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PROBLEM STATEMENT
Mary Kay upholds the ideals of an old-fashioned business strategy that has lost momentum in
a world with continual advances in technology and social communication. This has triggered a
disconnect between company and demographic, causing large perceptual gaps in quality of
product, image, and service.
CASE CHALLENGE
Our campaign objective is to increase awareness, positive perception, and consideration for
product purchase among female consumers ages 18-25. Through a national, fully-integrated
marketing campaign, we will build upon Mary Kay’s brand identity while reaching three different
target demographics. The campaign will be implemented from February 2015 to February 2016.
MISSION STATEMENT
Mary Kay inspires women to take charge and enrich their lives by providing entrepreneurial
and sustainable business opportunities to expand women’s circle of influence and prove that
“One Woman Can.”
MARY KAY HISTORY & BACKGROUND
Mary Kay Cosmetics originated in Dallas, Texas when Mary Kay Ash used her life savings in 1963 to
start her company. Richard Rogers, son of Mary Kay Ash, helped his mother run her company from
its inception and currently serves as the Mary Kay Cosmetics executive chairman. Mary Kay Ash was
inspired to provide opportunities for women to enter the workforce during a time when women were
often denied the chance to work.
Mary Kay founded Mary Kay Inc. upon the Golden Rule, “Do unto others as you would have them do
unto you” and life’s three top priorities. Mary Kay asserted faith first, family second, and career third as
the order of life’s priorities. Mary Kay Inc. serves markets where women are underemployed and provides
them with the opportunity to enrich their lives. Mary Kay Ash realized that all women connect on a
common thread to want to secure a better life for themselves, and their families and are willing to
work for an enriched lifestyle.
Mary Kay Inc. is a privately-held corporation and one of the top six direct selling skincare and
color cosmetics companies. Mary Kay Inc. began their international pursuit when several Australian
entrepreneurs impressed by the companies’ performance encouraged Mary Kay to expand their
business abroad in 1971. Since their expansion to Australia, Mary Kay now conducts business in thirty
international markets. Following the opening of the first Mary Kay Inc. store in Australia, Mary Kay
named the first two Mary Kay Independent National Sales Directors, who helped oversee the recruiting
and sales process. Mary Kay believed in encouraging leaders to create new leaders, which prompted her
to strategically create the position and thus serve as a role model for her IBCs. Mary Kay currently hosts
3 million Mary Kay Independent Beauty Consultants worldwide, serving the U.S., China, Russia, Mexico,
and Brazil as their top five markets.
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In 1978 “Mary Kay’s Sweet Smell of Success” appeared in a Reader’s Digest article, which preceded a
profile of the company and its founder on 60 Minutes a year later. The high media spotlight on Mary Kay
set the stage for continued growth and success of the brand.
Mary Kay launched in Mexico in 1988 and can attribute much of its global success to the Mexican
market. By 2004, Mexico grew to Mary Kay’s second largest market with an Independent Sales Force
totaling 120,000 women. A majority of these women host backgrounds of poverty, illiteracy, and
war, who were able to enrich their lives through the Mary Kay direct selling format. Mary Kay shares
similar stories in every one of their international markets and provides opportunity to work where little
opportunity exists.
SWOT ANALYSIS
STRENGTHS
· Quality
· Social responsibility (also opportunity)
· Pink Cadillac
· Long lasting relationship with older demographic
· Strong core values, focusing more on the Golden Rule
· Strong history
WEAKNESSES
· Inconvenience/Inconvenient sales channel
· Disconnect between brand and target
· Inability to effectively communicate through social media
· Disconnect between At Play line and other Mary Kay product lines
· Inconsistency among IBCs in message delivering of the brand integrity
OPPORTUNITIES
· Relationship with customer
· Employment opportunities and growth with the IBC process
· Current trend for a more natural look
· Empowerment of women
· Women are in charge
· Popularity of color palettes and customization
· Make an experience out of buying makeup, with merchandising and pop up retail.
· Instagram allows you to show off your brand through pictures
· Increase impressions via social media (free)
· Women love their phones (second + third screens)
THREATS
· Desire for instant gratification
· Lack of time amongst consumers
· Perception/reputation of pyramid schemes
· More willing to change companies/faster evolving companies
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· Companies more in tune with evolving trends and consumers desires, such as
Cover Girl and Avon.
· Bill Ackman, a hedge fund manager with a personal crusade against multilevel marketing
companies, outing Herbalife as a scam.
COMPETITIVE LANDSCAPE
AVON: “LARGEST DIRECT SELLING COMPETITOR”
Utilizes the same selling format as Mary Kay, however AVON also offers an online shopping forum
to create convenience for the customer.
· AVON’s sub brand called mark. serves as a the brand equivalent to Mary Kay’s At Play line.
mark. hosts a strong brand identity through the m.powerment by mark. campaign, which
speaks to “leaving your mark” and utilizes Lucy Hale as their spokesperson.
· AVON specializes in cosmetics and their product lines host an extensive repertoire of product
options selling at a lower price point than Mary Kay.
· Brand Message:
mark. − Social beauty, the idea that women love to be social and want to be beautiful.
AVON − Promote the health and well being of women through philanthropic endeavor and
woman empowerment to achieve economic independence.
COVER GIRL: “LARGEST COMPETITOR IN BRAND MESSAGE/IMAGE”
· Cover Girl has an outstanding history with partnerships, recently partnering with Catching Fire.
· They also have a strong social media presence.
· Brand Message: “Easy, Breezy, Beautiful” implies that their products give customers a “natural
look” and are easy to use.
BAREMINERALS: “PEOPLES CHOICE”
· The BareMinerals makeup line was favored by the majority of women in the target
demographic throughout our primary research.
· BareMinerals is also a competitor because it embodies a very consistent niche, which is a
natural and clean look.
· Brand Message: BareMinerals is an all natural brand that inspires women to see their own
skin as a force of beauty.
NEUTROGENA: “#1 SKINCARE COMPETITION”
· Skincare that is dermatologist recommended.
· Embodies a diverse yet cohesive personality for the brand by utilizing spokespeople to
their full potential.
· Brand Message: Naturally poised brand equating beauty with health.
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BARRIERS
FOUNDATIONS
TARGET AUDIENCES (PERSONAS)
PRIMARY Our Bold Eyeshadow, Zoe 18
Zoe is a multicultural millennial just starting college. It is the first time in her life where she can
develop her own identity and embrace her newly found independence. Zoe doesn’t know who
she really is yet, but has a vague idea of what she wants to be. She is ready to experience anyone
and anything on her path to finding her true self-identity. She is an early adopter, but her loyalties
are as solid as quicksand. Mary Kay offers her yet another way to empower herself, but Zoe is
weary of the opportunity. Zoe needs to tangibly see the benefits of Mary Kay; otherwise she will
dismiss the opportunity entirely. However, if she develops a strong brand loyalty to Mary Kay
now, she’ll be an ambassador of the brand for the rest of her life.
SECONDARY Our Natural Foundation, Emma 20
Emma is a 20-year-old Caucasian woman who grew up in the suburbs. She has always been
a hard worker and values dedication in all that she does. Emma makes time for her family and
enjoys hanging out with her friends. She takes care of herself and practices a healthy lifestyle.
She is currently in her final year at a private college and her kind heart is well liked by all.
She is spiritual and strives to maintain an open mind. Emma’s style is trendy and she is
environmentally aware. Emma is looking for a natural makeup look that comes from gentle
and trusted products. She is attracted to the personal connection that the Independent Beauty
Consultants provide and would be willing to try the makeup and in particular, the skin care
products. Since Emma’s opinion is respected and valued by those around her, she would influence
others to use the products. Emma would increase the positive perception of the Mary Kay brand.
WEAK BRAND RECOGNITION
Millennial women lack
awareness of the brand as
well as positive perception.
ACCESSIBILITY
Restrictions within the sales
channel deter customers from
purchasing the product.
INCONSISTENT BRAND
EXPERIENCE
Inability to regulate customer
interaction with IBCs results in
a lack of trust in brand.
SOCIAL RESPONSIBILITY
Mary Kay’s dedication to
women empowerment and
community outreach has
improved the lives of many.
HISTORY
A well established history
built upon strong core values
has resulted in generations
of loyal customers.
QUALITY
Mary Kay has dermatologist
recommended and award-
winning skin care products.
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TERTIARY Our Classic Lipstick, Sofia 24
Sofia is a 24-year-old Latin American with strong family values and a spiritual background.
With no college degree and plenty of enthusiasm to make a difference, Sofia is looking for
a new opportunity to support herself and her community. She realizes that Mary Kay can be a
great platform for her to challenge her entrepreneurial spirit. Her careful selection of Mary Kay
stems from her active participation in her community as a youth leader. She recognizes that
Mary Kay is dedicated to serving and is comfortable telling her friends and family about
becoming a new IBC.
MANDATORIES
IMPROVEMENT OF THE IBC PROCESS
The unique selling process of the Independent Beauty Consultants has hindered the success of
Mary Kay’s ability to create a consistent brand experience. Along with this, the accessibility of
the IBC and products themselves need to be improved upon so customers can have a more
convenient and easy interaction with the brand.
ZOE
excitement in
a sophisticated
(somewhat) way
friends and trends
At Play is
inexpensive, variety of
products/colors
convenience
customization,
options, price
EMMA
enhance natural beauty
necessity
healthy, high quality
products
relationship, home away
from home
emphasize the social
responsibility, and value
of products
SOFIA
opportunity to grow
good product and sense
of community
likes supporting
friends, quality
of the product
connection to
salesperson
growth
NEEDS
PURCHASE
TRIGGERS
MARY KAY
PRODUCT
BENEFITS
IBC
DIRECTION
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DEVELOP A RELATABLE BRAND MESSAGE
Create a brand message that can encompass the Mary Kay’s new product lines, Mary Kay at
Play and Botanicals. The current message misses the mark with Zoe, Emma and Sofia, and there
is a need to communicate a brand message that will be received well by the demographic to
increase consideration and positive perception.
FOCUS ON CORPORATE SOCIAL RESPONSIBILITY
Mary Kay hosts strong engagement in social responsibility, which needs to be further highlighted
in their brand message. The majority of surveyed respondents said that a commitment to social
involvement would encourage the consumer to engage with the brand. Mary Kay’s social
involvements support their core value to enrich women’s lives, creating awareness of their social
involvement can strengthen their brand recognition.
CREATE A DISTINCT AND WELL RECEIVED VISUAL STYLE
Mary Kay has done a great job with creating a classic uniform look when it comes to its many
products. The At Play line lacks connection to Mary Kay's traditional look. Changing packaging
will give the At Play line a boost in credibility.
UTILIZE SOCIAL MEDIA TO BRIDGE GAP BETWEEN MARY KAY AND ZOE, EMMA AND SOFIA
Create a platform that will better communicate with the consumer and respond more perceptively
to their needs. This communication will help Mary Kay understand the desired demographic more
deeply than before and also help Mary Kay stay on trend and relevant. Communicate with a
consistent tone of voice.
EXTENSION OF PHONE APP OR START FROM SCRATCH
An app seems to be a good way to help Mary Kay bridge the gap with the social media platform.
However, we must decide whether to build upon Mary Kay’s existing phone app or to create a new
one entirely. Research has shown the attachment females in this demographic have with their
cell phones and social media. By creating an app for those who are interested in Mary Kay
products and meeting with an IBC, but may not know where to start, this is a good way to
introduce those girls in an unintimidating way. It will capitalize upon the connection between
woman and phone, by introducing the IBC to the consumer in a more convenient and effective
way. It would bridge the gap between social media and sales channel.
Possible Features:
· IBC locator
· Order capabilities
· Personal message
· New product notifications
· Customize
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REWARDS/LOYALTY PROGRAM
Consumers respond to incentives for loyalty. Mary Kay should implement a form of rewards to
entice the consumer to remain loyal to the brand and reward them for taking the extra effort to
go to Mary Kay for their make-up needs.
MERCHANDISE
Target Zoe with Mary Kay At Play for its price, customization and ability to provide her with
several options and make up features. For Emma and Sofia, focus on Mary Kay’s skincare line
as well as the Botanicals line, due to its high quality, as well as value of products.
