Mary Kay Make Up -‐ A Creative Brief Objective: Increase awareness, positive perception and consideration for product purchase among the target audience. Target Audience: Female Gen Y (Millennial) consumers ages 18-‐25 Demographics: She’s a beauty explorer. She’s curious, she tries new things, and she takes risks with make-‐up. She’s looking for effective skin care and makeup that enhances her natural beauty. She is tech savvy and uses social media as a means of product research and customer support. She’s a city girl, who likes living close to all of her favorite stores. She either lives with her parents or has her first apartment. She is most likely balancing school, a part-‐time job, or her first full-‐time job. Psychographics: She leads a full life. She is transitioning into adulthood. In coming years, her biggest goals are to graduate from college, get a new job, get married, and start a family. She is looking for brands that make her feel sophisticated, sexy, powerful and accepted. For her, make-‐ up equals confidence. It makes her feel professional, put-‐together, and ready to tackle the day. She prefers to do things herself, and she does research online before trying out new make-‐up products. This helps her find the best products for her money. She is into fashion, and she loves to shop, and is continuously searching for the best options and latest trends. She has been wearing make-‐up for years, but she has less knowledge about good skin care. Recommendations from friends and family are important for skin-‐care. She is relationship-‐focused. She is active in her community. She wants convenience and great service. Current Thought: Our target thinks Mary Kay’s consumer is a middle-‐to-‐upper class 50-‐year old homemaker from Dallas. When asked who personified the brand, consumers chose older, yet sophisticated individuals such as Meryl Streep or Hillary Clinton. With regard to positive attributes, they feel the brand represents classic, American quality. There is little or no knowledge of the direct selling method. This method of selling is considered inconvenient for the target -‐ they do not want to attend makeup parties. There is little understanding of the IBCs’ role and how they sell. There is a poor perception of IBCs’ experience and knowledge. Desired Thought: Mary Kay stands for poise, elegance, and success. Mary Kay has helped women to feel attractive and powerful for the past 50 years, establishing a network of sophisticated women who exude confidence and class in every aspect of their lives. Timeless beauty is less about what’s on the outside and more about being beautiful on the inside. With Mary Kay, you will find the right makeup, guidance, and inspiration to perfect your look and truly become a classic woman. Rationale: Millennials desire sophistication. They want to make a statement and be remembered for their confidence and power. Simple and sophisticated makeup will enhance their outer beauty while complimenting their inner beauty. If we can convince Millennials that Mary Kay is not “old” but rather “classic,” we can open their minds to the Mary Kay community. Classic and timeless beauty resonates with both our target audience and Mary Kay’s values. Single Most Important Thought: Mary Kay = timeless beauty
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