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Mutiny against MAC

I came across an interesting and heartfelt post from Beautiful with Brains this morning written in the form of an open Dear John letter to MAC Cosmetics. Although I still feel that MAC has a lot to give, there was one point she made that really resonated with the team at Cult Beauty.

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.

 



Verity Ann Douglas

Verity Ann Douglas

Content Editor

Verity is our Content Editor and a Cult Beauty veteran. Currently on maternity leave, raising Cult Beauty’s honorary ‘word nerd’, Tabitha, she speaks fluent ‘beauty’ and loves nothing more than the marriage of language and lip balm (and cleanser and candles… ad infinitum). Nothing can stop her from quoting Nancy Mitford, treating herself to yet another Bella Freud candle for her desk or buying that pilgrim-esque collared or heavily fringed outfit she’s been eyeing. You can trust her to debunk widespread beauty myths and dispense invaluable advice with ease…