In recent years the makeup industry has gone through a transformation due to social media and changes in culture. I interviewed Yely Guzman, a Manager at MAC Cosmetics in Orland Park, regarding how the generational changes have impacted the cosmetic industry. She has worked at MAC for over 10 years and has seen how the company has morphed to adjust to the current consumer climate.
Q: How is this generation shifting practices in makeup?
A: They are moving to follow trends imposed by social media and influencers. They are no longer taking (a) cue from fashion weeks or real runway trends.
Q: How are social media and the internet connected to makeup?
A:They’ve become another point of sale for many small brands that may have not had the opportunity to be sold if it weren’t for the online platforms. Also, social media has become (a) place for imposing trends and advertising all types of brands, big and small.
Q: What are some positive or negative changes you’ve seen in the makeup industry in the last few years?
A: Some benefits are that many makeup companies have made it a point to appeal to diverse clientele, making for a more accepting social climate. Many have adopted philanthropic causes to help their communities or communities in need. Something negative is the oversaturation of cosmetic brands offered. This is negatively affecting the retail climate and forcing smaller brands out of business.
Q:What is your company/brand doing to keep up with the changing industry?
A: We have has more social media presence and set up a PR department. We have also partnered with influencers to promote our product. Many social media influencers that are makeup artists started their makeup careers at MAC.
Jaylinn Reports 