MAC MAKEOVER

Its not going the tried and tested route of high powered marketing and slick ads; it’s going for visibility and its eye-catching posters. They would be hard to miss.

The cosmetics agency, owned by Canadian Frank Tuchan, touched down in Trinidad and opened its one-stop shop at the Falls, West Mall on Sunday. The company hopes to open more stores throughout the country.

"MAC is not about a chalky and made-up look, it is about being a picture of elegance, it is not about reshaping the face but about giving it a glow," said Trini-born, MAC Executive Director of Make-up Artistry, Gordon Espinet.

"There is a lipstick, lip gloss, blush or powder for every woman of every skin tone," he added.

The company launched in Toronto, Canada in 1985. So successful it has become that this leading international brand of professional cosmetics is now part of the Estee Lauder Companies.

From their sheen-filled flush of Blushcreme and soft shades of lipglosses and lipsticks to colourful eye shadows, MAC is hoping to portray itself as vibrant, hip and sexy.

"Rock your looks in a palette that glitters and spunks. Be who you are, a real Rebelrocker!" says the MAC Web site

A touch of class and elegance coupled with shimmering or soft shades that complement a woman’s look is what this company is all about.

The company’s popularity has grown through the tradition of word-of-mouth as well as endorsements from make-up artists, models, photographers and journalists around the world.

The brand is now well known worldwide and is sold 46 countries including Tokyo, London, New York, Shanghai, Athens, Milan and Hong Kong.

The company consists of over 30 make-up artists and has worked with famous fashion designers like Roberto Cavalli, Vera Wang and Mochino.

But why would an internationally based make-up company want to establish itself in TT ? Espinet said in his research he found that Trini women love make-up and believed that his company can carve a niche for itself.

But it’s not going to be easy. With make-up stalwarts like Sache and Black Opal and others trying to carve up the market among themselves, it’s going to take some tack.

West Mall is a start for the company. The daily mall traffic during the August vacation is every mall owner’s dream as well as for shoppers with deep pockets. As far as he is concerned, the make-up will do the rest.

"We are not getting the attention that we think we deserve, in the Caribbean," he said, when asked about their decision to come to TT.

"To get women to believe in us we came to Trinidad and what we found is that women actually love make-up," Espinet added.

Apart from this, he noted that the company wants to extend its MAC AIDS Fund to Trinidad.

The charitable arm of the company was established in 1994 and though the selling of their VIVIA GLAM V lipsticks and lipglosses, has been able to provide over US$49 million to assist men, women and children affected by the deadly disease globally.

The new campaign showcases a diverse collection of internationally acclaimed superstars like Grammy Award winning artists Christina Aguilera and Missy Elliot, supermodel Linda Evangelista, Academy Award nominated actress Chloe Sevigny and pop sensation Boy George.

"If we were not able to open the store we at least wanted to sell the VIVA GLAM V in TT to raise money to help those affected by the virus here," Espinet reasoned.

While stating that the company intended to stick to one branch in TT, Espinet was quick to reveal that MAC was determined to set up shop in other Caribbean islands.

"There is a lack of MAC products at other islands and I have seen that Caribbean women needed something for themselves, especially around Carnival," he said.

He said that the company started manufacturing a collection of lipsticks and body paints exclusively for the Carnival season. These products will also be available at the West Mall store.

He was not reluctant to admit that the agency was expecting stiff competition from other local cosmetic brands.