MARY KAY
VISUAL STRATEGY GUIDE
VISUAL STRATEGY GUIDE
01_
MARY KAY
VISUAL STRATEGY GUIDE
VISUAL STRATEGY GUIDE
01_
MARY KAY
VISUAL STRATEGY GUIDE
“
YOU CAN GO AS FAR AS YOUR MIND LETS YOU. WHAT YOU BELIEVE, REMEMBER, YOU CAN ACHIEVE. Mary Kay Ash
”
MARY KAY
VISUAL STRATEGY GUIDE
THE TABLE OF CONTENTS
01
THE PAST 01. 001
Brand Overview
09
01. 002
Brand History
10
01. 003
Mary Kay's Time Line
14
02
THE FUTURE 02. 001
Our Vision
20
02. 002
Our Mission
22
02. 003
Who We Were
24
02. 004
Previous Competitors
26
02. 005
Now We are
28
02. 006
New Audience
31
02. 007
New Competitors
44
01_ THE PAST 01. 001
Brand Overview
01. 002
Brand History
01. 003
Mary Kay's Time Line
MARY KAY
VISUAL STRATEGY GUIDE
THE PAST // BRAND OVERVIEW
MARY KAY
VISUAL STRATEGY GUIDE
BRAND OVERVIEW 01. 001
One of the largest cosmetics companies in the United States, Mary Kay, Inc. specializes in the manufacture and direct sale of more than 200 products, including skin creams, cosmetics, fragrances, dietary supplements, and other personal care items. Its direct sales force consists primarily of women who sell full- or part-time through home demonstrations. As of 1999 the company operated in 29 countries around the world. Mary Kay Ash built a global independent sales force that today numbers zmore than 3 million women and is respected by business and academic leaders. For forty-eight years, the principles in The Mary Kay Way have helped the Company succeed through changing economic times and explosive global growth. It has been said that no company wholeheartedly embodies the values and reflects the beliefs of its founder more than Mary Kay Inc.
09
THE PAST // OUR HISTORY
OUR HISTORY 01. 002
A WOMAN WITH A DREAM. Mary Kay Ash spent a quarter of a century in direct sales, launching her career by selling child psychology books. She loved direct sales because it not only provided a good income, it gave her the flexibility she needed as a single mother to build a successful career while raising three children. Gradually, however, she became disillusioned by the lack of real advancement opportunities for women in traditional direct selling companies. Eventually, in 1963, she decided to retire. That lasted a month. Setting out to write a book about her experiences in direct sales, Mary Kay created instead a marketing plan for a new kind of direct selling company. Next, she needed a product, which she found in a skin care line that she had used since the early 1950s but which had not been wellmarketed. Committing her life savings of $5,000, she decided to give her idea a try. A month before the new venture was to open, Mary Kay’s husband died. With all of her money spent or committed, she faced the decision of going back to work for someone else or forging ahead with her dream. The answer came from her 20-year-old son, Richard Rogers, who volunteered to quit his job to help launch the Company. As Mary Kay says: “When God closes a door, He always opens a window.” So, Friday, Sept. 13, 1963, Mary Kay, Richard and their first nine Independent Beauty Consultants opened the doors of a small storefront in Dallas, proudly displaying their line of nine beauty products on a shelf Richard had bought at Sears.
MARY KAY
VISUAL STRATEGY GUIDE
THE PAST // OUR HISTORY
“
THIS IS NO EASY TASK FOR THE WOMEN WHO WORKS FULL TIME. WITH YOUR PRIORITIES IN ORDER, PRESS ON AND NEVER LOOK BACK. MAKE ALL OF YOUR DREAMS COME TRUE. YOU CAN INDEED HAVE IT ALL. Mary Kay Ash
”
MARY KAY
VISUAL STRATEGY GUIDE
13
Mary Kay Ash spent a quarter of a century in Thus began a chapter in American business history that has been studied at universities across the country. Word spread rapidly about the quality of Mary KayÂŽ products. Within a year, so many women wanted to become Independent Beauty Consultants that the Company created the position of Independent Sales Director to help educate and motivate these new Independent Beauty Consultants. A year later, Mary Kay had 21 Independent Sales Directors and 857 Independent Beauty Consultants. There was a family flavor to the Company in those formative years. In addition to Mary Kay and Richard, her other son, Ben Rogers, served as Vice President of Merchandising until 1980. And her daughter, Marylyn, played a pivotal role in expanding the Company to the Houston market. In just three years, the Company passed the $1 million sales mark. In 1968, just five years after opening its doors, the Company went public. Funds from this public offering fueled additional growth, permitting enhancements to independent sales force compensation and the addition of manufacturing and distribution facilities.
Also in 1968, Mary Kay Ash inadvertently created one of the most recognizable company trademarks in the world when she convinced a Cadillac dealer to custom-paint her car pink to match her lip and eye palette. Mary Kay Independent Sales Directors immediately wanted to know how they could get their own pink Cadillacs, and the first five were awarded at the Mary Kay Seminar in 1969 The first Independent National Sales Directors were named in 1971 (originally called Area Sales Directors). Mary Kay opened its first international subsidiary in Australia in 1971 and expanded to Canada in 1978. In 1985, a management-led buyout returned the Company to private ownership. This strategic move enabled the Company to reinvest the money it was spending to be a public company on further improving product quality and enhancing the Mary Kay opportunity for Independent Beauty Consultants and Independent Sales Directors worldwide. Mary Kay Ash inspired hundreds of thousands of women through her business know-how, dedication and spirit.
THE PAST // MARY KAY'S TIME LINE
MARY KAY'S TIME LINE 01. 003
1963
1983
Mary Kay celebrates 20 years, and the company’s wholesale sales exceed $300 million (USD)
Mary Kay opens its first international subsidiary in Australia.
1984
1971 Mary Kay expands by opening its first international subsidiary in Australia.
1976 Mary Kay is listed on the New York Stock Exchange.
1969 Mary Kay Ash awards the use of the first pink Cadillac to the top five independent Sales Directors.
Mary Kay Inc. is featured in Fortu magazine's The 100 Best Compan to Work For in America. Again in 1993 and 1998.
1992
Mary Kay 500 comp Admired C in 1995.
une nies
MARY KAY
VISUAL STRATEGY GUIDE
15
2003
1996 Global annual sales surpass $1 billion (USD) for the first time featured in the book Forbes Greatest Business Stories of All Time, and Mary Kay Ash is the only woman profiled. The Mary Kay Ash Charitable Foundation is established.
2
Mary Kay Inc. celebrates its 40th anniversary, and the Mary Kay independent sales force grows to 1 million people around the world.
2005 Mary Kay Inc. reaches $2 billion in global annual sales.
2004
Inc. is listed as a Fortune pany for 1992 and Most Corporations in America
2001
2015
Mary Kay Ash is named one of the "25 Most Influential Business Persons of the Past 25 Years."
Founder, Mary Kay Ash, passes away Nov. 22, 2001, on Thanksgiving Dayher favorite holiday.
Mary Kay Inc. exceeds $4 billion in global annual sales and 3.5 million Mary Kay Independent Beauty Consultants.
2013 Mary Kay Inc. celebrates its 50th anniversary with 3 million Mary Kay Independent Beauty Consultants around the world.
MARY KAY
VISUAL STRATEGY GUIDE
02_ THE FUTURE 002. 01
Our Vision
002. 02
Our Mission
002. 03
Where we were
002. 04
Previous Competitors
002. 05
Now we are
002. 06
New Audience
002. 07
New Competitors
MARY KAY
VISUAL STRATEGY GUIDE
BE THE QUEEN TO RULE YOUR LIFE.
THE FUTURE // OUR VISION
OUR VISION 02. 001
MARY KAY LETS WOMEN RULE THEIR WORLD. New Mary Kay are providing skill development, networking opportunities and inspiration to women at all levels to achieve their own ambitions and collectively advance gender equity in professional settings.
MARY KAY
VISUAL STRATEGY GUIDE
21
THE FUTURE // OUR MISSION
OUR MISSION 02. 002
TO EMPOWER WOMEN WITH OPEN-POTENTIAL AND HELP THEM ACHIEVE PERSONAL GROWTH AND FINANCIAL SUCCESS.
MARY KAY
VISUAL STRATEGY GUIDE
OUR MISSION 002. 02
We are no long for skin care but still carry the soul from Mary Kay ash,we making woman dreams come true. We gave new definition for success in 20 century, it is another revolution for women. We are not only about developing you as a leader and teaching you fundamental business concepts. We are goes beyond that to offer you a special set of leadership skills that are extremely valuable in the global marketplace. You will learn to become an innovative leader. Mary Kay is uniquely positioned to deliver such leaders. Our graduates are distinguished for hitting the ground tackling challenges in many disciplines (marketing, finance, accounting, strategy). The World's 100 Most Powerful Women earned by Mary Kay graduates in every years. Our mission is let you lead the future.
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THE FUTURE // WHO WE WERE
WHO WE WERE 02.0 03
MARY KAY
VISUAL STRATEGY GUIDE
A Dainty Housewife These pictures shows what we looked like in the past. The key visual of the old Mary Kay were to physically represent soft, feminine, elegance and old fashion visual style of the past look.
Moving From Middle-Aged House Wife.
25
THE FUTURE // PREVIOUS COMPETITORS
PREVIOUS COMPETITORS 02. 004
MARY KAY
VISUAL STRATEGY GUIDE
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Mary Kay Inc. is a global direct sale company for cosmetics and skin care. The current competitors I focused on cosmetic industries and other direct sales companies. Those similar positioning brand like Avon, Amway and Revlon are the target competitors for Mary Kay.
THE FUTURE // NOW WE ARE
NOW WE ARE 02. 005
MARY KAY
Empowering Young Women To Be Confident And Independent, Let Them Rule Their Future.
VISUAL STRATEGY GUIDE
A Business Leader According the new vision and mission of Mary Kay to empower young women to be confident and engaging individuals to achieve their dreams and lead the world. These images represent the professional, powerful and modern feeling what we are help and encourage women be success in business world.
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THE FUTURE // NEW AUDIENCE
MARY KAY
VISUAL STRATEGY GUIDE
NEW AUDIENCE
31
02. 006
“
I BELIEVE THAT MOST SUCCESSFUL PEOPLE ARE ORDINARY PEOPLE WITH EXTRAORDINARY DETERMINATION. — Mary Kay Ash
Our new target audience focusing on young women who are willing to be indenpent and confident in their life. We are also focusing on the women who are willing take challenges and enrich themselves. They are willing to prove themself and get success in the business world. Mary Kay will give them a different way to help them get into success. So they are all openminded and willing to change their perspectives.
”
THE FUTURE // NEW AUDIENCE
MARY KAY
VISUAL STRATEGY GUIDE
OUTSTANDING GRADUATES 02. 006_01
KELLY HARRIS _27 // American _Web Engineer _Annual income: $110,000
She just achieved Bachelor degree of Engineering in United States, and got a very good job after graduated. She starts working for only few years and she really wants to make great efforts to prove herself. She feels pressure sometime because most of her coworker are men, she pays 100% attention in her career to achieve succeed in her job. She wants to have a better life, so she doesn't want to over spend money. She goes running every day after work for stress relief. She always cooks at home because eating outside is not that health. She believes sooner or later she will succeed.
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THE FUTURE // NEW AUDIENCE
MARY KAY
VISUAL STRATEGY GUIDE
COLLEGE FRESHMAN 02. 006_02
EMMA SCOTT _20 // Mexican-American _College Student _Annual income: $12,000
She is a college freshmen, and recently she get interested in financial and stock. She enjoys hang out with her friends, and discusses about women’s topics like skin care and fashion, She hopes she looks more confident, so that she can get more opportunities on her work. She used to cost money on her face, so she cares more about value and cost conscious. She selects skin care brand by looking at visiting social networks and her friends recommend. She believes the most successful thing for her is having a good job and friends. She starts going to gym since her first college year and she cares about how many calories she eats, so that she can keep a healthy body.
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THE FUTURE // NEW AUDIENCE
MARY KAY
VISUAL STRATEGY GUIDE
RESPONSIBLE MOTHER 02. 006_03
CATHY WANG _32 // Chinese Immigration _Restaurant Owner _Annual income: $76,000
She graduated from a public collage, and then married with her husbandÂwhich is her classmate. During nearly 10 years of marriage, they have a 7 years old girl and a 3 years old boy. She owns a Chinese restaurant, busy life let her feels enrich and happy. Her bachelor degree is art design, sp she feels that she need to learn more in business world. She hopes to be more independent and self-sufficiency in her life, and becoming a good example for her daughter. But the hard work and busy life give her a lot pressure, that make her has sleeping problems sometimes. She always looks for a place to relax. She usually very concerned about health knowledge, because she wants her daughter live a healthier life.
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THE FUTURE // NEW AUDIENCE
MARY KAY
VISUAL STRATEGY GUIDE
SINGLE MOTHER 02. 006_04
BELLA NELSON _36 // American _Salesperson _Annual income: $56,000
She is a single mom, she just went through a difficult period in her life. She has a 5 years old boy. She owned a small business after she got married. After she married, because she wanted to spend all the time to take care of her family, so she gives up her business. Because of the divorce she need to earn monery to raising her child, after she sent her child to kindergarten she has a part time job as a sales in department store. After take the part time jobs, she decided to go back and start her own business again. However, because she has left her business long time, she got confused about how to get started. She start read books about business, finance and education, but she feel that she still has a lot knowledge can't understand.
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THE FUTURE // NEW AUDIENCE
MARY KAY
VISUAL STRATEGY GUIDE
SILVER SPOON 02. 006_05
EVA ADAMS _26 // American _ Assistant Manager _Annual income: $210,000
She grew up in a wealthy family and she has a high horizon to everything. She is a powerful women who wields a lot of influence. She is a shopaholic, and a lot of the things that she bought are unused. She loves luxury brands and only use expensive stuff in her life. She works in her family owned company, but she still working hard because she doesn't want to be looked down upon. She is planning her own business and career, she like have her own business instesd working for her partents. She eats only organic food, and she doesn't eat much meat because she wants to maintain a slim body. She like doing yoga every night before going to bed to clear her mind.
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THE FUTURE // NEW AUDIENCE
MARY KAY
VISUAL STRATEGY GUIDE
SLACKER BOYFRIENDS 02. 006_06
JASON WRIGHT _27 // Africa-American _No Job _Annual income: $10,000 _Not Part of Audience
He doesn't konw what his passion is. After graduate from college he just take some part time job and he can not do it in a long time. He can not make decisions. His girlfriends help him make decisions sometimes. He always make a big mess in the home and wait his girlfriends to cleanup. He only likes video games, he doesn't know what else can he do. His girlfriends always encourge him to get a real job or read books to enrich himself. But he think reading is boring and no one will admit him. His girlfriends pays rent for both of them in a long time. She start get tired in this relationship. He has no confidence of himself and he confused about his future life.a
43
THE FUTURE // FUTURE COMPETITORS
FUTURE COMPETITORS 02. 007
MARY KAY
VISUAL STRATEGY GUIDE
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For the rebrand strategy, new Mary Kay ushered a whole new level. Now Mary Kay empowers women with open-ended potential and gives them the weapons to rule the future. It empowers women to be confident and engaging individuals with a bigger purpose business than past generations.
MARY KAY
VISUAL STRATEGY GUIDE
“
YOU CAN HAVE ANYTHING IN THIS WORLD YOU WANT, IF YOU WANT IT BADLY ENOUGH AND YOU'RE WILLING TO PAY THE PRICE. Mary Kay Ash
”
Copyright Š 2016 Jing Ge gejing89109@gmail.com This book is non-commercial project for education purposes and is not intented to represent the Gourmet brand. Design //Jing Ge Class // Nature of Identity Professor // Hunter Wimmer Photography // Stefan & Janni, Lals Stock Viktor Hanacek, Matt Erickson, Eve Farb, Roman Trofimiuk All right reserved. No part of the publication may be reproduced, stored in a retrieval or transmitted, in any form or by any means electronic, mechanical, photocopy, recording or otherwise, without the written permission of Jing Ge.
MARY KAY
VISUAL STRATEGY GUIDE