2. TABLE OF CONTENTS EXECUTIVE SUMMARY
Research
Insight
Creative
Opportunities
IBC Recruitment
Media
Budget
Evaluation
3
7
9
20
21
22
26
27
2
In the past ten years, traditional
advertising has been shunted out of
favor for an increasingly consumer-driven
culture. Cookie cutter ways of selling
audiences on brand loyalty—once very
effective—no longer exist.Today, younger
segments of consumers expect much
more from a company than to simply sell
a product: they expect brands to do it all.
As millennials continue to age, marketing
is becoming increasingly crucial to brands’
survival.
CHOMP Agency has created a fully
integrated national campaign with fluid
transitions between traditional and non-
traditional media outlets.
Mary Kay offers many beauty products
for 18-25 year old women. From makeup
lines to face wash and acne solutions,
Mary Kay already creates products this
target market strongly utilizes.Therefore,
the issue is not due to a lack of pertinent
product that Mary Kay produces.
Perception is the primary issue Mary Kay
faces.The target market believes Mary
Kay is not relevant to them.They are
not as familiar with this brand as they
are its competitors and have attached
negative stigmas to the Mary Kay brand
name.There is obviously clear disconnect
between Mary Kay and the target market.
When asking women 18-25 what they
think about the Mary Kay brand, test
groups discussed several issues: the brand
is too outdated for their age, it does not
appeal to them visually, it is too pricey,
and it too inaccessible. CHOMP Agency
has made strides to deploy strategy and
messaging to help debunk these brand
perceptions.
In order to reverse the negative stigma
attached to the Mary Kay brand, CHOMP
Agency realizes the need to take a step
backwards.
Let’s Be Real.
The premise of “being real” is simple: the
millennial target audience responds to
honesty and transparency in an extremely
positive way. By promoting “Let’s Be Real”
Mary Kay will connect and speak to the
market on an equal partnership level.
Our creative strategy will grab the
audience and retain their attention.
Through strategic implementation
and media buying choices, Mary Kay
will hit the target market consistently
across multiple platforms, utilizing both
traditional and non-traditional media
choices to communicate the message of
the campaign effectively.

3. Research 3
• Gain a clear understanding
of beauty industry and its
standards and trends.
• Fully comprehend target
market’s awareness and
perception of Mary Kay brand.
• Discover critical insights,
both of the brand and target
market, necessary to develop
effective modifications to
current brand approach.
objectives Quantitative Survey Responses
Focus Group Participants
Preliminary StrategyTesters
Direct Interviews
Mary Kay Facials
Written Interviews
Focus Groups
352
18
12
11
9
5
2

4. SITUATIONAL ANALYSIS
Research 4
As a direct-selling cosmetic company, Mary Kay is
challenged with tackling the issues and opportunities
faced by both the direct selling industry and the cosmetics
industry.
Of all the direct sales companies for women, direct sales
cosmetic companies are the most lucrative and growth
in the cosmetics market is predicted to remain steady.
Facial cosmetics lead the market segment with over $12
billion in sales revenue in 2010, accounting for more than
35 percent of the overall market value. Eye make-up is
set to remain one of the fastest growing market segments
over coming years, with mascaras in particular proving a
popular trend.
America is facing an aging population. Due to the post
World War I and II baby booms,America has a greater
amount of aging individuals than young individuals.As
more and more seniors leave the job market, economic
stress is placed on younger individuals to either provide
direct monetary support to elderly relatives out-of-pocket
or indirectly support individuals through governmental
programs, like Medicare and Social Security. For the make-
up industry, the aging population has caused an increase
in the mature facial make-up market as well as anti-aging
products. Additionally, Mary Kay’s current customer base
majorly consists of older generations.As this customer
base continues to age and phase away, it is essential for
Mary Kay to attain and retain younger generations in to
the customer base.
The market has seen a boost in direct selling, increasing
in the U.S. by 1.9 percent from 15.6 million in 2011 to
15.9 million in 2012. However, the market has also seen
a decrease in the face-to-face communications that often
characterize direct selling.This is likely occurring do to the
power and reach of the Internet, which allows increased
word-of-mouth and connection with decreased physical
contact.The Internet has allowed direct sellers to reach
a larger audience far outside of their immediate area,
an advantage that some have been able to capitalize to
increase profits.
As technological advances continue, the cosmetic and
direct selling industries will be expected to adapt to fit
not only an Internet model, but also a mobile model.This
will change product presentation as well as business to
consumer interactions.

5. Research 5
• Strong, established company with
respectable reputation
• Demonstrates philanthropic initiatives
for women through the Mary Kay
Foundation
• Practices environmental-friendly
habits through Pink Doing Green
• Young target market allows Mary Kay
to foster relationships early with new
generation of customers
• Utilizing the Mary Kay core value of
career to fill need for professional
guidance to young women
• Target market having established brand
loyalties to competitors
• Stigma among target market of being
for older generations
• Limitations on sale tactics weakens
Mary Kay’s ability to effectively reach
target market
• Current marketing efforts do not
resonate with target market
• Perceived as complicated and
expensive by target market
SWOT
strengths opportunities
threatsweaknesses

6. Research 6
TARGET MARKET
Millennial Distribution Across US
6.5
Target Market
(in millions)
26.1 million 18-23 yr old females in the US
Northeast
West
South
Midwest
5.69.3
4.6
Numbers in millions
• They have little to moderate knowledge about
cosmetics or proper application.They utilize
easily-accessible online video tutorials to learn
skills so they do not have to publicly admit to
not knowing.
• They want to feel like they have arrived at
a certain conclusion or decision on their
own terms, not as if they were pressured or
persuaded.
• Purchase decisions are primarily influenced by
friend, family member, or trusted source.
• They associate pastel and dull colors with
antiquated, behind-the-times trends; bold and
bright colors are preferred.
• They feel ill-prepared to make the transition to
true, independent adulthood.
key market insights

7. Insight 7
TARGET MARKET
• Bold style
• Enjoy having fun with friends in public
settings
• Involved in variety of nightlife
• Sarcastic, energetic and social
• Rebellious but not out-of-control
“My make up needs to be fun and
long-lasting. I don’t want to have
to stop dancing to go reapply.”
Socialites
• Cosmetic lover
• Very social; people-person
• Looking for extra cash to pay-off
student loans
• Prefer high-quality cosmetics; enticed by
discount possibilities
• Ambitious; easily excited by
opportunity of new experiences
• Want to grow and improve while
helping others do the same
“I need a source of income to go
towards paying off my student
debt but don’t want to overload
my already hectic schedule.”
Potential IBC’s
• Career-oriented
• Striving for established, attainable goals
• Natural beauty style
• Concerned about transition from
college world to “real” world
• New to the job market; recent college
graduates within last 0-3 years
• Poised and friendly; dry sense of humor
“I want to be a successful career
woman. I want my make up to be
simple and work appropriate.”
Young Professionals

8. Insight 8
TARGET MARKET
Positioning versus competitors
Based on quantitative research, Mary Kay was chosen
higher more often over Avon, Bobbi Brown & Urban
Decay, which ranked lowest overall. CoverGirl, Clinique,
then Bare Minerals beat Mary Kay as the top cosmetic
brands among the target market.
Brand Perception
According to primary research, the target market has a
positive perception of the quality of Mary Kay cosmetic
products. Simultaneously, the Mary Kay brand faces a
stigma from the target market that the products are costly
and difficult to attain.The target market perceives Mary
Kay sellers as pushy and overly critical of their personal
appearances. Mary Kay cosmetics are associated with classy
women in the eyes of the target market.
“What do you think of when you
think of Mary Kay?”
Quality
Expensive
Pink Cars
Family
Complicated orders
Make up parties
Inaccessible
Aged Women

9. Creative 9
STRATEGY
Challenge
Create a need for Mary Kay beauty products in the 18-25
target market.
Key Insight
Negative stigmas, lack of convenience/accessibility and
advertising has strongly inhibited the want for the Mary Kay
brand by the target market.
Communication Strategy
Change the target market’s existing perceptions of the Mary
Kay brand through rebuilding the brand into an idea that 18-
25 year olds can identify with.
The BIG Idea
Mary Kay provides the necessary stepping-stones to grow
from an adolescent girl to a young, modern and successful
woman who isn’t afraid to be who she is.
Tone
The tone of the campaign is more of a dry sense of humor
that speaks honestly to women and about women, highlights
daily hassles/ beauty truths, and clearly projects the idea
that Mary Kay understands no woman is perfect; Mary Kay
needs to be as real as its target market. Mary Kay will use an
informal, light-hearted and frank tone that sounds like it is
coming from a reliable friend, rather than an aged brand.
Reaching Market Effectively
Research proves that the 18-25 market segment identifies
strongly with digital and print outlets that talk to them in
a way that mocks what society says is the “norm”. Known
celebrities are used as role models by this target, especially
ones who are not afraid to speak the truth and be who they
are. Focus group research confirmed the need for a fresh
and positive celebrity endorsement to increase their want for
Mary Kay products. Using a combination of all these methods,
this campaign will evenly and consistently hit the market in
an effective way that communicates necessary ideals and
characteristics to grab and hold the target markets attention.
campaign objectives
Increase awareness
Increase positive perception
Increase consideration for product purchase
1
2
3

10. 10Creative
BRIEF
Brand Personality
Mary Kay is a transparent and inspiring beauty brand for women.
Opportunity
To connect effectively with millennial women 18-25, Mary Kay will
deliver a fully integrated campaign that strongly pushes the idea
that Mary Kay understands young women and the truths behind
their lives.The campaign will hit specifically on how the company’s
founding values and morals are still crucial to young women today. It
will also focus on how those values affect women as they grow into
young, successful people.
Mary Kay can build a positive perception of their brand in order
to increase awareness and revenue by realizing millennials cannot
identify with various parts of the brand as they are now.This
realization will give Mary Kay room to grow into a modern brand
that 18-25 women will openly accept in their lives.
Our Proposition:
The message of this campaign is to help Mary Kay connect with
millennials 18-25. Honesty is a number one concern of the market, and
they know when they are being lied to.The solution is obviously to
become increasingly transparent.While still holding true to the brand’s
core values, Mary Kay will approach the target market with honest
statements, an original feel, ultimately allowing the target market to know
that Mary Kay cares.
“Let’s Be Real” is a call to action, not only to consumers, but also to
other brands. Mary Kay is ready to become as real as their target market
and wants to meet millennials where they are. Real Women. Real Beauty.
Real Life.
Result
Once methods are deployed in order to break down the negative
perceptions currently held by the Mary Kay brand, 18-25 year olds will
realize Mary Kay is a realistic answer for the target’s beauty needs.After
the target market is exposed to the Mary Kay culture, and thereby
seeing all that the company does to aid fostering growth in women, the
market will consider the brand a valuable one for life.

11. 11Creative
EXECUTION
Mary Kay Refreshed Brand Identity
In order for Mary Kay’s brand to positively resonate in the
minds of the 18-25 target market, it is necessary to rebuild
a solid brand identity that will alter the negative stigma Mary
Kay holds in the minds of the target market.A major aspect of
the campaign will be reintroducing the brand as an attractive
outlet to purchase beauty products from by making the entire
brand more youthful, but retaining its well-known classy and
sophisticated feel.
Primary research efforts have proven this market identifies
strongly with celebrities who they believe are honest, true to
their ideals, and unafraid to be who they are.This market also
admits that celebrities influence what brand this market buys
for beauty products, and enjoyed the idea of Mary Kay having
a face they can identify with and believe in.
Bold Font: CABIN - Regular
80 pt
Copy Font: CABIN -thin
13 pt
Product info font: Arc
Arc
176 0 96
28.28 100 35.56 5.87
PMS Black C
46 42 37
65.93 63.92 67.42 67.44
PMS 314 C
0 125 164
100 33.27 27.04 2.29
60.76 0 96.04 0
PMS 442 C
160 172 170
39.02 25.01 30.02 0
PMS 227 C
176 0 96
28.28 100 35.56 5.87
PMS Black C
46 42 37
65.93 63.92 67.42 67.44
PMS 877 C
142 144 144
46.74 37.71 38.12 2.41
PMS 445 C
79 88 88
67.75 53.72 54.67 29.59

12. 12Creative
EXECUTION
At Play Rebrand
Based on multiple primary research efforts, research proves it is
necessary for Mary Kay to rebrand At Play to a more modern and
sophisticated feel in order to resonate positively with the target
market. Primary research concludes that the market feels that At
Play makes them feel juvenile and not as mature as they believe
they are.The actual products for At Play give off a positive feel, the
main issue is with the Brand name, tone and over all feel.
In order to create an increased positive perception of the Mary
Kay brand, it is recommended that Mary Kay rebrand At Play as
“Mary Kay Bold”. Bold will be a brand the talks to 18-25 year olds
in a way they can understand.The term “bold” will speak to the
market about what they can expect from the actual product.The
color palette will be darkened in order to grab the target market’s
attention in a less offensive way.This market sees themselves as
young women who are trying to make their way in the world, and
believe that the bright colors speak to them as if they were young
girls.With this rebranded product group, Mary Kay can guarantee a
better outcome on how this market feels about the overall brand.
Bold Font: CABIN - Regular
80 pt
Copy Font: CABIN -thin
13 pt
Product info font: Archivo Narrow
Archivo Narrow
12 p
lead
PMS 442 C
160 172 170
39.02 25.01 30.02 0
PMS 227 C
176 0 96
28.28 100 35.56 5.87
PMS Black C
46 42 37
65.93 63.92 67.42 67.44
PMS 887 C
142 144 144
46.74 37.71 38.12 2.41
PMS 445 C
79 88 88
67.75 53.72 54.67 29.59
PMS 227 C
176 0 96
28.28 100 35.56 5.87
PMS Black C
46 42 37
65.93 63.92 67.42 67.44
PMS 286 C
0 51 160
100 84.09 11.04 3.08
PMS 314 C
0 125 164
100 33.27 27.04 2.29
PMS 360 C
108 192 74
60.76 0 96.04 0Bold Font: CABIN - Regular
80 pt
Copy Font: CABIN -thin
13 pt
Product info font: Archivo Narrow - Regular
Archivo Narrow - Bold
12 pt | 13 pt
leading 14.4
PMS 314 C
0 125 164
100 33.27 27.04 2.29
PMS 360 C
108 192 74
60.76 0 96.04 0

13. 13Creative
EXECUTION
Print Ads
Mary Kay is a company with strong values that we want to share in our print
campaign efforts.We created advertisements including women of the target
market portraying beauty and confidence and honest truths about every day
beauty hassles.The bold yet simple format will help bring Mary Kay’s look to a
more modern time frame that is easy to identify with and enjoy.
You know you want to be

14. 14Creative
EXECUTION
Print Ads
The fresh young feel of these advertisements instantly fights against the
impression that the brand is “too old” to be used by 18-25 year olds.This up-
front approach will help identify Mary Kay with a better brand atmosphere.
YOU KNOW YOU WANT TO BE
NATURAL
YOU KNOW YOU WANT TO BE
CLEAR

15. 15Creative
EXECUTION
Commercials
A way to truly connect the target market to the new brand feel of Mary Kay is to
provide them with a unique experience—not simply a static advertisement. In order
to create a cohesive campaign, broadcast and online commercials will be deployed to
give a voice to the name of Mary Kay.The new tone of Mary Kay is frank, up-front and
not afraid to “be you”: be honest and be real.. Commercials will take this brand tone
from words to a story, giving the viewer a realistic view of beauty and how Mary Kay
understands and cares about millennials.
“Let’s be honest for a moment.
I’m not perfect and neither are
you.Who’s to say that even
your face wash is perfect?”
“Mary Kay will be the first to tell
you they aren’t perfect, but are
making strides to better their
products to benefit women.”
“Botanicals face wash combines the
pure joy of a clean face along with
efforts to better our environment. So,
use a product you can believe in…not
just one that promises you perfection. ”
“Mary Kay. Let’s Be
Real.”
“Makeup is a hassle,
but it’s a vice women
love to hate.”
“A quick fix to any make up issue is to
highlight your eyes, cheeks & lips. Going for a
simple, modern look is always your best bet.”
*explain eye, cheek & lip make-up tutorial*
“Now, you will be a little
more primed and ready for
whatever happens next.”
“Mary Kay. Let’s Be
Real.”
“Sometimes in life, you don’t have
time when you need it most.”
“Mary Kay is making make-up and time turn
from the worst of emenies to best friends.”
“So, just t pop on some BOLD
eye and lip crayon, grab some
gum & be on your way.”
“Mary Kay. Let’s Be Real & Be
Bold.” *Add BOLD product line
logo to this scene*

16. 16Creative
EXECUTION
Guerilla: Roll out the Pink Carpet
As a big way to kick-start a campaign to increase awareness in the
target market, Mary Kay will release miles of pink carpet throughout
the United States.The carpet will begin from various pop-up
make-up tutorial sites in seven major area in the U.S. and will lead
directly to huge well known businesses and establishments that
evoke keywords like,“success”,“power”, and “professional”.This
guerilla-marketing event will happen in early February 2015, and last
for a total of 4 hours.All locations will begin and end at the same
time.This event is for one reason: to get Mary Kay’s name out to
the public in a way that has never been done before. Not only will
the brand benefit from free publicity during and after, but also it
will immediately allow the target market to connect Mary Kay with
modern trends, beauty and success.
Out-of-home: Seven Day Beauty
In order to bring everyday truths to the surface about how
millennials suffer from the occasional acne and pimples, Mary Kay
will deploy seven-day digital billboard advertisements to show
day one to day seven of a woman’s face and how the Clear Proof
promise is honest and true.The billboards will show a woman’s
face every day for seven days in the same seven cities as the pink
carpet guerilla events in the highest traffic areas of those cities.
This will give largely populated areas a clear visual of what you can
expect from a Mary Kay product – it isn’t just selling the product, it
is showing the process.
This strategy will be favorable because of the consistent message it
brings to the campaign by allowing similar products in similar areas.
This allows room for target market members to be fully exposed
on a regular basis to Mary Kay is an diverse way.

17. 17Creative
EXECUTION Freshen up your look
in under a minute!
PRODUCTS
TIPS &TRENDS
MK PARTIES
BE A BEUATY CONSULTANT
MY MK
ECATALOG
ProductsYou Want,
ServiceYou Deserve
Shop WhenYou Want,
HowYou Want
FindYour Beauty Consultant
Follow Us
Find Out How
BE A BEAUTY CONSULTANT
PRODUCTS
TIPS &TRENDS
MK PARTIES
BE A BEUATY CONSULTANT
MY MK
ECATALOG
ProductsYou Want,
ServiceYou Deserve
Shop WhenYou Want,
HowYou Want
FindYour Beauty Consultant
Follow Us
Find Out How
BE A BEAUTY CONSULTANT
X
Display & Banner
Because of millennials’ strong ties to digital technology
and devices, an excellent way to consistently expose the
market to Mary Kay’s brand is through continuous mobile
advertisements through apps and mobile sites.
With the conjoined efforts of Google’s advertising campaign
option, millennials will be strategically targeted on sites and in
content that they are viewing regularly.This strategy will have
a direct and positive affect on the brand recognition level
from the 18-25 target market.
A second digital goal is to address Mary Kay’s SEO issues.
Because of the recognition issues when searching for
Mary Kay related products, SEO first must be fixed, then
an AdWords campaign will be added into our Google
advertising efforts. If Mary Kay shows up in searches, along
with other key players in the industry, it will prove to the
market that the brand has answers to their specified beauty
Responsive Site
Mary Kay’s website is not responsive, which will push millennials
away when trying to access the website via any device other
than a computer. Research proves millennials use smart phones
and tablets more than desktops.Without proper responsive
design, users will leave the site without giving Mary Kay a chance,
assuming the brand cannot meet the convenience and accessibility
needs this market desires.Adding a responsive wireframe to Mary
Kay’s website to increase the opportunity for brand exposure to
the market.
App & Mobile Advertisement

18. 18Creative
EXECUTION
Mobile App
A major obstacle that currently exists for women 18-25 is the
struggle between their need for convenience and immediate
satisfaction and the “long-term” commitment needed to
successfully obtain beauty products with Mary Kay. Millennials
need an outlet to connect with IBCs or to purchase product
more easily than a website, which can be annoying to mobile
users. Focus groups said that they believed it was a “hassle” to
purchase product from Mary Kay sellers because millennials
are unconcerned about creating face-to-face relationships
with sellers—as old generations were—they desire instant
gratification.
To fix this, Mary Kay will deploy a full service app, free to
consumers, that allows users to search by product, zip code,
or seller in order to place an order.This eliminates the need to
discuss purchases with an actual consultant.
Secondly, the app will be an outlet for 18-25 women to find
tutorials, set up parties, look for events, schedule appointments,
contact sellers, and more: it hands the control from the seller
to the consumer. Millennials enjoy taking the process into
their own hands, rather than being told how to do something.
This app helps break down the stigma of IBCs. Focus groups
believed IBCs tactics of “calling out” through having their make-
up critiqued in public settings are off-putting.
InTouch:
LOGIN
Username
Password
User:
LOGIN
Username
PasswordPRODUCTS
EVENTS
FIND A SELLER
eCATALOGS
FOLLOW US
TUTORIALS

19. 19Creative
EXECUTION
Social Media Engagement
BuzzFeed Quiz
As a supplemental tool to kick-start the new approach Mary Kay will
utilize to better reach the target market, Mary Kay will deploy a BuzzFeed
promoted content quiz to be shared and engaged with on Facebook
andTwitter. BuzzFeed is renowned for its ability to reach millennials with
interesting content that can hold their interest.The BuzzFeed quiz, entitled
“What’sYour Perfect Makeup Style?”, and will consist of questions, both
legitimate and light-hearted to give the user their perfect makeup look,
courtesy of Mary Kay. Once the user completes the quiz and uncovers their
makeup style, the article will present the user with necessary Mary Kay
cosmetics to create the “look” and direct them to the Mary Kay website and
Official App.
Instagram Contest
As a way to drive up Mary Kay Instagram followers and gain speedy
recognition on their official brand page, Mary Kay will deploy a full-blown
Instagram Contest as a part of the campaign end in February 2016.
Instagram contests can engage millennials without tying them down to
submitting lengthy information, or dealing with any inconvenient hassle
– which is exactly what this market prefers.The contest will officially run
for two weeks, where contestants enter their Instagram make up look
videos into the contest using #LetsBeReal, tagging Mary Kay’s Instagram
page, and explaining their look in the comments.The contest will be open
for one week, then the top five contestants will be chosen.The videos
will be posted to Mary Kay’s page and over the next week, people will be
encouraged to like their favorite video.The top finalists all receive a make up
look gift package, and the winner with the most likes will receive a trip to a
Mary Kay sponsored fashion show in NYC with two friends for five days, as
well as receive a gift package of their favorite makeup look.
Social Media Strategy & Execution
All of Mary Kay’s social media outlets will be updated to continue
the cohesive feel of the campaign. Updated creative components
deployed on all social networks will help connect all creative touch
points that are reaching the consumers, including the print, digital
and out-of-home collateral.
In order for Mary Kay to fully utilize each social media outlet,
necessary alterations must be made in order to appropriately
approach millennials.
Facebook and Twitter
Facebook andTwitter will be altered from a product pushing
approach to an engaging and conversational approach. Facebook and
Twitter will solely focus on entertaining their target market through
interesting stories, fun images, and tips & tricks of the beauty trade.
Pinterest and Instagram
Pinterest is a better suited outlet to heavily push products to
consumers, as is already effectively being done by Mary Kay.
Instagram will be a combination of engagement and product pushing.
Based solely off images, Mary Kay will be able to present beneficial,
short tips for beauty as well as share photos of the latest and
greatest products by the brand.

20. 20Supplemental Efforts
Online Cosmetics Personalities
Focus group participants and survey respondents agreed online video tutorials
are a leading resource to learn make up application and techniques. Mary Kay
should capitalize on this information by establishing partnerships with two to three
recognizable online cosmetics personalities. For the partnerships to remain mutual,
Mary Kay would send complimentary make up to the personalities to use and
credit in their tutorials in exchange for Mary Kay advertisements to play prior to
the tutorials.These partnerships enable Mary Kay to raise awareness while utilizing
an avenue the target market uses and trusts.
Professional Events
There is a need and want for more preparation for young women to enter the
workforce. Mary Kay can fill that need since career is a core Mary Kay value. Mary
Kay & Forbes present PrettyYoung Professionals is a series of events across the
country that would educate young women with invaluable knowledge pertaining
to beginning a successful career. Similar to a single day conference, the event
serves as a common meeting place for successful career women and young
professionals to converge. Successful career women, specifically IBC’s, would serve
as mentors and lead the conference-type event by conducting various mentorship
sessions throughout the day.A partnership with Levo, which has an established
network of successful women mentors such as Sheryl Sandberg and Soledad
O’Brien, offers an efficient avenue for obtaining a keynote speaker to kick-off the
event.
The Mary Kay & Forbes PYP event would occur seven times in seven different
cities.The schedule of the event series can be found on the app, where young
women can also register their attendance prior to the date. Mary Kay, eliminating
registration cost to the target market of the tight-budgeted young women, covers
cost for the production of the event. However, an option to make a donation will
be available upon registration.All proceeds from this donation option will go to
Mary Kay’s Suits for Shelters.
Urban Forests and Botanicals
Mary Kay should foster a partnership with Urban Forests, a
nonprofit similar to Pink Doing Green but with a focus on planting
forestation in urban areas.Through this partnership, Mary Kay and
Urban Forests would work together to build botanical gardens in
major cities in America. It is essential for quick assembly of these
gardens so they abruptly materialize seemingly overnight. Botanical
gardens for an initiative such as Urban Forests garner general
awareness, attract the environmentally minded target market,
promote the Botanical Effects product line, and, most importantly,
help the environment of American cities.
Fashion Show Sponsorships
Mary Kay should sponsor prominent fashion shows in NYC during
fashion week to promote the Bold product line. For this initiative,
models in the fashion show would wear Bold products to aim the
product at the target market. Eventually, Mary Kay could expand to
sponsoring fashion shows in other cities for more coverage; NYC
needs to be the primary location due to the recognition of fashion
week in NYC. Décor for the fashion show could include a giant,
silver glitter Mary Kay logo across a main wall inside the venue.The
glitter of the logo would not only draw attention, but also relate
the fun, bright feel of the Bold product line.
Partnerships & Promotions Additional Opportunities

21. 21Recruitment
INDIVIDUAL BEAUTY CONSULTANT
Raising awareness for the entire 18-25 campaign through
rebranding and general awareness efforts will increase
knowledge of Mary Kay and open the doors to young
women who want to become involved with Mary Kay as
more than just consumers. In order to further gain and
retain younger sellers, Mary Kay must revisit their incentives.
What is the foundation of why women work for Mary Kay
in the first place?The answer is to be successful. Success
for 18-25 millennials is getting through school and being as
financially stable as possible.
Current incentives offer a favorable impression for women
who are more settled in life and have more room for
different sales tactics within the current Mary Kay selling
model. Incentives offering financial and/or educational
stability are more attractive to the newer generation of
potential sellers.Additionally, the target market prefers less
person-to-person interaction than any other generation in
history.Therefore, the limitations the current sales model
provides are not suitable for motivating younger sales.
Expanding the existing sales tactics to include the possibility
of selling at booths, kiosks, brick and mortar establishments,
and further online sales capabilities will appeal to a wide
array of the 18-25 female market.
Recruitment Strategy Overview
Educational Scholarships
Lifestyle Stability
Selling in brick establishments
Different selling pitch techniques
Out-of-home demonstrations
IBC Incentives & Selling Tactics:

22. 22Media
OVERVIEW
Objectives
• To consistently reach 70% of target market through
multi-platform efforts over 12 months.
• Increase target market engagement by 30%
with brand by end of campaign.
• Increase 18-25 year old IBC’s by 15% by end of
campaign.
Strategy
Strategically push media choices consistently through
entire 12-month campaign to maintain a memorable
national presence.
• February to May: Push Mary Kay name during high beauty
season. (fashion season, award show season, etc.)
• May to August: Push Clear Proof to mirror women’s thoughts
on skin care during high point of skin season
• September to December: PushTV heavily during Fall
Premiere shows
• January to February: Round out campaign
Tactics
All media purchases will be dominantly
based on the target market’s media
preferences and usage, as well as defined
insights from media research.
Overview
The February 2015 – February 2016
campaign,“Let’s Be Real” will fully
optimize both traditional and digital
media efforts to maximize reach to target
market on a clear and consistent basis.

23. 23Media
RATIONALE
Traditional ($6,793,000)
Broadcast 38.5% of budget $3,850,000
Selection:
• Two :15 second spots; one :30 second spot aired nationally on top
3 target market television channels.
• 18-25 Segment:ABC Family, MTV,TBS
• During fall series and season premiere shows, once weekly for 10
weeks
Rationale:
Millennials are 7% more likely to watchTV than average females.
Female millennials 18-29 spend the most time on mobile applications
across overall market.
Collectively, this target market is watching an average of 111 hours
and 20 minutes of television a month, making this media outlet a
perfect way to reach millennials consistently.
Magazine 22% of budget $2,200,000
Selection:
• 6 magazines: Glamour,Vogue, Elle,TeenVogue, Cosmopolitan,
InStyle, used with print ads strategically placed throughout the
campaign at different times for entire campaign.Ads will be
full color, full page advertisements. Funding is also allocated for
Anna Kendrick production and payment fees and miscellaneous
additional costs.
Rationale:
Research proves these magazines are the top magazine publications
this market reads/identifies with. Over half of our focus group
participants state they still identify with print as a way to say in the
know about trends and strongly influences them on what beauty
products to purchase.We will use print collateral to consistently
deliver brand exposure and product purchase consideration through
campaign.
Out-of-Home 2.5% of budget $250,000
Selection:
• Guerilla marketing & progressive billboard images
Rationale:
Primary research indicates there is a strong need for the target market
to be exposed to the Mary Kay brand in an eye catching way in order
to leave a better impression on the market. 81% of drivers notice
billboards on key arterials and major motorways, making the unique
botanicals creative approach easily reachable to a large number of
impressions. Both out-of-home techniques will bring a continuous
brand exposure experience that can reach a large audience quickly
and easily.
Public Relations 4.93% of budget $493,000
Selection:
• There will be seven venues in seven cities and necessary
preparation for each event at funding for events.
• Scholarship fund is allocated as an incentive for IBC Recruitment.
Rationale:
More women than men are currently enrolled in college, a statistic
of 56.4-43.6%.While there are women in college, focus group
research uncovered that women in the 18-25 target market range
are unprepared for the professional world and would seek out
opportunities to learn and feel more prepared.

24. 24Media
RATIONALE
Digital ($3,207,000)
Google Campaign
Selection:
• Display,AdWords, remarketing, mobile apps & ad advertising
Rationale:
48% of users install apps on their mobile device after seeing a
mobile app ad. Of the people on smart phones and in apps, 70%
of users contact a business based off of their Google search and
display advertisements.This will be a great way to expose the
target market to ads in a variation based on their own online
search preferences.Taking advantage of Google is a real asset: track
them to push out our advertising.
StreamingVideo
Selection:
• Hulu Plus advertisements andYouTube ads before videos
Rationale:
Only 30% of target market users decide to back out or skip
an advertisement played onYouTube before a video.With a
70% success rate and the force completion Hulu takes with its
advertising, the target market will be exposed to the message
content on the commercials and will keep create fluidity from
broadcast to digital by sharing the same three ads across both
platforms.
Social
Selection:
• Facebook promotional content,Twitter promotional content,
Instagram Contest, Spotify Brand Playlist, BuzzFeed Promoted
Quiz
Rationale:
26% of online U.S. consumers aged 18-29 useTwitter, compared
to 14% of those 30-49 in 2012 – only increasing in the past two
years.Also, 53% of millennials want to/do interact with brands via
social media.This backs up the strategy of changing the tone to
conversation in order to engage the target market and keep them
interested. BuzzFeed saw 115,559,256 million monthly visitors in
February 2014, making the potential impressions and reach per
cost of one quiz very inexpensive and valuable at the same time.
Branded Content
Selection:
• Official Mary Kay App development and maintaining, SEO
specialist to fix Mary Kay website search visibility, and develop
responsive version of website
Rationale:
By 2015, more U.S. users will access the Internet via mobile devices
than through desktops/PC computers. 64% of time on mobile is
spent in mobile apps and 79% of 18-24 target market owns smart
phones. These statistics solidify the need for a branded app outlet
for customers to use and why a website needs to be responsive in
order not to lose potential consumers.

25. 25Media
SCHEDULE
Traditional
Digital
April May June July Aug. Sept. Oct. Nov. Dec. Jan. Feb.Mar.Feb.
Magazine
StreamingVideo
Social
Branded Content
Broadcast
InStyle
Cosmo
TeenVogue
Elle
Vogue
Glamour
Out-of-Home
PR
Google Campaign
YouTube
Hulu
Facebook
Instagram
Twitter
Spotify
BuzzFeed
App
Responsive
Website

26. 26Budget
$2,200,000
$3,850,000
$3,207,000
$250,000
$250,000
$243, 000
$3,207,000 - Digital
$3,850,000 - Broadcast
$2,200,000 - Print
$243,000 - Scholarships
$250,000 - Out of Home
$250,000 - Prof. Development
$2,200,000
$3,850,000
$3,207,000
$3,207,000 - Digital
$3,850,000 - Broadcast
$2,200,000 - Print
$243,000 - Scholarships
$250,000 - Out of Home
$250,000 - Prof. Development
$10,000,000

27. 27Evaluation
"Billboards." N.p., n.d.Web. <http://www.apnoutdoor.com.au/products/billboards>.
"Buzzfeed.comTraffic and Demographic Statistics by Quantcast." N.p., n.d.Web.
<https://www.quantcast.com/buzzfeed.com>.
Ccap. "The Male-Female Ratio in College." N.p., 16 Feb. 2012.Web.
<http://www.forbes.com/sites/ccap/2012/02/16/the-male-female-ratio-in-college/>.
"DMR." N.p., n.d.Web.<http://expandedramblings.com/index.php/google-advertising-statistics#.UysGpdxo03Y.>
"FactsTagged With Social Media." N.p., n.d.Web. <http://www.factbrowser.com/tags/social_media/?and=18-25_years_old>.
"Millennials Study Provides New Data on Media, Shopping and Social Habits | Barkley Explore Blog." N.p., n.d.Web.
<http://blog.barkleyus.com/2011/08/18/millennials-study-provides-new-data-on-media-hopping-and-social-habits/>.
"Newswire ." N.p., n.d.Web. <http://www.nielsen.com/us/en/newswire/2013/the-me-generation-meets-generation-me.html>.
Nielsen. N.p., n.d.Web. <http://nielsen.com>.
Reaching Millennials. N.p.: INMOBI, n.d. PDF.
http://www.tvb.org/trends/4718/4709
Rental Rates. N.p.: n.p., n.d. PDF.
“Top 4 Digital MarketingTrends for 2013 [Infographic].” N.p., n.d.Web.
<http://www.creativeguerrillamarketing.com/advertising/top-4-digital-marketing-trends-for-2013-infographic/>.
L’Oreal. Maybelline. Retrieved from http://www.maybelline.com/
Procter & Gamble. Covergirl. Retrieved from http://www.covergirl.com/
L’Oreal Paris. Retrieved from http://www.lorealparisusa.com/
Estée Lauder Companies. Retrieved from http://www.maccosmetics.com/index.tmpl
Estée Lauder Companies. Retrieved from http://www.clinique.com/index.tmpl
Chanel. Retrieved from http://www.chanel.com/en_US/
Estée Lauder. Retrieved from http://www.esteelauder.com/index.tmpl
http://fitsmallbusiness.com/tv-advertising/
http://www.tvb.org/trends/4718/4706
http://www.adweek.com/news/television/their-prime-broadcast-spot-costs-soar-132805
Campaign Objectives Measurement Tools Projected Results
Increase
Awareness
Increase Positive
Perception
Increase
Consideration for
Product Purchase
Engagement Online
Surveys
Social Media
Mentions
Google Analytics
App Downloads
Recognition
Testing
Focus Groups
Product Sales
Stronger
connection with
18-25 market
Successfully
recruited IBCs
Sustained a need
for brand by
targeted 18-25
market