The essence of your brand should start at your main identity and then trickle down through every facet of your existence, from the materials that are distributed, to the message that you send, to the attitude of the people that are associated with your brand. This includes customer service. Usually, this is the last contact that the consumer has with the brand before it gets purchased. I would like to share a little story of how my perception of one of my favorite brands was tainted as of last night…
You might call me a make-up whore. I love it. I have quite the collection, love to try new things, and always keep adding to my repitiore. This affinity probably developed when I was little and used to watch my grandmother put on mascara in awe and she would turn to me and say, “A little paint makes you look like what you ain’t darling.”
That being said, I have tried so many brands over the years, and my hands down favorite would have to be MAC. Everything from the quality of the product to the packaging I think is great. Usually, I’ve found that whenever I visit the MAC counter in search of a new frosty lipstick or bronzer, someone is always there to help me and give me their expert opinion. Last night however, was the exception…
I wanted to make a quick stop to get my staple primer, MAC Prep + Prime Skin Base Visage SPF 50. I was surprised that when I got to the counter, nobody was there, so I sauntered around the mall for a bit and then returned intending to purchase on my way out. Still nobody there. So I waited for a few minutes. After becoming slightly impatient, I started to ask around at other counters and the Clinique woman told me that the MAC girl had left for the evening a while ago. Okay, so I am thinking to myself, shouldn’t this woman offer to help me? Instead of doing that, she turned around and went back to organizing copious amounts of foundation. Now I am getting annoyed. Annoyed at the Clinique woman, annoyed at the MAC girl for leaving early and annoyed at Macy’s for allowing all of this to happen. It’s practically summer and I need my SPF 50 primer damn it!!! So after a few deep cleansing breaths, I take a trip over to the Origins woman to see if she can help me. When I asked her if she could just grab one product for me and then I’ll be on my merry way, she told me that she may be able to find it, but I would have to wait a little while because she was training someone. What?! Why do I have to wait while you train someone? I want to buy something. Regardless of whether it is from your counter or not, you are all under the same umbrella department store and should be able to help me. It’s 8:37 on a Tuesday evening and you cannot even get me one product?! (And just for the record, I don’t know why she was training anyone, judging from her appearance, I think Stevie Wonder could’ve done a better job with make up application.) At this point I was exhausted and irritated. I left empty handed (well almost, I bought a pair of gold hoops), but no make up. If only that MAC girl was there, I could’ve been so much happier.
My perception of MAC is now tainted a little. Not because of what they did, but what they didn’t do. There should be someone at the counter at all times, if the store is open, you should be able to buy something. Also, on a higher level, when you are in the “cosmetic department” of Macy’s or any department store, someone should be able to help you at least buy a product from any brand. I cannot place all the blame on MAC, because my bad experience was with other brands indirectly involved, however they need to be more careful in keeping their loyal customers happy. And who knows, now I’m thinking about a visit to Sephora and dabbling in the Smashbox Photo Finish Primer that I hear so much about…