2. one
Executive Summary[
Since 1963, Mary Kay has been a top global beauty
brand with a focus on empowering women. Brand
awareness and loyalty is strongest among the older
segment of the core market, comprised of women
ages 26 and older. This group tends to purchase
from the core and premium lines in the product
portfolio.
Among our audience, females ages 18 – 25, there is
lower awareness of Mary Kay as a brand for young
women, however there is significant brand equity
in the recognizable Mary Kay name. The company
acknowledges that a focus on this segment is
important for future growth. Recent product
launches of the Mary Kay At Play™ color products,
Botanical Effects® skin care, Clear Proof™ acne
products and some core line products are centered
on expanding the company’s footprint among this
target market. Also key to building brand awareness
is IBC recruitment among the target.
After review of the case study, secondary research
consisting of extensive print and online databases
was performed. We fielded primary research
consisting of interviews, focus groups, retail
visits, ideation techniques and surveys. Some key
findings are:
Mary Kay is viewed by many as a brand for
older women.
There is significant brand equity due to
the reputation for quality ingredients,
professionalism, and social responsibility
initiatives.
Young women are looking for brands that are
relevant to their lives; this includes brands
that can be identified with descriptors such as
confidence, individuality, fun, and beautiful.
This research also provided an in-depth
understanding of the behaviors of our audience,
and ultimately, allowed the identification of three
behavior-based market segments. Each segment is
identified through beauty product purchase drivers,
key influencers, and media habits.
These segments are:
Diverse adventurers
Naturally unique
Connected socials
This $10 million fully integrated marketing plan will
assist Mary Kay in increasing awareness, positive
perception, and consideration for purchase among
females ages 18 – 25. Additionally, it will increase
consideration for the Mary Kay IBC business
opportunity.
We have identified tactics to reach each segment
with the most relevant media and messaging,
utilizing traditional and non-traditional advertising,
public relations, partnerships, and promotions.
Reaching beyond the norm, we will exploit a
variety of interactive media technologies to deliver
a digitally diverse plan in sync with the lifestyle of
young women today. Through consistent messaging
at a variety of touch points, we will deliver upon our
objectives.
This unique creative strategy will inspire confidence
and celebrate individuality through the use of
Mary Kay products. It will further establish the
relevancy of the Mary Kay brand through new social
responsibility efforts that are significant to the
target market. As a result of these efforts, when our
audience hears Mary Kay, they will know:
This is me.
Table of Contents
Situation Analysis
Creative
Promotions
Digital Media
Sponsorship
Social Responsibility
IBC Recruitment
Media Plan
Budget & Evaluation
Works Cited
2
8
13
17
19
20
21
22
25
26

3. two
Target Market
As outlined in the case, the target market is
defined as 18 – 25 year old females. Further
direction was provided by the company
requesting specific emphasis on marketing
the new line, At Play™ to college-aged
women through brand building, product
portfolio, and social responsibility
initiatives.
To add granularity within the target market,
we used purchasing patterns, influencer
data and self-identifiers collected from our
primary research to identify three behavior-
based market segments, as discussed on
page 7. Our tactics are directed to one or
more of the segments, and are combined
with a focus on designated market areas,
providing more relevancy and return on
investment.
Situation Analysis[
The Challenge
Our challenge was to develop a $10
million proposal for a fully-integrated
marketing campaign to run for one year,
with a February 2015 launch. This campaign
addresses three objectives that will raise
market share among female consumers
ages 18 – 25.
Increase Awareness
Increase Positive Perception
Increase Consideration for Product
Purchase
and for the Mary Kay business
opportunity

4. three
Situation Analysis[
36% of shoppers were likely to choose environmentally
friendly packaging – Percept ion Research Services
46%
30%
25%
22%
15%
Where do you receive
advice about buying
beauty products?
Friends
Online
Magazines
Mother
Beauty
Consultant
Quantitative Surveys
Ideation Participants
Personal Interviews
Retail Location Visits
Focus Groups
IBC Depth Interviews
1735
350
63
30
5
3
Primary
Research
78% of millennial
consumers feel it’s
important for brands
to be eco-friendly and
environmentally conscious.
– General Insight
Understand…
the perception of the Mary Kay brand and the
direct selling channel.
how beauty products are purchased.
why products become favorites.
drivers of product loyalty.
factors that influence the purchase decision.
Extensive secondary research was performed on
media habits, digital media, industry insights, and
competitors.
Primary research included interviews, focus groups
and surveys, as well as sentence completion and
ideation techniques to respond to the phrase
“makeup makes me feel ____” at the Oranje
contemporary art and music event.
Objectives
Research

5. Situation Analysis
four
Number 1 skin care company in U.S.
“#1 Dermatologist Recommended”
Primary products are skincare related, lacks many
options for color
Sold in retail stores
Offers skincare only, no makeup
Current Marketing Campaign: “Glow in the
moments that matter.”
New products targeting younger audiences
Sold in retail stores
Focus on developing products that are healthy for
skin, including makeup line
Allergy Tested. 100% Fragrance Free.
Spring line “Happy in Bloom” targeted at younger
audience
Sold in department stores
Website offers live consultant chats and Clinique
counter locator
Offers wide array of makeup products at various
price points
“Maybe she’s born with it. Maybe it’s Maybelline.”
Current campaign: “Makeup Explorer”
Seek to be trendsetters with affordability
Ability to buy products directly from website
Direct Selling method
Incentives to sell include compensation for sales
and recruitment of other salespersons
Sells skincare, makeup, clothing, jewelry, kid’s
clothing and accessories
Large makeup product portfolio at affordable prices
“Easy, Breezy, Beautiful Covergirl”
In recent years, focused their marketing efforts on
Latino and African American segments
Feature stories on celebrity Covergirls
Sold in retail stores
Competitors
[
What is most
important
to you when
buying beauty
products?
Q
uality
Price
Color Choice
Brand
Beauty
Consultant
Convenience
“I don’t know much
about Mary Kay,
just that they are
very professional.”
- Sami, 21
“Mary Kay just sells
makeup.”
- Mariah, 22

6. Situation Analysis
five
[
SWOT Analysis
Strengths
History of having quality products
Dynamic personal selling approach
Excellent product knowledge training
Broad product line
Product innovations
Opportunities
Consumer demand for natural cosmetic
products
Emerging markets world wide
Growing multicultural demographic
Threats
Competition from direct
selling companies
Competition from retail
stores/cosmetic sales
Internet black market sales
(eBay, Amazon)
Weaknesses
No retail locations
Mature reputation
Weak web presence
Price perception
Consistency of sales skills
2%
4%
48%
16%
30%
Don’t know
Weekly
Monthly
Twice/mo
No pattern
How often do
you purchase
beauty
products?

7. Situation Analysis
six
[
How She Feels About Mary Kay
Awareness of Mary Kay is low, especially with skin
care, fragrance and the At Play™ line
Mary Kay perceived by many as a premium product
line for older women
Those who have discovered Mary Kay are
enthusiasts
The IBC business model is seen as a less convenient
purchase channel
Perceptions of At Play™, Skin Care
At Play™ products were well received with regard
to quality and color selection during product
demonstrations
Enthusiastic about Botanical Effects® and Clear
Proof™
Product line is limited; mascara is the number
one requested product. Requests for eyeliner,
foundation, and fragrance also common
Current positioning on website and in catalogs
is perceived as too young; appeals to the Tween
market (10 - 13 years old) most effectively
About Her Beauty Products
Purchase Decisions
Over two thirds purchase primarily through retail
channels at least once per month
Will purchase to experiment with new products
Willing to switch brands
when she feels the brand is aligned with a
relevant social issue
for product innovation - natural, eco-
friendly products are the trend
About Her and Her Media
Friends, social media, and popular culture are main
influencers that drive cosmetic purchases
Searching for her own personal and unique self-
image as a newly independent female
Predominantly smartphone users
Consumes an abundance of print media to explore
fashion, health, current trends
more influenced by magazines than any
other demographic
most likely to use coupons and visit
websites viewed in print, social and other
media
Key Insights 36%
17%
29%
18%
How many skincare and
makeup products do you
use on a daily basis?
0 – 1 2 – 3 4 – 5 6 +

8. Situation Analysis[
Segment Size Total Spending/Mo
Diverse 6,860 40% $25-35
Adventurers
Naturally 5,145 30% $35
Unique
Connected 5,145 30% $50
Socials
Total (000’s) 17,150 100%
Diverse Adventurers
Motivated by latest fashion and beauty trends; an
early adopter
Influenced by brand ambassadors with multicultural
appeal, social media, popular culture
Heavy social media users
Avid consumer of print media; likely to visit
websites seen in ads
Shops CVS and Walmart for convenience and price
Diverse; high percentage of Hispanic
Describes herself as independent, empowered,
social, fashionista
Naturally Unique
Growing demand for mineral makeup, clean/natural
ingredients, alternative formulations
Moderate social media use
Views selected print and online media
Less brand loyal
Cause marketing drives brand switching behavior
Willing to spend more for what she wants
Describes herself as comfortable, free, hopeful,
aspiring
Connected Socials
Personal self-image still developing
Influenced by friends, social media, mother
Views and creates “Haul” videos
Active lifestyle with concerts, sports, events, college
life, sororities
Frequent experimenter with facial and acne
products
Buys a mix of discount and premium products
Environmentally aware
Describes herself as trendy, fun, social, busy
Segmentation
While there are many similarities among
college-aged women, our extensive
research revealed differences in behavior
related to purchase habits, influencers, and
media consumption. Three segments have
been identified as a result of this analysis
and were used in this plan to identify and
target specific marketing tactics.
How does wearing makeup
make you feel?
Confident
Beautiful
Happy
Professional
Accepted
Sexy
72%
54%
42%
41%
35%
31%
seven

9. Creative Strategy
eight
[
Inspiring confidence and embracing individuality is an important characteristic of brand voice when communicating to the 18 – 25 year
old female demographic. The phrase This is me. in tandem with the creative, celebrates and acknowledges the high intrinsic value
this target audience places on the individual interpretation and expression of beauty, aligning Mary Kay values with their own.
Appreciating a variety of interpretations about beauty acts as the bridge to create Mary Kay relevance and appeal in all
communications. This is me. provides an affirmation of self and the ultimate reminder to empower the inner you.
This is me.

10. This is me.
]
Creative
nine
[
When communicating to females 18 – 25, it is essential to establish
relevancy and authenticity. Repositioning the At Play™ products
as the brand that allows them to highlight their individual beauty
and create their own unique look will attract their attention and
their purchase consideration. Through our creative, This is me.
tells a story in words as well as through striking visuals that increase
awareness and brand appeal. This creative strategy ensures both
quality impressions and brand image gains while being consistent
with Mary Kay’s overall quality brand perception.
Advertising

11. Creative[ Advertising
ten
This is me.
[
“This ad is fun and unique, and would
catch anyone’s eye.”
- Samantha, 22, college senior
“I love them. It makes me want to try every product!”
- Brooke, 23, college graduate, employed

12. This is me.
]Libre, independiente y seguro.
Soy todas estas cosas y mucho más.
La vida es mi aventura y
Mary Kay At Play ™ In The Navy Eye Crayon
me permite explorar si estoy en el mar o en tierra.
Creative
eleven
[
This Spanish-language ad will target the
fast growing Latino market in selected
print media.
This 2-page spread for Inside Weddings highlights the full line of cosmetics for a
special day. Inside Weddings specifically targets the younger bride, at half the cost
of Brides magazine.
Advertising
“These ads grab my attent ion; they say what Mary Kay
is about, just being conf ident in who you are.”
- Carly, 19, student
“These girls remind me of me. The ads say to accept
yourself for who you are.”
- Kayla, 20, employed

13. twelve
Creative[
Transit Advertising
Transit advertising will be placed to create
awareness and support the This is me. campaign
launch, as a lead-in to the peak spring buying
season, and to support the back to school season
events and promotions.
Airport: In-airport signage will be displayed at
the focal points when travelling up and down the
escalators. Airport ads will be placed from February
through April in airports that support the spring
break events as well as the February Winter Fashion
Week in New York City (see page 14).
Bus Shelters/Train/Subway Stations: Transit
ads will be placed on major college campuses
from February through April to support the new
campaign launch and the spring buying season,
and again in August through October as students
return to school in the fall.
Mary Kay IBC Commercials :30 (Cinema, Online)
Two “Become a Mary Kay IBC” commercials will run during the campaign. Online sites will run for the full
twelve months. Commercials in movie theaters will run during the peak attendance months of April, May,
July and September. Both commercials will provide the web and social media sites for more information.
This is me. interaction with an IBC: This commercial will feature an actual IBC explaining her story as
a successful IBC selling the high quality Mary Kay product line and invite others to share the success as
a new IBC.
“Make Your First Party a Success”: This commercial will attract potential IBC’s by highlighting the
limited time Uber promotion (see page 15). It will show how to sign up for the opportunity to have
Uber pick up your guests for your first Mary Kay event.
84% of all Hispanics and 70%
of all African Americans
went to the movies in 2012
- Screenvision
70% of all Americans go to
the movies at least once
every year
- NRG, American Moviegoing 2012
Moviegoing is the number
one leisure act ivity in the
U.S., attract ing millions of
young, affluent consumers
in a unique, distract ion-free
environment.
Advertising

14. Events
thirteen
Promotions[
The following events and promotions will focus on geographic
locations with high concentrations of the target market, with the
objective of increasing awareness and consideration of the Mary
Kay brand, including the new At Play™, Botanical Effects®, and
Clear Proof™ product lines. This will be achieved through brand
interaction at events and by engaging customers with promotions.
These initiatives also strengthen the role of the IBC as a consultant
and beauty expert.
MTV Spring Break Fashion
Show Cancun, MX
Brand awareness and interaction will occur in the
MTV Village, on the MTV network, and in the
surrounding area.
Sampling and mini-makeovers will be provided
in the Mary Kay This is me. booth/sampling
station in the Village.
Interaction with celebrities and MTV hosts.
This is me. interviews with celebrities, hosts,
and IBC “experts” on Mary Kay skincare and
makeup products.
IBC “beauty tips for the beach” segments will
be posted on social media to increase coverage
of the event on MK sites.
This is me. on my Mary Kay Vespa iSnap
digital photo area. A Mary Kay branded Vespa
will be available for photos on the beach that
can be posted to the Mary Kay social media
sites. Participants will be entered to win the
Vespa at the end of the MTV event.
Pink Mary Kay branded Vespa scooters staffed
with Mary Kay IBC’s will be used to travel around
the MTV spring break area doing “surprise” mini-
makeovers, distributing samples, and handing out
This is me. At Play T-shirts and hats. Participants
can post their new look to social media sites using
#MKThisisme to enter to win their own Vespa as
part of the larger This is me. on Spring Break
event tour.
This is me. Spring Break
Event
Spring Break presents Mary Kay with the
opportunity to reach out to 18 – 25 year old
females from all over the U.S. This guerilla
marketing technique will utilize IBC’s in ten major
spring break cities during March.
IBC’s will ride Mary Kay At Play™ branded Vespa
Scooters, cruising the beach areas to give on
the spot “mini-makeovers” and handing out free
samples, This is me. At Play T-Shirts, and Hats.
Two IBC’s will be chosen to participate in each city.
Participants can post their pictures to Mary Kay
social media sites at #MKThisisme to enter to win
their own Vespa scooter. A total of 10 scooters will
be awarded as well as 100 Mary Kay Sample Cases,
similar to the ones used for the makeovers.
The Vespas will be custom painted with the This is
me. and the At Play™ logos and equipped with a
matching helmet and attachable Sample Case.
Cities included in the This is me. Spring Break
Events:
Lake Havasu, AZ
Laguna Beach, CA
Venice Beach, CA
Daytona Beach, FL
Key West, FL
Miami Beach, FL
Panama City Beach, FL
Myrtle Beach, SC
Galveston, TX
South Padre Island, TX

15. fourteen
Promotions[
Winter Fashion Week in New York City
A Times Square Billboard and a Mary Kay Pop-Up Shop
and Sampling Station hosted by local IBC’s will highlight
the Mary Kay brand and launch the This is me.
campaign during Winter Fashion Week in New York City.
The event will be promoted on the Mary Kay website
and all social media sites.
The new celebrity sponsor, Adrienne Bailon (see page
19), will be live to promote the event and tweet about
her own personal style.
Mini-makeovers will be available during the week and
customers can pre-book appointments online. Walk-ins
can also experience makeovers and access free samples
during the event. An iSnap Kiosk will be available in the
Pop-Up Shop to allow customers to take their own This
is me. photo with the campaign tagline for direct upload
to the Mary Kay twitter, Facebook and Instagram sites.
Events
National Collegiate
Cheerleading and Dance
Competition Sponsorship
This five-day national event draws students from
universities and colleges of every size and from
every state. In addition to the Mary Kay name as
an official sponsor, cheer and dance participants
will be provided with a Mary Kay Sample Bag
containing Botannical Effects skin care and At
Play™ products. Sponsors are highlighted on
this nationally televised program on CBS Sports
network and VarsityTV video on demand.
Cosmo for Latinas Live
Sponsorship
This two-day event will focus on personal and
professional issues important to millennial
women, with a focus on young professional
Latino females. Sponsorship of the event
draws on the connection already present
between Latina females and Cosmopolitan.
A table in the conference exhibitor area
and the Mary Kay name on promotional
materials are part of the package. This will
create brand awareness among this growing
market segment.
Cosmopolitan en Español readership
grew over 19% since 2012 to over 1.4
million readers per month

16. College Welcome Week
This promotion, to be announced in June, will allow
200 IBC’s to participate in College Welcome Week
at their universities. IBC’s must schedule a table at
a college welcome week during August and submit
their approved paperwork online. The first 200 IBC’s
will receive a specially designed Welcome Week
package containing the following items branded
with the Mary Kay This is me. logo.
Custom table cover
200 T-shirts
200 Ink pens
200 Product brochures
Product Sample assortment
fifteen
Promotions[
Expansion of the Fall Into Your
Beauty College Tour
Mary Kay will expand on their “Fall Into Your
Beauty” college tour by adding the Mary Kay Kiss
Cam to home football games on selected college
campuses (see page 23). The Mary Kay This is
me. branded Kiss Cam will create awareness by
allowing students to Tweet their Seat, and then be
shown on the video board of home football games.
Uber Promotion
The Uber Promotion has three objectives. To:
provide a positive experience for new Mary
Kay customers
assist existing IBC’s in their new IBC
recruitment efforts
ensure a successful first event for newly
recruited IBC’s.
Uber, the premier upscale ride share service, will
provide transportation in a Cadillac Escalade for
a new IBC’s first Mary Kay event. The IBC can
use the Uber App to schedule pick up and drop
off rides for their party guests, overcoming a
new customer’s objection of having to travel to a
Mary Kay party. Current IBC’s can enter their new
recruits to win one of 900 Uber transportation
packages during 2015. This promotion allows
approximately 4,000 new Mary Kay customers
and future IBC’s to experience a convenient and
successful Mary Kay party.
“This is me” on FOX, American
Idol, sponsored by Mary Kay
As part of Makeover week during March, Mary Kay
products for women and men can be provided for
the contestants and highlighted on the show. A
review of each individual contestant’s unique needs
and product preferences will be shown.
TLC Something Borrowed,
Something New
Young brides are put to the test to decide if they
want to wear a revamped family heirloom dress or
a new dress of their choice on their wedding day.
Mary Kay products will be embedded in the show
for the entire 14-week season that runs February
through April. Products will be shown as part of
each bride’s daily beauty routine and then her
final makeover prior to revealing her dress choice.
Beyond general brand impressions created, the
relevancy of Mary Kay products for everyday skin
care and for life’s biggest moments will be further
established.
TV Sponsorship: Product
Placement
Top of mind awareness will be created
through product placement in two
television shows popular among the
18 - 25 year old demographic.

17. sixteen
Digital Media[
Our digital media strategy is innovative, integrated and
interactive. It is in sync with the active lifestyle of young women,
allowing them to interact with the Mary Kay brand in unique
ways. This digital strategy will drive excitement and support
self-confidence through the Mary Kay experience.
Selected winners will be featured on the @marykayus Instagram and will also be posted to
YouTube.
Random winners will be selected after every 1,000 followers on Facebook, on pictures with over
1,000 likes for Instagram, and every 100 favorites per tweet for Twitter.
This is me. on iSnap will feature women who upload photos of themselves trying new
products at Mary Kay events. More details on iSnap locations are on pages 13 and 14.
Targeted Social
Media Ads
Facebook Ads will promote and connect with
Mary Kay consumers for exposure. The Mary Kay
This is me. campaign will be launched through
an algorithm that allows Facebook to promote to
18 – 25 year old females.
Social
The official Mary Kay Twitter, Facebook, and Instagram accounts will hold #MKThisisme hash tag
promotions where users can share their personal success stories. Winners receive a specially designed
This is me. sample box containing 4 - 6 Mary Kay samples. There are three ways to win:
Mobile
Two of the most popular Mary Kay mobile
phone apps, the Virtual Makeover and the
E-Catalog will be combined to a single
application for customer convenience.
Direct links for Twitter, Instagram and
Facebook will also be added for users to
quickly engage with the Mary Kay brand.
Digital Media among
females ages 18 – 25:
80%
90%
61%
90%
50%
own a Smartphone
of Smartphone
owners use their
phone for texting,
web, apps, and
accessing social media
sites
say social networking
is a good way to learn
about a product or
business
use Facebook
regularly
are routine Twitter
users; Pinterest and
Instagram use is
growing rapidly

18. seventeen
Digital Media[ SlideJoy
Users of this advertisement system are paid to
participate. Mary Kay ads will be shown on the
user’s smartphone every three hours, with the
option to go straight to the e-catalog for a product
of interest.
Pandora Online/Mobile
Radio
Over 2.6 million 18 – 25 year old females listen
to an average of 20 hours of Pandora’s streaming
music per month. Thirty second radio ads
highlighting the Mary Kay This is me. upcoming
events will be played four times per day in selected
cities. 15 second ads introducing the At Play™
line will be used in conjunction with banner ads for
mobile, web and tablet devices. These clickable
banner ads will allow the customer to engage
directly with the website for product purchase.
Each ad is expected to reach 300,000 of the target
audience with 3 impressions each.
Millennial
Media
Millennial Media allows banner
advertisements to be specifically
targeted to 18 – 25 year old
females via mobile phones.
Over five million young women
will see the ads five times
each month. This will make an
immediate impression of This is
me. by seeing the ads on their
favorite apps.

19. Brand Spiraling with
SpyderLynks
SpyderLynks offers a link between traditional and
digital media with SnapTags by incorporating
custom logos, such as the Mary Kay and This is
me. logos. This creates a direct link between print
or transit traditional media and consumer’s social
media accounts, including Facebook, Twitter, and
Instagram, while driving brand awareness.
A SnapTags scan will deliver special promotions and
incentives, such as a direct link to the This is me.
social media contests, upcoming events and prize
opportunities, or the “Be a Beauty Consultant” sign
up page. Selected scans will provide a direct link
to connect to an IBC’s personal This is me. video
story (as explained on page 21).
eighteen
Digital Media[
YuMe
YuMe allows a short video advertisement that will
play prior to a streaming movie on computers
and mobile devices. These “pre-roll” video ads
will reach our target, with a focus on the growing
multicultural demographic. Mary Kay will launch
a series of brief This is me. videos focusing
on success stories of selected IBC’s. This tactic
will engage the target with the brand, while also
increasing awareness of the Mary Kay IBC business
opportunity.
Website
Products Page: By adding Pinterest interactivity through a “Pin it” icon to the products page on the Mary
Kay site, customers will drive awareness, interest and referral traffic for Mary Kay products.
IBC Pages: Individual IBC pages have limited customization options today. By adding direct links to the
IBC’s personal social media sites, customers can better connect with their IBC and the IBC can improve
personal communications through this important media channel. In addition, IBCs can improve their profile
with a professional sales certification as explained on page 21.
Jane’s Mission:
As a Mary Kay IBC it is my desire to work to-
gether to find the perfect fit for your beauty
needs. Customer service comes first for me.
Find Jane by clicking these links!
About Jane:
I am currently a college student and plan on working in a sales career
when I graduate! I have a cat named Oscar. I speak fluent French. I love
the outdoors and trying new recipes.
Contact Jane:
(555)555-5555
janewalkerMKIBC@marykay.com
Jane’s Top 5 Beauty Picks!
Jane’s Qualifications:
ADVANCED Color Consultant
Certified Mary Kay Sales Professional
Speaks Fluent English and French
Jane’s Selling Region:
Jane Walker, IBC
catalogmy mkbecome an ibcshop tips & trends
Shop with me!
[ ]
#ThisIsMe
“Jane was super helpful in
finding the right skincare
regimen for me!”
@tinafor_2
“Jane offers all her clients
five star customer service.”
“Loved the party. Such a
great atmosphere!”
@xoxoTaylor
@stacibrooks
“I never leave the house without these go to products.
This combo offers the best of all categories. Pairing the At
Play Eye Crayon with the Horizon At Play Baked Eye Trio
offers a flirty look on the go for my busy lifestyle. Let’s set
up a time to find your Top 5 Beauty Picks!”
-Jane

20. Sponsorship[
Young U.S.-born Hispanic females are an important and growing part of the 18 – 25 year old female
market.
We recommend Adrienne Bailon, a well known Latina, as a brand ambassador for Mary Kay, with a focus
on building awareness for the At Play™, Botanical Effects®, and Clear Proof™ product lines.
Bailon is a vocalist, actress, dancer, recording artist, and television personality on the talk show The Real,
currently seen on BET. The show has a large Latina and African American following. She often speaks
about her strong Christian faith through her social media sites.
Twitter: 479,000 followers
13,000 tweets – often in
Spanish
Languages: Spanish, English
Adrienne Bailon
Works: Disney’s Cheetah Girls,
Coach Carter, MT V’s All You
Got, That’s so Raven, The
Suite Life of Zack & Cody, and
the talk show The Real
nineteen
Celebrity endorsements are ten t imes
more important to Hispanic communit ies
than to non-Hispanic buyers.
- DIÁLOGO

21. Social Responsibility[
Current Mary Kay social
responsibility initiatives for IBC’s
include hosting a sporting event,
5K, fashion show and a golf outing.
To more effectively engage the
target audience, two additional
options are recommended.
The Full Circle Program
Mary Kay will provide the option to recycle used
makeup products and packaging. IBC’s will request
a box so their customers may turn in old makeup.
With every five pieces of makeup recycled, IBC’s
will receive a “Full Circle” product voucher to be
handed out to their customers, allowing them to
access special discounts.
Mary Kay will partner with Recycling Management
Company G2 Revolution to direct recycled
materials back to Mary Kay suppliers to be used
for future packaging. The Mary Kay products will
be collected, sorted, processed and converted
back into raw material to be recycled into new
packaging.
Young adults 18 - 29 said they’re willing
to pay “signif icant ly more” for green
goods. – Capstrat-Public Policy
Connecting with a
Cause
To draw a personal connection between IBC’s and
their customers, IBC’s will be given the option to
connect their social media accounts to a Mary
Kay approved charity. This empowers the IBC to
educate their followers about organizations closest
to their heart. Research shows that the target
market uses social media to share information
about organizations that draw their interest. The
viewers will be given the option to donate to a
charity with the attachment of a donation button on
the link.
88% of women say they like
brands that “allow me
to do something good.”
- Fleishman Hillard
twenty

22. twenty-one
IBC Recruitment[
To support IBC’s Recruiting New IBC’s
Creation of Mary Kay University; a 6-hour online
selling skills course focused on making the new
IBC successful. IBC’s will offer access to this tool
to new recruits. Upon completion they receive
a certification credential on their new personal
website.
IBC’s can enter their new recruits to win free
pickup of guests for the IBC’s first party (See the
Uber partnership, page 15 for details).
New IBC assured of a well-attended first party
900 winners nationwide, drawn at random
monthly from all entries
In addition to the brand building activities outlined previously
in this plan, these additional tactics are recommended
specifically for recruitment of new 18 – 25 year old IBC’s.
IBC General Recruitment
This is me. campaign media extended for
digital/online sites to highlight current IBC’s
and their personal success stories.
This is me. print media extended to 2016
and used to highlight selected newly recruited
IBC’s and their personal success stories in year
one as a Mary Kay representative.
“If my new IBC is successful,
then I’m successful. The Uber
promot ion is a great idea to
make sure that happens.”
– Mary Kay IBC, age 22
Complete the At Play line of eye makeup
products with mascara, one of the most
requested products.
Mascara branded with the At Play ™ logo
Body sprays are popular, usually at a price
point below other fragrances. Four new body
sprays capture diverse personality types and
preferences. These sprays will be introduced as
a packaged gift set in time for the holidays and
later will be sold individually.
The 8 oz. body sprays branded with the
At Play™ logo
Violet Vixen
Poppy Love
Citrus Burst
Beach Splash
74.6% of the Gen Y uses mascara
Mary Kay At Play™
product line extension

23. twenty-two
Media Plan[Overview
The February 2015 – February 2016 This is me.
campaign will use an optimal combination of
traditional and non-traditional media to maximize
reach and generate buzz to the three identified
segments within the 18 – 25 year old female target
market.
Strategies
Media will provide a year-long national presence
with extra emphasis placed in strategic areas and at
strategic times. Focused media spend occurs:
February – April: a focus on the campaign launch;
coinciding with spring’s typically higher sales and
collegiate spring activities.
August –October: a focus on back to college
activities.
December: holiday shopping typically drives higher
sales in this month.
For the fast growing Hispanic population.
Segmentation Tactics
Media buys are based on media usage and lifestyle
by segment. While some vehicles are geared
toward one of the target segments, others can be
used for all three.
Diverse Adventurers: Magazines (Cosmopolitan,
Glamour, Cosmo Espanol, Latina Style, Essence),
Movie Theater, Interactive/Social Media Ads and
Promotions, Winter Fashion Week, MTV Spring
Break Fashion Show, Cosmo for Latinas Live,
Celebrity Endorsement, American Idol Product
Placement, IBC Success Stories.
Naturally Unique: Magazines (Cosmopolitan, Bridal
Guide, Inside Weddings), Transit, Movie Theater,
Smartphone ads, Pandora Online/Mobile Radio,
Uber Promotion, Kiss Cam, College Welcome
Week, Spring Break Events; MK University, TLC
Product Placement, Full Circle Recycling
Connected Socials: Magazines (Nylon,
Cosmopolitan, Glamour), Movie Theater, all Digital/
Social media ads and promotions, all Transit, Mary
Kay Kiss Cam, College Welcome Week, Spring
Break Events, Nat’l Collegiate Cheer and Dance,
American Idol Product Placement, MK University,
IBC Success Stories.
Details by Media Type
Magazine: $2,735,000
A mix of 4-color, full page advertisements; 2-page
spreads or full page plus 1/3 facing page ads.
Focus is on peak sales months of Feb – April and
December. Ads targeted to specific magazines
include Spanish language; African American focus,
and Bridal.
Rationale: 90% of college students say they have
read a magazine in the last month, and 89% visit
websites they see in them (Study Breaks College
Media 2013). 27% of African American media
consumption is print. 58% of young women say
they consult magazines to find out what’s “in.”
Out of Home: $1,330,000
Digital Billboard during Winter Fashion
Week $150,000.
Winter Fashion Week attracts 242,000 attendees.
This Clear Channel Spectacolor Billboard in Times
Square allows 350,000 pedestrians to view the Mary
Kay brand.
Bus Shelters/Subways/Train
Advertisements: $75,000 mo for 6 mos. in 20
selected cities to support spring events and college
campus back to school events.
Airports: $60,000 mo for 3 mos. in 12 selected
cities for spring break travel, to support the spring
break event.
Movie Theater: $550,000
With a quarter network media buy, 30 second ads
will appear on approximately 5000 total screens in
500 selected cities for the full months of April, May,
June, July, September and December.
Movie Theater Rationale: 24% of young women
report posting to Facebook about what they see
while there. Videos highlighting the Mary Kay brand
and the attractive IBC opportunity are ideal for this
receptive and distraction-free environment.
Interactive/Social Media $1,352,000
Mobile/Social Advertising and Promotions:
$1,164,000
Digital diversity is critical to achieve optimum
coverage, targeting and interactivity. All
advertisements are targeted to the specific
demographic and can also be geo –targeted to
support specific events and promotions. Mobile
Ads (phone, tablet, computer, other mobile devices)
include YuMe and YouTube pre roll, Millennial
Media banner ads, Pandora Radio (also for in-car),
SlideJoy and Facebook. Upcoming events and
contests will be advertised to drive attendance,
contest entries, and online posts.
Sponsored Tweets: $20,000
Celebrity sponsored tweets by celebrity sponsor
Adrienne Bailon will provide ongoing awareness
with specific buzz during the MTV Spring Break
Fashion Show (see page 19).

24. twenty-three
Media Plan[
SpyderLinks : $28,000
SnapTags provide an alternative to QR codes and
supports interactivity with print media, leading the
viewer to digital sites for more content.
Mary Kay Mobile App and Website
Modifications $80,000
These small but significant changes will support
increased mobile app and website usage and value,
leading to increased views, sales, and brand loyalty.
Events/Sponsorship/Public Relations
$3,108,000
The events and promotions were chosen for maximum
reach to the target markets. Budget detail not provided
elsewhere is as follows.
New York Winter Fashion Week $30,000
Pop-Up Shop (Production, design, rental fee)
$20,000
Mini-makeover materials/Samples $4,000
Print media/catalogs/signage/misc $3,000
Labor/Transportation $3,000
MTV Spring Break Fashion Show Cancun, MX
$150,000
More than 40,000 students are expected to visit Cancun
for spring break. MTV is broadcast to more than 750
college campuses and via top cable distributors in 700
college communities nationwide, and reaches nearly 9
million U.S. college students.
Sponsorship Fee $65,000
Makeover/Sampling Booth
in MTV Village $15,000
Mini-makeovers/Samples $10,000
Celebrity Interview production/costs $10,000
Digital photo station $10,000
Labor/Transportation $10,000
Vespa Scooters (2) Custom $15,000
T-Shirts/Hats $10,000
Misc $5,000
This is me. Spring Break, U.S.A.; 10 cities
$350,000
Estimates are for 400 mini-makeovers and
interaction with more than 3,000 individuals per IBC
for a total of over 60,000 impressions on site. Social
media will expand that number significantly.
Vespa Scooters (20) Custom (IBC) $150,000
Vespa Scooters (10) Prizes $75,000
Custom Helmets/Carry Cases/Uniforms $10,000
Makeup Kits/Samples $25,000
Labor/Transportation $30,000
T-Shirts/Hats $50,000
Makeup Cases (Prizes) $10,000
Implementation
Target Cities for the This is me. Spring Break
Events and the collegiate Kiss Cam promotions
during college football season are as shown
on the map.
Kiss Cam
Spring Break
Legend

25. Media Plan[
twenty-four
Media Flow2015-2016 Feb. Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Cost (000)
Impressions
(000)
TRADITIONAL $2,735
Cosmoplitan (1 pg plus banner, 4 color) $1,160 3,000
Glamour (1 pg, 4 color) $720 2,300
Nylon (1 pg, 4 color) $110 225
Cosmo Espanol (Mix of 1 and 2 pg, 4 color) $216 1,400
Latina Style Inc. (1 pg, 4 color, mar/apr issue) $14 600
Bridal Guide (2 pg, 4 color, mar/apr issue) $34 166
Inside Weddings (2 pg, 4 color) $136 71
Essence (1 pg, 4 color) $345 71
OUT OF HOME $1,330
Digital Billboard (NYC) $150 350
Transit (Bus Shelters/Subways/Trains) $450
Transit (Airports) $180
Movie Theater Ads (4 wk run, 500 sites) $550 16,000
INTERACTIVE/SOCIAL MEDIA $1,352
YuMe Pre Roll Videos (Computer) $180 4,500
YuMe Pre Roll Videos (Mobile) $180 4,500
YouTube TrueView In-Stream $120 3,000
Millennial Media (banner for mobile) $144 3,000
Pandora Online/Mobile Radio $240 2,600
Slide Joy (Smartphone) $120
Facebook Ads $180 2,000
Twitter (Celebrity/Sponsored Tweets) $20
Prizes (sample boxes) for Hashtag Campaign $60
SpyderLynks (Print to digital) $28
MK Mobile App modifications $40
MK Website modifications $40
EVENTS/SPONSORSHIP/PR $3,108
Uber Promotion $216
New York Winter Fashion Week $30 350
Mary Kay Kiss Cam (20 locations, 4 games ea) $350 7,500
College Welcome Week Promotion (200 sites) $400 500
MTV Spring Break Fashion Show $150
PRINT
This is Me Spring Break $350
Nat'l Collegiate Cheer & Dance Competition $20 20
Cosmos for Latinas Live $20 5
SPONSORSHIP
Celebrity Endorsement $200 500
Product Placement on American Idol $700 5,000
Product Placement on TLC $450 1,000
PR/SOCIAL RESPONSBILITY
Full Circle Recycling $222
IBC RECRUITMENT $125
Mary Kay University Management Fee $10
Mary Kay University Development Fee $75
IBC Success Stories Media Development $40
PRODUCTION (where not already covered) $800
CONTINGENCY $550
TOTAL BUDGET $10,000

26. Budget & Evaluation[
twenty-five
Measures of Success
While concept testing has been conducted to ensure campaign success, we will also
evaluate the effectiveness of our objectives with the following measures throughout the
12-month campaign.
Following the completion of the campaign, post-testing will occur to gauge the change
in awareness and perception of the Mary Kay brand. Sales revenue increases for the
Mary Kay At Play™ color products, Botanical Effects® skin care, and Clear Proof™ acne
product sales data will also be evaluated.
Budget
$10,000,000
Objective
Increase awarenress through
consumer generated content and
clicks on social/digital media sites
Increase IBC sales channel
effectiveness and purchase
consideration among the target
Increase positive perception of the
Mary Kay brand
IBC business opportunity growth
Measurements
15% increase in tweets, Facebook likes, posts on Mary
Kay official sites and #MKThisisme site, tracked by
event and promotional activity quarterly
A 20% return (measured by clicks per site) on digital
media advertising such as pre roll, banner ads, and
smartphone ads
25% increase in IBC page traffic and area searches
15% increase in new customers associated with an IBC
15% increase in party attendance
Online community brand analysis quarterly
Online focus groups and surveys to monitor
perceptions
10% increase in new IBC’s ages 18 – 25
Promo%on/Events
$1,536,000
15%
Sponsorship/PR
$1,572,000
16%
Tradi%onal
$2,735,000
27%
Other
$675,000
7%
Interac%ve/
Social
Media
$1,352,000
14%
Produc%on
$800,000
8%
Out
of
Home
$1,330,000
13%

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