2. 1
Table of contents
Executive Summary
Agency IdentityObjectives and Situation Analysis
Research
Target Market
Creative
BeautyBox
Social Media
Interactive & Mobile
Public Relations
Media
Budget
Evaluation
Similar to Mary Kay Ash, we at The Idea Pantry are dreamers. In 1963, she
invested her life savings of $5,000 into her dream--Mary Kay Cosmetics. In the
years since, that dream has grown into a global corporation that is invested in
something even bigger – its commitment to making all women feel important,
empowered and beautiful. The passion Mary Kay Ash put into her company is
a passion we at The Idea Pantry Share.
Looking to expand the brand, Mary Kay expressed the need for a national
marketing campaign that can be leveraged to Independent Beauty Consultants
and will engage female Millennials. Using our own brand of originality and
elegance, The Idea Pantry created a fully integrated campaign that appeals
specifically to this untapped market of Millennial consumers and IBC’s.
Our campaign infuses Mary Kay’s core values and product line with the
interests of the Millennial woman. Using a combination of traditional
advertising, new media, social media marketing and a unique re-branding
strategy, we have dreamed up a detailed plan to help Mary Kay reach a new
demographic, all while never losing site of Mary Kay Ash’s original vision.
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At The Idea Pantry, we have one mission: to provide brands with all of the
necessary ingredients to cook up impactful campaigns.
The Idea Pantry is a collective of likeminded, creative professionals bound by
a passion for communicating. We are dreamers, problem solvers, and forward
thinkers who don’t shy away from a challenge. We believe in the power of a
great idea and subscribe to the notion that good just isn’t good enough. Our
ideas bring people together and set brands apart. And, to us—that’s what
advertising is all about.
3. Objectives
Situation Analysis
Through our primary research we at The Idea Pantry have
determined that women ages 18-25 know very little about
Mary Kay.
Although those who have tried Mary Kay were highly
satisfied with the product and the personalized experience,
Millennials are reluctant to make the switch from purchasing
cosmetics in a store to purchasing from an IBC. Overall,
there seems to be a lack of an opinion about Mary Kay
within our target market.
This gives us the opportunity to make the perfect first
impression with Millennial women by showing them that
Mary Kay is a dynamic company with high-quality products.
Make the right first impression.
Increase awareness of Mary Kay among women age
18-25 by 30%, and establish Mary Kay as their new
brand of choice for cosmetics.
Promote a positive opinion.
Demonstrate Mary Kay’s commitment to high quality
products and strong core values to mold positive
perception with the Millennials
Increase market share and sales among
Millennial women.
Increase new customers by 15% and Beauty
Consultants by 10% within our target market. This will
increase the number of loyal, life-long customers.
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4. SWOT
RESEARCH
Competitor
Analysis
Other IBC Companies
Avon (Marc)
• One of the most popular IBC companies
• Highly philanthropic
• Sells makeup, accessories, clothing and
homegoods
Store Brands
Maybelline
• Recently released several new products
• Official makeup sponsor of Mercedes-Benz
Fashion Week
Clinique, Member of Estee Lauder
• Sold only in high and department stores
• Has a partnership with Allergan, which is
the maker of Botox
Strengths:
Well-Known
Priced well
Loyal customers
Good quality
Wide product range
Test before you buy
Stable company
Strong business opportunities
Involved in charities
Weaknesses:
Older demographic reputation
High price perception
Difficult for first time buyers
Packaging
Social media presence
“Mother’s brand”
Opportunities:
Social media
Advertising
Career opportunities
Earned media coverage
Social responsibility
Set a new trend
New makeup line
New products
Threats:
Animal testing in China
Avon
Other make-up companies
Bash websites
Secondary Research
Social Media
1. YouTube
2. Facebook *
3. Instagram
4. Twitter
5. Pinterest
6. Snapchat
7. Tumblr
*most favored brand interaction platform
Most Popular Of our target market....
98% use social media on
a daily basis
89% use Facebook daily
83% of our target market
has smartphones and are
constantly connected
67% use social media to
interact with brands
61% think social media is
the “new power of youth”
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5. Primary Research
We held 2 focus groups that
included 21women between
the ages of 18& 23with the
median age of 20years old.
What influences their
purchases?
• Try before you buy
• Price
• Referrals from friends
• Brand loyalty
• New products
• Impulse buying
• Sales
8/21 women had used Mary Kay
prior to the focus group
Focus Groups
What style of makeup
do they like?
What do they look for in
the packaging design?
Dark and metallic
for special events
Nudes and basics
for everyday wear
Black & White
Eyecatching
logo design
Surveys
We conducted 3surveys that
included over 300women
between 18and 25years old.
Thoughts on Makeup
Our focus groups claimed to use between 4 and 8 beauty products in the morning.
Makeup makes them
feel....
• Attractive
• Professional
• Confident
Ideal Price
One product
Face care$5
$10
Thoughts on Mary Kay
They said that they would be
more likely to attend a Mary
Kay party if they knew and
liked the IBC.
“I think of older women,
poor quality, and a bunch
of pink cars.”
“I love the price of
the products, but I
just wish they were
easier to get.”
“It reminds me a lot
of Tupperware parties.
Outdated.”
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6. Target Market
Sophie
Age: 18
Sophie is a senior in high school in a subur-
ban community. She’s the captain of her dance
team and enjoys performing at football games,
shopping with her friends and attending school
functions. Even though Sophie has a part time
job, her parents still pay for all of her necessi-
ties so she can save her money for college.
Sophie usually buys most of her products from
department stores and Sephora. She is mainly
looking for bright colors that will make her stand
out and complement her style choices. Sophie
frequently uses Facebook, Instagram, Twitter
and Pinterest and loves to interact with brands
this way. One of her friends started selling Mary
Kay makeup to save up for college, and Sophie
is considering doing the same.
Madison
Age: 21
Madison is a junior communications student at
a downtown university. Madison keeps busy
throughout the day with going to class, work-
ing at her part-time job, studying and hanging
out with friends. She used to wear much more
makeup when she was in high school, but
after a few years of college she now prefers
a more natural look. Madison frequently skips
all makeup and just uses cleanser and mois-
turizer. Time is a big part of why Madison
frequently skips her beauty routine and she
only puts on a full face of makeup for special
events like interviews, class presentations,
going on dates or out with friends. She heard
about Mary Kay makeup on campus and de-
cided to give some of the skin care products
a try. She’s even thinking about becoming an
IBC herself for some extra cash!
Kaya
Age: 24
After graduating college Kaya was lucky
enough to land a full-time job at an account-
ing firm. Kaya moved to a new city to take
this job and is getting settled into her pro-
fessional adult life. Even though Kaya loves
makeup and appreciates quality, she tends to
go for cheaper brands now that she is on her
own. Between rent, student loans, and other
costs Kaya has to be cautious about how and
where she spends her money. When Kaya’s
close friend started to sell Mary Kay she was
skeptical but decided to go to her first Mary
Kay party. After trying out the products, she
fell in love with the brand and how affordable
and high-quality the products are.
The Millennial Generation is a unique and diverse group. Through our
research we learned that our Millennial women undergo a rapid transformation
between the ages of 18 and 25. As
a result, younger Millennials and older
Millennials vary in terms of maturity,
worldview, lifestyles and—most
importantly to us—make-up preferences.
Our younger women, between the
ages of 18 and 21, are experiencing
the first taste of independence as they
leave high school and begin college or
their career. Although they are
interested in skin care, this group is
more excited by bright colors and bold
looks when it comes to their makeup.
They are interested in fashion and see
makeup as a way to enhance their
style—whether it’s going to prom,
school or out with friends.
The older end of our target, between
the ages of 22 and 25, are
undergoing a different but equally
dramatic life change. This group is
working hard to finish up college,
starting their first jobs and looking
forward to their new and exciting adult
lives. They are more interested in skin
care and a more natural, professional
look. These women tend to be busy
juggling school, jobs, family and social
lives and don’t have much time in their
morning schedules to devote to their
beauty regimen.
Meet the Millennials
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7. Big Idea: Individuality
MARILYN: The Daughter Brand
Outgoing, professional, quirky, sporty, trendy, reserved, creative, edgy, modern. Just think of all the
adjectives a young professional could use to describe herself. She might choose one style or she
might choose fifteen. But the beauty of it is that every woman is unique. We get that- and then some.
Our Big Idea is to create an extensive, individualized and perfectly customizable daughter brand to
accommodate and celebrate our target’s individuality and every woman’s unique beauty.
To embody this idea of individuality, we wanted to come up with something new—something
exciting and appealing—while also staying true to Mary Kay’s roots, culture and core values. With
those values in mind, we created a “daughter brand,” specifically tailored to the 18-25 market and
inspired by Mary Kay Ash’s daughter, Marylyn.
Spelled “MarIlyn” this brand will emphasize the Individual. The Marilyn by Mary Kay product line is
diverse, giving women the opportunity to incorporate their own unique style into their beauty routine
using the Marilyn products. Marilyn embodies any woman and every woman. The brand represents
the individuality in our target that we are trying to appeal to and also fits elegantly into the established
Mary Kay family and brand.
At The Idea Pantry, we believe that Marilyn will serve as a successful gateway for the Millennials to
start purchasing Mary Kay products. Once the young women that we are targeting fall in love with
Marilyn, they will want to see what else the Mary Kay product lines have to offer. This gives these
women the opportunity to grow with the Mary Kay company.
Marilyn is fun. Marilyn is young. Marilyn is edgy. Marilyn is professional. Marilyn embodies any
woman and every woman. Marilyn represents the established Mary Kay family and brand.
Tagline:“Your Own Kind of Beautiful”
We want to communicate the idea that our new brand, Marilyn, enhances, evokes and embodies
each woman’s individual beauty.
The product line is broken down in a way that gives our consumers the power to authentically
customize their personal beauty regimen for “their kind of beautiful.” We understand that no two
women are alike, and that’s exactly how we want our consumer to feel—like one in a million.
CREATIVE
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8. Introducing some looks from the new MARILYN line
The Bold Look
The Natural Look
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If she’s headstrong, a little mysterious and
exudes confidence—the bold look is for her.
When she walks into a room she commands
attention and leaves everyone around her
enthralled by her powerful presence. She
is not afraid to speak her mind and offer an
idea. The Marilyn Bold Look allows her to
highlight her unique beauty any way she
wants.
Featured in the Bold Look:
Lipstick: Dark Ruby Red
Eye Shadow: Smokey Charcoal
Eyeliner: Black
If she’s down-to-earth, friendly and
self-assured—the natural look is for her.
When she walks into a room people are
drawn to her laid-back charm and “girl next
door” style. Don’t mistake her calm for
indifference though. She seeks adventure
and vitality in everything she does. The
Marilyn Natural Look allows her to enhance
her inherent beauty without masking it.
Featured in the Natural Look:
Lip Gloss: Hint of Pink
Eye Shadow: Natural Brown
Eyeliner: Brown
EYELINER
MARLYN
MARLYN
MAR LYN
LIPGLOSS
MARLYN
EYELINER
MARLYN
MAR LYN
9. The Professional Look
The Daring Look
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If she’s an edgy, adventurous trendsetter who
is comfortable in her own skin—the Daring
Look is for her. When she walks into a room
her poised confidence leaves people
wondering how she manages to be so calm,
cool and collected. Always the leader, she
never shies away from a challenge. The
Marilyn Daring Look allows her to spice up
her makeup and experiment with new
products and colors.
Featured in the daring look:
Lipstick: Rosy Red
Eye Shadow: Subtle Silver
Eyeliner: Black
Blush: Tulip Pink
If she is strong, driven and empowered in
her career—the Professional Look is for her.
When she walks into a room she demands
instant respect. She shines in the workplace
and always leads the meeting. She is fierce
but refined with just the right amount of
ambition to pave the way to success. The
Marilyn Professional Look lets her express
herself and create the perfect workday
palette.
Featured in the Professional Look:
Lip Gloss: Natural Red
Eye Shadow: Smokey Brown
Eyeliner: Brown
EYELINER
MARLYN
MARLYN
MAR LYN
EYELINER
MARLYN
LIPGLOSS
MARLYN
MAR LYN
10. Print
With our print ads we seek to show the new, chic look of the Marilyn line. The line is built around bold individuality and
putting creative power in the hands of the woman. The fold out ad is an unconventional but eye-catching approach to
advertising that will assuredly draw any readers in. Featuring a large cut out “I” readers will at first only see a small glance
of the picture that lies beneath a simple line of copy saying, “your own kind of beautiful.” Upon opening the ad they will be
shown a model in full Marilyn makeup, but unlike many makeup ads, she is real. To the right of the image is a simple line
of copy that reads, “no longer the canvas, but now the artist.” A bold line telling women they are in control of their beauty,
not the other way around. A picture of the products will be shown at the bottom of the page and contact information at the
top, but most of the focus is drawn towards the short but powerful statement of individuality.
These 3 print ads will run for 12 months in Teen Vogue and Elle.
Magazine
Ad 1:
Ad 1 will have a focus mainly on the
eye and lip area of the model which
will be seen through the “I.” When the
reader sees the little bit of the image
that is uncovered they will pull the page
and discover a full page ad underneath
revealing a full faced model in Marilyn
makeup with products displayed at the
bottom.
9EYELINER
MARLYN
LIPGLOSS
MARLYN
MARLYN
MAR LYN
EYELINER
MARLYN
LIPGLOSS
MARLYN
MARLYN
MAR LYN
NO LONGER THE
C A N VA S
BUT NOW THE
A R T I S T
M A RY K AY. C O M
FIND AN INDEPENDENT BEAUTY
CONSULTANT NEAR YOU AT
11. 10
Ad 2:
Ad 2 will have the same concept
with the lips and one eye seen
through the “I.” When the
reader sees this image they will be
intrigued to reveal the rest of the full
page ad underneath.
Ad 3:
Ad 3 is similar to the first 2 except
that the picture was taken from farther
away so that half the face is showing
through the “I.” It can be lifted up to
reveal her full face.
EYELINER
MARLYN
LIPGLOSS
MARLYN
MARLYN
MAR LYN
M A RY K AY. C O M
NO LONGER THE
C A N VA S
BUT NOW THE
A R T I S T
FIND AN INDEPENDENT BEAUTY
CONSULTANT NEAR YOU AT
EYELINER
MARLYN
LIPGLOSS
MARLYN
MARLYN
MAR LYN
EYELINER
MARLYN
LIPGLOSS
MARLYN
MARLYN
MAR LYN
NO LONGER THE
C A N VA S
BUT NOW THE
A R T I S T
M A RY K AY. C O M
FIND AN INDEPENDENT BEAUTY
CONSULTANT NEAR YOU AT
12. 11
Spotify & Pandora Ad
The web banner ad is designed to be as simple, yet
eye-catching as possible. Featuring two separate parts the
banner will be automated, first showing eyes wearing Marilyn
product. To the right of these will be our “I” emphasized
Marilyn logo. Next, as if the eye is panning down the face,
the viewer will see lips, again in Marilyn product, this time
accompanied by copy telling them of the new product made
by Mary Kay. The ad will be a direct link to the website and
will unquestionably bring attention to the Mary Kay website.
It seems everywhere I turn I’m being bombarded with
messages about how I should change my
appearance—reasons why I should cover myself in
product and conform to someone else’s idea of beauty.
What they don’t understand is that it’s my individuality,
not conformity, that makes me beautiful.
Marilyn is a line of makeup designed to let me be my
own kind of beautiful. It gives every woman the ability
to be the artist of her own look—not the canvas for
someone else’s.
Marilyn. Your own kind of beautiful.
Web Banner
M A R LY N
THE ALL NEW PRODUCT LINE
BY:
MAR LYN
M A R LY N
THE ALL NEW PRODUCT LINE
BY
13. 12
YouTube Ad
With our YouTube ad, we push the idea that wearing Marilyn will allow you to ex-
press your own kind of beautiful, not the kind that traditional makeup companies try
to push on today’s consumers. The reason Woman #2 is pretty is because she is
showing her own beauty enhanced with Marilyn. Woman #1 is the poster child for
other makeup brands that are not driven by values. This ad promotes individuality
just as much as it promotes the values of Mary Kay as a whole.
Setting: A crowded, busy city street on a gloomy day – the picture is black and white.
Shot: 1
Video opens with an image of a very beautiful woman – woman #1 – she seems standoffish and cold.
Shot: 2
Woman #1 is attempting to catch a cab to no avail. She is becoming visibly angry.
Shot: 3
Camera pans to a different woman – woman #2 – who is now in full color while the rest of the scene is still
in black and white. This woman is dressed simply, but still has a striking and radiant look about her.
Shot: 4
Woman #2 successfully hails a cab on her first attempt, to the chagrin of Woman #1. Sensing her
frustration, woman #2 gives her taxicab to woman #1, who immediately changes her demeanor.
Shot: 5
Woman #1 sits down in the cab and closes the door. Before the car drives off, woman #2 tosses a
container of Marilyn lipstick to her through the window.
Shot: 6
Woman #1 picks up the lipstick and the camera focuses on the Marilyn label. As she applies the product,
she is transformed into full color, and the cab pulls away.
Shot: 7
Woman #2 easily hails another cab, and as the vehicle approaches, the camera focuses on the taxi-top
advertisement – an advertisement for Marilyn by Mary Kay.
Shot: 8
Scene fades to black behind the advertisement until only the Marilyn by Mary Kay logo is left. Text appears
on the screen that reads, “Your own kind of beautiful...”
MAR LYN
Your own kind of beautiful
MAR LYN
14. BeautyBox
BeautyBox
BeautyBox
BeautyBox
MARILYN
MARILYN
Your personal Beauty Consultant is...
Want more?So you’ve found a product you love! Contact your
Beauty Consultant and put in an order for the products
you want.
So now you have the products but maybe you need
help figuring out how to use them. Maybe you just need
help finding the product that is just right for you. Maybe
you were looking for a specific item that was not included
in your BeautyBox. Connect with an Beauty Consultant
for a personalized beauty consultation.
Need Help?
Card Back:
Jane Doe
JaneDoe@gmail.com
(412)-444-4444
Personal website:
JaneDoe.MaryKay.com
Who referred you?
Type your zipcode to find IBCs near you:
Or type the name of your IBC:
Would you be ok with an IBC emailing you
to follow up?
Yes No
Would you like to automatically renew for
a BeautyBox of next month’s newest
products?
Yes No
Choose the hair color closest to your own
Choose the skin tone closest to your own
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Introducing the new BeautyBox
What is the BeautyBox?
Our consumer is new to Marilyn. She’s not sure what to buy,
she’s pressed for time and she hasn’t had much experience
with buying from an IBC, which can be a little intimidating.
BeautyBox, which includes sample size skin care and
color products, gives her a way to ease into the process by
purchasing Marilyn online. BeautyBox is completely
customizable to fit every woman’s individual beauty and is the
perfect introduction for new customers to the brand.
What comes
inside the
BeautyBox?
• A cosmetics bag full
of samples tailored
to her preferences.
• Promotional
materials, catalogues, information etc.
to facilitate her purchasing more products in the future.
• IBC Contact Cards that direct her to a local IBC to buy
the products she likes.
How does she customize the BeautyBox?
• An online quiz (page 17), which can be found on the
Marilyn website, determines the contents of the BeautyBox she
receives.
• This quiz covers style preferences, color preferences, skin care
preferences and her overall beauty regimen.
How does she buy BeautyBox?
1. She takes the BeautyBox quiz.
2. If she already has one, she enters her IBC’s name when
prompted. IBCs have the opportunity to earn incentives for
recruiting new beauty box customers. These incentives could
include purses, laptops, and even vacation packages. If she
doesn’t have an IBC, she enters her zip code to select one in her
area. The IBC’s information will be included on a card in the box
so that the customer can make contact and begin their Mary Kay
relationship.
3. She is asked if she would like to be contacted by an IBC.
If she answers yes, her name, phone number, and email address
will be sent the IBC she entered as her “reference.”
The IBC will call or email to check in with the customer to see what
she likes and wants to purchase more of.
4. She will be asked if she wants to automatically renew her
BeautyBox each month with new products and samples.
If she answers yes, she will receive an email giving her
information to create and log into an account next month to
choose her new products. If she doesn’t respond to the email, a
new box will be automatically sent to them based on her previous
preferences.
MAR LYN
MAR LYN
MARLYN
15. SOCIALMillennials—they love their social media. Reaching them effectively is going to include an integrated and
extensive social media campaign. By rethinking and revamping Mary Kay’s presence on social media and
tailoring it to Millennials, we have the opportunity to foster a deeper connection to the brand with our target.
MEDIA
Mary Kay’s Facebook page will announce
the launch of Marilyn by sharing Marilyn’s
Facebook page. This will gain brand
awareness for the page because 86% of our
target uses Facebook. Facebook users will
have one week to like and share the page.
Mary Kay will pick ten users at random to
receive one year’s supply of free Marilyn
makeup. This will help to create a
following that will keep users up-to-date with
the product line and other promotional
materials that we will be sharing on the
account, such as the webisodes (page 18).
FacebookMary Kay will launch all new social media
pages for their Marilyn line. They will also
revamp the old Mary Kay accounts to post
more 18-25 year old friendly media.
All social media accounts will be required to
follow a centralized voice or personality. When
it comes to posting or replying we recommend
that the posting follows what we call the Three F’s:
Fun, Friendly, and Familiar.
The posts should be fun because it opens up
dialogue and the possibility for continued
dialogue. Friendly and Familiar go somewhat
hand in hand with each other, the main
objective for this social media campaign is to
promote a steady dialogue between Mary Kay
or Marilyn and the consumers.
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16. 15
Instagram Pinterest
Pinterest has recently exploded on the social
scene—particularly with women and Millennials.
Marilyn will encourage fans to create beauty
boards of things that they find beautiful to push
the message of individual beauty. The most
shared boards get entered into a drawing with
the winners becoming advisors on the new
colors and products for the Marilyn line.
In our primary research, we found that
Millennial women prefer to “try before they buy”
when purchasing cosmetic products. In order
to give young women the opportunity to try out
new products, and drive traffic to the Mary Kay
Pinterest site, Mary Kay will hold a weekly
Pin It to Win It contest.
Here’s how it works
1. Young women can browse the Mary Kay
Pinterest page and explore the products.
2. Once these women find products that
appeal to them, they “pin” the item using the
hashtag #winmarilyn. The more items you
pin, the better your chances of winning!
3. Every Mary Kay Winner Wednesday,
twenty women who used the hashtag will
be randomly chosen, and will receive their
pinned product in the mail.
4. We are confident that the winners will love
their new product. The package will include
a list of IBC’s in their area, encouraging the
winner to find an IBC and order more.
43% of 18-29 year olds use Instagram
daily with 12% using the application
multiple times a day.
We can take advantage of this by having
weekly Instagram contests on Mondays.
Users will post pictures featuring their
individual beauty and things they find
beautiful about themselves. They will use
the hashtag
#marilynmonday or #mondayloves
to tag their pictures. The most liked
pictures will be used in a collage on the
new Marilyn site and users can win prize
packages.
Twitter is used by 26% of our target
to share information and connect with
brands, friends, and professionals in their
field. Marilyn will hone in on this audience
by sharing information that is interesting
to our target so they might share it with
their friends and increase our visibility.
We will use the hashtag
#marilynbymk
on all social media accounts for Mary
Kay prior to the launch of the new brand.
Then we will use the Marilyn twitter to ask
questions to the fans using
#askmarilyn
This will engage our audience and build
a strong relationship with them. Users
will be chosen at random to receive prize
packages and other incentives.
Twitter
17. The current blog is focused on an older
demographic so we plan to launch a
separate blog for our Millennial target. Each
month will feature a different theme –
Relationships, College, Family, etc. The blog
will accept reader content and will feature
beauty looks and articles about things the
target is interested in. It should be a place for
our target to go to learn how to use products
as well as connect with other fans.
Marilyn BlogSnapchat
Millennials have discovered the thrill of using
Snapchat to interact with their friends –26%
of 18-29 year olds are using the application
on their phones. Mary Kay can take
advantage of the app’s popularity by
sending promotional photos, makeup ideas,
and coupons to users. Users can take
screenshots of any photo and the
company will get an alert – allowing them to
track active users. Mary Kay can use
Snapchat’s Stories feature to show behind
the scenes footage from their corporate
office or from events. These stories don’t
disappear automatically and stay visible for
24 hours allowing users to view them at any
point during that day.
YouTube
There is a large audience for beauty
vloggers on YouTube. Successful beauty
vloggers draw and maintain viewers by being
honest and authentic as well as proactive
with feedback to comments and viewer
requests. Mary Kay will use the YouTube
channel to feature new IBC vlogs. Not only
will this foster the kind of authenticity
Millennials are drawn to, but it will also allow
the IBC’s to promote themselves. They know
the products and they are already passionate
about the brand and YouTube gives Mary Kay
an opportunity to easily share them across
the social media spectrum.
Mary Kay will also send BeautyBoxes to well
known beauty vloggers. The vloggers will be
able to try on the makeup on their show and
give a review of it to their viewers.
Mary Kay will also
commission a webisode
series that will premier on
YouTube (page 18).
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18. Interactive
Mobile
What type of beauty routine do you use
daily?
Just face wash and lotion
Just makeup
Both facewash and makeup
Nothing
Bold
Natural
Unique
Experimental
Colorful
Minimal
How would you describe your makeup
style?
Washing your face
Lotioning those dry sections of skin
Foundation and coverup
Fun eyeshadows and eyeliners
Lipstick and lipgloss
What is your favorite part of your morning
beauty routine?
Face lotion
Foundation/BB cream
Eyeliner
Lipstick
Eyeshadow
What beauty products do you wear most
often?
Interactive Beauty Quiz
(page 13) Research shows that Millennials respond to interactive elements.
The Interactive Beauty Quiz will determine what type of beauty box is right for you!
Example questions
Marilyn app
The Marilyn is your go-to app for all things
Marilyn.
Sections:
• a section where customers can get a
virtual makeover with Marilyn makeup,
just like the Mary Kay Virtual Makeover
except branded for Marilyn.
• a section where a user’s personal IBC
will update her store and customers will
be able to order products. The IBC will
also be able to post any special offers
or coupons to this section.
• a section which will take you directly to the
Marilyn YouTube webisodes (page 18), and
will be optimized to make it easy to
comment and interact with the other users.
• a section for the Interactive Beauty Quiz
for the beauty box.
• a game section with a game similar to
Bejeweled, except with Marilyn
products. If you win the game Mary Kay
will donate a dollar to our
recommended partnership, V-Day
(page 19).
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Virtual Makeover
AREA
Virtual Makeover
ames
Virtual Makeover
Virtual Makeover
Virtual Makeover
Virtual Makeover
AREA
Virtual Makeover
Virtual Makeover
ames
face wash and makeup
19. PUBLICRELATIONS Webisodes
To encourage and promote beauty to the individual, we intend to run a
bi-weekly webisode series featuring makeovers to two girls per episode. They
would be randomly selected off the streets of the most trendsetting U.S. cities.
The webisode will be hosted by prominent YouTube makeup guru Carli Bybel.
The series would run through 10 cities as a test run then if successful would
branch out to more markets and eventually make its way to small market
“grass-roots” cities.
For the launch of the web series, we are going to hold makeover events in
popular spots of the US’s trendiest cities. Women can go to the event and
receive free-makeovers that will be displayed on screens surrounding the event,
to show how great they look with the makeup. IBCs will be encouraged to
participate in the event to potentially grow their clientele.
To generate buzz about the webisodes on YouTube, we are going to send a
Marilyn ambassador to discuss the launch event on daytime talk shows that
promote women’s empowerment like The Ellen Degeneres Show. We would
also send out media kits to popular local news stations in the cities participating
in the event, to give specific details of the event and further promotion.
Media Coverage
To promote the new Marilyn line we want to send products and information to beauty
editors at magazines our target reads like Teen Vogue and Elle. They are one of the
best ways to get information to our target audience after social media.
Brand Ambassadors
To help reach college campuses we are going to appoint college brand ambassadors.
The brand ambassadors will represent all fifty states and will also receive a Marylyn
Rogers Leadership Scholarship (page 20). These girls will be responsible for bringing
Mary Kay, and the new Marilyn line, to their colleges and universities. The girls will be
trained IBCs who work exclusively at their schools, and they will expand their teams
within their campus. Sales incentives and IBC prizes for these young women will be
directed towards student lifestyles and student needs.
Ambassadors will promote the already existing college makeover days, and will
execute this event at their school. This is an invaluable asset for creating and
furthering the ambassadors program and helping campus representatives to boost
their sales and promote Mary Kay.
Employee Relations
Women who have joined the Mary Kay team as IBCs are independent, strong, and
leaders in their communities. While Mary Kay already offers classes to improve their
knowledge in cosmetics, we propose a new class focused on business practices.
These classes will teach IBCs how to successfully run a business with a focus on
marketing themselves, trends in social media, and tools to effectively manage time.
We will also institute a new cosmetic class to familiarize IBCs with the Marilyn line.
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20. Partnerships
Marilyn will team up with V-Day, a global activist movement to end
violence against women and girls. V-Day is a catalyst that promotes
creative events to increase awareness, raise money, and revitalize the
spirit of existing anti-violence organizations. V-Day generates broader
attention for the fight to stop violence against women and girls,
including rape, battery, incest, female genital mutilation, and sex
slavery. The ‘V’ in V-Day stands for Victory, Valentine and Vagina.
V-Day and Mary Kay/Marilyn share similar themes and values, so it
is easy to tie the two together in an effort to push inner strength and
individuality.
To promote the partnership, Marilyn and V-Day will hold a marathon –
or MarIthon – which will raise money for V-Day and the fight against
domestic violence. The MarIthon would be a 5k run held in major
cities across the nation the first Saturday of every June.
Mary Kay and Marilyn will celebrate the month of October as Domestic
Violence Awareness Month. On October 15th, Mary Kay and V-Day
will promote a “National Moment of Creative Silence” in support of
those who have been silenced by their abusers. On this day, people
across the country are encouraged to practice a moment of silence as
they channel their energy into art. In doing this, we will create media
buzz for Mary Kay and V-Day, and support battered women
everywhere.
Also during the month of October, we will encourage IBCs visit
women’s shelters to provide support and give them makeovers to
boost their self-confidence.
Marilyn will hold a worldwide design contest for a new packaging for a
product for charity. The lipstick will be a universal shade so all women
can wear it and Mary Kay’s profits will all go to V-Day. We want
Marilyn’s users to come up with the packaging for this product and be
as creative as possible. The winner will be chosen by voting on the
Marilyn website or app and the design will be used for a whole year.
V-day promotes social change through the use of art. For this reason,
Mary Kay and Marilyn will be sponsoring a “Create Change” art
contest that women age 18-25 can participate in. Participants will
submit an original piece of their own artwork, accompanied by a 500
word description of their work, and how it portrays women’s
empowerment. Submissions may include, but are not limited to, a
painting, a play, a short story, a drawing, or a sculpture. Five
selected winners will be honored by Mary Kay and V-Day as a “Cat-
alyst for Change” and their work will be featured on each of the Mary
Kay social media pages and the company website. One grand prize
winner will also receive a Marilyn gift basket, and serve as the
spokeswomen for all Mary Kay/V-Day partnership events for one
calendar year. This contests stimulates critical thinking about violence
towards women and will inspire many to act against it.
New coverage will be encouraged to publicize the work.
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21. The Marylyn Rogers Leadership Award
Scholarship
The Marylyn Rogers Leadership Award will award “50 to 50,” meaning
that fifty inspirational young women – one representing each of the fifty
states – will receive a $50,000 award. Choosing a recipient from each
state will help us to reach a diverse group of women.
The scholarship will be given to women who possess strong
leadership skills and use these skills to make an impact in their
communities, schools and homes.
The scholarship will be awarded to young women who are attending,
or will be attending, college/trade school/technical school the
upcoming semester and who dedicate their lives to leadership and
helping others. Current IBCs who are high school or college students
will be encouraged to apply and 10 of the 50 annual awards will be
awarded specifically to IBC applicants. Scholarships will be awarded to
women who are strong, independent leaders who set great examples
for others.
Scholarship applications will include:
• A 500-word essay describing why they believe they should receive
the scholarship, and a short description of a woman who inspires
them.
• A letter of reference from a coach, teacher or employer.
• A current high school or college transcript.
The winning ladies will serve as our brand ambassadors (page 18).
These young women will be trained as IBC’s and will become the face
of Mary Kay on their campus. During the summer before her first year
as a Mary Kay Campus Ambassador, each young woman will
participate in a media tour. They will travel across the country
promoting Mary Kay, giving media interviews and teaching other young
women about the importance of leadership, responsibility and
individuality.
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22. MEDIAThough the landscape of how people are getting their
information is changing, the tradition of beauty
magazines continues. Mary Kay can approach the
Millennials paid advertisements in Teen Vogue and Elle,
as well as through articles brought about by the PR
team.
Teen Vogue
$1,596,342
Teen Vogue is specifically geared towards our target
market. With an almost entirely female audience and
average reader age of 23, this magazine gets the
Marilyn message straight to the target. The magazine
is based around fashion and trends and will help show
that Marilyn is the next trend in makeup.
Elle
$2,040,043
Elle targets trendy business women. With 90% of the
readers being female and 48% in the target, the
magazine will show the value of the Marilyn brand to a
target eager to try new things.
There are more and more people listening to music
online rather than traditional radio. Pandora has over
250 million users while Spotify has 24 million users.
Pandora Radio
$249,600
This online radio has a completely registered user
base, allowing for the advertisements to be played
to our target market 100% of the time. This platform
allows there to be a high level of precision for ad
placement and flexibility in how the advertisement is
displayed.
Pandora radio is an online radio experience aimed at
younger, tech savvy generations. With impressions
reaching nearly 2 million people, the Pandora ads will
tell all users to look into the newest trend out there,
Marilyn.
Spotify
$249,600
Spotify is one of the most popular online radio sites
where the target market get their music fix for the day.
With a mix of visual and audio ads Mary Kay’s
advertising on this site can engage the target market
where they already are.
Spotify is a massive online radio gaining more and
more subscribers. With 24 million current users,
Marilyn impressions will be huge.
Magazines Online Radio
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College Newspapers
$ 1,005,000
A significant portion of our target market are college
students. 42% of American females continue onto
college after graduating high school. To target this
portion of our demographic, we will advertise in college
newspapers across the country. Approximately 7,500
universities in the United States have university news
publications, giving us the opportunity to reach many
Millennial women.
23. PR & Promotions
A Public Relations agency costs $10-$25k per month.
Webisodes
Webisode production could be done for about $10K per episode which
would be $260,000 for the series.
Public RelationsWeb Banners
$9,048
Placing ads on the home pages of popular websites is a
very cost effective way to reach many online users. With
everyone in our target on the internet, ads drawing them
to the Mary Kay and Marilyn websites do a lot to increase
website traffic and brand knowledge.
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Radio
Magazine
Web Banner
YouTube
Pin It To Win
It Contest
Webisodes
College
Newspapers
Scholarships
PR for
Scholarships
PR & Promos
Event
Production
Social Media
Advertising
J F M A M J J A S O N D
MediaSchedule
25. Evaluation
Our campaign will include continuous evaluation of our objectives. We will assess changes in sales, market expansion, and brand awareness and perception over time. Direct
promotions, personal appearances, and media coverage will be measured for quantitative and qualitative effectiveness.
Objective #1
Make a good first impression. Increase awareness of Mary Kay among women age 18-25 and establish Mary Kay as their new brand of choice.
Evaluation
Quantitative – Measure the percentage of Mary Kay website visitors who make purchases.
Qualitative – Conduct additional focus groups and surveys throughout the duration of our campaign, and in the months following it. This will include focus groups and surveys with IBCs to find
out whether they have noticed a change in customer feedback and brand perception. We will also track comments and feedback on our social media sites and our blog.
Objective #2
Promote a positive opinion. Demonstrate Mary Kay’s commitment to high quality products and strong core values to engage our target market.
Evaluation
Quantitative – Measure website traffic, media coverage and success of social media sites using Google Analytics.
Qualitative – Conduct additional focus groups and surveys throughout duration of our campaign, and in the months following it. This will include focus groups and surveys with IBCs to find
out whether they have noticed a change in customer feedback and brand perception.
Customer satisfaction surveys will be distributed to those who purchase new Marilyn
products and beauty boxes.
Objective #3
Increase market share and sales among Millennial women. Attract new
customers and Beauty Consultants within our target market.
Evaluation
Quantitative – Monitor monthly sales reports and changes in numbers of IBCs,
particularly within our target market. Measurements will include the percentage of Mary
Kay website visitors who make purchases, and how many become repeat customers.
We will also compare our sales with the sales of our competitors.
Qualitative – Identify new customers and IBCs through observation research and
surveys.
Special thanks to...
Bob O’Gara
Zack Russo
Kayla Kisan
Katt Schuler
Melessie Clark
Elizabeth Meckel
Jenn Huffman
Alexandria Gleicauf
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Abby Kay
Lauren Halkias
Stephanie Lynn
Carleigh Dettorre
Janice Jones
Duncan Jameson
Nan Knapp
Heather Starr Fiedler
26. Cause Marketing
Director
Public Relations
Director
Public Relations
Director
AndreaKarsesnick
KristinShaak
SpencerMelillo
MichelleGraessle
KatelynHoward
SydneyKoffler
RileyBenson
Account Executive Account Executive Creative Director Designer
Copywriter Media PlannerResearch Director Media Planner
NoelleNovakovich
KathrynJones
TravisZimmerman
KatiePflug
IDEAPANTRY
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Agency photos were edited using the Mary Kay Virtual Makeover App
THE
