M.A.C.

Author: Kaitlyn Short

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The Good

• High Quality Products
• Great Features
• In-depth How-to Videos

M.A.C.'s products are tried and tested by professional makeup artists to ensure that they are high quality. M.A.C. is one of the only makeup stores we reviewed that also offers a Live Chat feature for customers to ask advice from M.A.C.'s experts (the other store that offers Live Chat is Urban Decay). Customers can get assistance with general makeup advice, application techniques, shade matching and more. This service is available Monday-Friday 10am-10pm EST. M.A.C. has several different site features to help online customers learn how to choose the most flattering makeup and apply it correctly. The Color Play feature that allows users to search for new makeup based on a specific color that they like or already use. The Finders feature enables customers to customize a makeup palette for their eyes and cheeks, find brushes, find mascara and discover new makeup shades that correspond with their preferences. The Videos section of the site has two options: Instant Artistry or Artists Up Close. Instant Artistry features quick technical skills that professionals use, and Artists Close Up is a series of in-depth how-to videos that share tips, tricks and techniques for applying makeup. Customers can create an account on M.A.C.'s website that allows them to track their orders, receive M.A.C. Messages, write reviews, save their favorite items and more. Customers who sign up for M.A.C.'s free emails will receive information about future products, services, events, special offers and exclusive access to new products online before they are available in stores. M.A.C.'s website features an 800-number that customers can call for assistance. Those that prefer to email also have the option of sending a message to the customer service department. A representative from M.A.C. will respond within 24 hours.

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The Bad

• No Other Brands
• No Loyalty Program

M.A.C. only sells M.A.C. products; customers who wish to purchase other makeup brands may prefer to shop at Sephora or Ulta, both of which carry several brands to choose from. Unlike many of the other makeup stores we reviewed, M.A.C. does not offer a loyalty program to reward frequent customers. The only opportunity to receive a discount is by signing up to receive emails of promotional offers.

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The Bottom Line

M.A.C.'s website features several tools to help customers select and apply makeup, as well as discover new products and techniques. M.A.C. is the only makeup store we reviewed that offers the option to live chat with one of their artists, so this is a distinct benefit of using M.A.C. However, M.A.C.'s product selection is limited to only their brand and frequent customers won't be able to reap the benefits of a loyalty program.