MAC Cosmetics is ramping up its “All Ages, All Races, All Sexes” credentials with the Mickey Contractor Collection, designed by a Bollywood makeup artist. The move is a part of MAC’s increasing emphasis on the Indian market, which the brand entered in June 2005.
“The Mickey Contractor Collection adds an additional layer to MAC’s long-term strategy in India, as well as addresses the needs of those with Indian and Middle Eastern skin tones. The rapid growth of the market has made India a strong focus for MAC, which is in 14 doors there,” noted Karen Buglisi, Global Brand President, MAC.
Further she added, “The prestige colour market in India is growing at approximately 35 percent yearly. MAC grew upto 40 percent in India in the last fiscal year and we are projected to grow faster than the market. We are also the leading prestige make-up brand in India, with 54 percent of the market share, according to Euromonitor 2010 data.”
Contractor’s line is the first which the company has singled as a make-up artist’s collection. “Customisation is a key component of our Middle East and India approach. We are working very closely with our global team to customise our product and collateral offerings to make them more relevant to the consumer’s preferences. We have regular colour team meetings with product development in the market, and the brand regularly sponsors fashion weeks in India, as well as Bollywood’s version of the Oscars, to continue raising awareness in the market,” says Nick Gavrelis, Vice President, Global Product Development, MAC.
Posted on: 14.1.2011