Advertising campaign for M•A•C Cosmetics

2. Table of contents
Executive Summary/Overview 1
Agency Identity
Historical Context
Competitor Analysis
SWOT
Situational Analysis
Objectives
Research
Brand Value Proposition
Target Market
Campaign Strategy
The Big Idea
Creative
Print Advertisements
Television Commercial
Transit Advertisement
Media Objectives
Media Mix
Brand Activation
Media Schedule
Media Budget
Survey Results
Creative Brief
Bios
References
Executive summary
M.A.C Cosmetics is a brand for makeup that includes foundations, eye
products, lip colors, and skin care. They are owned by the L’Oreal
Consumer Products Division. M.A.C can generally be found at high end
department stores such as Bloomingdales and Nordstrom, as well as
stand-alone stores. Though it is considered a high quality brand, M.A.C
attempts to reach out to all women. Their color base for foundations has
been lauded for including shades from very pale to extremely dark. Their
products reflect the women that wear them, and the lifestyles they lead.
Throughout our campaign, our main goal was to bring out the edge in
M.A.C products. Whether you’re rocking a whole face of makeup or just a
statement lip, we wanted women to choose M.A.C for their edge. Through
print advertisements, transit advertisements, and television commercials,
101 Studios will market M.A.C Cosmetics as the brand women will turn to
when they want to add a little edge to their look.
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3. I0ISTUDIOS
As a full-service advertising agency that specializes in beauty, fashion and lifestyle
brands, 101 STUDIOS strives to step outside the boundaries of ordinary and deliver
edgy, eye catching campaigns to promote a message that pushes consumers to try
something different. Our mission is to capture the client’s message though
considered executions and create visuals that are memorable and timeless.
Conduct Research Define Goals Layout Strategy Create Identity Executions Modification or Updates
Long Term Analysis
Agency identity | 2____

4. Makeup Artist Cosmetics (MAC) is a Canadian cosmetics company found by Frank Toskan and Frank Angelo in Toronto
in 1984. They opened their first store in the US in New York in 1991. Shortly after that in 1996, cosmetic giant Estée
Lauder purchased a controlling interest in the company, then fully acquired the company two years later. MAC
originally marketed its products to be specifically used by professional makeup artists and studio professionals, but
now has broadened their scope to everyday consumers. Staying true to their brand, their professional line has adopted
the name MAC Pro. MAC produce can now be found in department stores including Belk, Nordstrom, Macy’s, and
Bloomingdale’s as well as others. Much of their present day sucess is modeled from their early history, where MAC was
able to, even then, successfully drive demand for their progressive edge.
1984
M·A·C (Make-Up Art Cosmetics) founded in Toronto, Canada by
makeup artist Frank Toskan and business partner, Frank Angelo,
as a makeup for professionals. M·A·C’s mantra/mission
statement: “All Races, All Sexes, All Ages” conceived to embrace
all consumers. The first M·A·C retail location opens in Toronto at
the prestigious Simpsons department store.
1988
M·A·C hits Fifth Avenue with its first U.S. location at Henri
Bendel in New York. Roll out the red carpet - M·A·C launches its
soon to be famous matte lipsticks!
1990
Russian Red Lipstick worn by Madonna on her entire Blond
Ambition World Tour. The look for the tour was created by
international makeup artist Joanne Gair and M·A·C’s own Frank
Toskan.
1991
M·A·C on Christopher Street, N.Y. opens and the infamous Lady
Bunny becomes its fabulous hostess/receptionist
1992
Studiofix, the product that fuses foundation with powder to
create a flawless matte finish, launched too all-out raves. M·A·C
becomes presenter of Wigstock - New York’s heady celebration
of downtown culture.
1993
VIVA GLAM Lipstick launches in North America - every cent of its
selling price is donated to helping people living with HIV/AIDS.
This innovative program makes M·A·C one of the first makeup
companies to take a cause right to the counter. M·A·C’s “Twenty
First Century Techno Rave Glam Tour” takes VIVA GLAM on the
road for a promo-tour extravaganza. Live-action, full-on fun,
and featuring glamatron versions of Cher, Marilyn, Naomi and
Madonna, this tour takes M·A·C’s progressive edge uptown,
downtown ... everywhere!
1994
M·A·C AIDS Fund gets incorporated as a charity and powers up
its campaign to raise funds for people living with HIV/AIDS.
1997
Declaring “I hate makeup, but I love M·A·C,” international
recording artist/actor K.D. Lang signs on with M·A·C as
spokesperson for VIVA GLAM II. VIVA GLAM II, a muted
mauve-pink, launches in conjunction with the “Girlie Party”
tour. With the support of K.D. Lang, VIVA GLAM II raises more
than $1 million within its first few months.
1998
Supporting its pro roots, the M·A·C Pro concept store launches
in New York as a one-stop resource for makeup professionals.
Key industry spots, Toronto and L.A., quickly follow suit. in 1999,
M·A·C reaches over 300 locations worldwide.
2000
M·A·C launches into the new century with Huetopia. VIVA GLAM
III launches. VGIII spokespeople, Mary J. Blige and Lil’ Kim sing
its praises.Inspired by the work of 1950’s “pinup” photographer,
Bunny Yeager, M·A·C launches its Summer 2000 colour
collection, Bombshells, and in doing so dares to bring back the
lure, panache and playful sexuality of retro beach glam!
maccosmetics.com launces. To personify the Fall 2000 colour
collection, M·A·C creates “Lady Danger” - giving fall’s new order
of karate-kicking femme-power a sophisticated and powerful
boost.
2001
The M·A·C Pro Team does a record number of shows (over 70!)
including such plums as Alexander McQueen, Ungaro, Alberta
Ferretti, Cacharel and Diesel Style Lab. M·A·C artists requested
and received “snakeskin” textures for use in this year’s python
looks - in the form of M·A·C Snake Eyes. M·A·C refines cutting
edge colour technology by surrealistically replicating
snakeskin-link textures in nail polishes and shadows.
NowThen
Historical context
Historical context | 3____

5. Strenghts
Covergirl is the leading drugstore brand of
cosmetics made for women. They provide a
wide variety of products including
foundations, eye pencils, and powders in
colors for a very large selection of skin tones.
They tend to use familiar celebrity faces as
their models. The brand has been around
since 1961 and is the most household name in
makeup.
Weaknesses
Because it’s a drugstore brand, you pay less
and the quality is not as good as something
less mass produced. They also rely heavily on
their spokespeople to sell the product.
Strenths
They are the major makeup supplier in drug
stores such as CVS and Walmart. Maybeline
rules the market on mascara. They have a wide
range of products that allow for glam looks, as
well as every day looks.
Weaknesses:
Maybeline’s products tend to last a maximum
of two months. Their mascaras dry out easily
and have been known to expire. Their target is
the same as M.A.C’s, but they use loud music
and loud voiceovers to draw people in.
Strenghts
They are a relatively new company that has
begun being sold in Sephoras around the
country. Smashbox has high quality primers,
mascaras, and eyeliners. They are extremely
active on social media, including instagram,
twitter, tumblr, and facebook.
Weaknesses
As mentioned before, Smashbox is a relatively
new brand. Though they are sold in Sephora,
there are very few television ads for them, and
they have no models or spokespeople. Also,
their skin tone inventory is limited. (there are
only 10 shades to choose from.) Smashbox is
also in the more expensive range for makeup.
Competitor analysis | 4____

6. • Global (Africa, Asia, Australia, Europe, India
---and Middle East, North America, and South
---America)
• Mentioned in popular magazines (Teen
---Vogue, Instyle, allure, cosmopolitan)
•--Membership to receive discounts on
---products.
• Large variety of products
• Inclusive of all ages and races
• There is a constant need for make up
• This can be thought of as an exclusive good
---quality brand
• Expensive
• Tests on animals
• Not sold in regular drug stores
• Hard to get people to switch from drugstore
---brands to M.A.C
• Not a lot of advertising done for M.A.C
• Other similar make-up brands (Covergirl,
---Smashbox, Maybeline)
Strengths Opportunities
Weaknesses Threats
SWOT analysis | 5____

7. Economic Forces
Economically M.A.C Cosmetics has many marketing advantages because it has its own stand alone store. Many
other makeup brands have presence in big department stores or smaller drug stores but few have their own store
dedicated solely to their brand.
Competitive
Large market with numerous competitors. Many are cheaper which could hurt with cutomers looking to save
money, but gives us an edge when it comes to those looking for a higher class product.
Political Forces
M.A.C Cosmetics has not had any political problems. In fact, they dove into a political hot topic and jumped behind
a huge cause. M.A.C teamed up with an HIV/AIDS prevention campaign and is now the leading corporate funder
for HIV/AIDS work globally.
Technological Forces
M.A.C’s target market (Upper-class- upper middle class ladies between the ages of 18-34 who live in urban or
suburban areas) are very active on social media and up to date with social technology, which can be used to market
the product to them.
Socio-Cultural Forces
Some people may see M.A.C as elitist or very cooperate due to their limited retail availability and certain company
practices such as testing on animals. Some people may like this image, others are very much against it.
Situational analysis | 6____

8. Objectives
We plan of increasing the sales of M.A.C Cosmetics by 6%, as
well as achieving 75% comprehension and 55% conviction. We
hope to have an effective reach of 75% and an effective
frequency of 4.
We also plan to maintain M.A.C Cosmetics’ social prominence ,
which is a result of their already highly targeted content
strategy that is fulfilling the needs of consumers, earning shares
and interactions on the key social media platforms including
Facebook, Twitter and YouTube.
The Colour Cosmetics Social Engagement Report, created by international digital marketing agency
Stickyeyes, doesn’t just rank the brands that produce the greatest volume of content or have the
largest following but looks at how brands engage with their customers, where they engage with
them and how brands are benefiting from this engagement.
Competitor analysis | 7____

9. Secondary research
To research a little more into why women buy specific brands of
makeup we read a few make-up blogs. We found that quality and
price often come hand in hand. Most women are willing to pay
more money for a product that “works better”. Also, women state
that they are more likely to buy makeup like mascara from a
drugstore because it needs to be replaced every three months.
Lipgloss and nail polish are also most likely to be bought at a
drugstore because most of the quality is the same. Foundations and
face powders are more likely to be bought at a department store
where there is a lot more variety and quality in the products.
Primary research
101 studios created a survey and received 100 responses. From the
responses we concluded that women in our target market buy
makeup for quality. 67% of women we surveyed said they buy
makeup based on quality over price or status. We also learned that
most women buy their makeup in a drugstore as opposed to other
places like a department store or online. 70% of the women we
surveyed buy their makeup in drugstores. Lastly, we found only 17%
of the people we surveyed used M.A.C cosmetics while our
competitors like covergirl have a 58% use among the women we
surveyed. When asked about M.A.C cosmetics the responses varied
from expensive, good quality, and good selection.
Objectives
What do people think of Mac cosmetics?
Why do women buy a specific brand of makeup?
Where do women buy their makeup from?
Research | 8____

10. Functional Benefits
M.A.C cosmetics products are full of bold colours, long-lasting
pigments, and foundation shades for a wide variety of skin
tones. Consumers have many product lines to choose from,
including makeup, skin care, tools, and pro products. M.A.C’s
makeup and skincare is easy to use, effective, and lasting.
Self-Expressive Benefits
Makeup is a form of self-expression. Whether you wear a full face every day, or go for the occasional bold lip, makeup tells the world how you’re
feeling. M.A.C cosmetics users are seen as fashion forward dressers who like to make a statement. They are very put-together women. M.A.C has a
wide variety of colours to match all skin tones, so that everyone can be a M.A.C woman.
Emotional Benefits
When a woman wears M.A.C cosmetics, she feels empowered
by her bold choice of makeup. She will also feel complete, as
the full M.A.C experience offers everything a woman could
want for makeup. The formula for the products is very high
quality, so women can trust M.A.C as a quality brand.
Brand value proposition | 9____Brand Value Proposition | 9____

11. Jennifer
Jennifer is a 21 year-old college
student in Boston, MA. She is
studying journalism and has a
well-known fashion blog. She’s
spotted at all the college friday night
hangout locations around boston.
She loves to add a little color to her
nightlife look. With the right
boldness on her face she steals the
spotlight at a busy Boston hangout.
Ashley
Ashley she is a 25 year-old stylist in
New York City who knows how to stay
above the latest trends. She is a stylist
for several high profile professionals
and likes to practice what she
preaches.
Charlotte is a 23 year-old young
professional in Miami, FL. She works
for a public relations firm and wants to
have a little edge in the work place.
She uses a bright color on her lips to
standout across the conference table.
Charlotte
Ashley
Jennifer
Target market | 10___

12. Challenge
M.A.C Cosmetics fails to be the very first brand consumers choose for their makeup needs. Looking at their main competitors, L’Oreal and
Maybelline have excellent brand recall from their extensive commercial campaigns and excel in the category of buyer’s convenience because
they are located at every drug store. Our challenge is to make M.A.C cosmetics the first makeup brand that is recognized and used by consumers
in our specific target market.
Solution
We plan to give M.A.C Cosmetics a new image that will inspire women to choose the brand for reasons that are deeper than price or location.
M.A.C Cosmetics will redefine the simplistic definition of makeup and assist in creating a new type of self-confidence.
Insight
Our research shows us that the most popular makeup brands are inexpensive and sold at drug store locations. Our survey indicated that most
consumers are spending $50 or less on cosmetics and since M.A.C is a more expensive brand we need to find a way to appeal to our target
markets so they feel comfortable spending the extra money.
Campaign strategy | 11___

13. The big idea | 12___
The big idea

14. Creative Strategy
101 Studios will increase the sales of M.A.C Cosmetics by capturing our target market with edgy daring advertisements and executions. We
wanted to step outside the boundaries of a typical makeup advertisements that usually show a face full of makeup and instead “Color On The
Edge.” 101 Studios created visions that will dare consumers to take a playful risk and add a little MAC edge to their look.
Testing
When shown the advertisements people were very perceptive of the color on the edge concept because they were receptive to the black and
white color scheme which complimented the pops of bright color. We received feedback that indicated a need for a stronger call to action.
People also wanted to see a M.A.C Cosmetics product in the ad to help with brand recognition.
Art Direction
Each advertisement features a recognizable warning sign which catches the attention of the consumer and then intrigues them to read the sign.
The ad is more of an invitation to take a risk. We used M.A.C’s signature simplistic pallette of gradients of black and white and added bold pops
of color to highlight the products and slogan. The background of the ad is a similar brick to the walls in M.A.C stores to provide an edgy studio
vibe. Each ad features a M.A.C Cosmetic product that help the consumer achiive brand recognition.
Copywriting
There will be a few sections of copy in each advertisement. The first sections is on the focal image of the ad, the warning sign. The copy is trendy
and flirty taglines that introduce the products to the ad, one of them reads “Pardon Our Dust” while the image shows spilling eye shadow. The
next part of the copy is a call to action for consumers “flirt with danger” gives the consumer a command to play with M.A.C products. Our
consistent slogan “Color On The Edge” is running along the edge of our ads in a vibrant color to pull together the big idea of giving yourself a
M.A.C edge by taking a risk with bold M.A.C color. Lasty we decided to include the product name to create a specific call to action for consumers
as well as the website to direct purchases.
Creative | 13___

15. Print Advertisements | 14___

16. Print Advertisements | 15___

17. Television commercial storyboard
Front Medium Wide shot. Everything is Black
and white. A girl wearing very fashionable
close: a trendy shirt, skirt, and high heels, with
her hair perfectly placed but no noticeable
make-up, is walking down a New York City
street.
Back Medium Wise Shot. She comes across the
caution MAC sign, placed right across the
street from the MAC Store.
Medium Wide Shot. She seems hesitant but
makes the decision to walk into the MAC store.
As soon as she opens the doors to walk out we
see her in full color with her new MAC
make-up on and bag in her hand. She is the
only one in color and totally eye-catching.
Television commercial | 16___

18. Out of home advertisements | 17___
Note variation
Subway
With our subway advertisements, we plan on placing them in six of the nations top cities.
We have judged these cities to be liberal and open to our message of adding a bit of edge
to your look. The ads will run for single months at a time in different cities. The most
heavily advertised times will be the beginning of spring and the entire month of
December for holiday shopping.
Billboard
We have chosen to play billboards in three major cities around the
US. We believe that these cities have the edge and the fashion
sense to make M.A.C. stand out amongst so many beauty company
advertisements. They also have the most car transit of the six cities
we are targeting with transit ads.
New York City
Chicago
Los Angeles

19. Media objectives | 18___
Reaching our target audience
Our target market is women aged 18-34 in urban areas. We plan
to reach them through medium outlets such print, billboard,
internet, and television.
Pulsing
Heavier advertising during holidays and changes in season
.
Geographic scope
Our scope for this campaign will be a mix of regional and national Most of our transit
and billboard ads will be placed in on the east coast and west coast targeting urban
areas. The internet, television and print ads will run nationally.
Message weight
We want to put an emphasis on transit and billboard ads as our target market lives in an urban area where they will be driving to work or taking a train, bus
or subway. We also want to put an emphasis on internet ads as our target market is immersed in social media, news sites, and entertainment sites. Lastly, we
want to emphasize in magazines because our target market is trendy and wants to keep up on the latest fashion and makeup products so they will have
subscriptions to magazines.
Dimensions
Youtube videos will be 30 second
Magazine ads will be one full page, with bleed
Subway Ads will 36x24 inches
.

20. People
We chose to advertise in People Magazine because it will reach a broad range of consumers and not just beauty
gurus or fashionistas.The sections of the magazine include style, food, tabloid news, dramatic news events, and
feature stories. It has a very large circulation of 3.5 million subscribers.
Glamour
Glamour tends to target a slightly older audience. It is a month magazine that includes features on beauty, fashion,
health, relationships, and women’s issues. Glamour will help us reach the upper half of our target market.
Us Weekly
Us Weekly is a magazine that is released every week that specializes in entertainment and celebrity news. We
believe that by putting our M.A.C ads in this magazine we will continuously reach a large portion of our target
market weekly.
Elle
Elle is a high end monthly publication that targets 20-30 year olds that are interested in high fashion, bold trends,
and couture. Elle’s circulation is 1.12 million people.
Cosmopolitan
Cosmopolitan generally attracts our target audience (18-34 year old women). It’s main topics include beauty,
fashion, and lifestyle tips, as well as pop culture. It has a circulation of about 3 million subscribers.
Media MIX | 19___

21. Objective
To encourage customer engagement and
foster brand awareness.
Strategy
Using the tag #MMM (M.A.C Makeup Monday)
M.A.C will start utilizing their instagram to
post 5 step tutorials revolved around creating
your perfect edge using M.A.C cosmetics. By
using the #MMM people can share their own
photos to their instagram showing off their
makeup look of the day.
Objective
To giveaway a M.A.C product for consumers to
try out a sample of boldness before making a
more expensive investment on the makeup
line. We want to introduce the brand in a cost
effective way to consumers that may not want
to splurge on M.A.C products but have
interest in trying them out. Birchbox is a
service that you can subscribe to in order to
receive samples of the
Strategy
Birchbox is a monthly subscription that
people pay an inexpensive fee to join and
reap benefits of new beauty product samples.
Birchbox becomes very popular around the
holidays, for people often ask for it on their
gift lists as the gift that keeps on giving every
month.
Guerrilla vending machine
Objective
To promote the buying of M.A.C products in
more rural places where high end department
stores are not common.
Strategy
Utilizing Sephora’s SkinID technology, we will
create a vending machine that can take a
customer's skin tone, match it to a product in
the M.A.C. foundation line, and allow them to
purchase it right there at the machine. The
features will also include skin evaluations for
care-based products, as well as makeup
tutorial videos where you can buy the
products immediately after watching the
video. The vending machine will be a much
easier and more convenient way to pick up
some edge for your look.
Brand activation | 20___

22. Media schedule
Media schedule | 21___

23. Internet $4,370,000
Youtube 2 Homepage Takeovers $1,000,000
Buzzfeed 5 branded posts $100,000
Twitter 26 weeks-promoted tweets $3,120,000
Tumblr 26 weeks- radar $150,000
Magazines $4,917,695
People 5 Issues $168,700
Cosmo .4 Issues $1,190,940
Glamour .6 Issues $1,370,912
Elle .5 Issues $817,325
US Weekly 6 Issues $1,369,818
Transit $1,505,253
New York City $756,540
Chicago $244,710
Boston $58,137
LA $349,560
Seattle $58,717
Miami $37,589
Television $100,000
The Today Show $25,000
Billboard $1,350,810
LA $349,560
Chicago $244,710
NYC $756,540
Ad Production costs $756,242
$13,000,000
Media Budget | 22___

24. Evaluation
The main goals for the “Color on the Edge”
campaign are to increase comprehension of
the MAC Cosmetics brand by 75%, awareness
by 80%, and overall sales by 6%. These three
components are measured by the amount of
brand activations made in conjunction with
the level of advertising throughout the given
months of the year. March, June, and
November are months have the biggest
increases due to the change of seasons and
holidays such as Fourth of July, Christmas and
New Years.
Evaluation | 23___

25. Where do you shop for make up products?
Why do you use that brand?
What brand of make up product do you use?
Survey results | 24___

26. Background
M.A.C Cosmetics has always been one of the top-quality makeup brands. Their products cover a wide variety of
skin tones, come in bold colours, and are made from high quality ingredients. M.A.C. also has a “pro” line, which
caters to professional makeup artists. They are owned by the cosmetics conglomerate Estee Lauder, which also
houses such brands as Bobbi Brown, Clinique, and La Mer.
So what’s the problem?
M.A.C Cosmetics can only be purchased in two distinct places: department stores and their own stand-alone
stores. They are not distributed through ULTA or Sephora, which are the countries top two makeup distributors.
Those stores are much more accessible than a department store or a stand-alone shop.
What are our objectives?
We plan of increasing the sales of M.A.C Cosmetics by 6%, as well as achieving 75% comprehension and 55%
conviction. We hope to have an effective reach of 75% and an effective frequency of 4.
Who is the target market?
Primary Women, ages 25-34. They are middle-upper class professionals who are active in their communities. They
lead very social lives and are looking to get into a serious relationship. They want to impress people, both with
their smarts and their looks.
Secondary Women, ages 18-24. These women are mostly undergraduate and graduate students who live in
urban or sub-urban areas. They are very social and are self-aware as they begin to forge life-long relationships
with people. Their look is bold, but inviting.
Message
Women who wear M.A.C Cosmetics are strong, bold, and independent people who can take on the world.
Competition Covergirl, Maybelline, L’Oreal
Big Idea Color on the Edge
M•A•C Cosmetics
I0ISTUDIOS
Creative brief | 25___

27. Melinda Carmichael
Melinda is a sophomore Integrated Marketing Communications major with a minor in psychology. She
currently is involved with the women’s club rugby team and serves on the executive board for the
organization, “She’s The First”. Her favorite M.A.C product is the Penultimate Eye Liner.
Alex Barth
Alex is a Junior Sport Media Major from Sharon Massachusetts. He currently serves on WICB Radio’s
executive staff as the Sports Director. He is also involved in Ithaca College TV’s sports department as an
on-air talent. His favorite MAC product is MAC Studio Moisturizer Cream
Allison Kubit
Allison is a Junior Integrated Marketing and Communications major with a minor in Communication
Studies. She has been involved in the on-campus acappella group IC Voicestream since her freshman year,
and is currently their assistant musical director. Her favourite M.A.C. product is Matte Russian Red Lipstick.
Sarah Lombard
Sarah is a Junior Integrated Marketing Communications major. She is a stylist in Ithaca College’s
Hi-Fashion Studios organization on campus. Her favorite M.A.C. product is Stunner Lipstick.
Emily Krakowski
Emily Is a Junior Television Radio major with a minor in Integrated Marketing Communications. She is
actively involved in Ithaca College's student run television station (ICTV) where she produces her own
show. In addition to that she is a varsity runner for Ithaca's women's cross country and track teams. Her
favorite MAC product is the "sweet satisfaction" eye shadow.
Bios | 26___

28. Ford, Allison. "Drugstore vs. Department Store Makeup: Whose Product Is Better?" Divine Caroline. N.p., n.d. Web. 02 Dec.
--2014. <http://www.divinecaroline.com/beauty/makeup/drugstore-vs-department-store-makeup-whose-product-better>.
The History of MAC Cosmetics. (n.d.). Retrieved December 5, 2014, from
--<http://www.pamperyourselfdenver.com/beauty-blog/the-history-of-mac-cosmetics/>.
Karen. "Product Reviews." Makeup and Beauty Blog. N.p., n.d. Web. 02 Dec. 2014.
--<http://www.makeupandbeautyblog.com/section/product-reviews/>.
MAC Cosmetics. (2014, November 30). Retrieved December 1, 2014, from http://en.wikipedia.org/wiki/MAC_Cosmetics
MAC Cosmetics runaway leader in cosmetics social engagement report. (n.d.). Retrieved December 5, 2014, from
--<http://www.stickyeyes.com/2014/04/23/mac-cosmetics-runaway-leader-in-cosmetics-social-engagement-report/>.
References
References | 27___