Mac makeup demonstrations

Quantitative Report

Team 5

AC272-202 Research Methods in Integrated Marketing Communications

Table of Contents

Background…………………………………………………………..Page 2

Objectives…………………………………………………………….Page 3

Executive Summary………………………………………………….Pages 4-6

Methodology………………………………………………………….Page 7

Findings……………………………………………………………….Pages 8-20

Conclusions…………………………………………………………...Pages 21-22

Recommendations……………………………………………………Pages 23-24

Appendices…………………………………………………………....Pages 25-31

-Questionnaire …………………………………………………..Pages 25-27

-Data Tabulations………………………………………………...Pages 28-31

Background:

A new management team at M.A.C. Cosmetics has decided to invest in a new integrated marketing communications program, and they are looking for an agency to develop the best plan. M.A.C. Cosmetics is a glamorous and bold brand that is based in New York City. M.A.C. currently positions itself as a brand focused on diversity, bold looks and artistry. Our goal is to not only reach a new target market, but also revitalize and reposition M.A.C. Cosmetics as a brand for a woman that wears light and natural makeup but also appreciates and wears bold makeup looks for special occasions.

In an effort to revitalize M.A.C. Cosmetics, Team 5 conducted quantitative research in order to determine if our proposed repositioning and IMC ideas were supported or negated among the target market.

After conducting the research, Team 5 determined that our proposed repositioning and IMC ideas were supported, as most of the women stated they wore more natural looks on a daily basis, and wore bold looks only for special occasions. The tagline “For the Bare, Bold, and Beautiful” was also well received by the target as it ties in all aspects that women look for in makeup. The research also stated that most women in the target are heavy social media users, and the proposed IMC ideas that encompassed social media influencers and product demonstrations through social media platforms, were also acknowledged positively.

Objectives:

The specific objectives of this research were:

· To revitalize M.A.C. Cosmetics and reposition them.

· To determine if our proposed repositioning is supported or negated among the target market.

· To determine if our proposed IMC ideas are supported or negated among the target market.

· To learn about women’s makeup look preferences, purchase intent, and behavior when buying.

Executive Summary:

The goals of Team 5 were to reposition the M.A.C. Cosmetics brand, find the best and most profitable target market, and determine which integrated marketing communications programs would work best with the new repositioning of the brand. Team 5 collected 50 surveys through Survey Monkey with women who fit the target consumer, which are defined as millennial women aged 18 to 34 that live in urban areas and have either graduated college or completed some education, and are heavy cosmetic users. After conducting the surveys, Team 5 determined that our positioning was supported by the target market which is, M.A.C. Cosmetics is a brand for a woman that wears natural “no makeup” makeup looks, but also appreciates and wears bold looks for special occasions.

The results from our survey showed us that M.A.C. Cosmetics should sell its products at makeup specialty stores such as, Sephora and Ulta, since the majority of the women said they shop at these locations for their cosmetic products. Currently, M.A.C. Cosmetics sells at department stores and at their own stores, so they are missing out on a large market opportunity.

Women in the target market are extremely influenced by social media and check their social media accounts multiple times a day, as most of the respondents stated this in the survey. Due to their interest in social media, the target market is also primarily influenced by social media influencers on Instagram and Youtube when it comes to makeup purchases. Majority of the women stated that these influencers were the key drivers for their makeup purchases.

The majority of respondents stated that they prefer a light and natural “no makeup” makeup look most often in their day to day lives. But for special occasions, many women said that they like to wear more bold makeup looks. Most of the women surveyed also said that they wear makeup in order to enhance their natural beauty and to make them feel more confident, as opposed to wearing makeup to make a bold statement.

M.A.C. Cosmetic’s current positioning as a bold brand has a moderate influence over the target market, however when introduced to the repositioning of being a natural makeup brand with occasional bold looks, the target market’s purchase intent significantly increased. With the majority of women being likely to purchase with this new repositioning, it supports Team 5’s efforts to revitalize the brand.

With the results of the survey, Team 5 has concluded that M.A.C. Cosmetics should reposition themselves as a natural makeup brand that appreciates occasional bold looks, with the tagline, “For the Bare, Bold, and Beautiful.” This positioning and tagline are supported by the surveys as they showed that most women were extremely and very likely to buy M.A.C. Cosmetics if they were positioned this way with the tagline. The new tagline, “For the Bare, Bold and Beautiful” expresses the new image that M.A.C. is trying to embrace perfectly. It encompasses the soft and natural makeup looks that almost all of the women surveyed wear most often, and it encompasses the occasional bold looks that these women also said they liked.

The results of Team 5’s online survey, support our proposed IMC ideas with the new repositioning. Our respondents answers support that M.A.C. should collaborate with beauty influencers on social media through Instagram and Youtube, to provide discount codes to consumers, as most of the women were likely to purchase based on this promotion. M.A.C. Cosmetics should also utilize their makeup artists from their stores and social media to provide demonstrations of products through Instagram posts, Live videos, and Youtube videos. Most of the women were likely to purchase if they saw content such as this. Social media plays a crucial role in influencing M.A.C. Cosmetics’ target market and should be a main focus when repositioning the brand.

Methodology:

Team 5 created an online survey on SurveyMonkey to reach a larger sample of our target market and to conduct quantitative research. The survey was sent to 50 millennial women between the ages of 18 to 34 that live in more urban areas and are heavy colored cosmetic users. These women were also either college graduates or still in college, and ranged in ethnicities, and skin types. The survey consisted of 10 questions that were designed to collect quantitative data regarding women’s makeup purchases, makeup purchase interest, how likely or unlikely they were to purchase, and how much they agreed or disagreed with the positioning statements we stated. These questions took various formats to ensure efficient results. We used multiple choice questions, likert scale questions, and purchase interest questions.

Findings:

· Women purchase makeup products at specialty stores such as Sephora and Ulta.

· M.A.C. Cosmetics should focus on this, considering most women do not shop in department stores (where M.A.C. kiosks are located), or online. They should consider expanding their brand to more stores like Sephora and Ulta since those are the most shopped at makeup stores among the target.

· The majority of women (82%) said they tend to buy their makeup most often at Makeup specialty stores such as Sephora and Ulta.

· Only 6% of women said they mostly shop at department stores, which is where M.A.C. kiosks are located.

· Only 2% of women stated they mainly shop online for makeup products.

· Social media influencers on Instagram and Youtube are the key drivers regarding women’s makeup purchases.

· M.A.C. Cosmetics should utilize social media influencers when promoting makeup products since they have the most influence over the target market.

· Celebrities, Magazines, and In-Store Demonstrations are not influential factors for women when purchasing makeup.

· Most (72%) of women stated that they are most frequently influenced by social media influencers on Instagram and Youtube when previously purchasing makeup products.

· A few women (22%) stated that Friends and Family Recommendations are most important when purchasing, however it is not the most important factor for the overall target market.

· Only 2% of women said that Celebrities were the most influential.

· 0% stated that Magazines were the most influential

· Only 2% stated that In-Store Demos were the most influential.

· Women in the target market are heavy users of social media.

· M.A.C. Cosmetics should increase their social media presence, as the target market is heavily invested in their social media accounts.

· Majority of the women (90%) stated that they check social media accounts multiple times a day.

· 0% of women stated that they never check their social media accounts.

· Women rely heavily on the opinions of beauty influencers on social media regarding makeup recommendations, reviews, and trends when purchasing makeup.

· Again, M.A.C. Cosmetics should focus on this, and utilize beauty influencers on social media to spread positive reviews and recommendations for the brand, as most women are likely to purchase based on these factors.

· Most (68%) of women are very and extremely likely to follow the recommendations, reviews, and trends from influencers when purchasing cosmetics.

· Women prefer to wear natural and lighter makeup looks over heavy and bold makeup looks.

· M.A.C. Cosmetics should focus on this, as the target market wears more natural looking makeup, as opposed to bold makeup. M.A.C. should move their brand towards the natural look with occasional bold, and away from the constant bold looks, as women like natural better.

· Majority (76%) of women completely and somewhat agree with the statement “I tend to use light and natural makeup products for a more natural, soft look most often.”

· Only 26% of women completely and somewhat agreed with the statement “I tend to use heavy and bold makeup products for a more bold look most often”

· Women in the target wear bold makeup looks only for special occasions.

· M.A.C. should take note that women tend to only wear bold looks for special occasions, not on a daily basis. They should focus on appealing to more natural looks but also keep an aspect of bold for the occasional statement look.

· The majority (80%) of women completely and somewhat agree that they tend to only wear bold makeup looks for special occasions.

· Women in the target market wear makeup to enhance their natural beauty and to feel confident.

· M.A.C. should focus on this, as women are looking for makeup that naturally enhances their features, rather than makeup that is bold and makes a statement.

· Most (88%) of women completely and somewhat agree with the statement: “I wear makeup to enhance my natural beauty and to make me feel more confident most often.”

· Only a few (22%) of women completely and somewhat agree with the statement: “I wear makeup to make a bold statement most often.”

· M.A.C. Cosmetics’ current positioning is showing a moderate amount of purchase interest in the brand.

· M.A.C. Cosmetics should follow the proposed repositioning to increase the target market’s purchase interest in the brand.

· A little less than half (48%) of women were extremely and very likely to purchase M.A.C. Cosmetics at its current positioning.

· More women will be inclined to purchase M.A.C. Cosmetics if they positioned themselves as a natural makeup brand with occasional bold looks.

· M.A.C. should follow this repositioning, as there was an 18% increase in purchase interest of M.A.C. after introducing the new positioning.

· Most (66%) of women are extremely and very likely to purchase M.A.C. Cosmetics if they positioned themselves as a brand for a woman that wears minimal and natural makeup, but also appreciates and wears bold looks for special occasions.

· Before introducing the new positioning, the purchase interest of M.A.C. Cosmetics was 48% extremely and very likely. But the new positioning has increased it to 66%.

· The tagline “For the Bare, Bold and Beautiful” would be successful among M.A.C.’s target market.

· M.A.C. should use this tagline alongside their new positioning, as it had a significant to moderate influence on the target market’s purchase intent.

· The greatest percentage (38%) stated that they would be somewhat likely to purchase M.A.C. if their tagline was “For the Bare, Bold, and Beautiful”.

· This shows that the target market would be moderately influenced to purchase M.A.C. Cosmetics if this was the company’s tagline.

· It is also important to note that half (50%) of women stated that they were extremely and very likely to purchase with this new tagline. This shows that the tagline “For the Bare, Bold, and Beautiful” would have a significant impact on women’s purchase intent of M.A.C. Cosmetics.

· Collaborations with beauty influencers to provide discount codes to consumers encourage the target market to make purchases.

· M.A.C. Cosmetics should take notice of this IMC idea, as more women would be more inclined to purchase M.A.C. if they received this promotion.

· Most (68%) of women were extremely and very likely to purchase M.A.C. Cosmetics if they collaborated with beauty influencers and provided influencer discount codes to customers.

· Demonstrating products through the utilization of social media posts and videos and professional makeup artists, encourages makeup purchases in the target market.

· M.A.C. Cosmetics should focus on this because women’s purchase intent increases when professionals, social media posts, and videos are used to demonstrate products.

· Most (62%) of women are extremely and very likely to purchase M.A.C. Cosmetics if they introduced more demonstrations of products by professionals through social media videos and posts.

Conclusions:

The primary target audience for M.A.C. Cosmetics are women between the ages of 18 and 34, who live in more urban areas and are heavy makeup users. With the repositioning of M.A.C. Cosmetics as: for a woman that wears natural and light makeup but also appreciates and wears bold looks for special occasions, the brand will be more appropriately positioned to the target. The quantitative research that Team 5 conducted supports this new repositioning of M.A.C. Cosmetics.

The majority of women stated that they shop at Makeup Specialty stores such as Sephora and Ulta when purchasing makeup products, indicating that these locations are important for a brand like M.A.C. to utilize. These women are also very responsive to social media regarding makeup in various ways. The majority of women said that they check their social media accounts multiple times a day, and are mostly influenced by social media influencers on Instagram and Youtube when purchasing cosmetic products. They also are very likely to follow these influencers’ recommendations, reviews, and trends when it comes to makeup purchases.

Women in the target market tend to use light, natural makeup products, to achieve a more natural, soft look most often, but also wear bold looks for special occasions. The majority of women stated that they agreed that they wear natural makeup most often, and disagreed that they wear bold makeup most often. However, it is important to note that most of these women also stated that they do wear bold looks, but only for special occasions. These women wear makeup to enhance their natural beauty, and to feel more confident, rather than wearing it to make a bold statement. Team 5’s proposed repositioning of M.A.C. Cosmetics being a brand for a woman that wears natural and light makeup, but also wears bold looks on occasion, is supported by the responses made by the majority of women surveyed.

The current positioning of M.A.C. Cosmetics has moderate purchase interest among the target market, as a little under half of the women stated they were extremely and very likely to buy. However, the proposed repositioning of M.A.C. being a natural brand with occasional statement looks, captured the interest of the target market more, and increased the purchase interest in the brand. M.A.C. Cosmetics would also benefit from implementing the tagline: For the Bare, Bold, and Beautiful, to cohesively implement the new repositioning. Most of the women liked the tagline, and were likely to purchase if it was used.

As for Integrated Marketing Communications ideas, women are likely to purchase from M.A.C. if they collaborated with beauty influencers and provided promotional codes to consumers. The majority of women were interested and liked the promotional offer when asked. Also, women in the target are interested in the demonstration of products with professional makeup artists from M.A.C.’s stores through social media posts and Youtube videos to create tutorials and other makeup related content. Most of the women stated they they were likely to purchase M.A.C. Cosmetics from this IMC idea.

The research conducted proves and supports that the proposed positioning of M.A.C. Cosmetics being a brand for a woman that wears natural “no makeup” makeup looks, but also appreciates and wears bold looks for special occasions would be successful and more relevant among the target market.

Recommendations:

The quantitative research results from the surveys have allowed Team 5 to provide M.A.C. Cosmetics with recommendations on how to reposition and integrate IMC ideas into the brand. Most of the women who responded in the questionnaire stated that they prefer light and natural makeup looks that enhance their natural features. They also stated that they like to wear more bold looks for special occasions; rather than using a heavy and bold makeup look on a daily basis. Based on these results, we recommend that M.A.C. repositions as a brand for a woman that wears natural makeup looks but also enjoys a bold element for special occasions. Along with this repositioning, we recommend that M.A.C. implements the tagline “For the Bare, Bold, and Beautiful” in order to completely integrate the positioning. Team 5 recommends this repositioning and tagline because it was found that women in the target market would be very and extremely likely to purchase M.A.C. if they portrayed this image.

M.A.C. Cosmetics currently sells their products at kiosks in department stores and in their own M.A.C. stores. However, it was determined through the survey that women are more likely to purchase makeup products at specialty stores such as, Sephora and Ulta. Very few women purchase their products at department stores, which is where we see M.A.C. kiosks. With this information, we recommend that M.A.C. Cosmetics expands their brand to be available at every Ulta, since M.A.C. Cosmetics currently only sells in a few Ulta’s; and in every Sephora store in the country. This will allow M.A.C. products to be more accessible for the target market, as these are the stores they prefer to shop at.

The target market has proven to be heavy social media users, as the majority of women stated that they check their social media accounts multiple times a day. It was also found that the majority of women are extremely and very likely to purchase a cosmetic product if it is recommended by a beauty influencer they trust. This is why we recommend that M.A.C. Cosmetics collaborates with recognized beauty influencers on social media. These collaborations would include partnering with a beauty influencer and creating a personalized discount code for their followers to use on M.A.C.’s website. This can also help the brand track how many new customers they are gaining from each influencer.

Finally, we recommend that M.A.C. Cosmetics demonstrates products through Instagram posts, live feeds, and Youtube videos to create tutorials and other makeup content, as most of the women were likely to purchase based on this IMC method. These demonstrations should be done by M.A.C.’s professional employee makeup artists. The posts would consist of tutorials or other content demonstrating how to achieve the types of looks women are interested in, such as light and natural looks or special occasion bold looks, using M.A.C. products. This will educate the new target audience, and it will help them visualize the brand’s new repositioning.

Appendices:

Questionnaire:

1. When purchasing makeup, I tend to buy most often at:

a. Drugstores such as CVS and Walgreens

b. Makeup Specialty stores such as, Sephora and Ulta

c. Department Stores such as Macy’s and Lord & Taylor

d. Online

e. Other

2. What has most frequently influenced your previous purchases of makeup?

a. Social media influencers on Instagram and Youtube

b. Celebrities

c. Friends and Family Recommendations

d. Magazines

e. In-Store Demos

f. Other

3. How often do you check your social media accounts?

a. Multiple times a day

b. Once a day

c. 3-4 times a week

d. Less often than once a week

e. Never

4. How likely are you to follow recommendations, reviews, and trends from beauty influencers on social media when buying makeup products?

a. Extremely Likely

b. Very Likely

c. Somewhat Likely

d. Not Very Likely

e. Not At All Likely

5. On a scale from 1 to 5 with 5 meaning you completely agree and 1 being you completely disagree, how much do you agree or disagree with each of the following statements?

a. I tend to use light and natural makeup products for a more natural, soft look most often.

i. Completely Agree… 5

ii. Somewhat Agree… 4

iii. Neither Agree Nor Disagree… 3

iv. Somewhat Disagree… 2

v. Completely Disagree…1

b. I tend to use heavy and bold makeup products for a more bold look most often.

i. Completely Agree… 5

ii. Somewhat Agree… 4

iii. Neither Agree Nor Disagree… 3

iv. Somewhat Disagree… 2

v. Completely Disagree…1

c. I tend to only wear bold makeup looks for special occasions.

i. Completely Agree… 5

ii. Somewhat Agree… 4

iii. Neither Agree Nor Disagree… 3

iv. Somewhat Disagree… 2

v. Completely Disagree…1

d. I wear makeup to enhance my natural beauty and to make me feel more confident most often.

i. Completely Agree… 5

ii. Somewhat Agree… 4

iii. Neither Agree Nor Disagree… 3

iv. Somewhat Disagree… 2

v. Completely Disagree…1

e. I wear makeup to make a bold statement most often.

i. Completely Agree… 5

ii. Somewhat Agree… 4

iii. Neither Agree Nor Disagree… 3

iv. Somewhat Disagree… 2

v. Completely Disagree…1

6. How likely are you to purchase M.A.C. Cosmetics?

a. Extremely Likely

b. Very Likely

c. Somewhat Likely

d. Not Very Likely

e. Not At All Likely

7. How likely are you to purchase M.A.C. Cosmetics if they positioned themselves as a brand for a woman that wears minimal and natural makeup but also appreciates and wears bold looks for special occasions?

a. Extremely Likely

b. Very Likely

c. Somewhat Likely

d. Not Very Likely

e. Not At All Likely

8. How likely are you to purchase from M.A.C. Cosmetics, with the message of embracing natural beauty and occasional bold looks, with the tagline: For the Bare, Bold, and Beautiful?

a. Extremely Likely

b. Very Likely

c. Somewhat Likely

d. Not Very Likely

e. Not At All Likely

9. How likely are you to purchase from M.A.C. Cosmetics if they collaborate with beauty influencers and provide influencer discount codes to customers?

a. Extremely Likely

b. Very Likely

c. Somewhat Likely

d. Not Very Likely

e. Not At All Likely

10. How likely are you to purchase from M.A.C. Cosmetics if they utilized makeup artists from their stores to create Live Instagram stories, posts, or Youtube Videos, in order to showcase the products and create tutorials?

a. Extremely Likely

b. Very Likely

c. Somewhat Likely

d. Not Very Likely

e. Not At All Likely

Data Tabulations:

Question 1: When purchasing makeup, I tend to buy most often at:

Number of Responses:

Base size of 50

Percentage of Responses

Drugstores such as, CVS and Walgreens

5

10%

Makeup Specialty stores such as, Sephora and Ulta

41

82%

Department Stores such as Macy’s and Lord & Taylor

3

6%

Online

1

2%

Other

0

0%

Question 2: What has most frequently influenced your previous makeup purchases?

Number of Responses:

Base size of 50

Percentage of Responses

Social Media Influencers on Instagram and YouTube

36

72%

Celebrities

1

2%

Friends and Family Recommendations

11

22%

Magazines

0

0%

In- Store Demos

1

2%

Other

1

2%

Question 3: How often do you check your social media accounts?

Number of Responses:

Base size of 50

Percentage of Responses

Multiple times a day

45

90%

Once a day

4

8%

3-4 times a week

0

0%

Less often than once a week

1

2%

Never

0

0%

Question 4 : How likely are you to follow recommendations reviews, and trends from beauty influencers on social media when buying makeup products?

Number of Responses:

Base size of 50

Percentage of Responses

Extremely Likely

15

30%

Very Likely

19

38%

Somewhat Likely

11

22%

Not Very Likely

5

10%

Not At All Likely

0

0%

Question 6: How likely are you to purchase M.A.C. Cosmetics?

Number of Responses:

Base size of 50

Percentage of Responses

Extremely Likely

5

10%

Very Likely

19

38%

Somewhat Likely

14

28%

Not Very Likely

10

20%

Not at All Likely

2

4%

Question 7: How likely are you to purchase M.A.C. Cosmetics if they positioned themselves as a brand for a woman that wears minimal and natural makeup but also appreciates and wears bold looks for special occasions?

Number of Responses:

Base size of 50

Percentage of Responses

Extremely Likely

15

30%

Very Likely

18

36%

Somewhat Likely

12

24%

Not Very Likely

4

8%

Not at All Likely

1

2%

Question 8: How likely are you to purchase M.A.C. Cosmetics, with the message of embracing natural beauty and occasional bold looks, with the tagline: For the Bare, Bold, and Beautiful?

Number of Responses: Base size of 50

Percentage of Responses

Extremely Likely

15

30%

Very Likely

10

20%

Somewhat Likely

19

38%

Not Very Likely

5

10%

Not at All Likely

1

2%

Question 9: How likely are you to purchase M.A.C. Cosmetics if they collaborate with beauty influencers and provide influencer discount codes to customers?

Number of Responses: Base size of 50

Percentage of Responses

Extremely Likely

17

34%

Very Likely

17

34%

Somewhat Likely

15

30%

Not Very Likely

0

0%

Not at All Likely

1

2%

Question 10: How likely are you to purchase M.A.C. Cosmetics if they utilized makeup artists from their stores to create Live Instagram stories, posts, or Youtube Videos, in order to showcase the products and create tutorials?

Number of Responses: Base size of 50

Percentage of Responses

Extremely Likely

16

32%

Very Likely

15

30%

Somewhat Likely

14

28%

Not Very Likely

4

8%

Not at All Likely

1

2%

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