How a Serbian Bodybuilder Became the Face of MAC

Jelena Đorđević, originally from Gornji Milanovac in Serbia, known in American media as Jelena Abbou, promotes products from MAC Cosmetics showcasing the splendor of her biceps. MAC primarily utilizes word-of-mouth marketing and with the campaign ‘Strength’ it is once again unconventional.

After engaging unique global stars like Beth Ditto, Lady Gaga, or Elton John, the cosmetics house MAC Cosmetics decided to once again sail against the marketing tide. Last week, its new campaign with the significant name ‘Strength’ was launched, featuring a Serbian bodybuilder as its face. Jelena Đorđević, originally from Gornji Milanovac in Serbia, known in American media as Jelena Abbou, agreed to promote the products by showcasing the splendor of her biceps, thus becoming the spokesperson for MAC’s vision of female beauty. According to the brand’s interpretation, beauty is indeed in the eye of the beholder, extraordinary and unique. Its cosmetics are merely there to help women become bold, to be different and their own.
Although MAC is consistent and careful in selecting spokespersons who have ‘that something’ rather than conventional beauty, advertisements are not at the core of its marketing strategy as the brand is fortunate to draw strength from a cult of fans that only occasionally needs to be reminded of the values it nurtures. Indeed, it is one of the few cosmetic brands in the universe that maintains an almost impeccable reputation. Its path to the hearts of women around the world is almost a textbook example of the success of word-of-mouth marketing or, as it is often referred to in the cosmetic world, ‘testimonial’ marketing.

The Vision of the Two Franks

To confirm this, it is enough to peek into the cosmetic bags of local makeup enthusiasts or to ‘log in’ to one of the forums dedicated to cosmetics to hear or see how much ‘fan base’ MAC has gathered in the country of Croatia, where it has never opened a single store nor can its products be found in drugstores or perfumeries. True enthusiasts know what its ‘holy products’ are, how to order them while ensuring they are original products (yes, MAC is one of the few cosmetic brands that are copied) or in which nearby European city they can find some products at promotional prices. If the brand has such hundreds of fans in Croatia, it is clear that in the rest of the world it amounts to millions, hundreds of millions. This cult status of the brand is credited to its founders, Canadians Frank Toskan, a makeup artist and photographer, and Frank Angelo, an entrepreneur and owner of beauty salons in Toronto. They realized back in 1984 that the cosmetics of the time did not meet their needs, meaning they were not satisfied with the quality of the makeup they used during long photo shoots. Since the makeup melted under high studio temperatures and strong lighting, they decided to develop a formula that would be durable and pigmented, thus making their work easier.

Makeup for Professionals
Here, they quickly realized this idea and came onto the scene with a palette of products they swore was better than the previous ones. Since the cosmetic world was then dominated by brands with a long tradition and luxury connotation (which still shake the scene today), MAC’s founders assessed that instead of regular sales, they would distribute products directly to makeup artists from the stage. The two Franks were completely satisfied with the chosen niche, professionals quickly shared the news among themselves about the indestructible makeup with a palette of colors that matched all skin tones and colors, so orders began to pour in like rain. Of course, the secret of this new brand could not be kept, and soon amateur mortals had the opportunity to buy products packaged in unassuming black boxes with a discreet MAC logo printed on them. At that time, MAC had a respectable number of fans, but it became recognizable in the world in 1994 when Estée Lauder became its majority owner. However, even then it did not increase marketing activities as there was no need, but rather improved its distribution network with the new owner and became available to consumers worldwide. Although MAC still, nearly thirty years after its founding, relies primarily on consumers as ambassadors and the best sellers of its products, it does not mean that a well-thought-out marketing strategy does not stand behind the brand. To begin with, its founders decided that they would direct most of the budget towards marketing activities that demonstrate that MAC is also a socially responsible brand.

Viva Glam

In the same year that it was taken over by Estée Lauder, the MAC AIDS Foundation was launched, making MAC the first cosmetic brand to donate a portion of its sales revenue to charitable causes. As part of this initiative, the Viva Glam lipsticks were launched, which MAC has religiously advertised for the past eighteen years. Over the years, the brand has reportedly raised 100 million dollars, which is indeed an impressive amount. Besides this line, MAC’s classic marketing activities are reduced to advertising campaigns featuring interesting personalities from the red carpet, from RuPaul, the first supermodel transvestite who signed a contract with MAC in 1995, the iconic Elton John, to the recent acquisition, the Serbian bodybuilder, and PR activities that accompany the launch of its new lines. When compared to other expensive cosmetic brands, investments in marketing are almost negligible, but despite this, its position is clear, strictly defined, and recognizable. Marketing experts agree that besides word-of-mouth marketing, it is also due to the fact that, unlike its competitors, it approached product design differently. Instead of ‘fancy’ gold packaging, customers receive very simple black plastic boxes, and instead of product names that promise ‘shine’, ‘glamour’, ‘silky effect’, or similar ‘sensations’, they find products named ‘Studio’ and ‘Pro’ which testify that they have indeed been used and tested by professionals, along with simple and clear names like ‘Pro Eye Makeup Remover’, without any additional adjectives or promises. Furthermore, the company insists that makeup in stores is sold by professionals, in order to meet the high expectations of consumers. MAC, therefore, has the honor of being one of the few cosmetic brands that, without excessive marketing pomp, consumers have elevated to a pedestal and given it cult status. Its example testifies to the power of user recommendation which, especially today, in the age of virtual communication, can truly turn the idea of two enthusiasts into a dark object of desire on a global scale, even in a market where the product has never been seen in regular sales.