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MARY KAY:

DRIVEN BY BEAUTY
Maria Anaya, Cristina Flores, Malik Kairouani, Alba Nushi, Briana Rickman, Shalia Stockstill

"Dont limit yourself. Many people limit themselves to what they think they can do. You can go as far as your mind lets you. What you believe, remember, you can achieve. Mary Kay Ash Founder of Mary Kay Cosmetics, Inc.

Table of Contents
Executive Summary 4 Research 5 Mary Kay Direct Selling Target Market
Sorority girl Working girl

Creative Messaging Strategy 13 Creative Messaging Execution 14


Sorority girls Greek Tour Working girls Day of Play

Media 18

Online Microsite YouTube Vloggers Bloggers Commercial Ad Print Ad Social Media

Budget 35

Created By: Shalia Stockstill Edited By: Maria Anaya

Executive Summary
This report was commissioned to examine methods to engage 18-25 year old millennial women in the Mary Kay product line and employment opportunity. The research draws attention to Mary Kays positioning challenge with this target market, as millennial view the brand as older, classic, and made for housewives. Millennial beauty spending is lower than the average spending habits of the Mary Kay consumer, thus further marginalizing millennial from the brand. Finally, the target market does not find the in-home party model championed by the Mary Kay sales force appealing. Situational assessment and market research identified positioning, price, and distribution as the main issues restricting product sales to millennial. Mary Kay has an image problem: the younger generation of girls has negative feelings toward the brands sales model and perceived product quality. Of particular issue is the association the brand has with middle-aged women. Repositioning the brand out of the home and into the modern workplace is essential for targeting the millennial female.

Objectives
Attract a younger audience Raise awareness about Mary Kay products to

young women Change Mary Kays reputation as a brand for moms and housewives Develop a more fun, young and stylish look for the ads and website. Incorporate younger IBCs to attract target audience Focus more on social media platforms

It is recommended: 1. That Mary Kay take immediate action in reframing its workforce as a source of information and expert professional guidance that considers all aspects of a womans professional image. 2. That Mary Kay pursue strategic partnerships with national sorority houses to develop a relationship with key organizations with national reach.

Created By: Maria Anaya Edited By: Shalia Stockstill

RESEARCH

About Mary Kay Inc.


Founded by Mary Kay Ash in 1963 in Addison, Texas Privately owned direct sales cosmetics company More than 3 million people worldwide are Mary Kay Independent Beauty

Consultants More than 39,000 women across the world are Independent Sales Directors, the highest status within the independent sales force Mary Kay Inc.s global wholesale sales are $3 billion. Third largest direct seller of these products in the world behind Avon and Natura Cosmetics Ranked 17th in the total global Beauty and Personal Care market in 2012, with a 0.9% market share

Euromonitor. Mary Kay Inc. in Beauty and Personal Care." Passport GMID. Web. 22 Nov. 2013 . Mary Kay - Company Quick Facts." Company Quick Facts. Mary Kay Inc., n.d. Web. 22 Nov. 2013. <http://www.marykay.com/en-US/About-Mary-Kay/CompanyFounder/Pages/Company-Quick-Facts.aspx>

Created By: Maria Anaya Edited By: Shalia Stockstill

RESEARCH

About Direct Selling


Direct selling is the sale of a consumer product or service, person-to-person, away

from a fixed retail location, marketed through independent sales representatives referred to as consultants, distributors or other titles. Direct selling can be conducted one-on-one, in a group or party format, or online. Mary Kay and Avon Products remain the top two players in direct selling with 8% value shares each in 2012 While the most prevalent form of direct selling is person-to-person, the party plan format is growing in popularity

"About Direct Selling." Direct Selling Association - Ethics, Trust, Confidence. Direct Selling Association, 2013. Web. 22 Nov. 2013. <http://www.dsa.org/about/?fa=direct-selling-411>. Euromonitor. Direct Selling in the United States." Passport GMID. Web. 22 Nov. 2013.

Created By: Maria Anaya Edited By: Shalia Stockstill

RESEARCH

Mary Kay needs to attract the young target market


Brand Challenge
There are two brand challenges Mary Kay must overcome. First, the young 18-25 year old target market is unaware of all that Mary Kay offers. Secondly, many of those who are aware have a negative perception of Mary Kay. They believe the brand is meant for mature adults, specifically stay at home mothers. These misconceptions have been a hindrance in Mary Kays ability to penetrate the younger demographic.

SWOT Analysis
STRENGTHS
Strong worldwide presence Diverse product line Mass brand and model

Online Survey Results My mom buys Mary Kay but Ive never tried it. I think Mary Kay sells a lot of anti wrinkle creams and skin care for older people Ive never heard of Mary Kay before.
14

WEAKNESSES
Number of responses

Outdated image Negative perception among younger demographic

12 10 8 6 4 2 0 Too mature Difficult to Too Low quality Unaware of purchase expensive brand Why do you not wear Mary Kay cosmetics? Other 18 19 20 21 22 23 24 25

OPPORTUNITIES

Strengthening brand identity Skin care development International markets

THREATS
Consumer sophistication Online commerce

Survey Euromonitor. Mary Kay Inc. in Beauty and Personal Care." Passport GMID. Web. 22 Nov. 2013.

Created By: Maria Anaya Edited By: Shalia Stockstill

RESEARCH

Our target market is tech savvy, driven, and wears makeup nearly every day
Over the past months we have conducted primary research through 2 surveys- one on our target markets makeup usage habits and the other on our target markets online shopping habits. These surveys were distributed online via social networking websites such as Facebook, Twitter, and Reddit. These outlets allowed us to receive diverse responses from various locations in the US, especially the southern and mid-western states. Sorority Girl
18-22 years old
Digital native

Working Girl
23-25 years old
Driven & ambitious Confident in makeup

College student Uses makeup daily/several times a week

Recent college graduate Uses makeup daily/work week

20
Amount of Makeup Users

15

10 5
0

18 19 20 21 22 23 24 25

According to our online survey, 70% of 18-25 year old females use makeup either daily or several times a week. Upon further research, we found the reasoning behind wearing makeup was divided between 1822 year olds and 23-25 year olds. Most 18-22 year olds use makeup everyday in order to get ready for class or going out on weekends. Most 23-25 year olds also wear makeup daily however those who dont, normally wear makeup only during the work week. We then decided to segment the market by age range and lifestyle- sorority girl and working girl.

Created By: Maria Anaya Edited By: Shalia Stockstill

RESEARCH

The Mary Kay Sorority Girl


Fraternities and sororities are fraternal social organizations for undergraduate students. One of the primary reasons for college students to seek membership in a fraternity or

sorority is to become more involved and have opportunities for leadership development, through mentoring from upperclassman and eventually mature adults, such as alumni. Sororities structure and formalize bonds among women, institutionalizing women's friendships and legitimizing close and caring relationships between women. As a result, they encourage a certain solidarity among their members. Sororities can be described as a primary associative reference group. Associative reference groups include people who more realistically represent the individuals current equals or near-equals. Primary reference groups come with a great deal of influence. These sisterhoods have a hierarchical social structure in which all the members share similarly shared beliefs of values, unique jargon, rituals, and modes of symbolic expression 15% increase in nationwide membership 655 campuses in the U.S. and Canada, 3,078 undergraduate chapters, 302,792 undergraduate members

Cory, Anita J. "The Influence of Fraternity or Sorority Membership on the Leadership Identity Development of College Student Leaders." Washington State Univeristy (n.d.): n. pag. Print. Handler, Lisa. "In the Fraternal Sisterhood: Sororities as Gender Strategy." Gender and Society 9.2 (1995): 236-55. Print.

Created By: Maria Anaya Edited By: Shalia Stockstill

RESEARCH

Target Market Profile: Sorority Girls


Caroline 18 years old Freshman at University of Tennessee, Delta Gamma pledge Why do you use makeup?
I find it fun to try out different looks whenever I go to mixers or special events.

Meghan 21 years old Junior at University of Missouri Kappa Delta VP of Membership Why do you use makeup? I feel more confident speaking in front of people when I have my make
up done. It makes me look more put together.

Created By: Cristina Flores Edited By: Shalia Stockstill

RESEARCH

The Mary Kay Working Girl


Why? Women account for 46.7% of the U.S. labor force Wearing make up is a big part of looking professional

Who is she? 20-25, lives in the suburbs or small cities Works in a female dominated industry
PR/Marketing/Magazine/HR
Bosses Admit They Would Discriminate against Women Not Wearing Makeup." The Telegraph. Telegraph Media Group, 17 Oct. 2013. Web. 19 Nov. 2013. ENews, Women's. "Are You Working in a Women Dominated Industry?" Forbes. Forbes Magazine, 05 June 2012 Web. 19 Nov. 2013. Frazier, Mya. "The Reality of the Working Woman." Advertisingage. Meredith, n.d. Web. 19 Nov. 2013.

Created By: Cristina Flores Edited By: Shalia Stockstill

RESEARCH

Target Market Profile: Working Girls


Leah 23 years old Sales & Marketing Associate Raleigh, North Carolina Why do you use makeup?
I enjoy the process and I like to look refined and professional

Virginia 22 years old Writer at Womens Health Pittsburgh Why do you use makeup?
I like to use makeup because it makes me feel confident and ready for the day.

Created By: Maria Anaya Edited By: Shalia Stockstill

CREATIVE MESSAGING STRATEGY

Creative Messaging Strategy


Key Insight Mary Kay is a brand for and distributed by housewives and moms. Reasons to Believe Leveraging the trusting, community based relationships of women in sororities and young professional groups will allow Mary Kay to expand the IBC salesforce. Organizing Idea The IBC can provide professional advice, tips, and inspiration to the millenial woman by seeking her out in organizations that serve her peer community.

Primary Message Mary Kay is a brand for young women that value sisterhood, community and personal growth.
Tagline Women on the move. Tone Fun, professional, sisterly, modern

Positioning Statement The Mary Kay salesforce of IBCs are motivated, professional women with good business sense that support the career advancement of all women.

Created By: Maria Anaya CREATIVE Edited By: Shalia Stockstill

MESSAGING EXECUTION

Sorority Girl: How to reach them


Mary Kay Greek Tour
The Mary Kay Greek Tour will be 2-3 week cross-country road trip where 10-15 graduated sorority sisters turned IBCs visit top Greek life oriented universities to share confidence building workshops, beauty makeovers, and giveaways. The ten universities were chosen based off the percentage of female undergraduate students in sororities and the total number of on campus sororities. Interestingly enough, these schools were based in the south, These universities also happen to have Greek Villages, which are residence housing exclusively for Greek life members.

Universities with highest female undergraduates in sororities

Created By: Maria Anaya

CREATIVE MESSAGING EXECUTION

Mary Kay Greek Tour

Created By: Cristina Flores Edited By: Shalia Stockstill

CREATIVE MESSAGING EXECUTION

Working Girl: How to reach them


Meet them at work Stops to office parks during the Bus Tour to introduce Mary Kay at Play line, with Mary Kay Day of Play events IBCs can target girls at work with email/social media efforts that cater to their unique needs: Peak online times 11AM 3PM Mary Kay at Play Break a fun message or video designed to share tips tailored to working girl Focus on industries that heavily employ millennial women Advertising and PR Hotels Banking & Finance Education

Created By: Cristina Flores Edited By: Shalia Stockstill

CREATIVE MESSAGING EXECUTION

Mary Kay Day of Play


group of female coworkers

Created By: Brianna Rickman Edited By: Maria Anaya

MEDIA

Target Market Online Presence


We concluded that with with todays new media such as smart phones, apps

and our target age being millennia's they tend to spend a good portion of their time online. Our idea is to create a micro-site dedicated to user generated content, and what is trending. We are going to stay on top of todays trends and beauty. Ages 18-25 see Mary Kay the brand as an older women company. This is what we need to change. From the primary research we collected we found out that more than half of the women that took our surveys from ages 18-25 use the internet to purchase beauty products.

Created By: Brianna Rickman Edited By: Maria Anaya

MEDIA

Why is the internet the place to be?


On the website http://www.greenbook.org/marketing-research/millennial-cause-study

an article written by AMP Agency created this graph comparing generational differences.

Created By: Brianna Rickman Edited By: Maria Anaya

MEDIA

Computer and Internet use


The graph below from the website http://www.census.gov/prod/2013pubs/p20-569.pdf written by

Thom File, shows the percentages of computer and internet use in the American household though the years 1984 up to 2011 As you can see from the chart the dramatic increase in both computer and internet use.

File, Thom. "Computer and Internet Use in the United States." Http://www.census.gov/. N.p., May 2013. Web

Created By: Brianna Rickman Edited By: Maria Anaya

MEDIA

Why not focus on traditional media?


We decide we would dedicate our campaign to new media. From

newspapers, magazines, newsletter, booklets, flyers, direct mail to tablet magazines, microsites, social media and apps. From the website http://advertising.about.com/od/advertisingglossary/g/PrintAdvertising.htm the article Print Advertising written by Paul Suggett he states;

Suggett, Paul. "Print Advertising." Http://advertising.about.com/. N.p., n.d. Web

Created By: Brianna Rickman Edited By: Maria Anaya

MEDIA

Microsite: Drivenbybeauty.net
Includes: Ads and Commercials YouTube vloggers (sponsored) Weekly makeup tutorial challenges in the winter (6) between all 3 vloggers watchers vote on microsite Winner: 5 voter winners a week (swag bag and gift bag), cash prize for sponsor Challenges: sorority rush look, formal look, everyday class look, pin up, holiday party, valentines day date look, Bloggers (Sponsored ) Will be within 23-25 enjoy reading instead of watching Weekly makeup tutorial challenges in the summer (6) between 3bloggers readers vote on microsite Winner: 5 voter winners a week (swag bag and gift bag), cash prize for sponsor Paying sponsor, free makeup Challenges: first interview, first date, wedding look, night time look, summer glam glow, bbq/picnic look Coming event schedule Beauty & fashion tips Health & fitness advice Contact an IBC

Created By: Brianna Rickman Edited By: Maria Anaya

MEDIA

The Mary Kay Microsite blog page will consist of popular guest bloggers sharing makeup tips and tricks
Examples of guest posts:

The craziness that goes into finding the perfect shade of foundation!
How long have you been trying to figure out what the perfect foundation for your skin tone is? Have you put on a foundation that makes your sink dry and peeling? Well Mary Kays new foundation has come up with a moisturizing foundation that will match 100 more skin tones than the leading brand.

How to get the perfect red lip!


Trying to get the classic red lip, you have come to the right place. With my tricks I will be sending you on your way to becoming the next poster girl for a famous magazine. 1.Prep lips with moisturizer 2.Apply Mary Kay red lip stick 3. Clean up excess around lip 4.Perfection.

How to get the Cat Eye!


Now the Cat Eye is a pretty simple concept to grasp. The only tricky thing about it is you need a steady hand. This is the How-To for those of you who need the help.

Created By: Brianna Rickman Edited By: Maria Anaya

MEDIA

Bloggers & Vloggers


On the Mary Kay microsite make-up, beauty, health& fitness and skin care bloggers

and vloggers will be our main focus for the site. We have targeted YouTube vloggers bloggers that reach hundreds of thousands of viewers/readers to sponsor Mary Kay. We will give them a salary to make weekly vlogs and blogs for the microsite. Two ideal vloggers are Sarah Belle (sarahbelle93x) and Taylor (kissndMAKEUP). Both women attend college and reach many young women through their YouTube, twitter, and blog sites. Another ideal YouTube vlogger is 24 year old undergrad student, Ingrid Nilsen. She has a little over 1 million YouTube subscribers which allows us to bring more awareness to Mary Kay.

Lunden, Ingrid. "If Content Is King, Multiscreen Is The Queen, Says New Google Study." TechCrunch. N.p., n.d. Web. 27 Nov. 2013.

Youtube Vlogger 1

Created By: Brianna Rickman Edited By: Maria Anaya

MEDIA

http://www.youtube.com/user/missglamorazzi

YouTube vlogger: missglamorazzi Ingrid, 24 years old from California Graduated from MODA at the University of Chicago Over 1M followers Makeup reviews, makeup tutorials, outfit of the days, GIY (Glam It Yourself)
Nilsen, Ingrid. "Missglamorazzi." YouTube. YouTube, n.d. Web. 27 Nov. 2013.

Youtube Vlogger 2

Created By: Brianna Rickman Edited By: Maria Anaya

MEDIA

YouTube vlogger: Sarahbelle93x Sarah, 20 years old from Kentucky Junior at Northern Kentucky University, Kappa Delta Over 260k followers Clothing hauls, makeup reviews, makeup tutorials
Sarah "Sarah Belle." YouTube. YouTube, n.d. Web. 27 Nov. 2013.

Youtube Vlogger 3

Created By: Brianna Rickman Edited By: Maria Anaya

MEDIA

YouTube vlogger: kissndmakeup Taylor, 20 years old Sophomore in college, model 30k followers Makeup reviews, follow me around, outfit of the days

Created By: Brianna Rickman Edited By: Maria Anaya

MEDIA

Bloggers

Cara Brook, 26 http://www.maskcara.com/ 2.5 million monthly page views Won Allure Blogger of the year

Annamarie Tendler, 26 http://annamarie.tumblr.com/ 1 million monthly page views

Julie Sarinana http://sincerelyjules.com/ 3.2 million monthly page views Published in Glamour, Elle, & Lucky

Created By: Brianna Rickman Edited By: Maria Anaya

MEDIA

Commercial Advertisement
We believe to connect with our target market, (women 18-25) we

need to tell a story. When first entering the microsite across the screen will play a video clip. This video will show the intimidate times a girl has experienced with her first times in her life. From having her first make-up lessons from mom all the way to attending her first prom. This story highlights the most important times in a girls life. Mary Kay will always be there for those special moments. Each of the three commercial will be dedicated to each one of our vloggers- Sarah, Ingrid, and Taylor. The commercials will be about important times in each one of the vloggers life and will show them using Mary Kay to get ready for there first time event. These commercials will play in the Fall season for 6 weeks. Aired during 2 Broke Girls, Mindy Project, Vampire Diaries, Hart of Dixie

Created By: Malik Kairouani

MEDIA

Social Media Campaign

McEleny, Charlotte. "Most Young People Are Open To Brands On Social Media." New Media Age (2009): 04. Business Source Premier. Web. 2 Dec 2013<http://search.ebscohost.com/login.aspx?direct=true&db=buh&AN=45449986&si>

Created By: Malik Kairouani Edited By: Maria Anaya

MEDIA

Facebook
Campaign page Theme and pictures coming straight from the microsite Question of the week about beauty in general

(Example: What is the vitamin necessary for complexion?) Special prizes that can be collected with their local IBC. 52 winners Gatherings' pictures submitted by IBCs Promote upcoming parties.
"Renault Targets Young Drivers Via Facebook Quiz App." New Media Age (2010): 8. ProQuest. Web. 2 Dec. 2013. http://www.businessweek.com/news/2012-06-12/facebook-marketing-ads-lead-users-to-buycomscore-says

Created By: Malik Kairouani Edited By: Maria Anaya

MEDIA

Pinterest
Encourage IBCs to have their own Pinterest boards Have a campaign Pinterest page Create different boards for all 6 areas: skin care, color, nails,

body, hair
To be shared: - Pictures of products - Tutorials videos - Inspirational pictures - Inspirational quotes related to our campaign

Created By: Malik Kairouani Edited By: Maria Anaya

MEDIA

Instagram
Competitions using specific HashTags

Post your 16 seconds videos wearing Mary Kay make-up, win

the competition and come pick-up your prize from your local IBC!
15 winners

Post pictures of the bus tour under the #MaryKayGreekTour.

Many prizes to win!


52 winners

Shields, Ronan. "Jaguar Eyes Younger Audiences with 'Largest-Ever' Instagram Series." Marketing Week (Online) Nov 27 2013ProQuest. Web. 2 Dec. 2013<http://search.proquest.com/docview/1462059349?accountid=13044>.

Created By: Malik Kairouani Edited By: Maria Anaya

MEDIA

IBC Locator Application


IBC Locator Users can locate where the closest IBC is Solving the Insight that Mary Kay direct selling is out of

reach/too complicated

Fitzgerald, Kate. "Amex Targets Young Adults With Social Media Iphone App." Cardline 10.40 (2010): 25. Business Source Premier. Web. 2 Dec 2013<http://search.ebscohost.com/login.aspx?direct=true&db=buh&AN=53973645&si>

Created By: Alba Nushi Edited By: Shalia Stockstill

Mary Kay Driven by Beauty Campaign Budget

Total:

$5,002,000