Mary Kay It’s Time Marketing Communications and Social Media Final Project James Reed Ashley Jones Katie Anderson Travis Fuelling Sebastian Fernandez
Find Yourself
Executive Summmary
T
hrough this campaign, we aim to start a movement that will encourage women to reveal and accept their natural beauty. We will change the perception Gen Y women have of the Mary Kay brand to be more positive in order to increase their consideration for buying Mary Kay products. By introducing True by Mary Kay, a product line extension that aims at enhancing a young woman’s natural beauty, and implementing the True You campaign that empowers women to ‘Break the Silence’ on sexual assault, Mary Kay will be able connect to the younger generation on a deeper level. The campaign will reach our objectives of increasing awareness, perception and consideration among Gen Y women. The True products and the awareness from the campaign will ultimately drive sales and increase market share, as well as build a strong, loyal Gen Y customer base. The purpose of the product extension and sexual assault campaign is to reposition the Mary Kay brand in the Gen Y consumers mind. Mary Kay will empower these young women to be true to themselves while also creating new, brand loyal customers.
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Tip!
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The Situation
The Planning
The Big Idea
The Evaluation
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Situation Analysis Though Mary Kay is among the top industry leaders in the cosmetics market, several key issues exist that must be resolved to continue growth and attract the next generation of consumers: the millennial woman. Many women see Mary Kay as an antiquated brand that caters to older generations. More Importantly, Mary Kay is sending a mixed message through their current marketing strategy. Built on the foundation of caring about women, the
first image that comes to mind when people hear Mary Kay is a salesperson trying to sell unwanted items, intruding on their personal time, and asking for the numbers and addresses of friends “who may be interested in purchasing a Mary Kay product.” People value convenience when purchasing products like makeup and Mary Kay’s direct selling model struggles to appeal to the millennial generation.
Awareness 75%
Consideration 45%
Purchases 20%
Co m p
Objectives Share 15%
et
alysis e An v i it
Avon (MARK)
Mary Kay’s most similar competitor
CoverGirl
Young, trendy, known for spokesmodels
L’Oreal
“Beauty for all”
MAC
Edgy, dark colors, smoky-eye
Smashbox
Professional look, photo-shoots
Industry Analysis
The cosmetics industry is composed of companies that sell various products that enhance appearance and also help with personal care. Globally, the cosmetic industry continues to grow now more than ever thanks to the proliferation of Internet-based selling methods. The United States cosmetics market is the largest in the world, accounting for $54.89 billion in 2012 sales. Although a mature industry, it is expected for sales
to continue to grow as many consumers feel that cosmetic products can help them to achieve both their social and economic goals. E-commerce is the fastest growing segment for the cosmetic industry and provides the infrastructure on which customers can be more connected and purchasing more streamlined.
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Insights
The Planning
Purchase Channels 77% of the target audience prefer to make in-store purchases Online product research and price comparison Use mobile apps in-store
Purchase Drivers Word of mouth, peer reviews and testimonials 52% more likely to make im pulse purchases than any other generation
Depth of Loyalty 90% of target audience willing to try a new product 78% are more likely to purchase brands with a rewards program
Key Influences High sense of individuality but want to feel accepted Celebrities Convenience: shopping at the click of a button 56% of target audience would share their location for a discount
Fig. 1.1
“In one word, how would you describe Mary Kay?� (See Fig. 1.1)
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Fit Finding the Gap
We took a survey... ...so what did we learn?
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Mary Kay has a strong positive brand image along with a strong, loyal customer base within the older generations. We believe Mary Kay has built a reputation that people trust and we do not want to jeopardize that in any way.
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The majority of college students perceive the Mary Kay brand as more focused on ‘older women’ and therefore are not necessarily interested in the Mary Kay products.
The majority of makeup companies, especially in the Gen Y market, advertise and promote their products based on their ability to make consumers “look pretty” and “feel bold and confident”. There is a large gap in the makeup industry between companies wanting to make their customers look good and feel pretty and then using their products to enhance the consumer’s natural beauty. Currently, there is not a makeup brand that leverages a natural appeal and encourages consumers to just be themselves.
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Desk
Prom
Target Audience
Katie is a junior at Plano High School in Plano, Texas, where she is on the varsity soccer team and a part of the student council. She spends her leisure time hanging out with her friends and family, socializing via social networking sites such as Twitter and Facebook and listening to music. She enjoys going to the mall with her friends to browse through different stores and she will make sporadic purchases. Her friend’s approval is crucial, before she makes any drastic decisions she asks for her friend’s opinions. Katie is also addicted to her television shows but will only watch them if they are on demand or on DVR (i.e. Gossip Girl and Vampire Diaries). When purchasing makeup, Katie buys the products that her friends are wearing or will wear whatever her mother buys her.
Dorm
Katie is a junior at Plano High School in Plano, Texas, where she is on the varsity soccer team and a part of the student council. She spends her leisure time hanging out with her friends and family, socializing via social networking sites such as Twitter and Facebook and listening to music. She enjoys going to the mall with her friends to browse through different stores and she will make sporadic pur-
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Rachel recently got a job as a Marketing Consultant for a big investment firm in Dallas, Texas. She has rented a one-bedroom apartment in downtown Dallas where she lives alone with her dog. On the weekends, Rachel enjoys going out with her friends for dinner and drinks. During the workweek she loves watching her favorite reality television and game shows. She always has her iPhone with her and is constantly checking emails and her Facebook. While at work, she strives for autonomy and freedom but she works well in a group setting. When purchasing makeup, Rachel will be willing to spend a little more money now that she has a steady job and she is looking for natural tones that will reflect professionalism. She will also research and read product reviews before making a purchase.
chases. Her friend’s approval is crucial, before she makes any drastic decisions she asks for her friend’s opinions. Katie is also addicted to her television shows but will only watch them if they are on demand or on DVR (i.e. Gossip Girl and Vampire Diaries). When purchasing makeup, Katie buys the products that her friends are wearing or will wear whatever her mother buys her.
It’s time to redefine beauty by helping women find their true self. It’s time for makeup companies to stop telling women who to look like. We want to start a MOVEMENT encouraging women to reveal their natural beauty. Page- 9
The Big Idea Strategy
Restore Confidence. Restore Individuality. In the past few years makeup has become an avenue for females to hide behind and a way for them to conform with one other. Every girl has their reasons for wearing makeup; whether it is to cover up their blemishes or attempt to make their eyes look bigger. Each year girls are wearing makeup earlier and earlier and they are losing their individual identities in the process. Makeup companies advertise their brands as having products that will enhance their beauty, but in reality they are hiding their natural beauty.
True By Mary Kay
This new strategy involves Mary Kay bringing back the original reasons for wearing makeup – to enhance your true beauty. Due to changing social trends there is a current phenomenon of women seeking independence and individuality. Most women are growing more confident with their abilities, ambitious with their lifetime goals and desire to make an impact in the world. But now it’s time these women feel comfortable and confident in their own skin. A movement is coming.
Product Extension
In order to reach the Gen Y market and advocate natural beauty, we are introducing a product line extension called True by Mary Kay. This new product will create positive Gen Y perceptions of the brand. The product line extension is going to redefine beauty by helping women find their true self and accept their natural beauty. True by Mary Kay will encourage women to embrace and enhance their natural features instead of using makeup to cover up their “flaws”.
Lips
Lip Gloss Lip Stick Lip Liner Shades of pink & red
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This new makeup line will have a more natural feel by using neutral colors (instead of dark, overpowering tones). Each shade of lip, eye or face color will complement the natural skin tone and facial features of the wearer. To ensure proper use, the consumer will have the opportunity to meet or speak with a Mary Kay beauty consultant to find the perfect shades for their skin tone before they purchase any True products. This new product will be used to fit their natural beauty
Eyes Beauty Tools
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Description
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Eye Shadow Mascara Eye Liner
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Everyday necessitates For sensitive skin
Face
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Liquid Foundation Powder Bronzer Light Blush
Media Plan Starting the Movement
From February 1st to April 2nd Mary Kay will begin to build awareness for the True You campaign and the upcoming movement with advertisements in magazines and online. Some of these advertisements will be simple, yet attention grabbing with a large headline “Don’t Buy This” insinuating then you will look like everyone else. The other advertisements will feature a woman with half her face with makeup on and the other half with no makeup. There will
be a line drawn down the middle with the caption, “How did our idea of beauty become so distorted?”. At the bottom of both ads there will be the words “A movement is coming”. There will be QR codes on the printed advertisements that consumers can scan that will direct link them to the True website. Here they can learn more about the movement and be connected to a nearby beauty consultant.
Banner Ad
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On True You Day, Mary Kay will be encouraging consumers and participants to tweet a photo of themselves, their friends and/or co-workers with no makeup on. They will use the hash tag #TrueYou. Although ideal, consumers do not have to take a photo but tweeting using this hash tag is extremely encouraged in order to spread awareness. The 24 celebrities influencers for this campaign will also tweet through out the True You Day and post photos of them participating in the no makeup day. If the consumer has decided to participate in the “Break the Silence” pledge, there will be an opportunity for the consumer to share their contribution via Twitter. This will be highly encouraged because it is an additional avenue to spread awareness.
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Similar to Twitter, once the consumer has participated in the “Break the Silence” pledge, there will be an opportunity for the consumer to share their contribution on their Facebook wall. This is a chance for the participants to brag about their amazing impact! We want to utilize Facebook in the process of making the “Break the Silence” video viral. Fans can ‘share’ the YouTube video on their walls and encourage their friends to share it too.
a i ed
M l ia
c o S
On True You Day women will be encouraged to post photos of themselves, their friends and/or co-workers on their Instagram not wearing makeup and letting their natural beauty shine. They will use the hash tag #TrueYou. Those of the 24 celebrity influencers that have Instagram accounts will post photos of themselves participating in the no makeup day – also using the hash tag. Posting ‘selfies’ has become a popular phenomenon and we are hoping the Gen Y consumers will see this as an opportunity to take a ‘selfie’ of themselves on this special day.
The True You Campaign’s viral video will be leaked through Mary Kay’s YouTube channel. The campaign will encourage other female sexual assault victims to share their personal stories in the same notecard/poster board method. They can upload response videos that will be linked to the official Mary Kay YouTube channel. Hearing influential celebrities own stories may give victims the courage to share and the campaign will give them that outlet. This is a movement and through sharing personal video stories we are instilling courage in all women.
YouTube Page- 13
Creative It’s Going Viral Tip!
1 in 3 college students have been or will be sexually assaulted
A woman is sexually assaulted every 24 seconds
44% of sexual assault victims are under the age of 18
Girls ages 16 to 19 are 4x more likely to be victims of sexual assault
It’s time... To Break The Silence. The True You Campaign Page- 14
How It Works The True You campaign is meant to be a movement; through advocating sexual assault awareness, the campaign is striving to redefine beauty and celebrate the power and strength found within all women. Through a powerful viral video, a pledge to break the silence and a day promoting the natural beauty of every woman, Mary Kay will help to empower those who have been affected by sexual assault. This campaign will also coincide with en-
couraging females to embrace their natural beauty. It will bring women together to help support one another and reach their full potential. Since April is sexual assault awareness month we want to dedicate this month to breaking the silence on this sensitive topic and strive to empower and celebrate the power and strength of these Gen Y women.
“Only 2% of assaulted women think they are beautiful”
The Build Up From February 1st to April 2nd Mary Kay will begin to build awareness for the True You campaign and the upcoming movement with advertisements in magazines and online. These advertisements will be simple yet attention grabbing with the large headline “Don’t Buy This” with smaller text under with statements such as “if you want to hide your True beauty…” or “if you want to look like everyone else…“
“A movement is coming” will be placed at the bottom of these advertisements. There will be QR codes on the printed advertisements that consumers can scan. This will directly connect them to the True website. Here they can learn more about the movement and be connected to a nearby beauty consultant.
The Goal Mary Kay is committed to helping women whose safety and self-esteem are threatened due to violence. The goal of The Mary Kay Foundation is to break the silence on violence against women by promoting resources that provide a greater understanding of violence and effect social change. While domestic violence covers a range of violence against women, for the True You campaign we have
decided to primarily focus on sexual assault. Gen Y women have been most affected by this form of violence; therefore, they will be able to connect with our message on a deeper level. Sexual assault is an issue that many girls and women are afraid to talk about, only 46% of sexual assault victims have reported the crime in over 5 years.
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Viral Video On April 2nd the first Mary Kay’s “Break the Silence” video will be leaked via YouTube. Two other celebrity videos will be released on Friday, April 4th. These videos will showcase celebrity endorsers who have suffered from the negative affects of sexual assault but have overcome the struggles they have faced. There will be emotional music playing in the background and the celebrities will not speak, instead they will write their stories on individual poster boards and hold them up for the viewers to read. This will send a serious message on a sensitive subject in a way that is not overwhelmingly shocking. In order to connect the True image and the campaign, the video will highlight these celebrities feelings of not feeling good enough or being told they are ugly and worthless. Mary Kay is sending the message that you are good enough and you can overcome this abuse.
Once the video is done a link will appear asking the viewer to take the pledge to “Break the Silence”. This pledge will be located on Mary Kay’s website and True’s website. The pledge is asking women to continue to speak up against sexual assault and violence, as well as to always embrace their natural beauty. There will also be a an opportunity to purchase a “Break the Silence” advocate kit for $20, which will contain information on how you can make a difference in your community in regards to sexual assault, a few samples of the True cosmetics, and information on contacting your nearest IBC and how to become one.
Basic Concept
YouTube
True You Day Through this campaign we hope to mark April 24th as forever being known as True You day. On this day Gen Y women will take the pledge to not wear make up and let their true strength and beauty shine through. User-generated content will be encouraged through Instagram, Facebook and Twitter. Gen Y women will be asked to share photos of them-
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selves, friends and co-workers embracing their natural beauty using the hash tag #TrueYou. We are expecting the viral videos to have a very strong and emotional impact on these young women and they will be more than willing to contribute to this day to support sexual assault victims.
Making It Happen Most consumers are generally reluctant to be pioneers or innovators and they seek out reassurance of someone whom they know, trust and admire. Through the True You Movement, Mary Kay is not only raising awareness for women in violence but also acting as an advocate for those who are too afraid to step forward. Mary Kay will utilize celebrity endorsements in order to spread the movement through their influence and credibility, by establishing an analogy through these strong women and sending the message that violence can happen to anyone.
Celebrity Endorsements Oprah Winfrey
These potential celebrities will not be the True product line spokes models. They will only be the True You Movement’s key influencers and help spread this powerful movement. The majority of their abuse happened while they were in their late teens and early 20s, so they have the ability to relate to this younger generation. They have very emotional, personal stories that they are willing to share with the world. Additional Potential Endorsements: Christina Aguilera, Ashley Judd, Drew Barrymore, Mariah Carey, Halle Berry
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Former TV Talk Show Host, Producer, Philanthropist
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Most influential woman in the world
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Wealthiest woman of the 20th century
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As a child, she was consistently molested by her uncle and a family friend
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When she was 9 years old, her 19-year-old male cousin began to rape her
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She never told anyone until she confessed to her family 10 years later BUT no one believed her story or even acknowledged her suffering
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Devoted hundreds of her talk shows to topic
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Has helped raised parents’ awareness and has given victims a voice
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Media Schedule
Introducing the True product line extension and the True You campaign is a four-part movement. On February 1, 2014 the True You concept will be introduced. The advertisements will hint that a movement is coming and question consumers why they purchase makeup. We are purposely introducing just the concept first because we want to create buzz through this idea. Consumers that are flipping through cosmetic magazines that see these ads that promote ‘not buying makeup’ will remember this unusual idea and then make a connection once the viral video is leaked. February 20, 2014: The new product line extension True by Mary Kay will be launched. This line is being introduced after the movement concept in hopes the “Don’t Buy This” ads will create buzz that will then link to this new product. We are trying to differentiate our brand in a world that has so many options. April 2, 2014: This marks the day that the FIRST “Break the Silence” video (i.e. Oprah Winfrey) will be released via YouTube. Access to the video can be found through Mary Kay’s official YouTube channel and the Mary Kay and True websites. This is the day that the pledges will start and Mary Kay will advertise the pledge and manage the entire social media benchmarking process. The 24 celebrity influencers will start tweeting promotions for True You Day that will be coming up in a few weeks. April 4, 2014: The other celebrity video stories will be launched on the YouTube website. The very first video will make the biggest impact and these videos will be re-enforcers. April 24, 2014: This is True You Day – when celebrities and consumers support sexual assault victims and embrace their natural beauty through the social media hash tag #TrueYou. This is the last part of the True You campaign. The rest of the calendar year will be devoted to continuing promotion for the True product line.
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Budget Budget Allocation Allocation 15%
New Product R & D 7%
5% 28%
Budget Where is the $10 million?
10%
Digital and Social Media
18%
Celebrity Endorsments Video Production
45% Promotional Materials for TRUE YOU campaign
Budget Breakdown
The Evaluation
Key Performace Indicators
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