This campaign aims to increase Mary Kay's market share among female consumers ages 18-25 in the US. Objectives include increasing awareness and a positive perception of the brand, promoting new product lines targeted to this demographic, and recruiting new Independent Beauty Consultants. Research was conducted including surveys, focus groups, interviews, and store observations to understand how Gen Y consumers perceive the Mary Kay brand and direct selling model. The research found that many women have misperceptions about Mary Kay being inconvenient, expensive, or high-pressure. The campaign will position Mary Kay as a brand that offers a perfect match for every woman's individual needs, lifestyle, and budget through personalized service from Independent Beauty Consultants and high-quality products. It will feature

1. Beauty Meets Its Match

2. Executive Summary The Challenge
It’s in the Numbers
A Look in the Mirror
Your Reflection
Industry Overview
Untapped Consumers
Target Audience
The Big Idea
MK Beauties
The Cosmetic Matchmaker
Matchmaker Goes Mobile
Facebook
IBCs on Facebook
Paid Social Media
Instagram and Twitter
YouTube
Hulu
Print and Digital
Pandora and Spotify
MK at Play
Media Strategy
Media Flowchart
Media Plan
One Last Thought...
Conclusion
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03
04
05
06
07
08
09
10
11
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Since 1963, Mary Kay Cosmetics has been empowering
women through its beauty brand and direct selling
model. Despite research proving that its products are
affordable, high-quality, and on trend, the brand has
experienced somewhat of a disconnect with Gen Y
consumers.
Before you persuade a female to change her beauty
routine, she must be educated on why her current
routine isn’t working, informed on what the new routine
would consist of, and finally, she must ultimately choose
whether or not she will make the switch.
For our campaign, we want Mary Kay to look in the
mirror and see itself as a female consumer, age 18-25.
While considering our campaign, think of each step as
if it were part of your beauty routine. Skin care requires
in-depth explanation, but in the end, it makes the rest
of the routine much easier. Foundation is something that
will always be there and really resonates with Gen Y
consumers. Accents such as lip gloss, eye shadow, and
blush are interchangeable depending on the season.
Finally, view the media plan, strategy, and conclusion
as your personal directions on how to make your new
beauty routine a success.
Are you ready to meet your match?

3. 1. Educate the Consumer
3. Create the Connection
2. Build the Brand
The Challenge
Objectives for this campaign are to increase the market share of the Mary Kay brand among female consumers
ages 18-25 in the United States. Mary Kay will maintain its brand integrity by continuing to offer core products
as well as promoting new lines such as Mary Kay At Play™, Botanical Effects® and Clear Proof Acne System™.
• Increase awareness and positive
perception
• Promote new product lines for
female consumers ages 18-25
• Expand the brand’s footprint by
focusing on Gen Y consumers
• Showcase positive aspects of
Independent Beauty Consultants
• Foster long-term relationships
with IBCs and increase
consideration for product
purchases
• Recruit new IBCs and work to
improve their program
2

4. 840survey
responses
92in-store
intercepts
43states
10personal
interviews
Before we could create a
successful Mary Kay campaign,
we needed to understand how
consumers perceive the brand.
Using focus groups, online
surveys, personal interviews,
in-store observations and
intercepts, we were able to gather
the thoughts of female consumers
ages 18-25 across the country.
Focus groups: discussed makeup habits, opinions on direct selling, and views on
the Mary Kay brand.
Online surveys: asked questions about cosmetic buying habits, brand loyalties,
and perceptions of the direct selling method.
Personal interviews: detailed conversations to reveal insights beyond those
collected in surveys and focus groups.
In-store observations: monitored consumer interactions with cosmetic and skin
care products in different retail settings.
Intercepts: approached female consumers ages 18-25 for feedback about their
shopping mindset.
22focus
groups
8retailers
It’s in the Numbers
3
observations
in

5. A Look in the Mirror
Stigmas
Those familiar with the Mary Kay buying and selling
practices have positive associations. Those yet to
experience the brand are likely to have tainted opinions
about the direct selling model, and consequently the
products themselves.
Inconsistencies in Image
Negative connotations stem from a combination of
inconsistent customer service, beliefs about personal
selling methods and an assumed older clientele.
Building consistency in all of these areas using our new
advertising campaign will eventually replace these false
assumptions, creating a more positive brand image
among consumers.
Public Relations
Mary Kay is founded on the philosophy of treating
others as you would like to be treated. The company
has changed the lives of women and children around
the world through corporate giving and community
support programs. However, it seems these efforts
are largely unnoticed by the general public. Upon
seeking additional information on the Mary Kay
brand, consumers’ first search results should consist
of corporate links and other sponsored sources, as
opposed to unprofessional blog posts and negative
websites. It is important that the primary messages
found through search engine optimization promote Mary
Kay in a positive light. Leveraging association through
frequent earned media messaging and self-promotion
will allow Mary Kay to better connect with Gen Y.
4

6. Your Reflection
5
Facebook
The official Mary Kay Facebook account is sending the wrong
message to consumers. In its current form, posts feature
photos of IBCs posing with pink cars at national conventions.
While these IBCs should be proud of their success and
accomplishments, these images make people feel like they are
financing fancy vehicles rather than investing in quality skin care
and makeup products. Social media is a powerful tool that Mary
Kay can capitalize upon by highlighting positive attributes. The
company can showcase the new products in their skin care and
makeup lines along with the convenience of having an IBC.
Twitter
Corporations have begun to create personal bonds between company
and client by responding directly to consumers’ tweets. This allows
people to feel heard and understood by their favorite brand, significantly
increasing brand loyalty. Mary Kay recently attempted to implement
this trend, but they have not been successful. Rather than responding to
individual tweets in a unique and personalized manner, the messages
seem forced and generic. The end result is a string of nearly identical
tweets flooding consumers’ feeds. Future tweets should appear as though
an IBC is personally replying to her client in order to affirm Mary Kay’s
devotion to empowering women.

7. Industry Overview
Supercenters 39%
Drugstores 28%
Retail
Stores
25%
Direct
Seller
4%
Online
3 %
6
Our surveys of consumer buying habits separate the
industry into five main categories.
Superstores: 39% of Consumers
Stores: Walmart ,Target
Brands: Maybelline, Covergirl, Revlon
Drugstores: 28% of Consumers
Stores: CVS, Rite Aid, Walgreens
Brands: Maybelline, Covergirl, Revlon
Retail Stores: 25% of Consumers
Stores: Nordstrom, Sephora, Ulta,
Brands: Clinque, Urban Decay, Nars
Direct Sellers: 4% of Consumers
Brands: Mary Kay, Avon
Online: 3% of Consumers
Direct Selling accounts for only a small percentage of
consumers. It is important for the Mary Kay campaign to
appeal to females ages 18-25 in every category.

8. Inconvenience
4%of women
surveyed currently use
a beauty consultant to
purchase cosmetics
17%said they
would be likely to
attend a home party
or meet with a
beauty consultant
66%said they
would switch to buying
cosmetics through a
beauty consultant if
they loved the brand
40%responded
that their feelings
toward Mary Kay are
neither positive
nor negative
but
Pressure
Parties
+
_
56% of surveyed women feel that the
direct selling process is inconvenient
Flawed Perceptions
Nearly half of the women we surveyed did not have
any opinion about the Mary Kay brand, yet had
negative sentiments toward direct selling. Changing
these perceptions and educating each woman
about her perfect match with Mary Kay will unlock
a new, loyal customer base.
72% of women avoid the direct selling
process because they think they will be
pressured to make a purchase
51% of women are turned off by the
idea of being required to attend beauty
parties in order to purchase makeup
“Because
Mary Kay
is pretty
expensive
and not
sold at the
mall, Target,
Walmart, etc., it
makes it more
difficult for people
to buy it.”
Expensive
85% of focus group participants thought that
Mary Kay is too expensive, even though they
had no idea of the actual prices
Untapped Consumers
7

9. TargetAudience
There are 14,683,000 female consumers ages 18-25 in the United States.
Every one of these women can benefit from all that Mary Kay has to offer.

10. Everyone’s skin is
unique. Mary Kay’s
specified formulas
will ensure a match.
Success is attainable. Becoming
an IBC is a perfect match to
empower women.
It’s time for Gen Y to find their match in the cosmetic industry.
Mary Kay offers personalized services, skin care, and makeup to
match every lifestyle and personality.
Time is precious. The
convenience of IBCs
allows Mary Kay to match
everyone’s schedule.
Not all makeup is
created equal. Mary
Kay’s high-quality
cosmetics guarantee a
match for everyone.
The Big Idea
9
Meet the Innovator...
Beauty Meets Its Match

11. The MK Beauties are a representation of Mary Kay’s unique customer and employee base. Every woman can find a match in one of these
personalities; a match in career aspirations, a match in an IBC, a match in products, and a match for her existing beauty regime. Be sure to
look for these icons throughout the campaign as the MK Beauties are the center of “Beauty Meets Its Match.”
She wastes nothing, with mountains of products at her disposal. She
has ten shades of pink lipstick and likes it that way. With Mary Kay, the
Collector never has to worry about letting old colors go to waste.
When it comes to style, daring is her middle name. Where some
girls would shy away, she’s the one who wears her makeup loud
and proud. With Mary Kay, the Innovator can continue to expand
her beauty horizons.
She’s the girl who has it all. How could anyone settle on just one
thing? Mary Kay allows her to fearlessly buy and try any product,
waving goodbye to buyer’s remorse.
She’s a reserved beauty, who doesn’t need sparkles and neon eye
shadow. She’s protective of her look and that’s the way she likes it.
Mary Kay provides the Wallflower with a simple solution to let her
beauty shine.
In the 1970s she may have been labeled a “hippie.” She has her own
vision, recognizes her natural beauty, and displays it effortlessly. With
Mary Kay, the Freethinker can confidently put her freshest face forward.
Her routine rarely changes. She has it all together, every makeup brush
is clean and in its place. With Mary Kay, the organizer can stop worrying
about her makeup and move on to the next task on her to-do list.
Taking the bull by its horns? She invented it. To her, Mary Kay is more than
a cosmetics company - it’s a business opportunity. By becoming an IBC,
the Go-Getter can take charge of her career. You could call it a win-win,
or just a perfect match.
She swears by the adage, “Look before you leap.” She’s the girl who
treats every decision with importance, even if it’s simply between
vanilla or chocolate. That’s just fine, because Mary Kay’s IBCs are
there to help make those tough decisions.
The Collector
The Innovator
The Impulse-Buyer
TheWallflower
The Freethinker
The Organizer
The Go-Getter
The Hesitator
MK Beauties
10

12. Mary Kay can revolutionize and lead the skin care and makeup industry
with the “Cosmetic Matchmaker.” Users take a short quiz on skin care,
makeup habits, and personality traits, creating a personalized user profile.
The profile matches women with product suggestions, her “MK Beauty,”
and IBC choices that fit her personality. IBCs will need to maintain their
consultant profiles in order to be matched with new customers and
build their client base. Existing customers can be encouraged to create a
matchmaker account and streamline their purchasing habits.
The “Cosmetic Matchmaker” will be
accessible both at home and on the go,
with desktop and mobile compatible
versions. We want women to have the
ability to use the web pages to enhance
their overall experience with Mary Kay.
Beauty Meets Its Match
The Mary Kay Web Page
The Cosmetic Matchmaker
11

13. We have designed a mobile compact application to make the “Cosmetic
Matchmaker” easy for women on the go. The convenient, customizable
compact allows women to easily access all of Mary Kay, wherever and
whenever they need it. Users can customize the app with as many or few
features as desired, ensuring that their personal mobile compact always
matches their needs.
MK Mobile Compact
The Mary Kay App
Features
User-based profile
Personalized IBC matching quiz
Contact IBC through email or direct messaging
Customized product recommendations
View purchase history for easy reordering
Meet your MK Beauty match
12
Matchmaker Goes Mobile

14. Try a new look this spring. Click the link
The updated Mary Kay page will be
primarily for customers and followers of
the brand. Posts will be geared towards
fans, showcasing makeup tips, as well
as real testimonials and feedback from
current Mary Kay users and IBCs. For
example, a post could be a shared
story from a Mary Kay user getting
her makeup done before a big speech
at work. She would write about how
confident she was on her stressful day,
knowing that she was wearing beautiful
makeup. This will encourage IBCs to
stay connected with their customers
and find out how they have made a
difference in their users’ lives.
Facebook
13
The MK Beauties will be featured in
promotional stories on the page. These
posts will talk about products that
interest the Beauties and tell followers
how their personal traits are matched
with Mary Kay. For example, the
Organizer writes about reorganizing her
Mary Kay compact for spring. Through
these posts, women will be encouraged
to meet their MK Beauty match.

15. IBCIndependept Beauty
Consultant
Posting every
other day will
result in the most
likes for your
business page.
IBCs on Facebook
14
Mary Kay will create a new Facebook
account, “Mary Kay IBC,” which will
be managed by corporate. Only friend
requests from current IBCs will be
accepted, providing an outlet for the
women to trade tips and share advice
with one another. All pictures from
conventions will be posted in the privacy
of “Mary Kay IBC.” If consultants would
like to share photos from the page, they
may save and post them on their own
personal profile pages. Corporate will
benefit from gaining direct feedback,
which will allow them to determine the
most effective business tools. Mary Kay
can take creative ideas posted by IBCs
on this page and feature them on the
consumer Facebook page, recognizing
consultants for their originality and
promoting a sense of unity.

16. Paid Social Media
15
Between its sudden growth in popularity and majority users being
female, Buzzfeed will grab the attention of our desired target
audience. Popular Buzzfeeds are shared via social media, giving
Mary Kay the digital exposure it is currently lacking. Women will
answer simple, yet playful, questions, which will match them with
their MK Beauty personality. After quiz takers receive their results,
they will be encouraged to click a link directing them to set up
their user based profile filled with product recommendations to
match their MK Beauty personality.
Mary Kay will purchase “suggested posts”
on Facebook promoting upcoming events
and products. These ads will appear in a
user’s news feed where posts from the user’s
friends also appear. These posts integrate
Mary Kay into the user’s everyday social
media experience, making them feel more
natural and less like advertising.

17. Mary Kay’s Twitter account should be used to address consumer’s needs,
promote the brand and inform users of upcoming promotions and new
products. Mary Kay will work to respond to each comment with more
personalized messages rather than a generic answer. Twitter users should know
Mary Kay appreciates their feedback and welcomes continued improvement
to the brand. The account should strive to “retweet” their followers who speak
highly of Mary Kay. On occasion, the account will be taken over by one of the
Beauties. For example, the Go-Getter will tweet, “Good Morning Beauties! No
sleepy Saturday for this girl, up and on the run, meeting my IBC for new bronzer
#MKbeauty #theGoGetter.”
Mary Kay’s Instagram account will display creative images showcasing its
cosmetics. The posted pictures will be linked to the Mary Kay Facebook and
Twitter pages to make the social media platforms cohesive. We also want to
utilize a hashtag, “#MKMatch,” in which followers can post pictures which Mary
Kay can then “regram.” The MK Beauties will also post pictures to the site. For
example, the Freethinker would post a picture of her Mary Kay sunscreen in the
shape of a peace sign on her hand. She would talk about going to her favorite
outdoor concert and soaking up some rays the safe way. A regularly updated
Instagram account will help Mary Kay effectively recruit female consumers ages
18-25.
Twitter and Instagram
Huuum can’t decide between Berry Me gloss or Poppy Love gloss with
my Shell Lipstick. . . #MKbeauty #theHesitator #help
Time to start pulling out the warm sweaters for winter, make sure to contact
your IBC to keep your skin matched with the changing season! #MKmatch
@MaryKay just met with my new IBC today, loving my new foundation
#MKmatch #IBClove
How is everyone feeling about Botanical Effects? I love TimeWise but
should I switch over? #MKbeauty #theHesitator
16

18. YouTube
YouTube will be used to enhance users’ knowledge of all things Mary Kay. Videos will be relatively short, never
more than five minutes long for a tutorial or an informational clip. The tutorials will match the perspectives
of the MK Beauties, using their personal traits and individual makeup preferences to connect with viewers.
While women can learn from their IBCs, YouTube can serve as an additional resource, reinforcing the steps
that consumers have been taught by their consultants. Additionally, demonstrations may attract potential new
consumers or encourage users who are still building relationships with their IBCs.
Consultants will be urged to post videos to the new Mary Kay IBC Facebook page for the chance to be
featured on the YouTube channel. This will reward and recognize IBCs for their accomplishments, showcasing
their talent instead of using hired makeup artists.
17

19. Hulu
18
Video
Audio
Three hands enter each
respective panel.
First hand retrieves bold color
makeup.
Second hand carefully chooses
makeup, puts back in exact spot.
Third hand rumages, grabs and
then tosses back in.
Enter upbeat music. Music fades.
Female ANCR: “Mary Kay.
Beauty Meets Its Match.”
Cut to mid-range shot of MK
Beauties applying makeup with
their respective icons above their
heads. Each is applying makeup
in their style.
Fade to black screen.
Fade in all eight of the MK Beauty
Icons aligned.
Fade in “Be you...”
Fade in “We’ll find your match”.
Cut to Mary Kay logo over
pallette background with “Beauty
Meet Its Match” tagline.

20. Print and Digital
The print advertisements function in both traditional and digital magazine formats. Each ad highlights
one of the eight MK Beauties, using her individualized icon as the frame for the content. The
background of each icon is a close-up image of makeup, creating textural interest and offering an
artistic presentation of the product being sold. The copy describes the personal characteristics of
each MK Beauty being profiled, matching her traits to the distinct beauty styles of readers.
go-getterBeauty Meets Its Match
the
you are
we like your styleyou’re queen of the budget
you see us as your
business opportunity
you take the bull by the horns
brand and also your
Beauty Meets Its Match
freethinkerthe
we like
your styleyou’re a natural beauty
you keep it simple
you are
just a hint of bronzer
to go with sun-soaked hair
you modernize
the hippie
19

21. 20
The Wallflower
“As hard as you try to blend in, we see you there, Wallflower. You know how to
shine without all the glitter. A simple swipe of mascara, a touch of blush, that’s
all you need. And we love you for it! Mary Kay embraces your individuality
with consultants who know your classic style. Mary Kay. Beauty Meets Its
Match.”
The Impulse-Buyer
“Alright Impulse-Buyer, we know you’re itching to get that new shade of eye
shadow. Your instinct is to buy first, budget later. So maybe it isn’t always the
best approach. But, hey, what fun is just one color? With Mary Kay’s wide
variety of products and our 100% satisfaction guarantee, you can wave
goodbye to buyer’s remorse. Mary Kay. Beauty Meets Its Match.”
Radio Advertisements
Pandora and Spotify
Internet radio placements on Pandora and Spotify will effectively reach our millennial
target demographic who enjoy jamming to their own personal soundtracks. Pandora
leads the pack in market share, providing for a stable and consistent media vehicle to
utilize throughout our campaign. Spotify is quickly gaining popularity, attracting the
attention of women in a tech savvy generation.
A friendly but sassy female voice will introduce the MK Beauties with eight
unique 15-second commercials. These audio spots will be accompanied by
their corresponding digital print images. This collaboration creates a complete
experience that connects with listeners on a personal level.
20,000,000 songs
40% of all users are ages
18-25; half of them being female
Growing exponentially; 73%
in the last month
Why Spotify?

22. MK at Play
MK on Campus
The recent Mary Kay College Tour was a huge success. “MK on Campus” will
take Mary Kay campus events to the next level by incorporating the areas
girls use most to express themselves: makeup, music and fashion. In a fashion
show sponsored by Spotify, models will represent each of the MK Beauties.
The audience can interact via Twitter, matching models to MK Beauty profiles.
Those making correct matches will be entered into a raffle for chances to win
Mary Kay products and six months of Spotify Premium.
Ambassador Program
A Mary Kay Ambassador Program will be implemented at each campus on the college
tour. Ten students will be recruited to promote the brand in the months before each
event. These ambassadors will work with local IBCs and have a $500 budget to
generate awareness around campus. Through these experiences, ambassadors will
become knowledgeable, independent advocates and potential IBCs.
Outdoor
Using the same design and copy concepts from the magazine ads, icon profiles
will be placed on transit shelters in selected spot markets, coinciding with MK
on Campus events. College students and on-the-go women regularly use public
transportation and walk past these locations, exposing them to the ads on their
way to class and work.
21
Philanthropy
The Mary Kay Foundation has generously donated millions of dollars to organizations fighting cancer and
violence against women. IBCs should continue to support regional cause-driven events, working together to
generate greater awareness and impact on community activism. The use of public relations at these events is
important, so consumers will be aware of Mary Kay’s corporate giving.
1. Georgia Tech
2. Boston University
3. Loyola University Chicago
4. Southern Methodist University
5. University of Texas at Austin
6. University of Southern California
7. New York University
8. Temple University
9. San Francisco State University
10. George Washington University

23. Media Strategy
22
Our proposed campaign will be implemented in three phases.
The first phase, from February through April 2015, will address the general perception of Mary Kay and serve to improve
the company’s overall image. We want to educate women on what the Mary Kay brand is really about and introduce the
MK Beauties.
From June through August 2015, we will continue to build and strengthen the Mary Kay brand by introducing new
products to our target market.
To round out the campaign, from September 2015 until February 2016, we will focus our attention on driving sales.
Consumers have been provided information about the Mary Kay brand and fallen in love with the MK Beauties. Now it’s
time for consumers to reach out and connect with their IBC, a perfect match.
Other; 1%Outdoor; 3%
Steaming
Television; 15%
Social Media; 10%
Digital Magazines; 22% Print Magazines; 34%
Internet Radio; 15%
Achieve marketing goals with a
$10 million budget.
Effectively reach 60 percent of the
target market with a frequency
of 5 times over the course of the
campaign.
Launch a one-year campaign on
Febraury 1, 2015
Media Goals
Atlanta, GA Boston, MA Chicago, IL Dallas, TX Austin, TX Los Angeles, CA
New York, NY Philadelphia, PA San Francisco, CA Washington, DC
Spot Markets

24. Media FlowchartFEB MARCH APRIL MAY JUNE JULY AUG SEP OCT NOV DEC JAN Total Cost Impressions
NATIONAL
INTERNET RADIO
Pandora
Spotify
STREAMING TELEVISION
Hulu
PRINT MAGAZINES
Cosmopolitan
Seventeen
Teen Vogue
DIGITAL MAGAZINES
Cosmopolitan
Seventeen
Teen Vogue
YOUTUBE
Video Tutorials
ONLINE
Web and Mobile Site
DIGITAL
App Prototype
BUZZFEED
Matching Quizzes
PAID SOCIAL MEDIA
Facebook
UNPAID SOCIAL MEDIA
Facebook
Instagram
Twitter
NATIONAL COST & IMPRESSIONS
$750,000 15,000,000
$750,000 15,000,000
$1,400,000 31,111,111
$1,734,660 25,668,000
$829,440 23,922,000
$792,498 11,857,650
$750,000 21,500,000
$750,000 21,500,000
$750,000 21,500,000
n/a n/a
n/a n/a
$19,500 n/a
$40,000 13,333,333
$1,000,000 500,000,000
n/a n/a
n/a n/a
n/a n/a
$9,566,098 700,392,094
SPOT MARKETS February March April May June July August September October November December January Total Cost Impressions
MK AMBASSADORS $5,000 n/a
NEWSPAPER $2,202 360,000
MK ON CAMPUS n/a n/a
TRANSIT SHELTERS
Atlanta, GA $33,000 70,000,000
Boston, MA $33,000 100,000,000
Chicago, IL $36,000 342,000,000
Dallas, TX $36,000 195,000,000
Austin, TX $33,000 130,000,000
Los Angeles, CA $40,000 600,000,000
New York, NY $40,000 1,300,000,000
Philadelphia, PA $33,000 240,000,000
San Francisco, CA $36,000 130,000,000
Washington, D.C. $33,000 100,000,000
SPOT COST & IMPRESSIONS $360,202 3,207,360,000
NATIONAL COST
NATIONAL IMPRESSIONS
SPOT COST
SPOT IMPRESSIONS
CONTINGENCY
TOTAL COST
TOTAL IMPRESSIONS
$9,566,098
700,392,094
$360,202
3,207,360,000
$73,700
$10,000,000
3,907,752,094
23

25. Media Plan
24
STREAMING TELEVISION
On Hulu, we will run 30-second commercials introducing the MK Beauties
throughout the entire campaign. These messages will play a vital role in
presentation of our MK Beauties’ personalities to our desired consumers.
INTERNET RADIO
Pandora and Spotify will air 15-second messages featuring audio and print
representations of the MK Beauties. This media platform will be central in each
month of our campaign, as it introduces new MK Beauties, and connects with
our audience through music on mobile and web platforms.
PRINT MAGAZINES
We will allocate a portion of the budget towards full-page print advertisements
in magazines. Teen Vogue, Cosmopolitan, and Seventeen have the highest
readership among women 18-24. As we move into our brand-building phase,
the MK Beauties will have already established a position in the minds of
consumers, and be recognized in print.
YOUTUBE
This social media platform will highlight online video tutorials, demonstrating
products from the perspective of our MK Beauties and serving as a resource to
consumers at any time throughout the year.
BUZZFEED
The custom MK Beauties quizzes on Buzzfeed will be accessible on the site
throughout the entire campaign.
PAID FACEBOOK
The focus on mobile and web messaging to reach female consumers
ages 18-25 will be supported by a constant paid advertising presence
on Facebook. These suggested posts will add to our heavy social media
presence, and take place year-round.
SOCIAL MEDIA
A consistent presence on Facebook, Instagram and Twitter will play an
essential role in our plan to reach women who are actively engaged in these
online networks.
DIGITAL MAGAZINES
We will also advertise in the digital formats of the above publications.
Placement will follow the same media schedule as their print companions,
providing for a cohesive experience and increased frequency for loyal readers
who look to both versions of their favorite magazines for trusted beauty advice.
MK AMBASSADORS
Mary Kay student ambassadors will be promoting the brand on their college
campuses through events and giveaways. A portion of the budget has been
allocated to provide these women with products to generate awareness
among target consumers.
MK ON CAMPUS NEWSPAPERS
The Express Yourself College Tour will be advertised in each prospective
campus newspaper with a quarter page ad preceding the arrival of the tour.
TRANSIT SHELTERS
Posters will appear on transit shelters in our ten selected spot markets,
enabling Mary Kay to capture the attention of these motivated women. These
placements will be near the featured college campuses to help promote this
event.
MOBILE APP
The MK Mobile Compact application has been developed to allow Gen
Y users on-the-go access. This app is an essential year-round part of our
Beauty Meets Its Match plan.
ONLINE LANDING PAGE
An online landing page has been developed to greet website traffic, presenting
a quiz that generates a user-based profile for each visitor. Users are matched to
a MK Beauty and can select a compatible IBC. The profile provides consistent
access to product choices and purchase history.
74of radio listening takes
place on Pandora
% 94%overall targeting accuracy
onFacebook
3
are women 18-25
Teen Vogue
out
of 5readers
3out
of4visits
come from social sources
Buzzfeed
17.9million
unique viewers
on Hulu

26. One LastThought...
25
Research has shown Mary Kay’s current At Play packaging projects a feeling that the product is intended for a
preteen or teenage user. The word “play” is often interpreted in a childish manner, while the “@” symbol is easily
confused with an outdated ISP logo. To freshen the look and make it more appealing to female consumer ages
18-25, we have created sleek black packaging featuring a new kiss logo. This sassy yet youthful look sends a more
mature message, without taking away from the lines intent to attract a younger client base.

27. 26
Conclusion
Campaign Measures of Success:
• Number of first-time site visitors
• Number of repeat site visitors
• App downloads
• Unsolicited social media mentions, tags,
likes, and shares
• Post event inquiries and commitments
• External media coverage
• Customer referrals
• Profile based matches
Spotify Radio. (2007) Advertising with Spotify. Retrieved March 6, 2014, from https://www.spotify.com/us/about-us/advertisers/
SRDS. (n.d.) SRDS We Love Media. Retrieved March 6, 2014, from http://next.srds.com/home
Hulu. (n.d.) Hulu Advertising. Retrieved March 6, 2014, from http://www.hulu.com/advertising/
Spokal. (2013) The Complete Guide of How Often to Post, Tweet and Facebook for Your Small Business. Retrieved March 11, 2014, http://www.getspokal.com/the-complete-guide-to-how-
often-to-post-tweet-facebook-for-your-small-business/
Clkr.com. (n.d.) Anthill Clip Art. Retrieved March 15, 2014, http://www.clker.com/cliparts/u/S/V/3/X/R/kissing-lips.svg
Mashable. (2013) Spotify vs. Pandora: Which is better? Retrieved March 8, 2012, le.com/2013/03/01/spotify-vs-pandora/
Pandora. (n.d.) Pandora Advertising. Retrieved March 6, 2014, http://advertising.pandora.com/
Hearst. (n.d.) Cosmopolitan. Retrieved March 12, 2014, http://www.hearst.com/magazines/cosmopolitan
Conde Nast. (n.d.) Teen Vogue. Retrieved March 12, 2014, http://www.condenast.com/brands/teen-vogue/media-kit/print
Hearst. (n.d.) Seventeen. Retrieved March 12, 2014, http://www.seventeenmediakit.com/r5/showkiosk.asp?listing_id=4473755&category_id=31772
Mary Kay. (n.d.) Retrieved February 17, 2014, http://www.marykay.com/?pid=mk
Logo Logos. (n.d.) Retrieved March 15, 2014, http://gocouponz.com/wp-content/uploads/2013/12/mary-kay-logo-item-vector-magz-free-graphics-44580.jpg
We have no doubt that Mary Kay is now ready to
change its beauty routine, finding a match in our
proposed campaign. The MK Beauties allow each
woman to identify with the brand in a personal way,
establishing a connection that was not previously
there. After identifying with the brand, she will be
ready to let go of old perceptions and try a new
routine.
We like your style. You’re the beauty brand with the
heart behind it. You’ve got an individualized business
model. You empower women with your skin care and
cosmetics. You are Mary Kay.
But we like our style too. We understand the Gen Y
female consumer. We’ve done the research to know
this campaign will be effective.
And we are your match.
Continued evaluation is necessary throughout the
duration of the campaign. The progressive nature
of digital and social media enables changes to be
made quickly and efficiently. MK Beauties can be
added or subtracted based on consumer feedback.
Just like your beauty routine, a problem area can be
easily addressed with the right product.