Critiquing Advertisements
Introduction and Brand History
“A Makeup brand defined by appreciation of Individuality, Artistry and self expression.”
The company MAC (Make-up Art Cosmetics) was created in 1984 in Toronto, Canada, by Frank Toskan, a makeup artist and professional photographer and Frank Angelo who was a beauty salon owner. They decided to put their professions together and create their own makeup line. The idea was inspired from the lack of colours that would look well in photo shoots; and so their main aim was to develop an outstanding studio “makeup line that would fulfil their professional needs.”(reference). Since Toskan & Angelo were both entrepreneurs’, they started cooking the cosmetics at home in their own kitchen and sold them from their salon to models, photographers, customers, editors etc. The company was doing incredibly good that it took the industry by storm. By March 1984, their first make up line was officially launched from a single counter in a department store in Toronto. Ever since then, the company has been boosting, as the number of people knowing about it kept increasing, the company’s sales kept increasing as well. In 1998, “Estée Lauder gained controlling interest in MAC and finalized the acquisition of the company.”(reference essay) “The link between fashion, beauty and culture has been strengthened”(reference) which allowed MAC to have a lot more potential and advantage compared to other cosmetic brands. Over the past few years, Mac cosmetics have been featuring outstanding and sometimes origional female figures in their advertising campaigns, thus making it their signature theme. The latest advertisement campaign features Jelena Abbou, a Serbian figure competitor.
This analysis research project aims to critically evaluate the effectivenes of two advertising campaigns. One of which is mac and secondly
“A Makeup brand defined by appreciation of Individuality, Artistry and self expression.”
The company MAC (Make-up Art Cosmetics) was created in 1984 in Toronto, Canada, by Frank Toskan, a makeup artist and professional photographer and Frank Angelo who was a beauty salon owner. They decided to put their professions together and create their own makeup line. The idea was inspired from the lack of colours that would look well in photo shoots; and so their main aim was to develop an outstanding studio “makeup line that would fulfil their professional needs.”(reference). Since Toskan & Angelo were both entrepreneurs’, they started cooking the cosmetics at home in their own kitchen and sold them from their salon to models, photographers, customers, editors etc. The company was doing incredibly good that it took the industry by storm. By March 1984, their first make up line was officially launched from a single counter in a department store in Toronto. Ever since then, the company has been boosting, as the number of people knowing about it kept increasing, the company’s sales kept increasing as well. In 1998, “Estée Lauder gained controlling interest in MAC and finalized the acquisition of the company.”(reference essay) “The link between fashion, beauty and culture has been strengthened”(reference) which allowed MAC to have a lot more potential and advantage compared to other cosmetic brands. Over the past few years, Mac cosmetics have been featuring outstanding and sometimes origional female figures in their advertising campaigns, thus making it their signature theme. The latest advertisement campaign features Jelena Abbou, a Serbian figure competitor.
This analysis research project aims to critically evaluate the effectivenes of two advertising campaigns. One of which is mac and secondly