MAC Cosmetics promotes their products in a very unique way and has always been on the cutting edge with their way of promoting their brand image. They use all three types of promotion; they inform, they persuade, and they remind potential buyers through their word-of-mouth strategy. MAC is very aware of their target audience which allows them to know how to focus their promotions. MAC's target market recognizes them as significant and superior, and they have a total competitive advantage in the cosmetics market. However, outside of the United States, there is no media advertisement, so people in other countries often do not know about MAC's products and their advantages. Since this is an existing lack of promotional campaigns, MAC relies on their existing customers to spread the information about their products. They use celebrities and models as representatives of their makeup products. The company is very clever when it comes to knowing how to keep a positive image in public relations. MAC Cosmetics is known for their MAC AIDS fund campaign and their Back to MAC program, where they stand out for being a socially responsible company. They also have fashion parties and launches where they bring the ordinary world and the celebrity world together. This allows the company to benefit great deals for their publicity. The greatest highlight of MAC is their sales promotion which stimulates their immediate increases in demand. The employees at MAC are all well trained. Their sales representatives offer the best personalized customer service. Between MAC and its customers, personal selling is a well paid-for communication where the customer is ultimately satisfied with the product and its reasonable and affordable price. MAC Cosmetics believes in and uses interpersonal communication with their customers, which is direct and a face-to-face communication. The sales representatives in every MAC store are very attentive and direct, which is an advantage and a positive effective way of product selling.
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