30 Collections a year is too much, using the 'Boy crying wolf' theory, the more you shout about something the more ubiquitous the brand becomes the less attention you will get - apart from those bloggers who just regurgitate press releases and post endless strings to collection images with no distinguishable voice or comment (there is a reason you find the word EDIT in the term editorial!!).
The big corporations like Estee Lauder (who own MAC) P&G and L'Oréal are falling over each other to launch more and more products each season, where the innovative focus is more on the marketing than the product itself. I think they are shooting themselves in the foot, amongst all this noise it is near impossible to see the moments of brilliance.
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