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Thursday, 29 July 2010

MAC RODARTE: HUMBLE PIE GALORE


With the backlash so ferocious, MAC and Rodarte have done the ultimate right thing. As Temptalia reports, "In response to public concern over the limited edition MAC Rodarte makeup collection, set to launch in fall 2010, MAC will donate all of its global profits from this collection to a newly created initiative to raise awareness and provide on-the-ground support to the women and girls in Juarez. MAC and Rodarte are deeply sorry that this makeup collection was so offensive to the people of Mexico and concerned global citizens."

I am relieved not to be addressed as "fans and consumers" - now it is the far more austere "global citizens". Good. What is clear from this fiasco is that MAC's PR have made a bungled job of this, and MAC and Rodarte came across very badly. If only there had been clarity from the start! In contrast to MAC's very forthright apology and commitment, Rodarte seem to emerge rather unconvincingly: “Rodarte is committed to using creativity for positive social change. As designers, we strongly feel it is our responsibility to use ideas and actions for the good of our global community and are truly sorry for the offense we have caused. We are raising our voices in support of the strong women and girls of Juarez and joining others who are working internationally to improve their lives,” said Kate and Laura Mulleavy, designers of Rodarte. (my italics)

The main thing is, buyers do hold the cards, and we make the decisions. Thanks to blogs, buyers have a clear and resounding voice. MAC have realised that with so many buyers threatening to boycott MAC altogther, this concession was a small price to pay. Hopefully the money, as implied, will be coordinated by those who really can make a difference, and not fall into the hands of corrupt officials. I would also like to think that bloggers will now encourage MAC to make this charity collection idea more than just a one-off to silence the critics. I want to think that this will be a regular new pattern. Awareness of the issues has spread far and wide, and sales will generate yet more advantages.

I am relieved to hear that the names and marketing is being changed, making the apology more wholesome. However with so many bloggers remarking on the "blood dripping" eyeshadow and "pale dead lipsticks" etc, will they really be able to wash their hands clean this easily?

2 comments:

  1. I completely agree with your points and am personally going to skip this collection. I do love MAC and I'm pleased that they've now decided to give all the profits from the collection which is no less than what many called for at the time. I'm going to donate to the new Intiative instead (I'm currently researching the best charities to donate to with respect to Juarez). I wasn't aware of Juarez before this whole affair so I'm using it as a chance to donate and educate myself, and anyone else I can talk to, about it. Like you, I find Rodarte the starting point of this entire thing and don't want to support them or contribute to their coffers by buying anything. Seeing as the donation is the profits not proceeds I suspect that Rodarte will still be getting their prearranged cut from the collaboration.

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  2. @konglishbeauty.com Yes would be interesting to know whether Rodarte have lost out too...Good point...

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