Mary Kay aims to target millennial women and increase brand awareness, perception, and consideration. Research found millennial women are influenced by social media, value multifunctional products, and seek adventure. The campaign will utilize various media in top millennial cities to showcase Mary Kay products and highlight how they empower women to feel beautiful. Focus groups revealed millennial women have positive views of Mary Kay products but see the brand as outdated and IBCs as too old. The campaign objectives are to update Mary Kay's image for this demographic.

1. 1
Reveal Your Look
AAF NSAC Team Number 363

2. 2
AdaptAdvertising•Strategy•Research
Caleb Frank
Seth Johnson (Director)
Suzanne Scheetz (Asst. Director)
Jake Brauner (Co-Director)
John Cress (Co-Director)
* denotes Executive Team
Rachel Giese (Creative Director)
John Cavanaugh (Asst. Director)
Cody Pickett (Art Assistant)
Campaign Director
Research Team
IBP Team
Creative Team
Contents
Allison Gregory
Lauren Hall
Olivia Cale
Sara Venable
Max Johnson
Austin Vance*
Matt Isenogle
Abby Pearson
Jamie Applegate
Jessica Mills*
AJ Schaefer
Bailey Johnson
Ellie Atchley
Spencer Abbott
Lizzy Grubbs (Director)
Kyle Smitherman (Asst. Director)
Media Team
Megan Fisher*
Josh Cook
Alice Brumfield
Keely Collier
Dominic Raciti
Jessie Sallee
Sara Bobo
Nate Kistler
Hannah Harper
Andrew Cress
Shae Gist
Rachel McIntyre
Doran Slater
Shannon Kaminski
Brittany Collins*
Kaitlyn Helmer
Nicole Mark
Ethan Fager
Executive Summary .............................2
Research ..............................................3
Target ..................................................6
Advertising Strategy ...........................9
Creative ...............................................11
Events ..................................................20
Integrated Brand Promotions ..............22
Recommendations & Evaluations ........26

3. 3
Being one of the world’s largest direct sellers of skin care and cosmetics,
Mary Kay has infiltrated the market with more than 500,000 Independent
Beauty Consultants serving as the face of the company in the United States.
Since the company’s start 50 years ago, these IBCs have been successfully
hosting in-home cosmetic parties which allow customers to test products
before purchase.
Each IBC works on behalf of herself, providing individuality and versatility
during the buying process. Despite Mary Kay’s past successes with in-home
cosmetic parties, there is now a disconnect with Mary Kay and younger
women who feel the process is dated. The disconnect, coupled with
unsuccessful attempts to target Millennial women, has led to a negative
brand perception.
Adapt will effectively utilize the $10 million budget by using a variety of
strategic media placements, direct-to-consumer advertising, non-traditional
media and integrated brand promotions. These tactics will be used to
increase positive perception, purchase consideration and brand awareness
of Mary Kay products within the Millennial market. These new products
reflect how women want to feel when they wear beauty products, not
just how they want to look.
Executive Summary
2

4. 4
Skin Care Color Moisturizer
Neutrogena is a Johnson & Johnson subsidiary
known for skin care products and natural
ingredients. It is the #1 dermatologist
recommended skincare brand. Neutrogena won
several 2013 Allure Best of Beauty Awards, some
of which include: Neutrogena’s Body Clear won
in Best Acne Fighting Body Wash, Shine Control
Primer in Best Primer, and Sensitive Skin Sunscreen
Lotion won in Best for Sensitive Skin.
Proactiv is known for using antimicrobial benzoyl
peroxide to kill acne causing bacteria and uses
salicylic acid to help prevent breakouts. Before
Proactiv was sold to the public, it conducted a
13-week user perception study to see how the
participants found Proactiv to be useful to them.
Proactiv gave 90% of respondents fewer breakouts.
CoverGirl is known for using various celebrities
to endorse their cosmetic brand – Queen
Latifah, Ellen DeGeneres, Katy Perry and
NERVO. CoverGirl’s newest products include
Bombshell Volume by Lashblast Mascara,
Bombshell Shineblast by Lashblast Mascara,
Bombshell Intensity Liner, and truBLEND
Liquid Makeup. In 2014, CoverGirl provided
complimentary services at the Proctor & Gamble
family home to Sochi athletes. CoverGirl is the
official sponsor of America’s Next Top Model.
Olay’s aim is to help women look and feel
beautiful. Olay conducts more than 400,000
safety and quality tests to provide advanced
skin care products for women. More than 1,000
employees of Proctor & Gamble work to ensure
the safety of Olay’s Products. Olay was featured
in ELLE Magazine’s “Beauty Genius Award”
in 2012. Olay’s product, Pro-X Advanced
Cleansing System, won the Life & Style Beauty
Award in 2011 and was also named one of the
Best New Anti-Aging products by Allure in 2011.
Aveeno is known for their use of all–natural
ingredients from all over the world. They put
a particular emphasis on caring for nature and
giving back to the community. As a part of the
Johnson & Johnson company, Aveeno strives
for a healthy future for people, the planet and
business. They are also known for their product
quality and safety.
Maybelline is the #1 seller of cosmetics in
the United States. Its goal is to empower
women to make a statement, explore their
own looks and be confident in expressing their
individuality. Maybelline’s Instant Age-Rewind
Eraser Treatment makeup has won an award for
being the #1 anti-aging foundation. Some of
their most popular products are Volum’ Express
Falsies Big Eyes Washable Mascara, Color Elixir
by Color Sensational, and Fit Me
Shine-Free Foundation.
Competitors
3

5. 5
Mary Kay and its competitors only make up a small portion
of the entire beauty industry, which when calculated in its
entirety, closed 2013 with nearly $500 billion in total sales.
The term “beauty industry” is comprised of five different
elements, but for the purpose of comparison we focus on
the areas in which Mary Kay competes: skincare
and makeup.
With these two areas taken into consideration, we are only
comparing 2/3 of industry sales for 2013 in our market
share calculations. This leaves us with comparable industry
total sales of $242.82 billion. Mary Kay contributed $2.63
billion, equating to a 1.09% of total sales.
Market Research
We conducted a survey with 657 members of the target and asked
respondents what they liked about the products they bought at a
Mary Kay party.
• The product reflected the brand promise that it is healthier for skin,
making it glowing, healthy and fresh.
• They also mentioned that the product was easy to apply and was
long-lasting.
We also asked the respondents about their perceptions of a Mary Kay IBC.
The majority of respondents said that they viewed the IBCs as:
• Professional
• Friendly
• Knowledgeable
• Enthusiastic about the products they were selling
They also said the IBCs were extremely helpful with individualizing each
makeover and suggesting what would look best on each woman to make
her feel beautiful and good about herself.
Perceptions about Mary Kay
The majority of women
mentioned that the product
made their skin look and
feel great.
Beauty Industry Comparisons Comparable
Industry Sales
Comparable
Market Share
Comparable
Industry Sales
63% 7.83% 19.01 B
7.704 B
3.39 B
2.635 B
242.82 B
3.17%
1.40%
1.09%
100%
72%
30%
85%
57%
L’Oréal
Avon
Amway
Mary Kay
Comparable Industry Elements
Skin Care 27%
20%
20%
10%
23%
Hair Care
Make Up
Fragrance
Other
Survey
4

6. 6
P rimary Research
Surveys
We surveyed 657 millennial women to see how they felt about Mary Kay, cosmetic
purchases and skin care purchases. Some of our relevant findings were:
46%
tried Mary Kay
& were satisfied
with their
experience
45%
89%
are not
interested
in
becoming
an IBC
58%
are
motivated
most by
brand
effectiveness
to
purchase a
product
buy new
makeup
every
2-4
months
When asked about their current perceptions of
Mary Kay, the women agreed:
• Mary Kay is an older brand used by my mom.
• Mary Kay provides high quality products.
• I would be willing to attend a Mary Kay party,
but I wouldn’t necessarily host one.
• Mary Kay does not effectively market to my
age group.
• I would be willing to consult with an IBC for
help achieving specific looks and techniques
I’m not used to.
Focus Groups: Millennial Women
We spent time with our target audience
to truly gain an understanding of
how they make their purchasing
decisions. These women are interested
in exploring both fashion magazines
and social media in their free time,
and claim to be actively engaged in
cosmetic advertisements that appear in
these mediums.
Comments about Mary Kay and IBCs:
Negative Comments:
Products are too expensive
Products made their face
break out
IBCs were too “pushy”
IBCs were too old
IBCs wore too much make
up
Positive Comments:
Products made their skin
look and feel great.
Product was easy to use
and long lasting
IBCs were professional,
friendly and
knowledgeable
IBCs were helpful and
enthusiastic
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7. 7
Target CAMPAIGN
OBJECTIVES
Through our research we found:
• 95% of women use makeup to enhance their features
• Online tutorials are one of the most popular trends
- 20% of respondents said they have tried online tutorials
- 39% said they would be interested in trying it
• 30% of new Millennials say they are among the first group
to try a new technology
INCREASE AWARENESS among
female consumers ages 18-25
INCREASE POSITIVE
PERCEPTION among female
consumers
INCREASE CONSIDERATION
FOR PRODUCT PURCHASE
and for the Mary Kay business
opportunity among female
consumers
Millennials are heavily reliant on technology and are constantly
engaging in social media. They are confident and command
respect. Millennials are brand and fashion conscious, and they
don’t like a hard sell. They are very optimistic about their future,
and they have a positive outlook on making a change in the world.
Millennials also want adventure and strive for healthy lifestyles.
Multi-functional products are trending with millennials; they want
something that will save them money and time. By relying on
products and services, 50% of global consumers save time.
The listed cities were chosen because
they have been identified as Millennial-
friendly cities. These standout cities are
expected to continue to rise in population
and maintain high level careers, available
housing, strong public transit and
opportunities for Millennials to have fun.
Portland
Seattle
San Francisco
Long Beach
San Diego
Las Vegas
Phoenix
Dallas
Denver
Bismark
Minneapolis
Chicago
Columbus
Nashville
Atlanta
Charlotte
Austin
Washington D.C.
Philadelphia
Tulsa
Oklahoma City
Kansas City
Miami
Raleigh
Millennials
Research
Geographic Reach
LISTED DMAs
Business
Objectives
1
2
33
4
Women don’t
mind spending
money on makeup
because it helps
them feel good
about themselves.
Of makeup
wearers are not
confident in their
ability to apply
makeup well.
36%
6

8. 8
Key Insights
What does this all mean?
85% of women believe
wearing cosmetics makes
them feel more confident.
A woman’s perception of
herself is more important
than any outsider’s opinion.
Emotional support for a
women’s self-image is crucial
to connecting with her.
The presence of cosmetics is
enough to effect self–image.
Enhancing a woman’s natural
confidence will help her feel
more connected her to a
brand and product.
We will focus our messaging on the emotions
women feel cosmetics can enhance. We
identified Fearless, Confident and Invincible
as impactful emotions.
During concept testing, 32 out of 40 Millennial women felt more emotionally
connected with product names that correspond with the resulting feeling.
Therefore, you can not rely on brand and product benefits to sell to these women.
7

9. 9
A SUB–BRAND FOR
MILLENNIAL WOMEN
Ash by Mary Kay is a new beauty sub-brand targeted to
women 18-25. Ash by Mary Kay positions specific Mary Kay
product lines to the female Millennial market by offering
specialized lifestyle products that help enhance the feelings
of beauty.
The Ash by Mary Kay sub-brand will replace Mary Kay’s
current young adult product line: Mary Kay At Play™, Clear
Effects™, and Botanical Effects™ – with new names and
packaging.
Big Idea
COGNITIVE:
Introduce Ash by Mary Kay and its three products
to the target market. Inform the target about how
the products will make them feel when they use the
products, not just how they’ll look.
AFFECTIVE:
Through the power of emotions, persuade the
target that Ash products provide superior skincare
quality and empower women to feel confident,
fearless and invincible.
CONATIVE:
Using paid, earned and owned media strategies,
focus on digital and social platforms to drive the
target to seek information about Ash products and
connect with a local Mary Kay IBC to purchase or
for a beauty consultation.
Reveal your look will be the central theme of the Ash by Mary Kay
campaign. The wording will allow Ash by Mary Kay to interact directly
with the target audience in a unique and emotional manner. The Ash
by Mary Kay products reflect how women want to feel when they wear
beauty products, not just how they want to look.
Introducing...
Reveal Your Look
8

10. 10
Advertising Strategy
Increase awareness among female consumers
ages 18-25
Increase positive perception among female
consumers ages 18-25
Increase consideration for product purchase and
the Mary Kay business opportunity among female
consumers ages 18-25
Ash provides superior products, backed by the
quality and reputation of Mary Kay, to help young
women with their skincare needs and support their
“emotional beauty” strengths. An experienced IBC
will help the target find the right beauty products
and will foster a personal relationship to support
users with their skincare needs.
CURRENT: Mary Kay is my mother’s cosmetics.
It’s not for me.
DESIRED: Ash by Mary Kay has the skincare
products for me and supports my emotional beauty
needs.
CURRENT: Using Mary Kay products is
inconvenient because I have to find a local IBC to
buy products.
DESIRED: Ash by Mary Kay can be purchased
from any digital platform and delivered personally
to you, making it more convenient to find and buy
products and get timely beauty recommendations.
The Ash by Mary Kay campaign will connect product
attributes with the emotional beauty strengths of the
target. Executions will be honest, straightforward and
emotion-based. Beauty products will be on display,
but inner beauty and personal strength will be the
core message. Imagery will portray transformations
that occur when women use Ash by Mary Kay. Call to
action will include connecting the target with IBCs for
products and consultations.
Women use beauty products for practical skincare
uses and to help stand out and feel different. Most
beauty products just try to cover up imperfections,
not enhance emotional beauty. Fearless color
cosmetics enhances how women want to feel about
themselves when they wear makeup.
This product replaces Mary Kay @ Play™.
Our research shows that women who have clear
skin feel confident, empowered and able to
achieve new levels of success. Ash by Mary Kay’s
Confident product line gives women a new sense of
empowerment by controlling outbreaks.
This product replaces Clear Effects™.
When a woman’s skin feels smooth, hydrated and
nourished she feels – dare we say – Invincible.
By replenishing dry skin, women can also help
rejuvenate their emotional well-being and feel the
way they look.
This product replaces Botanical Effects™.
FEARLESS:
TONE & MANNER:BUSINESS
OBJECTIVES:
CONSUMER
PROMISE:
POSITIONING:
CONFIDENT:
INVINCIBLE:
9

11. 11
Our campaign tone is serious and fashion forward, allowing
strong engagement between advertising and Mary Kay
consumers. Executions feature two consecutive changing
headlines that create curiosity and then follow up with
consumer interest. Executions also include unique messaging
and changing graphics that relate to how Ash products will
help transform the consumer and
reveal their look.
VISUAL ENGAGEMENT: Each unique image sequence
will be indirectly related to the headline below it. They will
serve as visual representations of the Millennial woman as she
transforms herself from an everyday look to a woman who
shows her emotional beauty with Ash by Mary Kay.
HEADLINE: The headlines will feature unique hooks that
intrigue and sometimes question the viewer.
AUGMENTED REALITY: Augmented reality connection
points will allow consumers to view a short video on their
phone about how Ash products have helped individuals
become confident, fearless and invincible.
BODY COPY: The body copy will be supportive information
that helps sell Ash as the brand that helps reveal your look.
PRODUCT VISUAL: Small images of the products
corresponding with its product description will be displayed
in the corners to offer a constant reminder of how the product
helps consumers.
Execution Tone
& Manner
10

12. 12
P rint
Although the Ash by Mary Kay campaign
is strongly rooted in digital formats,
magazine still holds influence in the
Millennial mind. Our research showed
that 62% of women are influenced by
magazine ads. Since the Ash by Mary Kay
creative strategy uses a transition from
a sketch to a real photo, each magazine
will have two sequential full-page ads.
The Ash by Mary Kay campaign will
place ads in Elle, Glamour, Brides and
Teen Vogue. Ads will rotate over the 12
month schedule, with three insertions
per magazine.
This campaign will place digital ads in
Magazine
11

13. 13
Augmented
RealityConsumers of mobile media are never far from their devices.
Smartphone ownership is at an all–time high and continues to
grow in the target audience of this campaign. Millennial women
are interested in finding new exciting ways to use their devices
for beauty care.
Augmented reality advertising creates an opportunity for the
audience to interact with the ads. By placing a QR code in
each ad, the reader will have the ability to scan the code. Upon
scanning the code, the reader will be led to the mobile website
hosting a video of the featured woman telling her story.
For the readers who have downloaded an augmented reality app,
the technology will pick up three specific points on the page. The
app will reveal to the reader which Ash by Mary Kay products
that the woman is wearing. The reader will have the option to
click on each product individually for more information.
12

14. 14
Mobile
The Ash by Mary Kay campaign is heavily rooted in mobile media. More than
50% of Millennial women use their mobile devices as their primary access
point to the Internet.
The target will see banner ads in popular mobile apps like The Weather
Channel, which is the most popular non-gaming, non-social app for the mobile
platform. They will also see banner ads on apps like Pic Stitch, Fandango,
group messaging apps and location-based apps.
Mobile gaming apps will allow for banner ads and pre-roll video
ads. Pandora will feature audio ads about the campaign as well as
accompanying visual ads.
User experience ads will display the screen covered in a white powder, and
the user can blow or wipe the powder away revealing an Ash by Mary Kay
ad. Promoted results on search engines will be a key part of the tablet and
mobile plan.
Gaming and User Experience
Mobile Media
13

15. 15
Slidejoy
According to research, 70% of mobile users are willing to receive ads on their
mobile devices if they are paid to receive them. Slidejoy is a new mobile app that
displays mobile ads as the user’s home screen in which the users get paid to see
the ads. They then have the choice to seek more information about the ad, or
continue to the home screen.
Slidejoy allows for tailored targeting by demographics and psychographics.
Investing $250,000 in a Slidejoy campaign will allow the Ash by Mary Kay
campaign to be on the cutting edge of mobile technology and grow with Slidejoy.
When the user chooses to swipe to
the left to seek more information
on the ad, they will be led to the
Ash by Mary Kay mobile web portal
to view products and connect
with an IBC.
Slidejoy will motivate the user to
interact with Ash by Mary Kay. The
user will see the sketch rendering
as the home screen. They will be
prompted to swipe left for
more infomation.
As the user swipes to the home
screen, the real photo of the model
will be revealed to reflect the
feeling women have when they
use cosmetics. The user will then
proceed to the home screen.
Rationale
14

16. 16
Mary Kay App
By creating a new mobile app for Mary Kary, this app will allow consumers to
communicate with one another in a fun and interactive online environment, while
maintaining the brand history, prestige and product portfolio of Mary Kay. In this
engaging app, the Independent Beauty Consultant will be re-introduced as the
Interactive Beauty Consultant. The app will also allow consumers to communicate with
their local Interactive Beauty Consultants via chat rooms, online parties, and video chat.
This will give the consumer the opportunity to interact with fellow Mary Kay users, as
well as the chance to fit a virtual Mary Kay Party into their busy schedule.
The app will feature a forum section where users will be able to post and talk about
an unlimited number of cosmetic and skin care related topics. The forum topics can
range from product application and reviews to consumer favorites and tips.
FORUMS
The Virtual Chat Room is a place for users to interact directly with an IBC. Users
are able to join a video chat room at specific times when IBCs are available and
also host a mobile party.
VIRTUAL CHAT ROOM
The mobile app will have full access to the product eCatalog. The eCatalog
allows users to shop, watch videos, get beauty tips and make wish lists. A 3D
image of each product will be added with 360-degree rotational capabilities.
eCATALOG
With Find a Rep, users will be able to contact an IBC in their area. This feature
will allow users to locate local IBCs to talk about purchasing products.
FIND A REP
15

17. 17
Social
Seventy five percent of Millennials have a profile on a social
networking site, and 56% of Millennial women visit social
media profiles once or more each day. The Ash by Mary
Kay campaign will use social media to target, interact with
and share with woman ages 18-24. Millennials are also
more likely to positively respond to an ad on social media
than all other age groups, with 48% offering a positive
response to advertisements.
Facebook has a multitude of ad formats and targeting
options. Facebook also allows for strong interactivity and
offers a high reach of the target.
Instagram is a highly visual channel which will display the
Ash strategy effectively. Hashtags allow for interaction
regarding events and promotions. The Ash by Mary Kay
campaign will also use sponsored posts during heavy-up
periods of social scheduling. #AshMaryKay #Confidence
Social media is the
digital glue that holds the
Millennial generation together.
16

18. 18
Social
Ash by Mary Kay
A Mary Kay sub-brand for Millennials. Reveal your look with the pins below!
Pair a perfect Friday outfit with a
berry smoky eye using the
Fearless Baked Eye Trio in On
the Horizon by Ash! See how
YouTube beauty guru Alexandra
got the look here!
#
#Confident #AshbyMaryKay
#MaryKaycosmetics #makeupguru
#beauty #MaryKay
We are blown away by the amount of #AshMakeover pics we got from Empire’s #NationalDayofBeauty
pic.twitter.com/BK9qPx3sWd
FEARLESSAsh by Mary Kay
Vine users shoot and edit six-second video
clips. Ash will post videos of products and post
the transformations of our creative strategy.
Ash will ask its followers to take a video of
themselves while sparkling in their Mary Kay
makeup. This will help increase awareness of
the new products as well as encourage the
target to show off their beauty.
VINE
Fifty percent of Millennial women have a Twitter account, that Ash will
use to specifically build awareness. Ash will interact heavily with the
target through this channel. Tweets about products, upcoming events and
interactive opportunities will be used. Twitter will be the primary support
for Ash’s promotional events.
TWITTER
BLOGS
Tumblr and blogs are where the Millennial
beauty experts live. Many women use these
channels for recommendations and reviews
of products, a highly-trusted form of word-
of-mouth. We will sponsor beauty bloggers
or send them Ash products to review. These
channels don’t offer the vast reach of other
social channels, but targeting a woman who
is already seeking information on new beauty
products is invaluable.
PINTEREST
Mary Kay’s Pinterest will include their products, ads and pinning opportunities
for followers. It will also include sponsored pins on beauty boards, a
technology that will be implemented in late 2014.
17

19. 19
P re-roll/Video
SEOWith search engines, the target has endless information at
their fingertips on desktops and mobile devices. Millennials
are considered more likely to search for information via the
web than any other generation.
A key part of utilizing SEO will be editing Mary Kay’s website
content and HTML coding, as well as promoting a site to
proliferate the amount of backlinks or inbound links. A strong
SEO will ensure that Ash by Mary Kay and Mary Kay will be
the first brands that a consumer sees when they are looking
for cosmetic and beauty tips.
By appearing high on the list of results by a search engine,
Ash by Mary Kay and Mary Kay will maximize the number of
visitors to their website.
Sixty eight percent of Millennials frequently use YouTube.
It is the second most visited site in the world. YouTube
offers Ash the opportunity to reach a large percentage of
Millennial women by matching the placements with popular
videos or targeting based on content.
Pre–roll video will also be placed in mobile gaming
apps, Pandora and social media channels. Pre–roll video
campaigns are the fastest growing content on mobile and
dominate YouTube and online radio sites. These ads engage
the user to listen and/or watch the commercials without
skipping to the video or audio.
Search Engine Keywords:
Rationale
ASH
MARY KAY
ASH BY MARY KAY
ASH
MK
CONFIDENT
FEARLESS
INVINCIBLE
MAKEUP
COSMETICS
SKIN CARE
SKINCARE
MAKE UP
MARY KY
BEAUTIFUL
MAKEUP TIPS
MAKE UP TIPS
IBC
BEAUTY CONSULTANT
CONSULTANT
CONNECT
MK PARTY
PARTY
18

20. 20
Millennial women are the most digitally-connected age group in history. They spend
more than 25 hours a week online.
The Ash by Mary Kay campaign will place audio and visual advertisements with
streaming music services like Pandora and Spotify. Banner and display ads will be on
popular websites for Millennial women.
Women will also be targeted on their path to online purchases on websites like
Amazon and Ebay. Sponsored stories and native advertising will be utilized on sites like
Yahoo!, BuzzFeed and popular blogging sites.
The huge value in online advertisements is the ability to specifically target women by
geography, past search history, purchasing history and psychographics.
Online The Online Experience
19

21. 21
Events
Ash by Mary Kay will sponsor Empire Beauty School’s National Day of Beauty Event.
This is a day dedicated to providing beauty services to the public with proceeds
donated to local domestic shelters across the country. Ash by Mary Kay will provide all
of the cosmetic and skin care products for each makeover.
Paid
Promoted tweets
Online banner ads
Partnership costs with Empire Beauty School
Earned
Attendance
Traditional news coverage
Radio news coverage
Owned
Mobile app
Social media
Empire Beauty School company website
Mary Kay company website
Empire’s National Day of Beauty Media
At 15 of the beauty schools in DMAs with high concentrations of the target, photo
booths will be placed for customers to have a rendered photo of them drawn on the
screen. The screen will state “Choose your look,” with the options Confident, Fearless
or Invincible to pick from.
After selecting an option, the screen in the photo booth will render their, while a
second digital screen outside the photo booth will show the customer being drawn.
When finished, the digital board will transition to the actual picture of the customer
with the headline from the look chosen and corresponding copy. The customer can
then print a hard copy of the photo or have it sent directly to her cell phone.
This will provide our target audience with opportunities to feel
Fearless, Confident and Invincible.
Location 15 Beauty Schools
20

22. 22
Events
Mudderella
Ash by Mary Kay will sponsor Mudderella, a 5 to 7 mile muddy obstacle course targeted
toward women. The event is partnered with Futures Without Violence, a charity that works
to prevent and end to domestic violence.
At each Mudderella event, Ash by Mary Kay will provide participants with water bottles
before the race.
Mudderella has a “Rinse + Revive” station where participants can shower and participate in
yoga and massages. Ash by Mary Kay will have IBCs at this station to provide cosmetic and
skin care services for participants. This idea reflects our three values of
Fearless, Confident and Invincible.
Paid
Promoted tweets
Online banner ads
Earned
Online Buzz
Local Buzz
Participation
Attendance
Owned
Social Media
Company Site
Company mobile app
Media
21

23. 23
Paid
Promoted tweets
Online banner ads
Earned
Online buzz
Local buzz
Participation
Attendance
Owned
Social media
Company site
Company mobile app
Choose Your Look
College Bus Stop
This bus shelter advertisement will be touch screen
with a camera showing a blank canvas that will
instruct visitors to “Choose Your Look.” The options
to choose from will be Fearless, Confident, and
Invincible. After selecting an option, the screen will
take a picture of the visitor. The screen will have a
filter of the visitor sketched out and will transition
the sketched picture to whichever option the user
chose with copy.
Integrated Brand Promotions
Transition Board
The “Reveal Your Look” transition board is a 10’ x 30’ digital transition
board with a front–facing camera. It allows pedestrians to experience Ash
by Mary Kay in an innovative and interactive way. The board will show
pedestrians that are in front of the screen in rendered form. As they walk
by, they will transition back to no filter with the final portion of the board
stating “Reveal Your Look.” With this tactic, we will achieve a high number
of impressions, as well as an increase in brand awareness in top DMAs.
Touch-up Bus Stop
This guerilla event will take place in the top urban DMAs at high traffic bus stops. A bus stop poster will say, “Need your
makeup touched up? Follow this URL.” When the pedestrian goes to this link on their mobile device, a team of IBCs will
appear and perform a makeup touch up. This event will be recorded and promoted virally. By this video being promoted
online, it will create excitement for Ash by Mary Kay with the target.
Media
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Paid
Promoted tweets
Promoted Instagram posts
Pandora ads
Black Friday makeup costs
Flier costs
Earned
News coverage
Social media buzz
Retweets
Attendance
Owned
Social media
Mobile app
Selfie Scholarship Contest
Mary Kay will hold a scholarship contest that will ask Ash by
Mary Kay customers to send in a selfie wearing their new look.
Scholarships of $5,000 will be awarded to 10 college students
across the United States.
Campus Party
A campus-wide Mary Kay party will be held at targeted
colleges during the schools’ Welcome Weeks to raise
awareness of the Ash by Mary Kay brand. The main focus of
this tactic is to help give women tutorials on different kinds of
makeup and looks that can be achieved with Ash by Mary Kay.
Integrated Brand P romotions
Black Friday Mall Touch Up
The morning of Black Friday means waking up early and rushing
to wait in line before the store opens, leaving no time to get
ready for the day. Ash by Mary Kay will have IBCs at malls in the
top DMAs during the morning sales on Black Friday. IBCs will be
providing touch-ups for women waiting in line. This event will allow
women the opportunity to interact directly with IBCs to develop
relationships and a positive perception of Mary Kay.
Media
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Owned:
During the Ash by Mary Kay campaign, the Mary Kay website will be updated with a direct link to the Ash page
describing the sub-brand and its product lines. The Mary Kay Virtual Makeover app will be replaced with Mary Kay
Connect, offering more capabilities, digital connection to an IBC and a fresh look. We recommend maintaining Mary
Kay’s current social media pages with scheduled implementation of Ash by Mary Kay content. All events, promotions and
media will be supported through social media. Applause magazine will detail the campaign and give IBCs tips on selling
to Millennial women and how to use the new app.
Earned:
Millennial women are greatly influenced by word of mouth. Seventy percent of Millennial social media users have been
influenced to make purchases by their friends’ Facebook posts. This campaign will earn buzz by a strong, interactive
social media presence and a clever execution of ads. We will create strong connections to the brand with events and
promotions. Viral videos of IBP efforts will be posted and shared.
Paid:
Advertisements will be placed on mobile, online, magazine and social media to improve brand awareness. Digital formats
will be used to promote events and drive the viewer to Mary Kay’s owned media, increasing the positive perception of
Ash by Mary Kay. Digital out–of–home ads will be used as a form of guerrilla marketing and targeted to high-indexing
cities.
To reach 75 percent of women aged
18-25, we will rotate our heavy-up
periods across mediums. Periods of
frequent promotional events will be
supported with earned and owned
media. The Ash campaign has a
frequency goal of eight to ensure
awareness and drive the target to
seek more information.
Media
Media Flow Chart:
Scheduling:
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Budget
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Recommendations Evaluations
Sponsorship of Susan G. Komen Race for the Cure
The Susan G. Komen Race for the Cure Series is the world’s largest and most
successful education and fundraising event for breast cancer. By becoming the
exclusive beauty care sponsor of this nationwide event, Mary Kay will be able to
raise awareness of its brand and make an impact within not only the target market,
but the entire population of women as well.
Sponsorship of the Video Music Awards
The VMA’s receive some of the highest impressions annually among the target
market today. We recommend this sponsorship because of the high volume of the
target that can be reached.
Sponsorship of Television Series
Television series are one of the widest reaching media outlets available.
With high impressions for the target demographic, we recommend five
successful television series targeted toward Millennial women.
• Scandal (avg. weekly rating of 2.5, avg. 7.48 MM weekly viewers)
• Pretty Little Liars (avg. weekly rating of 1.1, 2.53 MM weekly viewers)
• Once Upon a Time in Wonderland (avg. weekly rating of 1.02, 3.86 MM
weekly viewers)
• Nashville (avg. weekly rating of 1.52, 5.44 MM weekly viewers)
• Revenge (avg. weekly rating of 1.64, 6.23 MM weekly viewers)
• Utilize radio for raising awareness of local events
• Provide an annual or biannual training session for IBCs to
ensure that they are current with Mary Kay’s
products and services
• Establish campus Ash by Mary Kay representatives at the
top 500 colleges and universities
The campaign for Ash by Mary Kay is founded on solid
research insights that aim to maximize the effectiveness of our
messaging from a creative and media-targeting standpoint. To
ensure media effectiveness, we will use a third–party research
entity to evaluate the campaign effectiveness across all
segments and mediums.
Pre–Test and Post–Test
One month before the start of the campaign, an independent research firm will be
hired to conduct an analysis of the target market’s awareness and favorability of the
Ash by Mary Kay sub-brand and messaging. A similar analysis will be conducted
after the campaign to evaluate effectiveness and identify opportunities for future
market strategies.
Web
The ability to measure advertising effectiveness post-click is widely available and
is extremely valuable. By using Google Analytics, GoSquared and Clicky to track
unique visitors, pay-per-click and amount of time spent on portal sites, we can
garner insight around which elements our audience makes the most use of and
adjust promotions accordingly.
Mobile
Monitoring mobile app downloads and usage statistics will help gauge consumer
interest. Mobile web traffic will be evaluated by mobile ad networks delivering
the ads according to similar tactics used for standard web access. Geo-locational
components will be recorded to identify high–indexing areas of brand
loyalty and interest.
Social
Using social tracking services, we will track the usage on two levels. First, we can
gauge attitudes about the brand and messaging throughout the campaign. Second,
we will track buzz surrounding the events sponsored by Ash by Mary Kay. We can
also gauge interest in competitor’s offerings to effectively combat
their specific tactics.
Event convenience sampling
Participants in the various Ash by Mary Kay sponsored events will be polled at
random for their feedback before, during and after the event. Contact information
gathered during events will be used to survey the audience and
gauge event success.
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