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MAC India Brand Director Karen Thompson
From left: Exclusive Lines Head of Strategy and Corporate Development –
Fragrances Ravin Hiru Surtani, Head of Strategy and Corporate Development – Beauty Apsara Hiru Surtani and Director Hiru Surtani
By Nisthar Cassim
MAC, a flagship range of The Estée Lauder Companies Inc., recently became the first global beauty brand to set up shop in Sri Lanka with Exclusive Lines.
The opening of the physical retail stores at Level 1, One Galle Face Mall, was described by both MAC, the world’s leading professional makeup brand, and industry pioneers Exclusive Lines, as a landmark development auguring well for the improving consumer profile of Sri Lanka post-crisis and influx of tourists.
The physical and plush store is after delighting Sri Lankan customers online through Exclusive Lines for two years though with a very limited MAC assortment.
The store is set to revolutionise the beauty landscape of Sri Lanka with its iconic products and immersive international retail experience.
“Celebrating the launch of MAC cosmetics in Sri Lanka is a significant milestone for us. We are having several of the world’s best sellers right here in Sri Lanka,” MAC India Brand Director Karen Thompson told the Daily FT on the sidelines of the opening of the flagship store at One Galle Face.
“The opening is a big part of the commitment of the brand. It aims to bring accessibility of the products where we know we have a fan base and a growing consumer market in Sri Lanka. We are definitely looking forward to the future with Sri Lanka,” Karen said during the interview along with Exclusive Lines Director Hiru Surtani, Head of Strategy and Corporate Development – Beauty Apsara Hiru Surtani, and Head of Strategy and Corporate Development – Fragrances Ravin Hiru Surtani.
She said the opening of the store in Sri Lanka marks the beginning of potential expansion as well, once MAC identifies new opportunities.
“We clearly see there is a lot of demand for MAC. It was just an availability issue previously. MAC being such a global brand everyone is so aware of it. We are definitely looking for very positive growth,” said Karen who added that the brand is available at newly opened Beauty and Luxe by Exclusive Lines at the Colombo City Centre along with several other brands under The Estée Lauder umbrella.
“As opposed to buying online, the experience, the personalised service and value addition that you get at a physical store, is much more. This is why we decided to open. In terms of growth, if everything goes well, our forecast is to open up at least three more outlets in the future,” Karen revealed.
She said MAC is globally known for having a large lineup of schemes. “We cater to a diverse range of consumers, and our founding model at MAC is all ages, all races, all genders, so the significance of that is that when you walk into a MAC store, you will find the right shade of foundation, you will find the right shade of concealer. We have got so many colours of lipstick, blush, color cosmetics, so you will always find something at MAC, and with that we have that large shade range. I think that brings a lot of excitement to the brand and our Sri Lankan customers,” Karen explained.
“With the latest in makeup artistry, innovation, we have the highest quality of ingredients. What we have seen is that consumers see the value in paying for a high quality product because you get a better payoff, longer wear. We also have a range of mini products for a first time consumer to try,” Karen said adding the flagship store is a destination for consumers to express their creativity and create their own makeup looks and styles. The new premium design features an open and inviting floor plan, showcasing the latest MAC product innovations at NEW + NOW! testing stations, along with MAC Trend stations that allow consumers to sample their favourite makeup trends using MAC products.
MAC will continue to introduce new products as well in Sri Lanka. “We continuously study the market, understand what Sri Lankan consumers are looking for, and bring in the newest and more trending products as well,” Karen said. ”We invest a lot in training and development of the store teams to make sure that our customers have the highest standard of expertise, creating personalised recommendations,” she added.
MAC which stands for Make-Up Art Cosmetics, since its creation in Toronto, Canada, over 30 years ago, has grown through a tradition of word-of-mouth endorsement from makeup artists, models, photographers, and journalists around the world. MAC is now sold in over 130 countries/territories worldwide.
Sri Lanka’s beauty scene becoming vibrant
Commenting on the milestone, Exclusive Lines Head of Strategy and Corporate Development – Beauty Apsara Hiru Surtani said: “The opening of the MAC Cosmetics flagship retail store in Sri Lanka is a much-anticipated event for Exclusive Lines. This marks a momentous occasion not only for MAC but also for Exclusive Lines as we continue our dedicated efforts to introduce premium international beauty brands to the Sri Lankan market.”
Exclusive Lines with its distinguished legacy spanning nearly four decades in fragrances, cosmetics, and skincare, stands as the exclusive retailer of MAC in Sri Lanka. As a member of the esteemed Pee Bee Group of Companies, Exclusive Lines said it is dedicated to excellence, catering to the diverse needs of customers across the Sri Lankan market.
The opening of the first of its kind flagship store of MAC and the new Beauty and Luxe by Exclusive Lines at the Colombo City Centre offering a wider choice of world renowned original beauty and fragrances brands are signs of Sri Lanka’s beauty scene becoming vibrant.
Exclusive Lines Director Hiru Surtani and Head of Strategy and Corporate Development – Fragrances Ravin Hiru Surtani said beauty market is no longer a luxury but essential.
“Lipstick has a long history of withstanding recession somehow. It completes you. Beauty care is an essential daily thing,” they said in terms of citing an example.
They said that opening a stand-alone MAC store is a major boost and adds value to the economy and to its customers and tourists.
