IndustryCOLLABORATION

Syeda

KaziIzzah

CONTENTS

1. MISSION STATEMENT

2. DEFINING MAC

3. WHY VERSAILLES

4. WHY MARIE ANTOINETTE

5. THE CAMPAIGN

6. PRODUCTS

7. EVENT

8.MOCKUP INSTAGRAM

9. SWOT

10. brand onion

11 BIBLIOGRAPHY

(Creem Magazine)

‘‘All Eyes On You’’ is a colourful tribute to the last queen of France and the artistic culture and beauty

of the iconic palace of Versailles.

Missionstatement

(Creem Magazine)

MAC Cosmetics, is a cosmetics manufacturer founded in Toronto, Canada in 1984 by Frank Toskan and Frank Angelo. The company is headquartered in New York City and became part of the Estee Lauder Companies in 1996. MAC is an acronym for Make-up Art Cosmetics. MAwC’s brand overview is to be the worlds leading professional makeup authority serving both professional makeup artists and consumers, while supporting the credo, ‘‘All ages, all races, all genders.’’

The company’s products were initially specifically designed for professional make-up artists but are now sold to consumers worldwide. Long before their company history, MAC cosmetics founders directed their product line towards professionals in the beauty and fashion industry who had to rely on heavy cosmetics, cake makeup and stage makeup to create the visual effects needed to withstand bright lighting during photo shoots.

Definingmac

(Creem Magazine)

A Hotel Fit for Marie Antoinette Is Opening on the Grounds of Palace of Versailles Next Year. The Airelles Chateau de Versailles, Le Grand Contrôle will be a 14-room hotel that will be elegantly designed in the classic with a signature Alain Ducasse restaurant, wellness centre, and indoor swimming pool and authentic decor that has been restored with the original 18th century style of the building. Not only will guests have special access to the Palace of Versailles, according to Forbes, but they will also have a beautiful view of the Orangery and the Swiss Water feature, and be a very quick jaunt to the famous Hall of Mirrors and gardens, according to the Les Airelles Collection website. Le Grand Controle will officially be the first hotel within the palace grounds.Architect and interior designer Christophe Tollemer is in charge of its design according to the Airelles Collection hotel group’s website..The hotel’s name comes from one of the buildings it will occupy.

This hotel was constructed in 1681 in the heyday of the Sun King and was initially intended for the Duke of Beauvilliers, Colbert’s son-in-law. It was designed by Louis XIV’s favourite architect, Jules Hardouin-Mansart, a 17th century benchmark in French classicism who made his mark as the creator of the Dôme des Invalides. In the 18th century, some modifications were carried out on Le Grand Contrôle hotel, which was joined to the Chateau de Versailles by Louis XV.

VERSAILLES

Why

(Palace of Versailles)

Highly Anticipated MAC Collabs have involved pop and subcultures finest from classic cartoon characters to heroes of the fashion world. Marie’s legacy lives on as the misunderstood queen of France and a pinnacle of fashion and beauty. Some examples include Fenty x Puma as Rihanna has continued to use the queen and her extravagant sense of style as a point of reference for other collections, like her baroque athleisure work for Spring/Summer 2017. Chanel’s 2013 cruise collection’s couture by Karl Lagerfeld paid homage to her preference for extravagance with beautifully embroidered gowns that were intensified with hip padding and Dior’s Couture Fall/Winter 2014 by Raf Simons with the exaggerated shape of slim-fitting bodice’s, enormous skirts, and pastoral embroidery formed a prominent and memorable collection for the season. Marie Antoinette was a real trend-setter of her time. She represented the symbol of 18th century extravagance. Her gorgeous dresses, sparkling jewelry and fabulous hairdos that were truly works of art, made her the Queen of Fashion. Marie-Antoinette helped keep France the capital of European fashion throughout the 19th and early 20th centuries. The phenomenon of Marie Antoinette as the first true consumer of ‘haute couture’ clothing, together with her lavishness, and the sensation that her extravagance caused at the time, means that Marie Antoinette has a cult status in history, art history and fashion history.

WhyMARIE

ANTOINETTE

(Kirsten Dunst, Marie Antoinette by Sofia Coppola)

This campaign called ‘‘All eyes on you’’ is a special, limited edition tribute collection dedicated to Chateau de Versailles and the last queen of France, Marie Antoinette. The name of the campaign comes from the famous advice Marie Antoinette’s mother, Maria Theresa (the only female ruler of the Habsburg dominions and the last of the House of Habsburg) gave to her daughter before she embarked on her journey to France to marry the Dauphin. The collection includes a limited edition eyeshadow palette with colours handpicked from the most memorable paintings of Queen Marie Antoinette along with a lipstick, a lipgloss and eyelashes. The campaign will be in collaboration with the Palace of Versailles therefore it will be available to all guests who come for a stay at the new hotel Le Grand Contrôle in their toiletries as well as the launch party of the collection and the hotel will be held together. In addition, there will a PR campaign targeting influencers and Celebrities as well as the campaign will be advertised and promoted extensively on social media specifically Instagram, Facebook and YouTube.

The overall objective of the campaign is to attract a millenial audience towards MAC in an era of high makeup competition. The campaign will attempt to do this through taking advantage of MAC’s strengths, one of the most well known being their collaborations and collections which amount to over a 100 and counting.

(Portrait of Marie Antoinette. Jean-Baptiste Gautier Dagoty (1740-1786)

TheCAMPAIGN

PRODUCTS

‘All eyes will be on you‘

‘I have enough diamonds‘

‘This Madame, is Versailles‘

‘Royal Highness‘

ORIGINAL

TRIANON MACARON LUST REIGN SUN KING

BOUFFANT I WANT CANDY CAKE VERSAILLES HOT CHOC

LAMBALLEPOMPADOUR MASKED BALLREVENGE POLIGNAC

RenamingMac Shades MARIE ANTOINETTE

Taken from Marie Antoinette‘s paintingsCOLOR PALETTE FOR EYESHADOWs

PACKAGINGPalette

Get thelook

Lust Versailles Hot Choc

This Madame is Versailles(Kirsten Dunst, Marie Antoinette by Sofia Coppola)

Get thelook

Versailles

I have enough diamonds

Royal Highness

(Archduchess Marie Antoinette as a child)

X

Present

AT THE PALACE OF

VERSAILLES

APRIL.2021

12 - 5 PM

invite

-Rihanna-Brigitte Macron-Ariana Grande-Selena Gomez-Sofia Coppola-Kirsten Dunst-Lily Rose Depp-Manolo Blahnik-Michelle Phan-Jeffree Star-Tati Westbrook-PONY Park-Patrick Ta-Sonam Kapoor-Nikki Makeup-Cindy Kimberly-Kelsey Calemine-Barbara Palvin-Amanda Steele-Sonia Ben Ammar-Jeanne Damas-Salima Aliani

GuestList

(Le Grand Controle)

(Pinterest)

(MAC Arabia)

EVENT

MockupINSTAGRAM POSTS

STRENGTHS

WEAKNESSES

opportunities

THREATS

-Wide range of Products -High Quality-Word of mouth endorsements from celebrities and professional makeup artistts

-Inability to adapt to new demands-Premium Pricing-Loss of customers after certain age

-Advertising to young milennials-International Expansion-Experiential retail

-Competition-Unloyal Customers

All Ages All

Races All Genders

A professional

makeup brand

setting trends

backstage at

fashion weeks

around the world

Artistry

Commu

nity

Social Responsibility

Trend S

ettingIn

dividual

ity

Trendy

Multi-cultural

Cosmopolitan

Irrever

entInnov

ativeC

hic

Internationally expanding

Advertise about cruelty-free

Expand S

kincare Range

Adver

tising to

young

millenia

ls

BIBLIOGRAPHY

Anon, (2019). [online] Available at: https://airelles.com/en/our-properties/chateau-de-versailles-2/ [Accessed 26 Nov. 2019].

Ball, B (2019). [online] Available at: https://medium.com/@beaball/marie-antoinette-was-a-victim-of-her-time-8e5e6fc40f9d [Accessed 27 Nov. 2019].

Behance.net. (2019). Behance. [online] Available at: https://www.behance.net/gallery/26977241/Creem-Magazine?tracking_source=search%7C-marie%20antoinette [Accessed 26 Nov. 2019].

Inside Airelles. (2019). Opening date luxury hotel Le Grand Contrôle Château de Versailles? - Inside Airelles Magazine. [online] Available at: https://inside.airelles.com/en/airelles-chateau-de-versailles-le-grand-controle-2/ [Accessed 26 Nov. 2019].

MAC Cosmetics - Official Site. (2019). M·A·C Cosmetics Homepage. [online] Available at: https://www.maccosmetics.co.uk/ [Accessed 26 Nov. 2019].

Mariegossip.com. (2019). Dior inspired by Marie Antoinette’s Petit Trianon for Spring 2014 Makeup Collection. [online] Available at: https://www.mariegossip.com/2014/01/dior-inspired-by-marie-antoinettes.html [Accessed 26 Nov. 2019].

Mariegossip.com. (2019). Dior inspired by Marie Antoinette’s Petit Trianon for Spring 2014 Makeup Collection. [online] Available at: https://www.mariegossip.com/2014/01/dior-inspired-by-marie-antoinettes.html [Accessed 26 Nov. 2019].

Pinterest. (2019). Versailles on Pinterest. [online] Available at: https://www.pinterest.co.uk/izzkazi/versailles/ [Accessed 27 Nov. 2019].

Stanska, Z. (2019). Queen Marie Antoinette in Portraits - DailyArtMagazine.com - Art History Stories. [online] DailyArtMagazine.com - Art Histo-ry Stories. Available at: https://www.dailyartmagazine.com/queen-marie-antoinette-portraits/ [Accessed 26 Nov. 2019].

fundakilicblog. (2019). M.A.C Cosmetics: Brand USP. [online] Available at: https://fundakilicblog.wordpress.com/2016/05/26/m-a-c-cosmetics-brand-usp/ [Accessed 27 Nov. 2019].

generationgen. (2019). BRAND ONION.. [online] Available at: https://generationgen.wordpress.com/2015/11/20/brand-onion/ [Accessed 27 Nov. 2019].