MAC cosmetics line targets consumers wanting to resemble their pooches

By Simon Pitman contact

- Last updated on GMT

MAC cosmetics line targets consumers wanting to resemble their pooches

Related tags: Dog

Outside-the-box cosmetics player MAC has become the first major brand in the business to launch a line of cosmetics dedicated to consumers who want to mirror their pets look.

Pet cosmetics are not new on the market, with smaller independent companies offering dedicated lines for many years now, but MAC is taking this trend one step further by targeting individuals who like to resemble their beloved pooches.

It has long been acknowledged that many dog enthusiasts, whether consciously or subconsciously, often resemble their dogs, so why not take it to the next step by matching your dog's lip color?

MAC Haute Dogs

Targeting this phenomenon, the MAC Haute Dog​s line was launched in the US this month with an Autumn collection of color cosmetics that is aimed at tapping into the growing trend in pet indulgence that is combined with the company’s reputation for fun.

“(Wo)man’s best friend is barking up the right tree in a well-groomed collection of new hues from M·A·C that are sure to enhance your pedigree, featuring luscious, buttery fur tones for eyes and regal berries for lips,” ​the Estee Lauder-owned company’s marketing communication about the line states.

The collection includes both lipsticks and eyeshadows that are intended to match the tone of pets, which MAC describes as: “buttery fur tones for eyes and regal berries for lips.”

Dedicated doggy cosmetic website

The dedicated website for the cosmetics line is aiming to make a buzz with the help of a photo gallery, a quiz and an article that features interviews

MAC Doggy

with leading designers and fashionista, including the co-editor of Paper magazine, Kim Hastreiter and MAC creative director James Gager.

The interview explains the close relationships the individuals have with their dogs and also asks the all-important question of whether or not they feel their image reflects that of their pet.

The website also gives MAC fans the opportunity to post selfie photos of themselves with their dogs, with this page creating a buzz that has prompted hundreds of dog-lovers to post photos.

For the moment the buzz around the limited edition Haute Dogs collection does appear to be working, with a number of the lines already sold-out online.

You maybe surprised who is spending most on their pets

Although there is no data on pet cosmetics or dog-inspired cosmetics, there is every indication that demographic changes in many developed and urban environments is leading to an increased household spend on pet products and pet-related products.

Data from Mintel suggests that many of these households have disposable income to spend on items such as dog or pet spas, parlours, toys and increasingly elaborate and sophisticated accessories such as leads, collars, coats and even jewellery.

In Mintel’s latest report on the market, entitled Pet Supplies US, June 2015, the market researcher points to the increasing ‘humanization of pets’.

And surprisingly, the market researcher's findings suggest that it is not specifically older ladies that are indulging in this trend, as many people would expect.

“While the stereotypical perception of people who dote excessively on their pets might conjure a middle-aged woman, young men are the clear leaders in dressing their pets for fun and for practical reasons, marking past pets with memorials, and buying cards for other people’s pets,” ​the report states.

Related topics: Brand Innovation, Color Cosmetics

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