The beauty gap
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This qualitative study examined the relationship between millennial Black women and MAC Cosmetics and compared their experiences and sentiments to the existing literature on millennials to investigate if there were discrepancies. Data was collected through semi-structured interviews with 12 participants. Three major themes emerged from the interview data: 1) Self-image management and presentation are important to millennial Black women who use MAC to create and reinforce an acceptable image for themselves as well as mainstream society. 2) Millennial Black women have an emotional relationship with MAC, which is created and influenced by specific aspects of the store environment and the customer service they experience at the MAC counter and 3) MAC employees’ ability to educate millennial Black women on new makeup techniques, while also providing them with professional expertise in regards to product choice, makes them feel empowered, which increases brand loyalty.