I worked as one of the creatives on Boston University's team for the National Student Advertising Competition (NSAC). We created a campaign for Mary Kay Cosmetics. This is the plans book for the campaign.
Mary Kay & SWOT Analysis
MK & Mary Kay
Problems & Opportunities
Partnerships & PR
Media Phase Breakdown
Conclusion & Sources
Creative & Media
Since its founding in 1963, Mary Kay has been one of the world’s leading
cosmetic direct sales brands, however Mary Kay’s share of female millennial
consumers in the United States is not on par with their competitors such as
Avon and CoverGirl.
Reposition Mary Kay as a contemporary and rrelevant brand to feemale
The “Your Connection to Confidence” campaign will:
To best reach the female millennial market and maximize campaign dollars, we
will employ a three-part media strategy. We will conduct a baseline campaign
targeting 18-25 year-old females through non-traditional, mobile media, social
media, and supplemental Independent Beauty Consultant marketing outreaces
and promotional efforts. Media spending will be spread accross the year-long
Increase Mary Kay brand awareness
Acheive a 8% growth in Mary Kay’s market share in the
core target through new young fmale product line and
The average IBC’s client base will increase by 300% within
the core segment
200% increase in core segment enrollment to become an
Agency 419 introduces the “Your Connection to Confidence” campaign
to build awareness and lasting favorability among 18-25 year-old female
consumers in the United States as the go-to cosmetic brand.1 Our strategy
changes female millennials’ perceptions of Mary Kay and its Independent
Beauty Consultants by addressing the target’s desire for accessible and quality
produces that give them confidence in their professional and personal lives
and emphasizing the benefits of having an Independent Beauty Consultant
to guide them through the cosmetic buying experience. Female Millennials
are receptive to “Your Connection to Confidence” because the campaign is
relevant, entertaining and involves them in the cosmetics conversation.
Gain insights into the ce cultural influences, buying behaviors, and lifestyles
of the Gen Y target audience.
Evaluate consumer awareness of the Mary Kay Brand within the beauty
Identify the strengths and weaknesses of Mary Kay and its competitors
through consumer perceptions and opinions.
We surveyed, interviewed, and held focus groups
with Mary Kay’s current and desired target
We collected, reviewed, and analyzezed articles,
websites, and social media reactions regarding
Mary Kay and its competitors.
We Tracked industry and buying trends within
the beauty community
32 focus group participants total
4 Separate Focus Groups
3 in-depth target interviews
6 competitor campaigns *
Followed twitter, pintrest, facebook,
instagram, and blog mentions
Monitored a variety of consumer
reports and news articles
*Avon, Olay, CoverGirl, Neutrogena, Sephora and urban Decay
2 in-depth Independent Beauty Con-
In the US: the purchase of beauty products online
increases every year.
“Consumers are becoming more connected, the convenience and time-saving aspects of
Internet shopping makes online shopping a real competitor to brick and mortar retailers
as well as Direct Sales. Beauty consumers are using internet to shop but are also seeking
information by reading consumer reviews, engaging with brands and retailers via social media
and viewing how-to tutorials”From the case study
Mary Kay’s Digital IQ went up 30% from 2011-2012 (revamped site,
enhanced navigation, popular e-catalog download for tablets)
“the expansion of specialty store, home shopping clubs and drugstore retail further into the
beauty segment increase the threat on the strength of the direct selling model, offering
intimate, personalized service to the end consumer.”
Retail Invasion of the Beauty
Ecommerce- 4.7% of sales
Direct selling- 11%
Mary Kay’s top three categories of skin care, color
cosmetics and fragrance, direct selling represents
over 15% of sales in these categories.
Expected to see
highest growth in
next 5 years.
(However still a small portion of total
beauty & personal care sales)
- A majority of millennials have reported to use or have used tutorial and how to videos in their day to day
- Consumers are very likely to buy the brands of products used in these videos because they believe it will
give them the same result.
- Millennial women use these videos, for make up especially, for more of a special occasion, or ‘night out’
- Cosmetics tutorial videos are the most popularly viewed on the internet.
-71% of Millennials agree that getting the most value for their money is important when purchasing a
product for themselves. (http://academic.mintel.com.ezproxy.bu.edu/display/695044/)
- Millennials are 52% likelier than any other generation to make unplanned purchases to pamper
- Millennials expect companies to communicate electronically with them and have a presence on social
media. 43% of Millennials are receptive to emails from companies if they offer “a discount, an invitation to
a special sale, or some other compelling offer.”
- 43% of Millennials intentionally purchase from a company that “either supports an issue they believe in,
takes an active role in their community, or donates to charities and nonprofit organizations.” (http://academic.
- Searching for a deal has become a “fun and social pursuit”. Companies who make shopping exciting are
encouraging both visits to stores and customer loyalty. (http://academic.mintel.com.ezproxy.bu.edu/display/689430/)
- Women don’t want to just see the product, they want to sample it and interact with sales associates who
are knowledgeable and can help them improve their shopping experience. (http://academic.mintel.com.ezproxy.bu.edu/
- 42% of millenials (more than any other age group) say that the store’s selection of beauty products has
an impact on choosing a certain retailer (http://academic.mintel.com.ezproxy.bu.edu/display/689441/)
Shopping Behavior of Millennials
-More time is being invested in mobile
-60% of Millennials “would like to see more online initiatives from companies aimed at informing
consumers about how they are behaving responsibly”
-Social listening is no longer something just the marketers do. Consumers listen to social media and it
can be used to educate through the right content - improve customer experiences with social care and
building and maintaining customer relationships to create and maintain good brand image.
How To / Tutorial Video
“The Company for Women”
“Easy, Breezy, Beautiful.”
Avon is the world’s largest direct selling company with a variety of products specializing in anti-
aging, fragrance, and color cosmetics. They target a large range of women, emphasizing economic
opportunities available through their Independent Sales Reps, but they lack a strong millennial
What the brand says
What the brand says
What millennials say
What millennials say
For Older Women
Poor Customer Service
Broad target because there is such a
wide range of products. The common
thread among Neutrogena users is
that they have an average income,
and spend their money frugally.
Women start using Neutrogena skin
care products at about age 15 and
use it until they die.
Neutrogena provides no-nonsense skin care and beauty products that are effective, safe, and simple
though, sometimes so strong that they harm the skin. Neutrogena is concerned with providing
scientifically backed products that are stylish.
What the brand says What millennials say
Not Universal/ Not For
Gen Y and Gen X females (MRI+) who are looking for
makeup that is higher quality
than what they find at the drugstore, but for more
reasonable prices than department store brands.
Women ages 15-40 looking to experiment with their
makeup, they show interest in makeup and beauty as
well as in the trends associated
Sephora Collection doesn’t have a brand identity and doesn’t advertise. However, Sephora itself is all
about the experience. Management emphasizes the “Scinece of Sephora” - a program that makes sure
the team is knowledgeable and personable - a sort of in-store IBC.
For the woamn looking to be outside of the conventional makeup pallet. Constantly pushing the limits
with bold, bright and unique colors and products while remaining “vegan” not allowing any kind of
What the brand says
What the brand says
What millennials say
What millennials say
Focused on healthy,
energized skin renewal.
“Energized skin is younger
“Color Correction Cream”
(Beauty Pros Love CC Cream).
“Challenge what’s possible.”
“The Fresh Life”
“Your #NoFilter Life”
Younger, fresher, natural
“Start fresh and finish
sparkling from one
adventure to the next.”
The Brand is an older, corrective, anti-aging, skin rejuvenation line, “a great value in skincare,” and mainly
produces skin treatments based off of scientific research
However recently Olay just introduced their “Fresh Effects” line which is aimed at targeting a younger
Olay is one of the most recognizable beauty brands today and has been trusted by women for 60 years. The
brand is mostly popular among older woman and is usually associated with anti-aging skincare. However, recently
Olay introduced a new line called “Fresh Effects,” which is aimed at targeting a younger generation (millennials).
According to Mintel, Olay is the second most used facial cleansing brand next to Neutrogena.
mom recommended (not on our radar)
What millennials say
Reliable (well researched)
Scientific (detailed ingredients and
What the brand says
“Love the skin you’re in”
Brands that are more conveniently
Capitalize on Corporate Social Responsibility trend
Perceived as a brand for older women
Not accessible in stores
Years of experience as an established makeup
Strong corporate foundation based off of brand
Easy to navigate website
Quality and customizable products
Outdated visuals across site and marketing efforts
Little to no recognition among younger women
Poor social media engagement across all platforms
Diversify Mary Kay’s marketing programs
IBCs available to guide consumers
Expand and improve social media component
Assimilate Mary Kay’s traditional culture with the
Position the IBC role as a valuable career experience
and networking opportunity
College-Aged girls perceive
themselves as too busy for part time
Brands that are already well
established among the younger set
Saturated cosmetics market
Experiencers are a product of the Mary Kay equation. Their expressive and active
tendencies allow them to be empowered millennial women with a look good, do
good, feel good attitude.
Experiencers value their peer’s opinions but are not dependent on them. They
are open to change and new experiences because they are still discovering their
-not a homogenous cohort
- they want peer affirmations, they want to feel validated
-developmental stage in life (trying to find themselves)
MK18-25 yr old Millenials
We call them...
active (do good)
Our target audience strives to be active in their professional lives while staying involved with their charity
work, hobbies, friends, and community. They hold themselves and others to high standards and are
dedicated to making a difference.
-continue to seek challenges
-hold social responsibility important
Our target audience are content creators and sharers. They are digital natives, hooked on social media
for communication, information, and entertainment. They take pride in their appearance and express
themselves through the brands that they choose.
expressive (look good)
-hooked on social media
- digital natives
-care about appearances
-brand names important
The confidence instilled in our target audience throughout their lives has transformed them into
empowered consumers. These change leaders know they influence market trends with their purchases, so
they demand high quality from the brands that they choose.
empowered (feel good)
-feel as though they can make a change in the world
- open to new ideas/technology
-successful and sophisticated
MK & Mary Kay
Increase awareness among female
consumers ages 18-25
Increase positive perception among
female consumers ages 18-25
Increase consideration for product
purchase and for the Mary Kay
business opportunity among
female consumers 18-25
3. Empowering and Dynamic Community
2. Personalized Experience
To MK, the IBC and Mary Kay inspire confidence through a personalized experience and an
empowering and dynamic community that reflects their lifestyle.
Our focus groups have shown that confidence is key to MK. It determines
when she wears makeup, how she does her makeup, and where she buys her
Through our primary and secondary research we found that MK demands that
products be customized and interactive. Not only does she want personalized
products, she wants to build unique relationships with her brands.
MK wants to become apart of a brand that she can contribute to and benefit
from. Through various media and social outlets, she is always able to stay con-
MK has little to no name
recognition of Mary Kay.
Those that are aware of the
brand have misconceptions
about Mary Kay branding,
IBC services, and product
range. They are not aware
that Mary Kay has adapted
to the changing consumer
By expanding Mary Kay’s
existing social media
presence, Mary Kay will
position itself as a relatable,
accessible cosmetics brand
and increase awareness of
branding, IBC services, and
MK perceives Mary Kay as a
cosmetics brand for older
generations. They associate
Mary Kay with the stylish
older women in their life
but do not see it as a brand
intended for millennial use.
They do not understand how
IBCs function in a modern
day world and think of them
as intrusive, door-to-door
We will emphasize the ease
that IBCs provide and the
confidence that comes with
this unique sales model.
MK will see that Mary Kay is
accessible and easier than
buying online from other
vendors because they are
guided by their trusted,
knowledgeable IBC and
MK is only available
for purchase through
an IBC or online- not
in stores. Although
millennials are becoming
more comfortable with
e-commerce, our research
shows that they are still
skeptical about purchasing
makeup that they have not
used before online. (survey)
Our campaign will clear
up misconceptions MK
has about Mary Kay. It will
highlight the strong existing
foundation/heritage of Mary
Kay and its products while
positioning it as a brand that
can and will support her.
Problems & Opportunities
In order to have an effective campaign, there must be a clear and concise message to the
designated target audience. The major points must be focused on throughout the entirety of the
campaign to keep the audience engaged with the brand.
Our campaign, “Your Connection to Confidence,” will transform Mary Kay into the go-to cosmetic
company for customized, quality buying experiences in three ways:
It is a priority for MK to be able to find products and experience new things on their
own time. MK is constantly on-the-go and wants to be able to interact with brands
immediately and when she wants to. Mary Kay prides itself on it’s unique business
model involving Independent Beauty Consultants that directly interact with consumers.
Throughout the campaign, we will showcase the various different ways MK can interact
and build a relationship with the Mary Kay at any moment in time.
Our campaign revolves around a central idea of “confidence”- confidence in yourself,
confidence in your peers and above all, confidence in Mary Kay. We want MK to feel
connected to the confidence that Mary Kay instills in her and that Mary Kay can be there
for the most important moments of her life. The campaign will attract MK by bringing
confidence to her everyday life and inspiring her to be her best self with Mary Kay by her
MK is at a point in her life where she is striving to find success in her career and personal
life and needs brands that will grow with and understand her. The “Your Connection to
Confidence” campaign will turn Mary Kay into a brand that is in-the-know, influential and
dynamic like MK through innovative initiatives that will inspire her.
It will highlight the accessibility and dependability of
Independent Beauty Consultants and the Mary Kay brand
It will capture the confidence MK feels wh en she is
buying and wearing Mary Kay products
It will emphasize the relatability and relevance of Mary
Kay to MK
In order to reach MK effectively, our creative strategy involves a breakdown of a positioning line
we came up with: “Your connection to confidence.” This simple phrase portrays many key concepts
that drove our creative.
We understood that it was important for MK to feel as relatable as possible, so we knew our campaign had to be both
relatable and modern. Since MK views Mary Kay as an “older brand,” one of the most important things we sought to do
was make the brand feel younger. For instance, MK wants a company that both uses and understands the same digital
platforms they do. The more current Mary Kay feels, the more MK will be likely to positively associate with the brand, almost
seeing the company as a companion they could grow with.
We found through our research that MK feels uncomfortable starting a business relationship with IBCs. But once she talks
to an IBC and has a chance to relate to her, the likelihood of becoming a returning customer increases. So with that in
mind, much of our campaign gives MK as many opportunities as possible to converse with IBCs directly, both in-person
and through digital platforms.
Perhaps the most important aspect we wanted MK to be aware of us the power of Mary Kay to inspire confidence. The
IBC business model (both full-time and part-time) among other business advantages, capitalize on the potential to use
makeup as a way to bring out a woman’s favorite things about herself. With makeup on, we found, a woman feels better
prepared to take on her social, professional, and personal challenges. Our campaign transitions from messages self-
directed confidence directed toward MK to events harnessing confidence directed toward others in order to establish a
pay-it-forward-like brand message (e.g. Mary Kay consumers becoming IBCs.)
Considering how much of our campaign is based around one-on-one relationships, we also chose
strategic partnerships and newsworthy executions to expand that relationship to larger audiences.
That way, people who would not have the chance to interact with the phases’ executions directly
will still be able to hear about them through the news and social media. Also, our partnerships
promote the idea that Mary Kay can see beyond its product line to understand what else MK cares
about as far as beauty is concerned.
Partnerships & PR
MK Confidence Kit
The MK Confidence Kit is a sanitary dispensing unit
that provides MK with the everyday beauty essentials
that keep them confident. The pink, plastic unit — which
will hang from a public restroom mirror — will dispense
four primary products: Q-tips for makeup touch-ups,
makeup removal wipes, hair ties and lip balm samples.
Above these kits will be a plastic shelving unit intended
for women’s purses and makeup bags. This will protect
women’s belongings from restrooms’ waterlogged sink
areas. This unit, in combination with a quote above the
plastic shelving, will show women that Mary Kay un-
derstands their daily needs. Whether MK is sweating at
the gym, or crying during a sappy Rom-Com, Mary Kay
strives to bring confidence to women in situations where
they often need a boost.
These kits will be placed in various public restrooms,
including those in airports, LA fitness centers and AMC
movie theatres. Each location will have a different sticker
quote (Gym bathroom: “Who’s running harder: You or
your mascara?” Movie theatre: “We saw that Rom-Com
too, and we’ve got your back” Airport: “Long flight?
We’ve got you.”)
Once MK has experienced the brand for herself she will have
the opportunity to become a part of the brand and enroll in MK
University. MK University is the training program geared towards
18 to 25 year old females who are passionate about inspiring
others and wish to become an Independent Beauty Consultant.
The women who choose to enroll will take part in an interactive
and invigorating five-week training program. With busy lifestyles
in mind, women have the option to take classes online or to
complete the classes in person for part of the program. Once
they have completed the program, they will graduate and begin
their careers as Independent Beauty Consultants.
harder: You or
RemoverHair Ties Lip Balm
harder: You or
#MK WANTS TO KNOW. . . WHAT MAKES YOU CONFIDENT?
14’ 4’ 3’ 7 ‘1
Beauty Bar Tour
A journey across the land. A quest to
bring beauty.Two trucks,one brand: MK’s
BeautyBar Tour. We will release an origi-
nal mini docu-series, which will follow our
BeautyBars as they journey from city to
city. Hired drivers will navigate the trucks,
and IBCs from each city will eventually
meet up with trucks to work the Beauty-
Bars. We will create a 15-second video
for each city that the truck hits, eventually
compiling the videos into a larger 5-min-
ute series. The videos will be available
on Instagram, Facebook, and Twitter in
order to keep our customers connected
to MK after the trucks pass through their
own city or college campus.
The video footage will include shots of
various women who have approached
the BeautyBars and participated in the
IBCmini-parties. They will be seen sam-
pling MK products, writing on the chalk-
board, and scoring quick tips and fix-
ups—all while jamming out to awesome
music. A hand-held camera will also cap-
ture snippets of monuments and areas
largely associated with each major city
or college campus in order to show the
connection between these unique wom-
en in these unique places.
One of the most important goals in our campaign was
to forge a mobile relationship between MK and IBCs.
Since Mary Kay has no retail outlets, the only way for
current Mary Kay customers to contact an IBC is either
through the IBC’s website or calling them.
Since the advent of third-party apps and GPS tracking,
brands have had the ability to contact their customers
more efficiently than through a standard website. As
a result, we introduce Mary Kay Mobile, Mary Kay’s
most efficient mobile platform.
Mary Kay mobile introduces several important
features. First, MK can access any area IBC’s locations
when she uses the map function. The map displays
pins at IBCs locations. For privacy reasons, IBCs can
disable their pin when they’re off the clock. While the
beauty bar trucks are in route, users near the truck can
see where it is located, too.
Second, we’ve developed a point system as an
incentive to connecting MK to IBCs. Users would gain
points based on the amount of contact they have with
IBCs, such as starting in-app conversations, looking at
IBC profiles, and scheduling IBC parties. IBC’s profiles
will also feature a ratings system based on users’
reviews of their personability and skills. Users can
then cash in the points for discounts on products.
the digital ibc
This gives MK 2 options to receive info:
corporate (YouTube) and personalized (Helpouts).
MK does not feel comfortable
inviting IBCs into her home
and desires convenience in
her busy lives.
Make IBCs accessible via video platforms YouTube
and Google Helpouts. MK will join Mary Kay once
due to their expertise and open personality.
Partnerships & PR
Personal beauty is key to confidence, but not
all women know how to achieve what makes
them, as individuals, shine. Partnering with top
beauty vloggers, Mary Kay will host branded
vlogs by mk
ibcs & yt celebs
Mary Kay will present beauty videos and
vlogs on its own channel, youtube.com/
marykay featuring famous makeup artists
and vloggers as well as IBCs.
Popular youtube vloggers will feature
Mary Kay products and pair up with local
MK IBCs in their videos, giving visibility
to both the brand and IBCs.
other youtube channels
Pushing off the buzz from the Youtube
celebs, IBCs will run their own channels
and highlighting their own specific skill
sets, e.g. cat eyes or smoky eyes.
i love makeup.
Youtube Vlogging Cost:
In the beginning of the campaign we will phase out
the Mary Kay at Play line and introduce the new Muse
by Mary Kay line. The Muse line will feature new pack-
aging that will attract MK and visually convey the voice
behind the new Mary Kay. The design of the packaging
uses real makeup to write out each product and gives
MK a preview of the the product inside.
TOTAL POIDS NET WT. .51oz. / 14.7 g
To successfully execute the “Your Connection to Confidence” campaign, we have strategically
broken up the non-traditional, digital, and out-of-home advertising into three media phases.
Melanie will be introduced to the brand through various media outlets at various times throughout
the year-long campaign.
Phase 2: How can I get in touch?
Phase 1: Who is MK ?
Phase 3: How can I get involved?
(What makes you confident?)
(How can I become confident?)
(How can I help others become confident?)
During the first phase (February 1, 2015 - June 6, 2015), we will focus on generating buzz about the Mary Kay’s new image
and Muse by Mary Kay line. The Muse by Mary Kay line will feature new, sustainable packaging and a sleek design. We
will launch our Nationwide Mobile Beauty Bar Tour, which will be a resource for video content that will last throughout the
entire campaign. The Beauty Bar Tour will travel across the country to visit universities and city hot spots to connect with
young women interested in both personal makeup and career opportunities.*** The Independent Beauty Consultants
(IBCs) will be handing out Confidence-To-Go boxes packed with promotions and product samples. The Confidence-To-Go
boxes will supplement the Confidence Kits that will be installed in various gym, theatre, and airport bathrooms throughout
the twenty tour cities. Content from the tour (stories/videos) will ripple out into the digital space, taking form of promoted
social media posts, search campaigns, banner ads, and custom posts on beauty/style blog sites.
During the second phase (June 7, 2015 - October 3, 2015), we are going harness all the new Phase 1 connections and
drive that audience to a digital space to learn more about the new Mary Kay. Although the Mobile App will already exist
in Phase 1, Phase 2 is committed to spreading awareness of the app and encouraging young women to download it. In
Phase 2, IBCs will be creating a series of 15 high-quality videos to share on YouTube and other media properties regarding
Beauty Basics, Trend Makeup, and Occasion Tutorials. During this time, Mary Kay will also be in a brand partnership with
Drybar, a premier blow dry bar. This collaboration will allow for promotions and joint events that will encourage women to
get their hair and makeup done together.
During the third phase (October 4, 2015 - February 6, 2016), the campaign will focus on Mary Kay’s partnerships with Value
for Women, Young Female Entrepreneurs, and Drybar. Mary Kay will connect with Value for Women and Young Female
Entrepreneur with a monetary donation to each cause, a donation of all remaining makeup with outdated packaging, and
volunteer hours from IBCs and IBCs-in-training to help young women prepare for the careers of their dreams (professional
makeup tutorials, outfit workshops, mock interviews, etc). These volunteer hours will be mandatory for the young women
enrolled in MK University, a hands on training program available to prospective IBCs in target cities. Current IBCs will be
compensated to lead workshops for MK University. With the help of partnerships, Mary Kay will have young women looking
and feeling great from head to toe.
***Make a side blurb to mention the city targets: Boston, New York, DC, Austin, San Francisco, Seattle, Minnie, Atlanta,
Long Beach, Denver, Phoenix, LA, Miami, Philly, Memphis, Chicago, Dallas, Arizona, San Diego, Columbus
Phases of Media
Media Breakdown Phase
Blog Ads/Content $727,000 1
Social Media: Promoted, Search $1,043,250 1
CSR Partnerships $250,000 3
Drybar - Brand Partnership $750,000 3
Confidence Kit $5,092,947 1
Mobile App $40,000 2
Professional Video Series $300,000 2
Confidence-To-Go Box $42,131 1
Beauty Bar Tour $187,000 1
New Packaging $3,000 1
MK University $161,000 3
Total Media Spend $8,596,328
Agency 419 will conduct a comprehensive evaluation to measure the effectiveness of the “Your Connection to
Confidence” campaign with MK. These measures will provide us with valyable feedback in order to adjust our
campaign to be more impactful.
Objectives Tactics Evaluation
Increase Mary Kay brand
By creating executions that will
directly interact with MK in her
We will track the number of visits to
the beauty bar, the number of views
on Beauty Bar video content, likes on
Facebook, followers on Instagram and
Twitter and the number of views on
Achieve an 8% growth in
Mary Kay’s market share in
the core target through new
young female product line
By strategically advertising
in locations that are heavily
populated by 18 to 25 year old
females we will reach MK in
various aspects of her life.
We will track sales on Mary Kay
products based on the consumer’s
Increase the average IBC’s
client base by 300% within
the core segment
By showing MK that IBCs are
accessible through Mary Kay
Mobile, Helpouts by Google,
by phone and online as well
as creating more inviting and
personalized ways to get to
We will track the number of clients in
the core segment of 18 to 25 year old
females that IBCs gain.
200% increase in core
segment enrollment to
become an IBC
By creating a training program,
MK University, that is geared
towards the target segment
that offers monetary, social and
We will monitor the number of
consumers in the core segment that
enroll in MK University.
We at Agency 419 believe that the “Your Connection to Confidence” campaign is based on a strong
and unique strategy that accomplished both our advertising objectives and Mary Kay’s long-term
In order to reach the 18 to 25 year old female, or as we call her MK, our campaign’s three phases
introduce and reinforce Mary Kay’s new and existing customer to the accessibility and quality of Mary
The “Your Connection to Confidence” platform will garner a sense of confidence in MK and encourage
her to share her memorable experiences with the Mary Kay brand with her friends and through social
media outlets. Our campaign appeals to MK’s need to stay connected and experience opportunities
firsthand. As a result, we believe this campaign will increase Mary Kay brand awareness, increase Mary
Kay’s core segment market share, increase IBC’s client base within the core segment and expand
1. Case Study
Evan Xiner Hong