WWD Digital Beauty Forum: How MAC Taps Into Its History to Create Relevance

Although she’s only been with MAC Cosmetics for a year, when Kelly Solomon, senior vice president of consumer marketing, approached bringing the brand to market in new ways, she immediately went back in time. “MAC is 35 years old — we have emotion, passion, vision, heart and soul,” said Solomon during her keynote presentation. “I used that brand identity as a filter through which we make all decisions.” During her time at MAC, Solomon has identified and amplified the “red threads” that run throughout the brand’s history. For example, the MAC AIDS Fund, which was started 25 years ago and has raised more than $480 million to date. “Social good is not something the brand does,” said Solomon. “It’s who we are.” Ditto word-of-mouth marketing. Solomon credited MAC’s explosive growth in the Nineties to word of mouth, noting how that has morphed today into social media. While the brand has an enormous cross-platform following — its reach is 100 million strong Solomon said — what’s really important is engagement and comments. “We use our artists to create conversation. This drives the love for the brand. “Two-way dialogue is table stakes,” she continued. “But we also owe it to our fans to pilot new

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