So over the weekend we started a fight against one of the world's biggest cosmetic brands, MAC. Unlike a drunken idiot on a Saturday night, we had good reason - see my post below for more information if you've been asleep for the past few days and haven’t noticed what's going on! This morning I woke up to the below statements from MAC and their collaborative partner Rodarte:
STATEMENT FROM M•A•C COSMETICS ON THE M•A•C RODARTE COLLECTION
We understand that product names in the M•A•C Rodarte collection have offended our consumers and fans. This was never our intent and we are very sorry. We continue to listen carefully to the comments we have received and have the following plans to address concerns:
1. We are committed to donating $100,000 to a non-profit organization that has a proven, successful track-record helping women in need and that can directly improve the lives of women in Juarez in a meaningful way. 2. We are changing the product names in the M•A•C Rodarte collection.
As we have done in the past, please be assured that we will communicate details regarding our progress in this matter.
STATEMENT FROM RODARTE ON THE M•A•C RODARTE COLLECTION
We recognize that the violence against women taking place in Juarez needs to be met with proactive action. We never intended to make light of this serious issue and we are truly sorry. Helping to improve the conditions for women in Juarez is a priority for us and we are thankful for all the comments calling attention to the urgency of addressing this situation.
It took nearly 60 individual bloggers (that I know about) only a few days to cause MAC to stand up and take notice. But have they gone far enough? The general reaction today seems to be no. Although $100,000 is a lot of money for you and me, for one of the biggest health and beauty companies in the world it's practically pocket money. Baring in mind a counter in your local department store takes around £12,000 on your average Saturday, this basically equates to a minimal amount of sales that they've pledged to donate just to shut us up. I think we'd all of been far happier if they'd decided to donate a much larger percentage of sales, rather than a lump sum which doesn't really mean anything - if the range is a sell out they still end up quids in.
However, it's the name changes which I'm more pleased about, knowing they have listened and understood our concerns and reacted accordingly. Having worked in the industry for many years I know how much time, effort and money is involved in changing the name of a product at the last minute. Guaranteed that the reason they've pledged the relatively small amount they have is so they won't lose any further money through the changes necessary to get the product range to market. They don't want to end up with negative sales, which I can understand - after all they are a business. But I'm surprised that someone in their PR team hasn't taken a stand and said that for the good of the company, its reputation and customer relations they should give more and worry about the bottom line later - it isn’t like they can't afford it.
So I have a mixed response to the outcome. I'm happy that we've managed to make an impact and shown MAC up for being irresponsible and insensitive. I'm a little underwhelmed by what they're pledging. The most important thing to come out of this? We're all talking about the dreadful situation in Mexico, and that to me is priceless.