Being cutting edge and innovative is what it takes to stay ahead of the game in the uber competitive color cosmetics category, and MAC has achieved its leading position by constantly innovating.
However, the target consumer for color cosmetics is the millennials, a group of consumers that is known to be fickle in their choice of products, and is also defined as being lacking in any sort of brand loyalty.
Could rewards programs overshadow digital engagement?
Most color cosmetics brand have tackled this problem by trying to digitally engage consumers, through aggressive social media campaigns and beauty apps that give tips about getting make-up application just right.
MAC is tackling this problem by creating a rewards scheme that values customers according to their brand loyalty and spend, establishing different levels of rewards, according to brand loyalty.
“M∙A∙C Cosmetics invites you to become part of M∙A∙C Select – our makeup-lovers’ cult for the seduced, devoted and downright obsessed. The more you purchase, the more covetable privileges you earn and the higher you climb our three elite tiers,” states the introductory text on the newly created website for the program.
Seduced, Devoted or Obsessed?
The basic reward level is ‘Seduced’, which gives customers access to exclusive limited edition products, gifts, complimentary samples, free shipping and tracking, as well as access to Back-to MAC expanded.
To become a ‘Devoted’ Select member, customers must spend $150 or more to give them all the standard privileges as well complimentary express makeup application and complimentary two-day shipping with all orders worth $60 or more.
And to become an ‘Obsessed’ Select member, customers must spend more than $500 in products to give them all the benefits of the other levels, as well as a dedicated deluxe anniversary gift, access to new products before anyone else and two complimentary makeup applications.