Beauty Meets Its Match

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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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?

1. Educate the Consumer

3. Create the Connection

2. Build the Brand

The ChallengeObjectives 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

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

observationsin

A Look in the MirrorStigmasThose 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 ImageNegative 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 RelationsMary 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

Your Reflection

5

FacebookThe 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.

TwitterCorporations 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.

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, RevlonDrugstores: 28% of Consumers Stores: CVS, Rite Aid, Walgreens Brands: Maybelline, Covergirl, RevlonRetail Stores: 25% of Consumers Stores: Nordstrom, Sephora, Ulta, Brands: Clinque, Urban Decay, NarsDirect Sellers: 4% of Consumers Brands: Mary Kay, AvonOnline: 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.

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.”

Expensive85% of focus group participants thought that Mary Kay is too expensive, even though they had no idea of the actual prices

Untapped Consumers

7

Target AudienceThere 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.

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

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

The Wallflower

The Freethinker

The Organizer

The Go-Getter

The Hesitator

MK Beauties

10

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 MatchThe Mary Kay Web Page

The Cosmetic Matchmaker

11

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 CompactThe Mary Kay App

FeaturesUser-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 match12

Matchmaker Goes Mobile

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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.

IBCIndependept Beauty

Consultant

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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.

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.

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

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YouTubeYouTube 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.

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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.

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 budgetyou see us as yourbusiness opportunityyou take the bull by the horns

brand and also your

Beauty Meets Its Match

freethinkerthe

we likeyour styleyou’re a natural beautyyou keep it simple

you are

just a hint of bronzer to go with sun-soaked hair

you modernizethe hippie

19

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 SpotifyInternet 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 songs40% of all users are ages18-25; half of them being femaleGrowing exponentially; 73%in the last month

Why Spotify?

MK at PlayMK on CampusThe 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 ProgramA 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

PhilanthropyThe 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 Tech2. Boston University3. Loyola University Chicago4. Southern Methodist University5. University of Texas at Austin

6. University of Southern California7. New York University8. Temple University9. San Francisco State University10. George Washington University

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

Media FlowchartFEB MARCH APRIL MAY JUNE JULY AUG SEP OCT NOV DEC JAN Total Cost Impressions

NATIONALINTERNET RADIO Pandora SpotifySTREAMING TELEVISION HuluPRINT MAGAZINES Cosmopolitan Seventeen Teen VogueDIGITAL MAGAZINES Cosmopolitan Seventeen Teen VogueYOUTUBE Video TutorialsONLINE Web and Mobile SiteDIGITAL App PrototypeBUZZFEED Matching QuizzesPAID SOCIAL MEDIA FacebookUNPAID 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/an/a n/an/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 ImpressionsMK AMBASSADORS $5,000 n/aNEWSPAPER $2,202 360,000MK ON CAMPUS n/a n/aTRANSIT 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 COSTNATIONAL IMPRESSIONS

SPOT COSTSPOT IMPRESSIONS

CONTINGENCYTOTAL COST

TOTAL IMPRESSIONS

$9,566,098700,392,094

$360,2023,207,360,000

$73,700$10,000,000

3,907,752,094

23

Media Plan

24

STREAMING TELEVISIONOn 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 RADIOPandora 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 MAGAZINESWe 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.

YOUTUBEThis 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.

BUZZFEEDThe custom MK Beauties quizzes on Buzzfeed will be accessible on the site throughout the entire campaign.

PAID FACEBOOKThe 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 MEDIAA 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 MAGAZINESWe 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 AMBASSADORSMary 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 NEWSPAPERSThe Express Yourself College Tour will be advertised in each prospective campus newspaper with a quarter page ad preceding the arrival of the tour.

TRANSIT SHELTERSPosters 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 APPThe 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 PAGEAn 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.

74 of radio listening takes

place on Pandora

% 94%overall targeting accuracy

on Facebook

3 are women 18-25

Teen Vogue

out of

5

readers3 out

of 4

visitscome from social sources

Buzzfeed

17.9millionunique viewers

on Hulu

One Last Thought...

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.

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ConclusionCampaign 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/homeHulu. (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.svgMashable. (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/cosmopolitanConde Nast. (n.d.) Teen Vogue. Retrieved March 12, 2014, http://www.condenast.com/brands/teen-vogue/media-kit/printHearst. (n.d.) Seventeen. Retrieved March 12, 2014, http://www.seventeenmediakit.com/r5/showkiosk.asp?listing_id=4473755&category_id=31772Mary Kay. (n.d.) Retrieved February 17, 2014, http://www.marykay.com/?pid=mkLogo 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.