Make-Up Art Cosmetics

Make-Up Art Cosmetics


     Make-up Art Cosmetics, also known as M.A.C. cosmetics is a highly unique

corporation.  Its founders and business strategies are rather simple yet

extremely effective in contributing to the companies success.  The company does

not use any fancy business schemes and it is truly concerned with its consumers.

In the beginning, the company struggled to get started, but now a multimillion

dollar (and still growing) enterprise, M.A.C. probably has some of the most

popular and most demanded for cosmetics available in the market. M.A.C.

Cosmetics is a dynamic company which produces skin and hair care, beauty

products, and cosmetics, created for everyone.  Rich and poor, old or young,

conservative or trendy and even for males or females.  Sales for M.A.C. are

growing rapidly.  From 1985 ($600 000) to 1989 ($3 million), sales were steady.

Then in 1990 the money really started to pour in, hitting $8.5 million then $18

million in1991.  Last years sales (1996) were $70 million and now this years'

estimations are a substantial $160 million.  There are currently 108 locations

between Canada, the U.S., and Europe, with extreme success in London, England.

Although the company could easily expand to may more locations, the company

would prefer not to, at least no so fast.  They believe that in order to

maintain high levels of quality, staying in control, (which means going slowly)

is the key. Frank Toskan, 45, founder and CEO of Make-up Art Cosmetics, was

previously a Canadian hairstylist, make-up artist and photographer, who

developed his own professional cosmetics because he felt that the existing lines

couldn't link with the harsh lighting used in photography, stage , film and

video work.  Over the last 10 years, 160 shades of lipsticks in 7 different

finishes, 150 eye shadows, 60 blushes and hair care have been created for the

public.  Toskan first started at his kitchen table with the help of his high

school chemistry book.  With Victor Casale, his chemist brother-in-law, he

blended a few new colours.  One year later, Toskan formed a partnership with

Frank Angelo, a veteran entrepreneur (previous owner of a chain of beauty

salons).  At first they were turned down by banks, they had to mortgage

everything in order to get the company going.  M.A.C. was officially launched in

1985, in an old, run-down location in Toronto (Cabbagetown).  For years M.A.C.

was looked upon as too 'weird.'  In1988, Toskan and Angelo had to beg downtown

Simpsons -now the Hudson's Bay Company, to take their line of products.  They

were given a small corner and it soon became the most popular counter in the

department store.  Currently there are 23 M.A.C. Counters in Bay stores across

Canada.  Eaton's originally turned them away and now the partners won't deal

with them. The company hires people based on creative talent, not looks;  a

novel tactic for this industry.  Toskan is quoted saying:


               "I don't have the luxury of communicating with my clients,

               so therefore my salespeople are the link between my

               philosophy and their customers."


M.A.C. reps behave more like friends or confidants than product pushers.

Without having company sales pressure, the laid-back management resulted in a

retail staff turnover of less than 7% last year.


        M.A.C. Cosmetics has a great position on corporate and social

responsibility.  The public image of this business is supported, due to many

different surroundings.  M.A.C. is "cruelty-free" and does not test its products

on animals.  They use simple black and white (recyclable) packaging and they

encourage Recycling with the "Back-to-Mac" programme.  Customers are given a

free lipstick of their choice with the return of six empty containers.  The

company offers good prices compared to other 'big name' companies without any

false promises such as miracle (age reducing) creams. While some companies may

be nervous about linking their names to the specter of illness and death, M.A.C.

is upfront in promoting its 
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