MAC Underground is an Exclusive for 1,000 Loyal MAC Customers
Laura McQuarrie — June 22, 2020 — Fashion
Just 1,000 people will receive the new MAC Underground collection, which is launching exclusively for MAC Lovers who are members of the brand's loyalty program. This new launch is a notable one for the iconic makeup brand as it sets itself apart as a small-batch release that reflects a different way to create and distribute products in response to the changing climate. MAC created the limited MAC Underground collection at what it calls "hyper speed," reflecting a faster version of the traditional workflow.
A small number of MAC Lovers will get to experience MAC Underground and new releases like the Extra Dimension Skinfinish highlighter in a Pride rainbow shade called Precious.
Image Credit: MAC Cosmetics
A small number of MAC Lovers will get to experience MAC Underground and new releases like the Extra Dimension Skinfinish highlighter in a Pride rainbow shade called Precious.
Image Credit: MAC Cosmetics
Trend Themes
1. Small-batch Releases - The trend of creating limited edition products in small quantities allows brands to cater to exclusive and loyal customers, building a sense of scarcity and uniqueness.
2. Hyper Speed Workflow - Brands adapting to a faster version of the traditional workflow can increase efficiency and responsiveness to market demands, enabling quicker product development and release.
3. Exclusive Loyalty Programs - Brands that offer exclusive releases and benefits to their loyal customers through membership programs can foster customer loyalty and create a sense of VIP status.
Industry Implications
1. Cosmetics - The cosmetics industry can leverage small-batch releases and exclusive loyalty programs to create excitement and exclusivity around their product offerings, driving customer engagement and loyalty.
2. Retail - Retailers can utilize hyper speed workflows to quickly adapt to market trends and efficiently meet customer demands, improving overall operational efficiency and customer satisfaction.
3. Marketing - Marketing professionals can explore the potential of small-batch releases and exclusive loyalty programs to create buzz, generate word-of-mouth marketing, and strengthen brand loyalty among target consumers.
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