Mary kay by Reem Garada

CONTENTS EXECUTIVE SUMMARY

180 Advertising is a collective of innovative young advertising minds all working to bring imaginative and strategic answers to clientsâ&#x20AC;&#x2122; objectives. To that end, 180 Advertising focused on helping Mary Kay increase brand awareness, positive perception, and consideration for product purchase as well as the Independent Beauty Consultant (IBC) opportunity. Through research and analysis, 180 Advertising discovered key insights that informed a powerful strategy that guided unique and original creative which inspired The University of Beautiful.

RESEARCH INDUSTRY ANALYSIS The roughly $11 billion beauty industry is extremely saturated with over 25,000 stores nationwide. Direct sellers such as Mary Kay must compete with specialty beauty retailers (M.A.C and Sephora), drugstores (CVS and Rite-Aid), mass merchandisers (Wal-Mart and Target), and hundreds of grocery stores. In addition to the slew of brick and mortar choices, consumers have hundreds of brands to choose from, each promising breakthroughs in beauty and skincare.

“I have never tried Mary Kay...” — Student, Age 22

COMPETITIVE ADVANTAGE • Personal attention and genuine care offered by IBCs • A transparent corporate culture with fundamentally good core values

Among millennials the Mary Kay brand is currently seen as a low end product made for and sold by an older generation.

SECONDARY RESEARCH HOW DOES OUR TARGET MARKET CHOOSE BRANDS? 30%

70%

Women make 85% of all retail purchases.

Consumers will compare prices online but would rather shop in stores.

85%

Young adults say they are first to find a new trend and set the example for peers.

However given the benefits of shopping through online sites, 70% said they would.

SHOPPING TRENDS AMONG 18-25 YEAR OLDS

88% Consumer may "like" a brand on Facebook, but over 88% will not shop through Facebook/Twitter.

56% 56% of 18-25 year olds pay for most of their purchases via debit cards vs. cash or credit cards

23% Only 23% shop from a tablet or a smart phone.

68% 68 % of 18-25 year-olds like to touch, feel and try on products before buying.

OPTIMISTIC LIBERAL CONFIDENT

TECHNOLOGY USE

SELF-EXPRESSIVE

PSYCHOGRAPHIC RESEARCH

NOT RELIGIOUS HAPPINESS > CAREER

COMMON VALUES IN OUR TARGET

MUSIC/POP CULTURE

Young adults quickly begin to transition from job to career.

LIBERAL/TOLERANT

CAREERS

11%

SMARTER

Among the youngest workers, those ages 18 to 24, only 11% say their job is a career.

CLOTHES

WHAT MAKES MILLENNIALS FEEL THEY ARE UNIQUE

HOW YOUNG PEOPLE VIEW THEIR LIVES AND FUTURES: Compared with 20 years ago young adults today have: Better educational opportunities (84%) Live in more exciting times 64%

They are aware of technology advantages and disadvantages.

They maintain close contact with parents and family.

Older teens are quite content with most specific aspects of their personal lives.

PRIMARY RESEARCH INTERVIEWS Interviews were held with four current IBC’s between the ages 20 and 40. They were ethnically different: African-American, Puerto Rican and Caucasian.

180 Advertising found that IBC stories were different, but the main reasons for becoming an IBC were similar: financial independence and personal empowerment.

“MARY KAY is for old white ladies.” — Student, Age 23

“From 1 to 10, I give MARY KAY a 3.” — Young Professional, Age 19

FOCUS GROUPS 180 Advertising’s research team conducted a focus group with current IBC’s. We also led a focus group composed of six women between the ages of 18 and 25. They were all ethnically different, from African-American to Swedish.

• 180 Advertising discovered the main obstacles to reaching millennials: keeping personal attention on the targets terms and an inconvenient and inefficient ordering and delivery system. • The main problems regarded lack of brand awareness and current messaging tactics.

OBSERVATIONS To observe how IBC’s behaved, five women from 180 Advertising’s research team conducted observations at a weekly IBC event. We also observed fourteen women in three separate sessions for two hours each.

• IBCs had infectiously high energy. • They also showed a genuine sense of sisterhood, empowerment, and value for recognition. • Women shop alone, but still seek out a sales rep for beauty advice.

“...a bad version of AVON.” — Young Professional, Age 24

TARGET MARKET BEAUTY MAJORS

Females with a college mindset Access to the internet who are light users of makeup and and data plans is a must Read targeted lifestyle skincare products Ethnically diverse young singles magazines

Lack of money requires smart choices in technology Enjoy an eclectic mix of programming and music via A segment with ten times as many online sources college students as the national average

Quick to check out the latest movie, nightclub, laptop, and microbrew Balance school, work, leisurely pursuits, and community service

CREATIVE MESSAGING BARRIERS

GOALS

Mary Kayâ&#x20AC;&#x2122;s brand image is considered old.

Reposition the brand to be relevant to the target consumer.

The target does not identify with the distribution channel.

Turn the perceived negative of the direct selling model into a desirable channel for the target market.

Current IBCs have challenges connecting and communicating with the target.

Overcome buying resistance through effective and targeted communication.

The campaign will take on its own identy, so 180 Advertising developed branding for The University of Beautiful.

THE PITCH 180 Advertising, based on research and Mary Kay’s competitive advantage, has created an interactive multimedia campaign: The University of Beautiful. THE CAMPAIGN IS DESIGNED TO BUILD RELATIONSHIPS AND CULTIVATE COMMUNITY WITH THE BEAUTY MAJORS AROUND THE TRUEST UNDERSTANDING OF BEAUTY. The campaign will be centered on an online experience that modernizes the direct selling model to overcome our target’s resistance to the current IBC interaction. This will be coupled with real world activities and events. Beauty Majors will be taught three lesson guided by Mary Kay’s core values. The University of Beautiful will increase awareness of the brand through a strategic blend of traditional and non-traditional media, increase positive perception through engaging and thoughtful tactics, and increase consideration for purchase and the IBC opportunity by revitalizing Mary Kay’s direct selling model.

THE UNIVERSITY OF BEAUTIFUL EMBLEM

LESSON TWO: Appearance is Confidence.

LESSON ONE: Beauty Begins from Within.

LESSON THREE: Learn to Rock It.

The spiral graph the university’s shield lies on represents building relationships and cultivating community.

STRATEGY

INTEGRATION

THE JOURNEY OF THE BEAUTY MAJOR

APPLY ON THE WEBSITE AND

GET ACCEPTED INSTANTLY

RADIO HULU AND YOUTUBE MAGAZINE SOCIAL MEDIA

STAY IN THE COMMUNITY: VIRTUALLY AND PRACTICALLY

LEARN THE THREE LESSONS: 1. BEAUTY BEGINS FROM WITHIN 2. APPEARANCE IS CONFIDENCE 3. LEARN TO ROCK IT GUIDED BY 4 CORE VALUES: 1. EQUALITY FOR ALL 2. LIFE’S PRIORITIES IN PROPER ORDER 3. TREAT EVERYONE UNIQUELY AND EQUALLY 4. PAY IT FORWARD

EACH BEAUTY MAJOR WILL BECOME A MASTER OF HER OWN BEAUTY. SHE CAN AID OTHERS IN THE LEARNING PROCESS, GIVING HER ADVICE AND TOOLS TO BECOME A BETTER WOMAN FOR OTHERS.

THE LESSONS

THE THREE LESSONS WILL BE COUPLED WITH THE THREE PRODUCT LINES.

BEAUTY BEGINS FROM WITHIN

Not only does beauty begin with what’s inside of you, be it compassion, faith or charity, it begins with taking care of blemishes that could block you from sharing what’s on the inside. Mary Kay’s Clear Proof will help you do just that.

APPEARANCE IS CONFIDENCE

Respect yourself and your body. Have courage to succeed. Maintain healthy skin. Mary Kay’s Botanical Effects will aid your confidence and the maintenance of great skin.

TACTICS

INCREASE AWARENESS • • • • • • • •

Magazine Ads Hulu Pandora iHeart Radio Pop-up Open House Twitter Press Release Sponsorship

• • • • • • • • • •

Website Acceptance Package Care Package Magazine Ads YouTube Pop-up Open House Facebook Press Release Weekly Classes Scholarship

INCREASE POSITIVE PERCEPTION

INCREASE CONSIDERATION FOR PURCHASE

The tools have been given for skin care. Now it is time to find you style and rock the world with your true beauty aided by Mary Kay @ Play.

INCREASE CONSIDERATION FOR BUSINESS OPPORTUNITY

LEARN TO ROCK IT

• Instagram • Weekly Classes • Mobile App

• “Day in the Life of an IBC” • Professor’s Guide

RADIO ADVERTISEMENT

There are a hundred ads a day that try to talk about beauty. But all they’re really doing is trying to sell you something to make you pretty. That’s nice… but let’s look at the difference between pretty and beauty. Pretty starts with your face. Beauty begins from within. Pretty is cocky. Beauty is confidence. Pretty is screaming for attention. Beauty is rockin’ it no matter who notices. Click on the banner to discover a place that knows the difference. The University of Beautiful: Where True Beauty Begins With You.

180 Advertising will run a 30 second spot on Pandora and iHeart Radio to further the year-round awareness efforts of the campaign.

DIGITAL MEDIA

The University of Beautiful YouTube channel will increase positive perception by containing the best student submissions from the 15 Seconds of Beauty contest. It will increase purchase consideration with webinars uploaded by IBCs that highlight Mary Kay products.

180 Advertising has developed a 30 second testimonial style commercial to launch the campaign on Hulu. The strategic placement of this introduction will increase awareness of the campaign and drive traffic to our online tactics.

MAGAZINE ADVERTISEMENT 180 advertising will run print advertisements in College, U. Magazine, and Glamour. The timing will be enforced by research to raise awareness of the campaign and the copy will reiterate the mission of the campaign to increase positive perception of Mary Kay.

LESSON THREE:

LESSON ONE:

LESSON TWO:

APPEARANCE IS CONFIDENCE.

LEARN TO ROCK IT!

Respect yourself and your body. Have courage to succeed. Maintain healthy skin. Mary Kay’s Botanical Effects will aid your confidence and the maintenance of great skin.

The tools have been given for skin care. Now it is time to find you style and rock the world with your true beauty aided by Mary Kay @ Play.

BEAUTY BEGINS FROM WITHIN.

Become a Beauty Major at uofbeautiful.com

@uofbeautiful

Become a Beauty Major at uofbeautiful.com

@uofbeautiful

Become a Beauty Major at uofbeautiful.com

@uofbeautiful

PRESS RELEASE Contact: MARY KAY

FOR IMMEDIATE RELEASE

MARY KAY INTRODUCES THE UNIVERSITY OF BEAUTIFUL Teaching Young Women What True Beauty Really Means WASHINGTON, D.C. – January 31, 2015 - Mary Kay has created an interactive multimedia campaign called the University of Beautiful. The nationwide campaign targets young college women and is designed to build relationships and cultivate a community around a truer understanding of beauty. A website will launch for applicants to apply and begin their lessons in true beauty. The campaign launches February 1, 2015. Visit the official website www.UofBeautiful.com. Mary Kay will guide college girls through three “core lessons”; beauty begins from within, appearance is about confidence, and everyone should “rock it.” Along with the official site, The University of Beautiful will connect to their “beauty majors” using Facebook, Twitter, and Instagram. In addition, Mary Kay’s Independent Beauty Consultants will host weekly classes in local areas to teach a variety of classes such as how to keep your skin healthy and how to do your makeup for an interview. Mary Kay aims to connect to young college women through The University of Beautiful. The lessons will teach, loving yourself through passion for your life, resolve for your principles, and commitment to your goals. Second, you must respect yourself and your body, love where you come from, and have the courage to succeed. Third, find your style, take care of your skin, and go out and rock the world with your true beauty.

Contact: PR Newswire

FOR IMMEDIATE RELEASE

MARY KAY INTRODUCES THE UNIVERSITY OF BEAUTIFUL Teaching Young Women What True Beauty Really Means WASHINGTON, D.C. – January 31, 2014 - Mary Kay has created an interactive multimedia campaign called the University of Beautiful. The nationwide campaign targets young college women and is designed to build relationships and cultivate a community around a truer understanding of beauty. A website will launch for applicants to apply and begin their lessons in true beauty. The campaign launches February 1, 2015. Visit the official website www.UofBeautiful.com. Mary Kay will guide college girls through three “core lessons”; beauty begins from within, appearance is about confidence, and everyone should “rock it.” Along with the official site, The UofB will connect to their “beauty majors” using Facebook, Twitter, and Instagram. In addition, Mary Kay’s Independent Beauty Consultants will host weekly classes in local areas to teach a variety of classes such as how to keep your skin healthy and how to do your makeup for an interview. Mary Kay aims to connect to young college women through The University of Beautiful. The lessons will teach, loving yourself through passion for your life, resolve for your principles, and commitment to your goals. Second, you must respect yourself and your body, love where you come from, and have the courage to succeed. Third, find your style, take care of your skin, and go out and rock the world with your true beauty. ABOUT MARY KAY Celebrating 50 years in business, Mary Kay is one of the top direct sellers of beauty cosmetics in the US offering more than 200 products. Mary Kay Inc. wants to expand its footprint with women 18-25 years old in the U.S. with new product launches such as Mary Kay at play color products, Botanical Effects® skin care, Clear Proof acne products, and core line products. With approximately 2.5 million independent beauty consultants in the US, Mary Kay is looking forward to attract a younger demographic to join their work force; the company sells products through its website and Beauty Consultants. The Mary Kay Ash Charitable Foundation funds cancer research and domestic violence programs making Mary Kay a company that allows costumers the opportunity to be treated like the most important person in the world."

16251 DALLAS PARKWAY

ADDISON, TEXAS 75001

| 1-800-627-9529 | uofbeautiful.com

PRESS KIT

The press release, along with three samples of Mary Kay products, will be sent to editors of national magazines like Glamour, Cosmopolitan, Seventeen, Vogue, and Elle. The goal is to reach out to these magazines and have them try the products This will possibly lead them to write about the campaign.

WEBSITE To develop a university without a campus, 180 Advertising will create an online ecosystem called uofbeautiful.com. It is designed to increase positive perception and purchase consideration for Mary Kay by engaging the target and modernizing the direct selling model. Student / Faculty Portal Login

About

Admissions

Student Life

Career & Alumni

Download Our Mobile App! Use our mobile app to stay on top of your lessons and stay in contact with other students and IBCs. Connect With Us:

News: Press Releases

Partnerships

Weekly Classes March

Passion for Life 101

Come discover ways to find your passion. Wash away distractions with a Botanical Effects cleanse while you unlock the secrets to a beautiful life.

MOBILE APP

ACCEPTANCE PACKAGE

Hey Jane Doe, (Beauty0001) Congratulations Jane, our compassionate Beauty Major, on your admission into The University of Beautiful. Your admission to the University of Beautiful is evidence that you are beautiful, and your definition of beauty, however you define it, is valid. We believe you have much to contribute to the world of beauty, for each individual’s unique kind of beauty matters.

MY BEAUTIFUL CAMPUS

The University of Beautiful is an institution committed to the enrichment of lives through the truest understanding of beauty. We firmly believe that: 1. Beauty begins from within: loving yourself through passion for your life, resolve for your principles, and commitment to your goals. 2. Appearance is about confidence: you must respect yourself and your body, love where you come from, and have the courage to succeed. 3. Everyone should “Rock It”: find your style, take care of your skin, and go out and rock the world with your true beauty. To inform all that we do at The University of Beautiful, we adhere to four guiding values: 1. Equality for All 2. Life’s Priorities in Proper Order 3. Treat Everyone Uniquely and Respectfully 4. Pay It Forward It is because of our lessons and values that The University of Beautiful is a special place where true beauty begins with you. We hope to see you connected to the community page at uofbeautiful.com/community to see what’s going on with The University of Beautiful and the other Beauty Majors. Again, congratulations on your admission into The University of Beautiful, where true beauty begins with you. Sincerely,

Jessie Tyler Jessie Tyler Independent Beauty Consultant Advanced Color Consultant

16251 DALLAS PARKWAY

To increase interaction and further bolster purchase consideration 180 Advertising will create a mobile app: My Beautiful Campus — available for iPhone and Android. With it, students will be able to remain updated on campaign touch points and easily make purchases from their IBCs with personalized student profiles.

ADDISON, TEXAS 75001

| 1-800-627-9529 | uofbeautiful.com

Upon “acceptance” to the University of Beautiful, each student will receive a care package of a Mary Kay product sample kit, personalized based on their application with an acceptance letter. The letter will gain favorable perception and the product samples will enhance purchase consideration.

POP-UP OPEN HOUSE

“DAY IN THE LIFE OF AN IBC”

Touch Screen

20ʼ

“Please Use Our Free Wifi to Check Us Out Online”

Touch Screen

Lesson 3

Lesson 2

Lesson 1

10ʼ 40ʼ

The University of Beautiful has created a Pop-Up Open House in the form of a modern mobile trailer, modified to introduce the University of Beautiful. The unique and attractive look will increase awareness and the demonstrations of a truer understanding of beauty will increase positive perception.

The University of Beautiful will select one student from one university student and give her an unforgettable day in the life of an IBC. To increase consideration for the IBC opportunity she will be awarded all the perks of becoming a Mary Kay IBC, including but not limited to the coveted Pink Cadillac.

SOCIAL MEDIA

UOFBEAUTIFUL

THE UNIVERSITY OF BEAUTIFUL

The University of Beautiful @UofBeautiful

Welcome The University of Beautiful, where true beauty begins with you.

THE UNIVERSITY OF BEAUTIFUL

At the University of Beautiful you'll major in your own kind of beautiful. You’ll discover where true beauty comes from with classes such as: – Passion for Life 101, – Respect for Confidence 203, – Find Your Style 304. – To learn more about how The University of Beautiful enrich your life, visit www.uofbeautiful.com

180 Advertising will utilize Instagram in two ways. First, to enhance purchase consideration by showing before and after photos of students that learned to “rock it.” Second, to drive the year-long awareness efforts on Hulu with the “15 Seconds of Beauty” competition where students will submit actual testimonials that mirror the launch commercial.

Our Facebook presence will be a platform to elaborate on the “core lessons” of the University of Beautiful, interact with our target, and strategically mention MK. Thus increasing the positive perception of Mary Kay by enforcing the understanding of true beauty.

The University of Beautiful @UofBeautiful

Welcome to The University of Beautiful, where beauty begins with you. #UofBeautiful

The University of Beautiful @UofBeautiful

RT: @JaneDoe #MyBeautyBeginsWith compassion for my family and friends.

The Twitter page will be strictly used to gain awareness of the campaign competitions, events, and programs.

WEEKLY CLASSES

PROFESSOR’S GUIDE

THE PROFESSOR’S GUIDE:

GET TO KNOW THE BEAUTY MAJORS

LEARN WHO THEY ARE AND HOW TO COMMUNICATE WITH THEM

The University of Beautiful has developed a curriculum of weekly classes based on the University of Beautiful’s core lessons and the practical needs of our students. The informative and inspiring classes will increase positive perception and an attendance based rewards program will increase purchase consideration.

180 Advertising has created a guide for IBCs on how to communicate with and engage our target. It will also instruct them on how to use the “Faculty Portal” from the University of Beautiful website. This educational guide will improve consideration for purchase, and by improving communication tactics, it will increase consideration to become an IBC.

SPONSORSHIP

SCHOLARSHIP

COLLEGE NEWS This “go-to” source for college students will be a platform to have Mary Kay as a sponsor. There is a website along with a digital magazine. Mary Kay will sponsor issues and gain awareness of the campaign and brand recognition.

DAILY TITAN This color newspaper is produced at California State University. It reaches over 40,000 students and is a widely used publication, 80% of the readers notice advertisements in the newspaperand 50% respond to it. Mary Kay will sponsor a special section. Along with this sponsorship, our print ad will be placed on the back cover, and The Daily Titan will boost our brand on their social media accounts.

The University of Beautiful offers fun and creative ways to earn scholarships. There are no academic requirements. It doesn’t involve lengthy overly intellectual essays or applications. To win these scholarships, all you need is a lot of creativity and a team of 2 or 3. Scholarship categories are: 1. Create a mascot for The University of Beautiful 2. Develop a commercial for consideration to become an IBC 3. Plan a campus party for The University of Beautiful 4. Compose a school song for The University of Beautiful 5. Write a short story about the journey of a Beauty Major The winner(s) of each category will be allotted $3,000.

MEDIA PLAN

180 Advertising selected media channels based on the assurance of longevity for the duration of the yearlong campaign. Based on the media channels and the allotted budget of $10 million, we chose to focus heavily on non-traditional outlets as well as incorporating traditional media.

MEASUREMENT

EVALUATION

Concurrent and post-testing will be conducted to reassert the accomplishment of our objectives. Concurrent testing will include tracking figures of website traffic, sales, and recruitment. Surveys will accompany these methods to provide a view of the campaign effectiveness. Post-testing will occur directly after the campaign and will measure recognition, attitudes, awareness, and sales. Recognition tests will prove valuable for the evaluation of brand awareness, while attitude and awareness surveys evaluate positive perception among the target market.

OBJECTIVES

EVALUATION METHODOLOGY

POTENTIAL RESULTS

Increase brand awareness.

• Monitor website traffic • Recognition testing • Social media monitoring

A significant increase in brand awareness.

Increase positive perception.

• Attitude and awareness surveys.

Brand will be positioned as caring about true beauty and enriching women’s lives.

Increase purchase consideration.

• Surveys • Track sales

The Mary Kay brand will be an attractive option in the purchase decision making process.

• Surveys • Track recruitment figures

Members of the target market will be informed about & attracted to the Mary Kay IBC opportunity.

Increase consideration of IBC opportunity.

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