VIVA GLAM: Advertising

Viva Glam's current campaign has used this promotional image as the basis for their advertising campaign as seen below.

It is a bright, colour soaked and fun advertising image which instantly grabs consumer's attention. This image is used throughout all MAC stores worldwide and is displayed as a huge promotional poster usually in the centre of the stores to gain people's attention.

However, they are not advertising their campaign through many media outlets. It isn't seen on TV, billboards, radio and rarely seen in print. Why don't they flaunt their good deeds? Nancy McMahon who is the senior vice president of MAC cosmetics wanted to balance promoting their good works without commercialising their efforts (Amanda 2012). They heavily rely on in-store messages and ads as opposed to global ones. McMahon says that the make up artists that work in Mac stores are directing potential customers to Viva Glam and are passionate in the selling of the product (personal selling) (KnowledgeAtWharton 2008).



Amanda. 2012. How does lipstick change the world? Mac shows us how, weblog, Available: http://brandofgood.com/how-does-lipstick-change-the-world-mac-shows-us-how/#more-513 (accessed 17 April 2012).

KnowledgeAtWharton. 2008. MAC AIDS Fund's Nancy Mahon: Tying the Cause to the Brand, Available: http://www.youtube.com/watch?v=lacfT7GzbOU&feature=player_embedded (accessed 17 April 2012)