Mary Kay Campaign Book

A Brand in Transition 375

Contents

01 01 02-04 05 06 06 07 08-10 11-19 20-22 23 24 25

EXECUTIVE SUMMARY INTRODUCTION HISTORY KEY PROBLEM TARGET PROFILE OBJECTIVES RESEARCH CREATIVE BRIEF CREATIVE MEDIA COMPETITION & SWOT EVALUATION/CONCLUSION/CITATIONS OUR AGENCY

Executive Summary Mary Kay Ash revolutionized the cosmetic industry back in 1963 by opening doorways into the business world for women to sell products they wear and love. Mary Kay has been a pioneer for many decades by providing women with makeup that expresses their styles and gives them confidence for their big transitional moments in life. At the advent of the 90’s, new makeup players entered the industry and existing brands contemporized to attract the female generations of today. Mary Kay, however, hung onto the older generations rather than adapting.

We believe that Mary Kay can become important again.

Today, young women are still going through uncertainty in the transitional years between 18-25 as they mature in pursuit of their passions, careers, and families.

Mary Kay has the potential to offer the cosmetics and accompanying guidance that Millennials need. By using a sub brand to carve out their solutions that are custom fit for the young females of today, Mary Kay can once again reach this audience and regain relevance. By giving their Independent Beauty Consultants certified cosmetic

Introduction Throughout the 1950s, the average age of marriage was dropping while the birth rate was increasing for women. When Mary Kay started in 1963, it was the decade of change.

70 million baby boomers began entering their teens and twenties.

Deep cultural changes were altering the role of women in American society.

7 0 M I L L I ON BABY B OO M E R S American culture insisted that fulfillment for women could be found in marriage and housewifery.

Dissatisfaction was felt by American housewives with the narrow role imposed on them by society. Women wanted more than just a husband and children at home. The image of the happy American housewife was now changing as females entered the workforce.

training, they can understand the styles of Millennials and help them in their time of transition.

The Mary Kay company just celebrated 50 years of making women beautiful; with this campaign we hope that Mary Kay will celebrate 50 more years carrying out this same mission.

Mary Kay helped to provide an opportunity for women to take charge of their lives by advancing at their own pace. Through ability and initiative, any Mary Kay IBC can reach the highest status of achievement.

Opportunity is a journey of self-discovery that enables many women to become more professional, self-assured, and independent. This is the true source of strength for both the company and the IBCs of Mary Kay.

01

History 1963 Mary Kay Ash opens her first office space in Exchange Park, Dallas, Texas on September 13, 1963.

1963 Beauty by Mary Kay was also created and released this year and this product would revolutionize woman’s personal cosmetics with it being convenient and varied with what it offered in glamour products that can be used on the go.

1950s The 1950’s was an era when women were told the goal for their future was to catch a husband and start a family. Marilyn Monroe, Grace Kelly, and Audrey Hepburn were some of the ideals of the time in body, fashion and beauty. Hourglass figures or slim silhouettes were desired. This was an era where women valued a prim and proper appearance; sweater sets, full belted skirts, and button downs. Beauty was just as neat with short, soft, curled hair and flawless “peaches and cream” complexions.

1960s

500+

1971 Due to the success of Mary Kay a new position was made that valued the work of independent sales, which was titled the Independent National Sales Director.

Helen McVoy and Dalene White were the first to be chosen and since this period 500 more women have been given title.

1971 February, 23 was the date Mary Kay became global by opening up in Australia. Mary Kay now holds 35 markets worldwide.

1970s The 1960’s were filled with both war and peace, but overall it was a decade of change.

The two popular styles of the time were at opposite ends of the fashion spectrum; the hippie, flowery-type styles and the casual, clean looking style. Clothing was a mix of bell bottoms, flowy fabrics, and miniskirts.

Couture fashion models, Twiggy and Pattie Boyd, set the tone for style. Women wore their hair long or in pixie cuts and their makeup minimalistic if any at all. Light blush and powder from Mary Kay was popular at the time and mascara was necessary for the highly desired tarantula eyes.

02

03 1974 To help create leadership amongst women the Leadership Council began. Due to this program there are around 33,000 women who have gained this spot with the support of the conference which helped educate and inspire these individuals.

1979 Mary Kay garnered attention nationwide while being interviewed by 60 minutes.

Because of this the sales of Mary Kay had tripled within a two year period, as well as double the amount of the Independent sales force.

1989 Mary Kay would adopt a green approach being one of the first companies to do so. The company would go on to win many awards from environmentalism.

1984 The Mary Kay company was featured in The 100 Best Companies to Work for In America.

1980s The 1970s sparked the full force independence of women and a change in the perception of how they were viewed. Long gone were the days of women immediately looking to settle down and have children.

The 70’s was the era of disco, high waist jeans, wrap skirts, Farrah Fawcett hair, tan skin, and oversized sunglasses. Mary Kay was there for the ladies of the disco days to supply sexy, ultra-glam, shimmery eyeshadow paired with red lipstick. Mary Kay also offered a softer line of makeup for a more subtle look that resonated with the liberation movement’s desire for “beauty from within.”

In this era, baby boomers began to re-enter the mainstream, leaving the counter-culture of the 70’s and settling into careers and parenthood. Women competed ruthlessly with men for high-paying jobs and advancement in the workplace. A feeling of empowerment embodied the women of the 80’s and their style expressed the over-the-top need to have it all, from power-dressing shoulder pads to the desire for designer clothing. Madonna’s video for the song “Material Girl” captures the big hair and bold colors of the clothing and makeup that defined the 80’s.

Bright blue eye liner and pink eye shadow combined with vibrant pink lipstick was a signature look. Mary Kay adorned the faces of teens, working women, movie stars and musicians all throughout the 80’s.

04 1991 During this year Mary Kay had reached 1 billion dollars in growth in wholesales worldwide.

The U.S. would hit this mark in 1992.

1994 Mary Kay was featured in Fortune magazine a company that was one of the most admired in the country.

1996 The Mary Kay Charitable Foundation was created which supports issues regarding women’s health as well as violence against woman. 28 million dollars in grants have been given away.

1995 Mary Kay builds a brand new global headquarters in Addison, Texas.

1990s Women of the 90’s were seen as selfconfident, which reflected in their style choices and expression of comfort with who they were as a person. With a great increase in the number of females in the workplace, women were asserting their independence and representing their gender in successful and powerful roles. Business attire became more casual and clothing overall focused on minimalism, moving away from the excess glam of the 80’s. Makeup instead consisted of natural eye shadow hues or glitter for a more fun look with a popular use of white eye liner. Likewise, the women of the 90’s preferred either nude lipsticks or darker hues of lip gloss.

2000 Anti-aging skin products started to become in demand due to baby boomers turning 40. Mary Kay released a 3-in-1 cleanser and an age-fighting moisturizer that would be recognized as the latest in advanced skin care.

1999 Mary Kay begins operating business online.

2003 Mary Kay Ash was named the Greatest Female Entrepreneur in America, in front of Oprah Winfrey who took second.

2000s Many women began to take over the role as breadwinner with more than 80% of the jobs lost in the economic downturn of the late 2000’s belonging to men. The number of women CEOs doubled from 1995 to 2005. Fashion and makeup have both seen a resurgence of influence from previous eras as clothing and cosmetic trends are continuously being recycled with modern twists. The smoky eye is a key look of the 00’s and still is currently.

With the advancement of the internet, Youtube and other websites are now available for women to share makeup tips and trends in video tutorials.

Key Problem

05

In today’s cosmetic industry there are a variety of new brands in competition with Mary Kay; today’s young women no longer think of Mary Kay as a top of mind brand. In vogue, makeup brands with fresher images have captured the attention of the 18-25 year old Millennial women, who perceive that Mary Kay has not contemporized since the time of their mothers and therefore does not recognize Mary Kay as a makeup source

Change is an inevitable part of life. Change can be inspiring. Change can be liberating —but

for products that fit her age group.

- Yes, change can be the cause of anxiety. Yes, change can be uncomfortable. However, it comes all the same. Life changes, growing-up — one cannot prevent this from coming. With this, Mary Kay is playing the role of that “friend” or “confidant”.

Moreover, changes can come at every moment of the day rather than just at each milestone.

Yes, there is a change from student to career woman or from young woman to mother or from career to career. However, change can come from morning to night, from mood to mood, from situation to situation. We are constantly growing, changing, and progressing.

Ever changing is expressing that you may be growing and changing, but Mary Kay is growing and changing with you. It expresses a parallel between Mary Kay and the consumer in the way of we are in this together. Ever changing is really saying that Mary Kay is a progressive and innovative company, but Mary Kay is also being view as an entity and a friend that women can and will grow with in an ever changing world.

Target Profile

06

Isabelle Cruz is a Mexican American woman and a 23-year-old graduate of Sam Houston State University with a degree in Management Information Systems. She has just accepted a position at a local firm as a Business Systems Analyst, for which she is both nervous and excited. At this job she will be paid $61,000 a year plus benefits.

Isabelle is moving into her first apartment and is at a crucial transition point in her life.

For fun she enjoys running, shopping, watching Netflix,

Objectives Marketing Objectives Position Mary Kay’s ever changing sub brand as a top of mind Millennial cosmetic source for products and advice in their time of transition.

Support Independent Beauty Consultants with training and certification standards to equip them with the knowledge to serve as reputable sources of professional makeup expertise and advice to Millennials.

Advertising Objectives Enter the Millennial consideration set for cosmetic purchase to increase Mary Kay Millennial makeup purchase of new and core Mary Kay product lines.

Increase Mary Kay Independent Beauty Consultants by 10% through the recruitment of female Millennials.

and spending time with her boyfriend.

Target Hispanics We have chosen to target Hispanic Millennials in our campaign. Hispanic women ages 18-24 were 11% of the total female Hispanic population in the U.S. in 2013 (Nielsen, 2013). They make up 17% of the United States population according to the latest U.S. Census data. The amount of Hispanic college students rose 15% from 2011 to 2012 (Huffington Post, 2014). Hispanics are more likely to use makeup and skin care products than any other race. They are also more likely to state that there is “no budget for their face.� When it comes to spending more on beauty, Univision reports that 32% of Latinas associate expensive brands with products that work. Also, they are more likely to respond to a brand that they feel speaks directly to them than any other group. A 2060 forecast by Nielsen estimates that Hispanic women will comprise 30% of the total U.S. female population. Hispanic Millennials 18-29 will result in 80% of this growth in the next couple years.

Research

07

277

AVERAGE AGE OF PARTICIPANTS

20.01

TOTAL SURVEYS

METHODS • Surveys • MRI+ • Focus Group • MarketLine Advantage

RESEARCH OBJECTIVES Discover if Millennials are going through transition moments and how this affects them in their lives and with their makeup.

60%

of the individuals said that they were in a transition point in their life.

57%

of female individuals said makeup is an important factor in affecting confidence.

Search for a connection between cosmetics, beauty and confidence Explore the relationship between the target audience and advice-based makeup purchase

FINDINGS

Analyze Millennial makeup purchase patterns and consideration criteria

Q: What do you think of the Mary Kay At Play line?

“I don’t like the feeling, I don’t like the crayons. It kind of reminds me of play makeup you used when you were younger and you have dolls…

Barbies and stuff.”

“I think it’s fun, I don’t think I’d wear it every day though.”

“Maybe not for every day, but for party mode.”

“I don’t like the packaging it looks like it’s so cheap.”

Creative Brief

08

Client

Mary Kay

Project Title

NSAC CASE

Job Number

02

Date

2/10/14

Who is She? / What’s her story?

She is a woman at a transition point in her life,

What’s the business challenge (provide evidence)?

Millennial women 18-25 do not think of Mary Kay as a top of mind brand when purchasing makeup, and do not perceive Mary Kay as a brand that offers cosmetics and advice from IBC’s that tailor to their buying habits.

embarking into the world in a whole new way.

Isabelle is a hard-working Mexican American woman fresh out of college; she is new in her field and trying to find her way without a support group by her side. She feels empowered and confident

What are the sales objectives (SMART)?

that she can do anything that work will give to her,

Increase Mary Kay’s sales by 6% as compared to the U.S. makeup industry growth of 2%

but she realizes she’s missing the key element to

in 2013, at year end of the campaign (NPD Prestige Beauty Sales, 2013).This increase is

tie it all together. Isabelle believes that her outer

obtainable based on the projected growth in market share and value expected in the makeup

beauty is a reflection of her inner beauty.

industry in the next 3 years (MarketLine Advantage 2012).

Forecasted market value by 2017:

$8,263.7 million

Forecasted market share by 2017:

+9.7%

What’s the communication objectives in support of the sales objective (change in attitude, increased awareness)?

1. Inform Millennials about applicable Mary Kay product lines in order to:

Rebrand Mary Kay as a contemporary choice for a new generation of women.

Focus in on the IBC as a trusted source in the transition period for young women.

2. Retrain current IBC’s in use of on-trend products and styles that Millennial women prefer.

3. Recruit Millennial women to become IBC’s.

She muses, “How do I portray myself in my outer appearance so that my presentation is as strong as my work? What is the appropriate and mature look that lets my colleagues know I’m serious about what I do?”

If she can learn how to use makeup to her advantage she can present who she is in the best light. She does not know the best way to do that though. Isabelle could use some help in her time of transition so that she can identify and apply the appropriate makeup look to boost her confidence in her new role in the workplace.

Creative Brief

09

Who are we talking to (target audience: demographics & psychographics) (attitudes, values and lifestyle)?

$$$ This Millennial woman is early in her professional career.

She is earning a salary in the $35,000-$62,000 range.

She lives a highly social life with a desire to be involved in her community and keep a close relationship with friends and family in-person and online through social media.

She is an early-adopter to new technology and has a mobile addiction.

Geographically she is located in urban U.S. cities, predominantly in the southwest region like Austin, Texas. Seventy-seven percent of Gen Y plan to live in an Urban Core. Just 30% of college graduates in 2013 are home buyers (Wall Street Journal), the rest of Millennials are renters.

Shopping is done both in-store and online and is considered a form of entertainment.

She is a trend-driven lover of pop-culture and entertainment.

The opinions of her peers are an important influence in decisionmaking.

Internet use is for both work and play.

Creative Brief

10

What is the target’s current response to our brand?

What is the target’s desired response to our brand?

Millennial women do not think of Mary Kay as

After exposure to our campaign, Millennial women

brand providing makeup products to use when

consider Mary Kay as a source for makeup in their

trying to transition into different moments in life.

transition moment and think of IBC’s as a source of cosmetic advice.

What’s the key insight to make our brand meaningful in their lives?

Why do we matter?

What do we stand for?

We are: A trusted source of products and advice.

A network of knowledgeable and cosmetically trained IBC professionals with you wherever you are in the United States.

Who is the enemy?

Uncertainty and confusion regarding their presentation in character, style, and appearance in a time of transition from college to a professional career.

A trusted source for cosmetic products and advice from a network of trained, knowledgeable and cosmetic-savvy IBC professionals who are able to give Millennials help in their time of transition.

A trusted source who is sensible and sophisticated.

What is the Big Idea? What is most important to the customer on physical, functional or psychological level and can we deliver on this promise?

The big idea of the campaign is that Mary Kay is there to support Millennials during the transition moments in their lives. Mary Kay can accomplish this by providing the makeup and advice to Millennials in the ever changing moments and situations that define who they are. Mary Kay takes care of the stress and concerns that come from looking presentable so that Millennial women can feel confident knowing they are ready to conquer their biggest life moments.

What makes this believable (motivating support points)?

According to our research surveys, 60% of Millennials said they were going through a transition point in their lives, and some were even open to receiving makeup tips and advice from a cosmetic professional within their age range and just above it. Millennials are at a time of cosmetic exploration as they mature. Mary Kay can provide knowledgeable IBCs to help them through their transition moments. Fifty-seven percent of surveyed Millennials said makeup affects their confidence. With support from Mary Kay through their sub brand —ever changing, Millennials will be able to identify the right makeup for the right moment and know how to appropriately apply it.

What are the elements of this campaign (channels or customer touch points)?

The touch points for this campaign are: Social Media, Magazines, Interactive Booths, Guerilla Marketing, a Women’s Day live event, YouTube/Vine, Pandora Internet Radio banners, and a Netflix webisode series.

Sub Brand

11 Sub brands have been widely and effectively used by a number of companies, including Avon, L’Oreal, Revlon, and Victoria’s Secret. Utilizing a sub brand for Mary Kay would be beneficial because it will freshen Mary Kay’s image by setting apart the specialty targeted product lines of the overall brand that are specifically for Millennials. This will help Millennials identify Mary Kay as a brand that offers cosmetic products for them in their time of transition, increase May Kay’s positive parent brand image, and continue to maintain the overall Mary Kay brand image without sacrificing the loss of loyalty from Generation X and beyond by changing the look and feel of the current image too drastically.

Ever changing™ offers a promise to Millennials that Mary Kay will provide them with appropriate and modern cosmetic solutions in their time of transition and guide them with professional makeup tips and advice from trained IBCs. Throughout the phases of their 18-25 year old time frame, ever changing will direct and supply the appropriate Mary Kay products (Clear Proof skin care and mature tools and tones for cheeks, eyes, lips, and face) from makeup lines that beautify Millennials on their mission to put together a makeup look as confident and ready for the real world as their repertoire. Ever changing will not just supply these products to Millennials, but show how to apply these products on Millennials through the use of credible cosmetically trained IBCs that offer guidance, expertise and the ultimate personal makeup experience.

“

“

I’m moving into the next chapter of my life.

” ” ”

I am becoming an adult, being on my own, and starting my career.

“ “

”

“

A lot has changed since I started college and I am reaching a point in my life where I need to figure out my next step.

This is the time of growing and learning who you are as a person.

”

I feel like I am at a point between education and actually pursuing a job.

Packaging

12

For a fresh new product line, we have new crisp clean packaging. The ever changing brand is one that is geared toward Millennials in their young adulthood. Therefore, this is a brand that is not too bold nor too subdued much like our target demographic. This is a transitional makeup that can work in any setting, situation, or milestone a modern woman might encounter. The green color palette represents the growth women experience in the time of age 18 to 25 as well as the celebration of natural beauty enhanced.

Magazine Ad Series

13

The ever changing magazine ads will focus on the concept that change comes in all forms.

We have a series of three advertisements that will show a variety of women to reflect the variety cultural and personal differences within our target market. Although the idea of ever changing applies to many situations the three portrayed here includes: the simple transition from day to night, the major life change of student to career woman, and the progression Mary Kay herself has gone through in her 50 plus years in business. This is to say that the users are growing and changing, but the company is progressing with her.

Vine & Pandora Mobile Banner Ad

Using the hashtag ever changing (#everchanging), we will produce a series of Vines which will preview six seconds of quick shots featuring different styles using Mary Kay’s ever changing makeup line. At the bottom of the Vine, viewers will be prompted to visit the ever changing

by Mary Kay Youtube channel, which will feature full-length tutorials explaining how to capture an array of styles.

14

A Pandora mobile banner ad will be used to encourage more people to become a Mary Kay Independent Beauty Consultant. The ad will not only pop up for listeners to view, but it will occasionally convey the message to the listeners who may not be viewing their mobile device. This ad will be on various stations that our target market is currently listening to.

Web Series

15

In an effort to increase positive brand image with Millennials, Mary Kay will produce its own online series, Offbeat by Mary Kay. The show will be pitched to Netflix, the highest online television subscription service in the world. Offbeat is about Isabelle, the quirky, yet relatable, 22 year old who recently graduated college and is about to start her business career.

The webisodes follow Isabelle’s path as she moves to Dallas, TX, meets her new roommates and struggles to find her rhythm as she starts life out on her own. The show will air on Netflix on September 15, 2015 with a 12 episode season, each episode lasting an hour long.

Facebook Suggested Ads

16

Mary Kay will advertise on Facebook through Suggested Ads. These ads will be targeted directly toward our target market so it will only show up on their news feeds. Our ad will be focusing on promoting our new online series Offbeat.

Mirror Decals

17

These mirror decals will be placed in women’s restrooms in different restaurants, bars, clubs, and shopping malls. The user will go to look into the mirror and see an outline of a woman’s face where they can position themselves in front of it to see what the new ever changing makeup looks like on them. This will help to create awareness with our new sub brand.

Photo Booth In order to increase Mary Kay brand awareness and IBC recruitment a set of two photo booths will be placed at college campus’ for a week at a time each. While the booths are at each campus, people will be notified on their locations via social media. The booths will take a picture that allows students to virtually try on makeup, once they have entered their zip code. Once they have selected a look that appeals to them they can print the picture, for free, with the three nearest IBC’s information to their location along with a makeup sample.

18 Locations University of New Mexico Albuquerque, New Mexico Hispanic Enrollment: 35%

Southwestern University Georgetown, Texas Hispanic Enrollment: 14%

Texas A&M University College Station, Texas Hispanic Enrollment: 16%

University of Houston Houston, Texas Hispanic Enrollment: 27%

Arizona State University Tempe, Arizona Hispanic Enrollment: 11% University of Texas @ Austin Austin, Texas Hispanic Enrollment: 18%

Rice University Houston, Texas Hispanic Enrollment: 12%

Landing Page & Contest eyes

lips

Intro to ever changing

face

skin

Twitter/Instagram feed

Contest

A contest is going to be run through Facebook and Instagram and displayed on the home page. The contest is called Transition Tuesday and it will be a chance for the consumers to tell their story of a transition they have had in their life which could include a new job, having children, or any other event. Participants will be directed to the new website where they can make a profile and link it to their social media sites. There will be one winner every Tuesday for a total of eight weeks. The prize will be a free box of ever changing by Mary

19

The ever changing line will have its very own landing page at marykay.com/everchanging.

Visitors to the general Mary Kay site will be trafficked to the new ever changing page via the scrolling banner at the top of the page or directly from any ever changing campaign material. At the top of the ever changing landing page, there will be a scrolling banner with two messages. One will showcase the new product line and offers. Another will encourage users to participate in our “Transition Tuesday� contest hosted on social media which is further discussed below.

Finally, in the upper right-hand corner, there will be continuous feeds to the ever changing Twitter and Instagram pages.

Media Plan Pandora, Facebook, Youtube, Netflix The most effective way to promote our web series and Mary Kay IBC consultants is to utilize the popularity of Pandora, Facebook, and YouTube. With Pandora connecting, with over 76 million visitors, we can reach the right audience at the right time using a precision targeting platform. Facebook provides an array of tools and network to 300 million people; this will engage our target market, which will help us build our online community of 18-24 year old Latina women. The number one video clip website, YouTube, accommodates over 6 billion hours of video each hour allows users to visualize our product and provides the ability to subscribe to our channel. With each of these three key channels allowing us the ability to capitalize on our target market we can be successful in promoting the web series and our elite IBC consultants. We will be pulsing the Facebook, Pandora, and Youtube ads promoting the web series. Heavy ad presences will happen two months before the series airs and then light ad presences for two months after the series is posted.

The Mary Kay webisodes will be streamed on the number one Internet TV site, Netflix. The webisodes will have 12 one-hour episodes airing in September and will be available for streaming throughout the rest of the campaign. Costs to post the web series on Netflix will be minimal.

#

Social Media Mary Kay will have presences on Facebook, Twitter, Pinterest, and Vine. This will enable us to communicate new product releases, upcoming events, and promotions that Mary Kay has going on with their current customers. Since 18-24 year-olds are heavily involved on social media, sharing hashtags such as #everchanging, #transitiontuesday, and #MaryKay will be essential to effectively communicate with current and potential customers.

20

Photo Booths Since the campaign has a regional setting in the Southwest, interactive photo booths will be placed at Rice University, Southwestern University, University of Texas at Austin, University of New Mexico, Arizona State University, Texas A&M University at College Station, and University of Houston. These seven universities not only have some of the top overall enrollment but also some of the top Hispanic enrollment in the country. The booths will be on each campus for a week and for the last day or two top Mary Kay IBCs will be with the booths to allow the 18-24 year-olds on campus to be more involved with the brand and the products.

This will also allow the IBCs to recruit new talent to the IBC team and will enable them to directly build their clientele list.

IBC Investments One of the best investments we feel could be made is directly into the people who have the most contact with the product and the customers; the Independent Beauty Consultants. We plan on fully training all current and new Mary Kay IBCs with product knowledge, makeup application, Mary Kay history, and sales techniques within the Southwest region. This will allow current and new IBCs to better serve as a true consultant instead of just a sales person.

We also plan to supply all IBCs with templates for business cards, websites, etc. This will allow for a more uniform look not only for the IBCs but for Mary Kay as well. After the one year mark, post evaluations can be made on how successful and effective the training was and national expansion can be added into the budget.

Guerilla Marketing One of the most cost-effective ways to stand out and capture attention of any market is guerrilla marketing. Geo-targeting for specific locations where there is a high percentage of Latina women will be extremely powerful using our mirror decals and Instagram contests. The variety of our mirror decals; hashtags, brand name, university names, etc. will be imperative to gaining a large fan base in a very short amount of time. The incorporation of contests on Instagram such as: #transitiontuesday and the ability to tag the individual’s university for the younger portion of the target market - #MarkKayArizonaState - , will capture the attention of other 18-24 year olds.

Since Mary Kay is a such a women based company, we will be hosting a Mary Kay event on National Women’s Day on March 8th.

Since Mary Kay’s headquarters is located within our designated Southwestern region, this would be a perfect opportunity to personally connect with the target market at this event. This event will feature a variety of fun contests and several women speaking about how they overcame the changes and transitions in their life.

Magazines To reach the target market on a national level, we will be using Cosmopolitan, Cosmopolitan Latina, and Glamour. Cosmopolitan and Glamour are the top two magazines that are read by 18-24 year olds and both have a very high distribution rate. Cosmopolitan also has a quarterly magazine targeted specially to Cosmopolitan readers that fit in the “Latina” category. This will enable Mary Kay to reach not only a great majority of the 18-24 year olds nationwide but will also specifically target the Latina segment as well.

Media Schedule

Media

Print Cosmopolitan Cosmo Latina Glamour Social Media Pandora Facebook Youtube Guerrilla Marketing Photo booths Mirror Decal Women’s Day Event Contest Misc.

Webisodes IBC Investments

April

May

June

21

July

August

Sept.

October

Nov.

Dec.

January

Feb.

March

Media Budget

22

Facebook $100,000 Production $300,000 Pandora $350,000

Youtube $350,000

Charity/Event $100,000 Creative $100,000 Contest $1,000

Photo booths $499,000

IBC Investment $1,900,000 Magazines $6,300,000

=$10,000,000

Competition & SWOT

23

Mary Kay faces stiff competition in the makeup industry. They hold a small market share compared to Bare Escentuals, CoverGirl, and Maybelline. The other companies seem to have a fresher look and feel to their advertising which makes Mary Kay’s challenge to break into the Millennial market increasingly difficult. Each competitor presents a unique threat to Mary Kay.

is the second-largest direct selling company in the U.S. with double the number of sales representatives than Mary Kay and $9,764,400,000 in nets sales in 2013. However, Avon seems to have too broad of a mission. Their tagline, “the company for women”, really does not set them apart in the sea of health and beauty brands targeted at the female audience.

WEAKNESSES

STRENGTHS Rich history of 50+ years providing cosmetics to women Consultants offer a personal relationship with customers Culture that supports women empowerment

owned by Procter & Gamble, dominates the cosmetic industry with its successful and extensive array of specialized mascara collections and impeccable ability to attain celebrity endorsers that exemplify the brand personality and relate to females of all ages. What is Covergirl missing? Covergirl parties and personal beauty consultants are nonexistent, leaving Millennials without the chance to try on the makeup before they buy it.

stepped onto the scenes in the mid-90s with an au naturel product line called bareMinerals. Their makeup concept was a completely new idea and perfect timing for the minimalist and earthy-toned look that was trending at the era of its inception.

Today, they still rely on the differentiation of their mineral-based products to entice their audience to pay premium prices for high-quality cosmetics. On the other hand, their product lines are missing a splash of color and excitement that top competitors in the industry offer and that Millennials desire for fun occasions.

is owned by L’Oreal. Maybelline’s, “Maybe she’s born with it. Maybe it’s Maybelline.” slogan was their main weapon in gaining top of mind brand awareness and has helped contribute to the large market share they have today. Minus the iconic tagline, Maybelline does not have a true identity or personality that gives it legs to stand on. Mary Kay’s rich history, influential founder, and classic pink color that is truly their own represent a much stronger identity that is by women, and for women.

National and global network of over 3,000,000 IBCs Direct selling giant Ample opportunities for IBC advancement and reward

OPPORTUNITIES

Accessible only through direct selling, no retail availability Not top of mind with Millennials IBCs are less credible without professional cosmetic training Limited use of advertising and integrated marketing communications throughout their history The Mary Kay image is currently less relatable to today’s young women

THREATS

Effectively utilize social media platforms to reach Millennials

More and more cosmetic companies continue to enter the marketplace

Create a sub brand to reinvigorate interest in Mary Kay and improve communication with today’s young women

Other brands are more accessible, offering in-store and direct online purchase

Expand digital and mobile platforms to encourage and enhance cosmetic purchase through IBCs Target the highest growing demographic nation –Hispanic women

Millennials are not brand loyal to just one makeup company Key competitors are recognized for their celebrity endorsements which gain favorability and increase positive brand image with Millennials

Campaign Evaluation Our campaign’s success will be measured by the analysis of actual results of our marketing strategies versus the benchmarks we established at the start of the campaign. The evaluation of strategies, channels and implementation will continuously increase quality and effectiveness, which will result in better decision making for future techniques and tactics.

Citations

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American Women’s Fashion Trends and Times by Decade, Part 3, 70’s, 80’s, 90’s and Now. (n.d.) Knoji. Retrieved March 6, 2014, from http://fashion-trends.knoji.com/american-womens-fashion-trends-and-times-by-decade-part3-70s-80s-90s-and-now/ A Timeline of Sexy Defined Through the Ages. (2010, March 19). Stylecaster. Retrieved March 6 from http://www. stylecaster.com/timeline-sexy-defined-through-ages/ Brand Architecture Basics: What is a Sub Brand? (n.d.) Retrieved February 3, 2014, from http://distility.com/ building-brand/brand-architecture-basics-what-is-an-overbrand/ Conner, C. (2013, November 12). Fifty Essential Mobile Marketing Facts. Forbes. Retrieved March 1, 2014, from http://www.forbes.com/sites/cherylsnappconner/2013/11/12/fifty-essential-mobile-marketing-facts/

Twitter followers

Women’s Day Event participation

Facebook ‘likes’

Sales generated through IBCs

Pinterest ‘pins’ generated

YouTube web series subscriptions

Instagram hashtag activity

Photo booth interaction at Universities

Conclusion Mary Kay is an ever changing company, encountering major transitional periods throughout its history and expecting more to come. Similarly, the consumers of their products also encounter minor everyday changes as well as major life moments. Our goal is to target Hispanic Millennials who are in the midst of transitional periods in their lives. The ever changing mindset goes hand in hand with what these women are going through. Just as they are evolving and growing so is Mary Kay. With this in mind, our objective is to increase sales, top of mind awareness and create positive perception of the Mary Kay brand with Millennials.

Diane, D. (2011, March 11). American History of Women in the 1980s. Retrieved March 6, 2014, from http://www. infobarrel.com/American_History_of_Women_in_the_1980s Kiosk Cost Estimates and Price Quotes. (n.d.). Kiosk Cost.. Retrieved March 1, 2014, from http://www. fourwindsinteractive.com/digital-signage-articles/kiosk-cost.htm Latina Power Shift. (2013, August 1). Retrieved February 20, 2014, from http://www.nielsen.com/us/en/ reports/2013/latina-power-shift.html Moreno, C. (2014, February 27). This Is How Much The U.S. Hispanic Population Grew In 42 Years. The Huffington Post. Retrieved March 20, 2014, from http://www.huffingtonpost.com/2014/02/27/hispanic-populationgrowth_n_4866854.html Most women use cosmetics, but ethnicity is a factor. (n.d.). Specktra. Retrieved March 5, 2014, from http://www. specktra.net/t/66540/most-women-use-cosmetics-but-ethnicity-is-a-factor The NPD Group, Inc.(2013, March 5). NPD Reports Global Prestige Beauty Annual Sales Results; U.S. Growth Outpaces Europe. Retrieved February 28, 2014, from https://www.npd.com/wps/portal/npd/us/news/pressreleases/npd-reports-global-prestige-beauty-annual-sales-results-us-growth-outpaces-europe/ Shellenbarger, S. (2013, June 19). College Graduates Face Tall Hurdles to Home Ownership, Retrieved February 11, 2014, from http://blogs.wsj.com/economics/2013/06/19/college-graduates-face-tall-hurdles-to-home-ownership/ Univision. (n.d.). Univision Cosmetics Executive Women Agree Hispanic Consumers Must Be a Priority Comments.

Retrieved February 25, 2014, from http://corporate.univision.com/2012/hispanic-research/beauty-personal-care/ cosmetics-executive-women-agree-hispanic-consumers-must-be-a-priority/#axzz2v302tFik Valencia, D. (2013, October 10). Three Hispanic Groups to Watch: Latinas, Upscale Latinos and Millennials, Retrieved February 20, 2014, from http://blog.porternovelli.com/2013/10/10/three-hispanic-groups-to-watch-latinas-upscale-latinos-and-millennials/ VanAuken, B. (2012, October 1). Brand Strategy: Sub-Brand Creation, Retrieved February 3, 2014, from http://www. brandingstrategyinsider.com/2012/10/brand-strategy-sub-brand-creation.html#.UyTPVPldXUV Virginia, S. (2012, July 27). Why Mary Kay is Only the Beginning, Retrieved February 11, 2014, from http://www.theinvestigativefund.org/blog/1671/why_mary_kay_is_only_the_beginning Williams, B. (2013, October 20). Evolution of Fashion (50s-90s), Retrieved March 6, 2014, from http://prezi. com/6igrla6o42rv/evolution-of-fashion-50s-90s/ Women’s 1970s Makeup: An Overview. (2013, January 23). Hair and Makeup Artist Handbook. Retrieved March 6, 2014, from http://hair-and-makeup-artist.com/period-hair-makeup/1970s/womens-1970s-makeup/

Our Agency

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Account/Research Team

Media Team

Jake Thompson Account Executive

Alek Renkema Account Planner

Jessica Avery Media Director

Megan Meade Media Planner

Megan Squanda Account Executive

Austin Syrek Research Coordinator

Bailey Mollitor Assistant Media Director

Stephanie Hawley Media Planner

Rebecca Camilleri Account Coordinator

Alison Jarabeck Media Planner

Ariel Moreno Media Research

Amanda Davidson Research Director Toma Vulaj Account Director

Creative Team

Advisor Dr. Clay Dedeaux

Kara Cox Creative Director

Cami Foley Art Director

Adrienne McCormick Associate Creative Director

Julia Rogers Copywriter

Kayla Cox Art Director

Corey Saladin Copywriter

Cailey Pawluk Art Director

Andrew Wheaton Copywriter The Woolly Mitten Advertising Agency is a full-service agency with offices in Detroit, Lansing, and Grand Rapids. We are a close-knit group of quirky and hard-working advertising professionals that are experts on weaving together great campaigns from start to finish.