Mac Cosmetics’ strong loyalty focus is a departure from other similar brands’ recent app rollouts, which have mainly highlighted the use of technologies such as augmented reality. The beauty marketer’s new iOS and Android apps enable Mac Select members to access their memberships while on-the-go, receive customized updates, locate nearby stores and enjoy exclusive offers, among other features. Mac Cosmetics is differentiating its new application from other makeup brands’ mobile offerings by opting to hone in on rewarding existing loyalty members with tiered benefits, personalized updates and exclusive deals instead of including tried-and-true features such as virtual try-on options.
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