3. EXECUTIVE SUMMARY
M
ake me feel important.
Mary Kay Ash founded
a company following the
principle that everyone wants to be
recognized, accepted, and made
to feel special. This belief inspired
her to start a business that would
make women feel important. Fifty
years after the fact, Mary Kay Inc.
is one of the largest cosmetics
and beauty brands in the world.
Mary Kay Ash was the face of her
company for many years and her
spirit continues to drive them to
success today.
Gen Y (Millennials) is like no
generation before it. Women
ages 18 to 25 are diverse and
strongly connected to their belief
in independence(1)
. They are
also connected to one another,
and their digital personas are as
important as their public ones.
They want to feel special, but
Mary Kay’s current approach isn’t
moving them. They feel like Mary
Kay is a tired brand for an older
generation(2)
. Buying outside the
store is seen as inconvenient,
slow, and unnecessary.
The Mary Kay brand needs to
be re-energized with a voice that
is young, genuine, and relatable.
Only then can we convince Gen
Y that buying from a person is
better than buying in-store. Direct
selling works when an experienced
Independent Beauty Consultant
(IBC) is both an authority on
the product and able to give a
personal touch. When it comes to
their image, Gen Y females don’t
want a business transaction, they
want a social experience.
Using a multi-media approach,
we are reaching Gen Y. With
our creative strategy, we are
convincing them to turn to
IBCs for makeup guidance.
The campaign combines social
media, non-traditional elements,
and nationwide events as ways
to connect with this hard-to-
reach audience. This isn’t about
changing Mary Kay. This is about
adapting her voice for a new
generation, so every girl can know
that:
2
she's important. she's special. she gets it.
4. S.W.O.T
OBJECTIVES
objectives Strengths
Opportunities Threats
Weaknesses
The campaign launches February
2015 and runs through February 2016,
targeting Gen Y females ages 18-25.
During that year our objectives are to:
1) Increase awareness
2) Increase positive perception
3) Increase consideration for product
purchase and for the Mary Kay
business opportunity
Personal consulting
Try-before-you-buy approach
Broad range of products
Loyal Customers
Women want to learn about makeup
Chance for non-traditonal marketing
Can connect through new social media
Chance to position above in-store
cosmetic companies
Speciality stores offering expert advice
Negative online reviews
Seen as being a ‘pyramid scheme’
Too many makeup ads
Viewed as ‘old’
Poor perception of direct selling
Low awareness among target audience
Low social media presence
3
Research
5. TARGET
AUDIENCE
4
90% texted a friend
about a purchase before
buying(4)
42% follow a beauty
brand on social media
B
efore we can market to them, we need to understand our target
audience. Gen Y comes from diverse backgrounds. They are
college students, young professionals, and digital natives. Although
these women live very different lifestyles, they have a lot in common:
How they buy:
Gen Y is tech savvy. They
research products online, yet 77
percent prefer to buy in-store.(3)
How to Market to them:
We found that Gen Y prefers
the “try before you buy” approach,
so the best way to get them to try
new products is by giving them
samples.
Promotions or coupons for
products they aren’t comfortable
with won’t work.
When it comes to advertising,
Gen Y likes an entertaining
message that resonates with
them. This makes them feel
comfortable with the brand. They
are also drawn to philanthropic
causes, such as “Going Green.”
How they are influenced:
We were able to divide our target
audience into three main segments
based on their sources of influence
for purchasing makeup: self-inspi-
ration, online reviews, and advice
from their friends and family. We
then labeled them respectively:
She’s Inspired, She’s Curious, and
She’s Open.
• They believe their image is everything(3)
• They are on the internet through many different media
• They have redefined what the word “friend” means
• They are extremely loyal to brands they perceive to be authentic
6. SEGMENTS
5
she's open
Sofia. 19. Gainsville, FL
Student at the University of Florida.
“I love my sorority sisters. They
are as caring and supportive
as my family back home in
Tallahassee. They never steer me
wrong and make me feel proud
to be a Latina. When we host our
philanthropic events, we always
do each other’s makeup so I never
have to worry about breaking my
budget. I’m going to miss them
when we graduate, but we will
stay connected through social
media.”
she's inspired
Alicia. 24. Manhattan, NY.
Fashion Blog Guru.
“I have a passion for fashion
and beauty. Always have. When
I was a little girl, I use to steal
my mom’s makeup and high
heels so I could put on my own
fashion shows for my stuffed
animal friends. Now, my runway
is my blog, connecting my 1,000+
followers to new styles and bold
statements.”
she's curious
Emily. 21. Charlottesville, VA.
Event Planning Intern.
“For me, everyday is a new
experience with new people in
new places. I’m sure that would
scare some, but I never go in
blind. I’m that girl who follows
what’s #trending. When it comes
to beauty, I feel the same way.
My friends always turn to me
for advice because I only buy
after reading reviews. Once I
try something new, I share my
experiences with others.”
7. BRAND
PERCEPTION
6
M
ary Kay has a positive brand perception
among current customers. In fact, nearly 90
percent of Mary Kay consumers say Mary
Kay products “are good quality for the price.” After
conducting interviews and focus groups, we found
that our target audience agrees. They believe that
Mary Kay is high quality but expensive.
Our target audience likes the product but feels that
Mary Kay isn’t for them.
"Mary Kay is top notch quality, but
is for much older women."(2)
Mary Kay’s method of direct selling is a big
problem for Gen Y. Focus group participants said
that the idea of a Mary Kay party is a turn-off.
"for most IBCs this is their
job, I'd feel guilty if I didn't buy
anything."
Of those surveyed, 94 percent feel comfortable
buying their makeup in a store. They view Mary Kay
as “difficult to get ahold of” and “very inconvenient.”
"their products are hard to get and
it's hard to find someone to get it
from."
Furthermore, we found that the current messages
coming from Mary Kay aren’t reaching the target
audience. When shown the mary kay at play™ line,
girls weren’t aware that it was aimed at their age
group.
A brand perception test revealed how Mary Kay
ranked against eight of the top beauty brands.
Participants were asked to place the brands on a
scale from -5 (don’t like) to +5 (like a lot). Mary Kay
came in with an average of 0.86. The highest was
Clinique at 2.71. Our fictional control brand, Plateau,
scored a -0.43. Mary Kay’s mostly positive scores
were weighed down by a few negative ones.
The problem isn’t the product. The problem is how
Gen Y feels about direct selling.
“Cheap, generic sold by middle aged
women”
“Out of date, tacky”
“Cheap, grocery store makeup”
“For everyday women”
“Product for teenage girls”
“Good, cheap face wash”
“Emphasizes too much on femininity”
“Over glorified drugstore makeup”
the competition
(2)*
8. DIRECT
SELLING
7
E
very generation has a
particular style. For Gen Y,
that style is built on having
their own terms. They prefer a job
that allows for flexibility(6)
. In fact,
nearly 30 percent of entrepreneurs
are between the ages of 20 and
34(7)
. They want the ability to be
in control of their own success
and find a job that balances work,
family, and fun(8)
. This creates a
unique opportunity for Mary Kay.
Having a low entry cost gives
women the opportunity to be
their own boss and make their
own schedules. Flexible hours are
appealing to the Gen Y mindset.
Their work can revolve around
their hectic lives as either a part-
time or full-time career.
Direct selling has evolved from
strictly face-to-face interactions to
an integration of the virtual world.
Social media sites allow direct
sellers to access Gen Y quickly
and effectively.
Most direct sellers
willstaywithacompany
for one or more years
and nearly half will
stay for more than five
years (17)
.
9. CREATIVE
BRIEF
brand personality:
Mary Kay is a company with heart. It empowers women with both helpful
expertise and the right tools for cosmetic expression.
the opportunity
Although most Gen Y females buy cosmetics in-store, they are not always
happy with their product purchases. In fact, they’re wasting over 100 dollars
a year on the wrong shades for products such as blush, bronzer, eye shadow,
foundation and lipstick.(13)
Makeup fits every face differently. Even if a girl reads product reviews and
talks to her friends and family first before making the purchase, it still might not
be what she wanted.
Other brands are selling products. Mary Kay needs to sell relationships. It
should build itself around understanding its clients better than any other cosmetic
company. Only then can Mary Kay truly help them express their passions.
10. BIG
IDEA
S
he is the beauty consultant. She knows your face better than the
bathroom mirror does. She knows the sensitivity of your skin and
your shade. She knows that makeup is the perfect way to express
yourself. She knows how to make your skin feel beautiful. She gets it
to you, whenever or wherever. She gets the value of being a friend. She
gets how you feel. She gets how important you are. She gets it.
9
11. A
sk Gen Y females where
they go for advice, and
you’ll hear the same
answer: my friends. MK Match is a
vehicle for developing meaningful
relationships between consumers
and IBCs.
Users complete a questionnaire
in order to find an IBC in their
region with compatible interests
and areas of expertise at
MKMatch.com. From there, they
have the chance to browse IBCs
with high match scores and
decide who’s right for them.
She Gets It establishes that the
best things about an IBC are not
only the makeup guidance, but
that every experience is friendly
and connected.
The current model of searching
by zip code is too impersonal.
MKMatch.com lets users connect
with their IBC before ever meeting
them, thus allowing for a more
meaningful attachment to the
whole experience.
MK MATCH
10
12. Snapchat is one of the hottest
apps on the market with five million
active users(12)
.
Fifty-six percent of users are
within the target audience, which
makes it ideal to advertise on this
social media app. The ads are
pictures and short videos about
the importance of doing makeup
correctly.
While there are no official channels
through which ads can be placed
on Snapchat, some marketing has
already been done. As long as phone
numbers are known, Snapchats can
be sent.
SOCIAL
MEDIA
snapchat instagram
Buzzfeed is one of the most
visited websites for Gen Y females,
with the average user browsing at
least 14 minutes per visit. Banner
ads on the website have a click-
through rate of 10 to 20 times
higher than the world average.
Also, Buzzfeed articles are widely
known for their virality. By endorsing
sponsored Buzzfeed articles, Mary
Kay’s presence on other social media
outlets will see a major boost in
popularity and recognition.
Sponsoring Buzzfeed will result
in four to five articles published on
behalf of Mary Kay each month. The
Buzzfeed articles will entertain our
target audience. Sometimes they’ll
laugh. Sometimes they’ll learn a new
tip about makeup. Sometimes they’ll
just be comforted with harmless
entertainment-oriented content.
Sponsoring Buzzfeed will not only
revitalize the Mary Kay image, it will
establish the Mary Kay brand as a
dominant source for quality content
on the social media market.
Instagram as a platform gives
companies the ability to post
sponsored photos and videos.
Promoting philanthropy is
important when relating to Gen Y
who value green companies. For
Instagram to be successful, Mary
Kay needs to show how much
they give back.
With 150 million active users,
Instagram is a very popular
platform in today’s social media
landscape. Gen Y females make
up 53 percent of its users. Ad
impressions that lead to ‘likes’ on
the site are at five percent - higher
than many other sites. Instagram
will act as a core interaction base.
Nearly all tactics will be connected
through #SheGetsIt.
buzzfeed
Gen Y agrees: "if
there's a Snapchat
message, I have to open
it."
11
13. SOCIAL
MEDIA
facebook &
twitter
Facebook and Twitter are
efficient sources for two-way
communication. If people have
something to say, they’re taking
it to Facebook and Twitter. It is
important to respond to every
post and tweet with a personal
message. This not only builds
a positive perception with the
consumers, it shows that Mary
Kay is open and transparent.
Facebook and Twitter are
perfect platforms to cross promote
to push users to MKMatch.com
and other social media sites.
Pictures and videos from the Mary
Kay Getaway and She Gets U
events will also be posted here.
With 57 percent of Facebook
users and 29 percent of Twitter
users falling into the target
audience, these are the ideal
platforms to start some warm
chatter with Gen Y(9)
.
pinterest
Already being one of Mary
Kay’s most successful social
media platforms, Pinterest has
become one of Mary Kay’s main
focuses. With 48.7 million users
worldwide(9)
, Pinterest has the
largest female base of all major
social media sites. Pinterest
also presents a high volume
of e-commerce traffic with 41
percent of pins resulting in an
increase in sales on the Mary
Kay website. Created content will
surround the rest of the campaign,
generating repins and directing
users to the Mary Kay site and the
MKmatch.com.
O
ther social media platforms
will be used to strengthen
users’ brand interactions.
They should be seen as places
that both current and interested
consumers can go to have
conversations with the brand.
It is vital that all questions or
complaints be responded to
promptly.
12
14. vine
Vine branded videos are four
times more likely to be seen than
a standard branded video. Teaser
trailers of our YouTube videos will
appear on Vine. This will motivate
users to connect on different plat-
forms to reveal the whole story,
creating more impressions. With
Vine’s 40 million users(9)
, it will play
a supporting role in moving Gen
Y females to other social media
platforms.
youtube
Makeover Disaster
Women are surprised with
free makeovers at a trendy spa.
Unfortunately for them, the
makeover artist is an amateur.
After they’ve been made to look
as ridiculous as possible, they are
told to look at their new style in a
mirror.
Behind the mirror are high-
speed cameras capturing their
expressions. The viewer is then
reminded how difficult it is to do
makeup correctly.
YouTube reaches more US
adults ages 18-34 than any cable
network. It will be used as a tool
to gather Mary Kay impressions
among the target audience and to
generate even more impressions
on sites like Facebook and Twitter.
These videos need to be
entertaining. If they feel they’re
being sold to, Gen Y won’t
respond.
13
SOCIAL
MEDIA
15. MK GETAWAY
T
he Mary Kay Getaway
contest will take place
throughout the month of
February. Ads will be placed on
Instagram, Facebook, and Twitter,
telling consumers to go to the
MK Match site and be matched
with an IBC. Once they make a
purchase, they will take a picture
of themselves with the product
and post it on Instagram using
#MKIGotIt. At the end of February,
a winner will be randomly chosen
from the photos posted.
The Mary Kay Getaway winner
and two friends will receive a
weekend getaway (two days) to
South Padre Island in Texas. The
ladies will receive makeovers
from a renowned Mary Kay Global
Makeup Artist, such as Gregg
Brockington, as well as a gift bag
of marykay at play™ products.
Photos and videos of their
vacation will be posted to social
media.
Gen Y’s travel spending has
increased 20 percent since
2012(10)
. More than half of females
age 18 to 25 say that social
media posts made by their friends
while traveling make them want
to travel(11)
. Traveling for them is
also more social than previous
generations, with more than half
of Gen Y preferring to travel with
friends(10)
.
By 2020, 1/2 of all
travel spending will
be from Gen Y(15)
14
16. SHE GETS U
D
uring welcome week in
August and September,
Mary Kay will visit the top
10 college campuses for Gen
Y females (see Map for primary
DMAs). Students will get a
chance to participate in a Paint-
by-Numbers event. A giant outline
of the university’s logo/mascot will
be colored in by all who attend.
There will be local IBCs at the
event to discuss the products
and their experience working
with Mary Kay. Also, Mary Kay’s
professional makeup artists will
be hosting makeup tutorials and
giving makeovers. Each girl will
receive either marykay at play™
products or Clear Proof™ acne
products for participating in the
She Gets U event.
To finish things off, the finished
canvas will be flown over the
college’s football field during the
first home game.
To promote this, mobile (truck)
billboards will be used to display
the “pre-event” canvas with the
logos/mascots in black and white.
Along with these will be traditional
billboards using the same design.
Pictures of the finished canvas will
be displayed on billboards across
each city after the event.
A majority of Gen Y lives on
college campuses. With 64
percent of women going to college
after graduating high school,
campuses house a large number
of our target audience(16)
. Hosting
an event at the top ten campuses
for our target audience is crucial to
She Gets It.
15
17. SUBSCRIPTION BOXES
GOOGLE ADWORDS
subscription boxes
Subscription boxes, such as
Birchbox, allow trendsetting users
to enjoy first-touch experiences
with new products on a monthly
basis. Inside each box are samples
from different brands. Subscribers
will find a full-sized Mary Kay
Makeup Remover with custom
packaging, directing consumers
toward the MK Match site.
With 33 percent of Gen Y women
sharing pictures of packaging on
social media sites, subscription
boxes are an opportunity to build
brand awareness. More than
400,000 Birchbox members use
social media to post about their
boxes, allowing this tactic to
reach beyond just the subscribers.
Subscription boxes are a great
chance to have the She’s Inspired
segment use the product and make
sure she gets it.
google adwords
This campaign relies on non-
traditional and digital advertising,
so Google Adwords is a must. Ad-
words will act to further strengthen
our online and digital presence.
At various makeup purchasing
peaks throughout the year, Mary
Kay will bid on the most relevant
keywords such as “makeup,”
“beauty,” “cosmetics,” and so
on. This will place Mary Kay as
one of the top results, and further
establish their reputation within
the industry. We will also bid
on searches related to “how to”
makeup questions. By being the
top search result in this category,
Mary Kay’s online presence will
be solidified as the destination to
go for people in need of cosmetic
advice, tips, or assistance.
16
18. online banners
Fake ads are shown from the
fictional brand Plateau, with sever-
al appearing on each page. Once
the user hovers over one of these
“dummy” ads, an authentic mes-
sage appears from Mary Kay. It
affirms the fact that women gener-
ally don’t make the right makeup
decision on impulse (as they do
online and in-store). It also directs
them to MKMatch.com to find an
IBC solution that works.
As digital natives, Gen Y women
are comfortable navigating the
web and do so up to 25 hours a
week. Most browse beauty blogs
as a means to follow fellow trend-
setters and discover new brands.
ONLINE BANNERS
17
19. W
hen Gen Y women flip
through their favorite
magazines there are
many brands competing for
attention. If Mary Kay wants to
get through the clutter, they need
something big. This ad invites
readers to interact with it. A
free-moving spinner lets readers
see how difficult it is to get the
correct shade at random. Yet,
with magnets placed beneath the
spinner and the product, the right
choice will always be Mary Kay.
Magazines have a single
purpose: entertainment. If the ads
aren’t entertaining, Millennials
won’t stop for them. Over five
million women ages 18 to 25
read Cosmopolitan every month.
By buying two months in both
Cosmopolitan and Seventeen,
Mary Kay will be reaching 41
percent of all Gen Y women in the
United States.
MAGAZINEAD
18
20. GYMS
BAR MIRRORS
gym ads
Ads will be placed in gyms
both on digital and print boards to
promote the Botanical™ skin care
and Clear Proof™ acne products.
As our target market strives
for wellness and the sense of
gratification that comes with it, we
want them to think of Mary Kay as
one more way to take care of and
feel good about themselves.
Growing up exposed to
playdates and schedules filled
with organized sports, Gen Y
have surpassed Gen X and Baby
Boomers in every area of sports
participation. Almost half of Gen
Y says they’ve had vigorous
exercise in the past 24 hours(18)
.
bar mirrors
The bathroom mirror is
synonymous with putting on
makeup. By putting Mary Kay into
this space, the brand can become
synonymous with cosmetics, even
outside of the home. The ads will
feature outlines of faces on the
mirrors. By aligning the guides
with their own features, girls can
follow the simple steps to doing
their makeup correctly.
19
21. MALL ADVERTISING
M
all stair ads lead people
to interactive displays for
hands-on experience with
Mary Kay. The display will take
photos of people who look at it,
showing the person’s face with
funny makeup. From there, the
person has the option to share
their photos via social media and
will be prompted to visit MK-
Match.com to ‘fix’ their newly
made-over look.
Malls are a common place for
Gen Y women to be social with
friends, with an estimated 64
percent visiting malls at least once
a month(21)
. Though Mary Kay isn’t
sold there, location specific adver-
tising prompts consumers to seek
out the best place for makeup and
makeup advice: an IBC.
Millennials are 216% more likely to be
influenced by in-store touch screen displays(19)
20
22. NON-TRADITIONAL W
ith unique, out-of-home guerilla
installations, non-traditional advertisements
are opportunities to put the Mary Kay brand
into the real world.
The Right Shade
A series of bare umbrellas line the beach. The
umbrellas that still have their vinyl attached are
pink, and offer a special message to those who
sit underneath: “Your skin looks better under the
right shade.” By being both useful and informative,
Mary Kay can show girls that they’re genuine about
helping out.
Makeover Mural
Graffiti faces are given a makeover with the photo
of the real person overlaid on them. By revealing the
person beneath the dirt, Mary Kay is showing how
anyone can feel beautiful. These can be installed
either over existing graffiti, or art can be made
especially for the project. Installations like this are
eye-catching and immediately striking, making users
question where the wall and the ad begin.
Bus Shelters
The holographic ad, when viewed from the
front, shows a unbranded image of a girl with bad
makeup. When viewed from the side, the makeup
disappears and the viewer sees the Mary Kay brand.
This shows how with a Mary Kay IBC the viewer can
do their makeup right.
21
23. IBC boot camp
Training is important for a brand like Mary Kay. With IBCs located
across the country, it’s essential to create a unified message to
all employees. A training and development program ensures that
employees have consistent experience and background knowledge.
Training programs also keep employees engaged and aware of the
company. Companies with engaged employees are estimated to
outperform those without by up to 202 percent(20)
.
It is vital for Mary Kay to offer employees some form of education
beyond what comes in the starter kit. On a voluntary basis, IBCs can
pay 50 dollars to attend the IBC bootcamp. The bootcamp will be held
once a month and will take place at local hotels. This can be in addition
to the Sales Directors meetings that take place monthly.
The Boot Camp’s weekend breakdown:
Section 1: Introduction- Saturday
Learn about the company, its values, and its history
Section 2: Training- Saturday
Attend classes to learn how to do makeup
Performance Review:
Show that they know what they’re doing
Section 3: Making connections- Sunday
Client relations, tips and tricks:
IBCs fill out their MK Match profile and take a professional headshot.
This will be added to the MK Match site. IBCs cannot be added to the
site until they have completed the Boot Camp.
64%ofemployedworkerssaythatqualitytraining
keeps them happier(20)
.
22
26. EVALUATION
S
he Gets It works for Mary
Kay’s aspirations to further
impress Gen Y.
She (your IBC) understands you.
She gets that sometimes you
need a little advice, some kind,
constructive criticism, or someone
to encourage you to keep
following your passions. She gets
that life can be really busy, really
exciting, and sometimes pretty
awkward. She’s a real person
following her own dreams who
really wants to help you. That’s
how Mary Kay’s empowerment
reaches a personal level. She Gets
It makes Mary Kay more relatable
as a makeup retailer and as a
lifestyle. Becoming an IBC means
becoming someone who gets it.
This is instilled throughout the
campaign.
The campaign launches February
2015 and runs through February
2016. During that year our
objectives are to:
25
objectives
1) Increase awareness.
2) Increase positive perception.
3) Increase consideration for
product purchase and for the Mary
Kay business opportunity.
evaluation techniques
website traffic, social media
connections, traditional and non-
traditional advertisement views,
recognition testing
brand engagement, social
media interactions, pre and post
implementation testing/surveys
IBC surveys, social media
interactions, sales, pre and post
implementation testing/surveys
potential results
increase in brand, tag line and
general Mary Kay and IBC
awareness, increase website and
social media traffic - estimated
increase 300%
branding surveys similar to our
pretesting ranking will increase by
230% raising Mary Kay’s score to
1.98
bookings, leads, warm chatter
with IBCs estimated to increase by
280%
27. group
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16. http://www.permanentsearch.com/designedit/upload/
GenerationY.pdf
17. http://www.directselling411.com/for-sellers/myths-facts/
18.http://www.edelmandigital.com/2011/06/01/by-the-numbers-
50-facts-about-millennials/
19. http://www.iriworldwide.com/Portals/0/ArticlePdfs/
SIGinfographicR3.pdf
20.http://doublethedonation.com/blog/2013/08/the-importance-
of-increasing-employee-engagement-using-corporate-giving-
programs/
21.http://articles.baltimoresun.com/2013-09-07/business/bs-bz-
gen-y-shoppers-20130907_1_shopping-center-millennials-gen-y
22.https://blog.twitter.com/2013/survey-how-small-and-medium-
sized-businesses-benefit-from-their-twitter-presence
26
Team photo credit: Hillary Burgess Booklet designed by: Ryan Muenchow
Rachel DeWaard - Account Executive
Angela Carollo - Account Executive
Erin Hanner - IP Director, Presentor
Dominique DiPiazza - IP Team, Presentor
Andrea Tarrant - Research Director, Presentor
Andrew Wernette - Creative Director, Presentor
Sean Murphy - IP Team, Presentor
Arturo Garcia - Communications, Alt. Presentor
Luke Neumann - Communication Director
Casey Tomak - Communications
Ashton Huzarski - Creative Team
Chloe Jorae - Creative Team
Dillon Platto - Creative Team
Jessica Yakima - Research Team
Josh Sasek - Research Team
Jordan Vander Bok - Research Team
