Monday, July 19, 2010
MAC's Border Themed Cosmetics Collection Backfires; when will U.S. companies learn?
Two Los Angeles fashion designers and the big cosmetics firm, MAC thought they had a brilliant collaboration for their 2010 fall look. How about the "Factory" blush? Maybe the "Ghost town" eye shadow or the "Juarez" lip gloss?
The border themed cosmetic-fashion ideas were the inspirations of sisters, Kate and Laura Mulleavy. MAC was apparently so excited about this collaboration that it was already planning its big September release. What the high fashion label and cosmetics giant did not expect was angry feedback from some of their customers.
The Mulleavy's said in released statements that they were inspired by the women who worked the factory jobs in Juarez in the middle of the night. Oh really? I guess these two designers are so busy in their little fashion igloo that they haven't read that these Juarez women walk in fear every night. They walk in fear because hundreds of bodies of murdered women have been found in this area.
Didn't MAC management and the Mulleavy sisters realize that still today thousands of murders have yet to be solved? I'm a reporter. I covered this story in the late 90's, and interviewed dozens of women in Juarez who wonder if they will be next to be butchered to death.
So when all hell breaks loose and MAC realizes this is a marketing nightmare and that some customers may go elsewhere; of course they do the obvious---issue an apology. Oh yes! This will fix everything!
M•A•C Cosmetics Statement:
We understand that product names in the M•A•C Rodarte collection have offended some of our consumers and fans. This was never our intent and we are very sorry. We are listening carefully to the comments posted and are grateful to those of you who have brought your concerns to the forefront of our attention. M•A•C will give a portion of the proceeds from the M•A•C Rodarte collection to help those in need in Juarez. We are diligently investigating the best way to do this. Please be assured that we will keep you posted on the details regarding our efforts.
The Mulleavy's PR firm got to work on their apology too. Sure this will make everything better!
Rodarte Company Statement:
Here's another shocking fact. My WLL partner, Vicki Adame found out through her research that the Mulleavy's are half Latinas. Their mother's maiden name is Rodarte, and they apparently named their company after their grandfather. Oh my, what would he think?
My suggestion to MAC and Rodarte is get Latinos in decision making positions in both companies. They should be in management and marketing. There are people out there who are experts in the Latino culture, history and language.
I can tell you if MAC or these two sisters would have said "Hey what do you think of this? The Juarez, Ghost town, factory looks?" I like many of you would have said "Are you kidding? No way in hell can you release this to our customers."
You can always share your thoughts:
Founder of Wise Latinas Linked
Posted by Rebecca Aguilar at 3:22 AM