveniences and media, you are affect by marketing and propaganda by some degree. Some less than others, but no one is unaffected.
There are 4 definitions in American Heritage Dictionary (Dictionary.com) under the word hype as a noun, and 1 as a verb/others:
n.
To publicize or promote, especially by extravagant, inflated, or misleading claims: hyped the new book by sending its author on a promotional tour.
*We will not use definition #4. This is the definition that incites much of the negative emotions, and yet the company is not deceiving or misleading its customers in any way. It's not like it promises to sell you an eyeshadow but instead you get foam and newspaper in the package.
So...back to MAC. How does MAC and hype come together?
Background on MAC
It seems a bit ridiculous to go over the background of this cosmetics company on a forum where everybody is a fan, but I am hoping that it will help those who are relatively new to this place.
According to the So Kiss & Make Up website, the company originated in Ontario, Canada in 1985.
“MAC Cosmetics has now grown to become one of the most popular and influential cosmetics companies in the world.
“When it comes to contemporary cosmetics, MAC is very likely the most sought after cosmetics line. Within the MAC Cosmetics line are some of the most desired products on the market. MAC also provides their customers with a client-focused philosophy which contributes to growing number of clients who adore MAC products.
“Color palettes have been developed by MAC Cosmetics for every possible shade, tone and type of skin. Well over 160 shades of lipstick and 150 shades of eyeshadow have been created to date with numerous finishes. In addition, MAC consistently releases fresh, new, limited edition collections. MAC’s newly developed skincare line also meets the needs of diverse skin types. MAC also focuses on offering products to cater to the innovation and creative needs of professional makeup-artists and imaginative customers.
“MAC doesn’t use advertising to drive their sales. They don’t want to talk people into buying their cosmetics. Instead, most of their sales are promoted by word of mouth and continued loyalty of current clients. The brand is sold in over 50 countries around the world.”
Also, to include a crucial bit of information that the above website has missed:
“Acquisition by Estee Lauder
The Estee Lauder Companies, who acquired controlling interest in M·A·C in 1994, finished their acquisition of the company in 1998. One year prior to the acquisition, original founder Frank Angelo passed away in 1997 due to complications during surgery. Shortly following the buy-out, Frank Toskan left the company to found another AIDS Charity, with brother-in-law, Vic Casale, an original M•A•C Chemist. The M•A•C AIDS Fund has been continued by the new owners.” (from wikipedia)
Note that from the selected paragraphs above, MAC is know for several things that set them apart from other brands: 1)Client-focused; 2)large diverse range of colors; 3) consistently releases new limited edition collections; and 4) does not use advertising. Also note that MAC’s original founder and owners are no longer managing the company and that Estee Lauder Companies has taken over ten years before the time of this post.
Among the 4 traits listed that distinguish the brand, 3 and 4 will be crucial to how MAC generates hype.
In the Sonic Chic discussion thread, I have made a post in which I suggested a member to skip the MAC blushes collection to avoid buying "short-term part-of-the-hype excitement", and instead opting on spending money on a purchase that she knows will bring "long-term happiness and contentment". The appearance of the word "hype" has elicited strong feelings from a number of members. As someone studying social sciences and extremely interested in marketing techniques, the way MAC sells its products has always fascinated me. I think that it is a good time to launch a discussion of how much hype matters in MAC cosmetics. I will begin by sharing some observations on MAC, its marketing techniques, and the role this community plays.
First, we must define hype. A lot of negative feelings elicited from this word comes from associating it with deception, trickery, misleading claims. Hype got its negative connotations the way "propaganda" did. Inherently, neither is good or evil, yet over time people have become more skeptical, more distrusting, and we have started to see it as a tool used by giant corporations to manipulate the masses. To suggest that someone has "fallen to the hype" today may come to imply that he/she is unsuspecting and unthinking -- what younger intellects (I use this term loosely) like to brand as "sheeple".
In fact, those who are in the field of sociology, psychology, marketing, political sciences, etc. long enough will tell them, as people living in societies, we are all shaped and molded by what sellers of products expose to us. It does not mean that we are inferior in intellect. Unless you live on an island alone, free of modern conveniences and media, you are affect by marketing and propaganda by some degree. Some less than others, but no one is unaffected.
There are 4 definitions in American Heritage Dictionary (Dictionary.com) under the word hype as a noun, and 1 as a verb/others:
n.
- Excessive publicity and the ensuing commotion: the hype surrounding the murder trial.
- Exaggerated or extravagant claims made especially in advertising or promotional material: "It is pure hype, a gigantic PR job" (Saturday Review).
- An advertising or promotional ploy: "Some restaurant owners in town are cooking up a $75,000 hype to promote New York as 'Restaurant City, U.S.A.'" (New York).
- Something deliberately misleading; a deception: "[He] says that there isn't any energy crisis at all, that it's all a hype, to maintain outrageous profits for the oil companies" (Joel Oppenheimer).
To publicize or promote, especially by extravagant, inflated, or misleading claims: hyped the new book by sending its author on a promotional tour.
*We will not use definition #4. This is the definition that incites much of the negative emotions, and yet the company is not deceiving or misleading its customers in any way. It's not like it promises to sell you an eyeshadow but instead you get foam and newspaper in the package.
So...back to MAC. How does MAC and hype come together?
Background on MAC
It seems a bit ridiculous to go over the background of this cosmetics company on a forum where everybody is a fan, but I am hoping that it will help those who are relatively new to this place.
According to the So Kiss & Make Up website, the company originated in Ontario, Canada in 1985.
“MAC Cosmetics has now grown to become one of the most popular and influential cosmetics companies in the world.
“When it comes to contemporary cosmetics, MAC is very likely the most sought after cosmetics line. Within the MAC Cosmetics line are some of the most desired products on the market. MAC also provides their customers with a client-focused philosophy which contributes to growing number of clients who adore MAC products.
“Color palettes have been developed by MAC Cosmetics for every possible shade, tone and type of skin. Well over 160 shades of lipstick and 150 shades of eyeshadow have been created to date with numerous finishes. In addition, MAC consistently releases fresh, new, limited edition collections. MAC’s newly developed skincare line also meets the needs of diverse skin types. MAC also focuses on offering products to cater to the innovation and creative needs of professional makeup-artists and imaginative customers.
“MAC doesn’t use advertising to drive their sales. They don’t want to talk people into buying their cosmetics. Instead, most of their sales are promoted by word of mouth and continued loyalty of current clients. The brand is sold in over 50 countries around the world.”
Also, to include a crucial bit of information that the above website has missed:
“Acquisition by Estee Lauder
The Estee Lauder Companies, who acquired controlling interest in M·A·C in 1994, finished their acquisition of the company in 1998. One year prior to the acquisition, original founder Frank Angelo passed away in 1997 due to complications during surgery. Shortly following the buy-out, Frank Toskan left the company to found another AIDS Charity, with brother-in-law, Vic Casale, an original M•A•C Chemist. The M•A•C AIDS Fund has been continued by the new owners.” (from wikipedia)
Note that from the selected paragraphs above, MAC is know for several things that set them apart from other brands: 1)Client-focused; 2)large diverse range of colors; 3) consistently releases new limited edition collections; and 4) does not use advertising. Also note that MAC’s original founder and owners are no longer managing the company and that Estee Lauder Companies has taken over ten years before the time of this post.
Among the 4 traits listed that distinguish the brand, 3 and 4 will be crucial to how MAC generates hype.
