#434 | 2014

INDEX
RESEARCH CREATIVE MEDIA
EXECUTIVE SUMMARY
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Time for a facelift!
For the past 50 years, Mary Kay has empowered women and invited them to embrace life and celebrate their beauty. Targeting
women in the Millennial generation gives Mary Kay the opportunity to communicate with women in a new, more personal way. The
expansion of online media brings with it the potential for brand-to-consumer interaction a relationship as opposed to a sales
pitch. Combining a refreshed personality with existing media outlets to engage Millennials repositions Mary Kay as a young,
accessible brand while maintaining its classic image and values.
Most Millennial consumers are aware of the Mary Kay brand, but
one-size-fts all advertising leaves Millennials seeking other
cosmetic options. This campaign gives Mary Kay the tools to speak
to Millennial women and let them speak back, telling Mary Kay what
they love now
RESEARCH 1
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Executive Summary
Research Objectives
Primary Research
Secondary Research
Competitive Landscape
SWOT Analysis and Insights
The Big Idea
Introduction
Media Map
The Breakdown
Branding
Social Media
Print
Commercials
Independent Beauty Consultants
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Media Strategy
Media Budget
Campaign Evaluation and Citations
Campaign Team
and what they want to see in the future.
RESEARCH OBJECTIVES
1.
2.
3.
Find out where female Millennials are spending
their time, money, and energy
Record current attitudes and perceptions of
Mary Kay in comparison to other brands
Develop a marketing campaign that talks to
Millennials on their terms through their channels
Identifying where female Millennials spend their time, what they spend money on, and what they love are keys for
unlocking how and where to reach them, as well as why they make purchases. This helps us fnd out where to place
advertising for Mary Kay and the best way to portray Mary Kay products.
Discovering detailed insights about how Millennials think and feel about Mary Kay allows us to dispel myths about the brand
and play up the positive attributes of Mary Kays products. It also allows us to see what other brands are doing well creating
opportunities for us to improve our own marketing tactics.
Constructing an integrated campaign that is tailored specifcally towards female Millennials reminds Millennials of Mary Kays
presence in the cosmetics market and encourages them to get to know the brand in a new way.
RESEARCH 2
300+
We launched a survey asking
Millennial women about their skin
care and cosmetics behaviors
including daily usage, brand
perception, and purchase routines.
RESPONSES
PRIMARY RESEARCH
RESEARCH 3
Our Survey:
Where do you prefer to
purchase makeup?
DEFINING
MILLENNIALS
educated
shoppers social
RESEARCH 4
SECONDARY RESEARCH
female, ages 18-25
1
tech-savvy
online
Most popular sites visited by Millennials
ranked from most used to least used:
1. FACEBOOK
2. YOUTUBE
3. TWITTER
4. PINTEREST
5. INSTAGRAM
6. TUMBLR
COMPETITIVE LANDSCAPE
We asked our participants how they perceived Mary Kay in relation to other well-known skin care
and cosmetics brands using the following adjectives:
RESEARCH 5
YOUNG
OLD
LUXURY
BASIC CHEAP
EXPENSIVE
Lancme
Este Lauder
Proactiv
Neutrogena
Aveeno
Jergens
Clinique
Olay
Avon
MARY KAY
Skin Care Cosmetics
Covergirl
Maybelline
LOral Paris
MAC
Revlon
Clinique
Avon
MARY KAY MARY KAY
Proactiv
Neutrogena
Aveeno
Jergens
Clinique
Olay
Avon
Cosmetics
Covergirl
Maybelline
LOral Paris
MAC
Revlon
Clinique
Avon
MARY KAY
MARY KAY
Proactiv
Neutrogena
Aveeno
Jergens
Clinique
Olay
Avon
Cosmetics
Covergirl
Maybelline
LOral Paris
MAC
Revlon
Clinique
Avon
MARY KAY
MARY KAY
Skin Care Skin Care
Este Lauder Este Lauder Este Lauder Este Lauder Este Lauder
Lancme Lancme Lancme Lancme Lancme
SWOT ANALYSIS
nationally recognized brand
brand perception of being high-status
Millennials are willing to pay more for high quality, natural products
Millennial willingness to purchase from a consultant
wide range of Mary Kay product offerings
brand perception of being old, expensive
inconvenient sales model
weak online presence on social media
current advertising campaign does not exclusively target Millennials
healthy/natural components of Botanicals line
willingness of Millennials to buy make up from a consultant
word-of-mouth advertising through social media
convenient, easily-accessible store brands
chaos/clutter of online media
RESEARCH 6
The Disconnect
Female Millennials know of Mary Kay, but they dont
connect with it its not speaking to them. Right now,
Millennials perceive Mary Kay to be old, expensive, and
luxurious; essentially, Mary Kay is not who they are. And to
Millennials, going through a consultant seems cumbersome
when they can drive to a store for comparable products. To
succeed in this campaign, Mary Kay needs to redefne its
image as young, contemporary and convenient.
STRENGTHS:
WEAKNESSES:
OPPORTUNITIES:
THREATS:
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RESEARCH 7
THE BIG IDEA
Because of the nature of the cosmetics industry, we consider Mary Kays target audience to be highly-involved. Studies
show that editorial-framed custom content is an effective means of advertising to consumers who are highly even
moderately involved with a brand. Consumers who are highly-involved rate information in custom-created media as more
credible than information found in traditional advertising or commercial content; they also feel more favorable towards the
brand after interacting with custom content, and they are more likely to consider buying it. They relate to it, they identify with it,
and they trust it. Building trust with the consumer is key to successful brand development, and custom-created media builds
trust by appearing geniune, unbiased, and credible.
2, 3
Therefore the main focus, the center, of our campaign is a custom-created
e-magazine an online magazine presented by Mary Kay that includes a
combination of Millennial-targeted articles and lightly-branded content.
In order to appeal to Millennials, we have to speak to them through channels and languages
that are familiar and exclusive to them. Mary Kay must talk to female Millennials directly
through a custom-created medium to build vital consumer relationships. Only then will
Millennials begin to change their attitudes and perceptions of Mary Kay; and only then will
they consider product purchase.
...Are you ready to see it?
INTRODUCING
While Kissed Magazine is the center of our campaign, we use other social media
channels from Twitter to Hulu to Pinterest to communicate with our audience.
These channels are flled with custom content like playlists, articles, how-tos,
contests, and the latest trends. All social media connect and refer back to
Kissed Magazine (and some even connect with each other!) to create a unifed,
multiverse of Mary Kay experiences.
CREATIVE 9
LETS CONNECT
e designed the magazine with a tone of sophisticated
edginess while maintaining a modern, feminine design. The
magazines content is very relevant to female Millennials,
focusing on subject matter that is both curent and entertaining.
The magazine articles are organized into fve portals:
Entertainment, Living, Health & Beauty, True Story, and Treat
Yourself. Within the fve portals are stories, quizzes, games, and
links to exterior content from the multiverse.
Navigation is easy! Users can swipe left to right from portal to
portal to access different content. Kissed is multi-platform too,
available on both computer and mobile devices.
CREATIVE 10
THE BREAKDOWN
W
Sprinkled throughout the magazine are small nods at
Mary Kays products and foundations. In our magazine,
these nods occur in articles about makeup and beauty,
as well as articles about domestic violence and animal
testing. By ingraining itself into content Millennials enjoy
interacting with, Mary Kay associates itself with the
lives of its consumers, gradually replacing outdated
perceptions of the brand with the modern, fun,
Kissed experience. Especially in makeup and
beauty articles, Mary Kay emerges as a viable
option for Millennial purchase.
CREATIVE 11
Lightly Branded
An article on domestic
violence awareness
Subtlety is key! Hinting at Mary Kay without explicitly
selling something encourages users to keep reading. If
theyre interested in purchasing Mary Kay products, theyll
seek out Mary Kay themselves. Theres nothing better
than a customer that comes to you!
CREATIVE 12
Pinterests popularity has grown in the last year, especially among women. It embodies and
organizes four distinctly Millennial shopping behaviors: USE, LOOK, WANT, and NEED.
5, 6
Facebook has pinpoint targeting capabilities.
72% of Millennials have an account.
7
YouTube videos show off the best aspects of products and offer Millennials an audio/visual experience. Because theyre easy to embed and
share, they are a vital part of Kissed Magazines multimedia interface. Users can view commercials, how-tos, and product reviews.
Over half of Twitter users are young women aged 18-29. Twitter users communicate about all aspects of their lives including entertainment,
pop culture, and brands. As digital word-of-mouth, Twitter is one of the most powerful social media outlets online.
4
SOCIAL MEDIA
CREATIVE 13
Spotifys sharable streaming service allows Kissed Magazine to create playlists for all
occasions allowing women to express their mood through makeup and music!
10
Vine videos are four times more likely to be seen
than a regular branded video.
9
Tumblr is one of the most highly customizable blogs on the web. With seven different post formats including images, videos, quotes, and GIFs,
its a striking way to showcase a brands identity. With 125,000 new users every day, its becoming one of the biggest sites on the web.
8
70% of Instagram users log on at least once a day, making it the perfect way to quickly engage a lot of users on a regular basis. Hashtags can
be used for promotional activities like campaigns, magazine features, and contests. Its also a great way to track Millennial trends.
11
CREATIVE 14
Some magazine stories feature an accompanying interactive mobile app. This one for
a Health and Beauty Busts users workout excuses with humorous sound effects.
Banner ads on YouTube, Her Campus, and
trending beauty blogs drive traffc to Kissed.
Which ad experience do you prefer? Hulu is famous for showing ads that cater to user tastes. The TV streaming platform shows more video
ads to consumers than any other website in the U.S., and its available on tons of different platforms great for on-the-go!
12, 13
73.5% of blog readers are under the age of 35, and the majority of beauty blog readers are female. Blogs have the ability to promote products
through writers who are a trusted source in the eyes of their followers. Trusted source, trusted brand.
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CREATIVE 15
Your skin should look every bit as radiant as
you feel. Mary Kay Botanical Effects
is a personalized formula made just for your
skin type. Its gentle on your skin, and its
made without any synthetic dyes or added
fragrance. So liven up your skin and give it the
natural, refreshing treatment it deserves. Get
back to what matters most, and make skin
care worries a thing of the past.
The coffee shop is a place for contemplation.
Its for long talks and deep thoughts, a quiet
place for putting all those ideas on paper.
Theres a lot on your mind, and the condition
of your skin shouldnt be. The Mary Kay
Clearproof Acne System is designed to deep
clean and erase blemishes without causing
irritation. While unclogging pores, Clearproof
fghts future breakouts to maintain a clear
complexion. So imagine going to the coffee
shop. Imagine sitting down and focusing
all your attention on the stuff that matters.
Imagine skin care being the last thing on
your mind.
What brings more happiness and confdence
than a stunning new look? Mary Kay At Play
offers an entire line of vibrant eye crayons, lip
gloss, and eye shadow palettes for playing up
your features day and night. Whether youre
meeting a friend for coffee or hitting the club
with the girls, you can combine different
colors to ft the mood. So play up your looks.
Treat yourself to a fun new style. You cant get
more cheerful than that.
PRINT
Print ads showcase Mary Kays Millennial products while directing readers to Kissed.
CONFIDENCE
Check out Kissed our
free emagizine at
kissedbymk.com
Find an Independent
Beauty Consultant
online at
marykay.com
Everyone knows that beauty is made up of more than just the outer appearance,
but that doesnt mean you shouldnt embrace the ability to play with your looks.
Mary Kay At Play offers an entire line of vibrant eye crayons, lip gloss, and eye
shadow palettes for playing up your features day and night. Try something new.
Experiment with different color combinations and let your confidence shine
through. Theres no shame in showing off a little.
CREATIVE 16
COMMERCIALS
INTERACTIVE INSTAGRAM COMMERCIALS
Kissed Magazines presence on Instagram opens the door to photo and video contests, where
users have the chance to be featured on an online commercial on Hulu or YouTube. As Kisseds
popularity grows, so will the opportunity for contests and user-generated commercials. Instagram
contests would incorporate Mary Kays At Play line: Show us how you are at play, every day.
A TV commercial
promoting the At Play
line directs users to
Spotify and Kissed
Magazine. Once
there, Millennials
can listen to the
song playing during
the commercial and
interact with Kisseds
other content.
Future commercials
advertising the
Botanical Effects
and Clear Proof
lines would offer a
different playlist, but
continue to direct
traffc to Kissed.
e
Independent
Beauty Consultant!
HI, IM JENNY
I have been a Mary Kay IBC for six
years. I love giving makeup tutorials
and making your true beauty shine.
While Im not working, I enjoy reading
and playing with my dog! Feel free to
message me with any questions!
HOMETOWN:
PHONE NUMBER:
EMAIL ADDRESS:
Boone, NC
555-555-5555
jenny@marykay.com
Meet your
IBCs & KISSED
To bridge the gap between new online consumers and local Independent
Beauty Consultants (IBCs), we propose an online profle matching system to
encourage connection and communication. MatchMe, hosted by Kissed on
MaryKay.com, will ease the transition from traditional store-buying to buying
with a consultant. This feature will be second nature to Internet-raised
Millennials, but it can be used by everyone who visits Mary Kays website.
By providing a photo and a couple of personal facts, consultants literally
become the face of Mary Kay in their local spheres. Through MatchMe,
consultants are portrayed as trusted friends as opposed to anonymous
salespeople vital when marketing to Millennials who prefer to do online
research before buying.
MatchMe on MaryKay.com
CREATIVE 17
Featured Consultants
On the e-mag, as well as outlets like YouTube and beauty blogs,
Kissed features segments on Mary Kay consultants: their makeup
tricks, their duties as consultants, and their personal stories.
IBCs can also use the Kissed multiverse to help them understand
the young Millennials in their sales areas. Checking Kissed on a
regular basis gives IBCs insight on emerging trends and allows them
the ability to incorporate those trends into their promotional tools,
phone calls, emails, and parties.
Learning about consultants also has the potential to spark Kissed
readers interest in becoming a consultant. Kissed provides
Millennials ways to support consultants by purchasing makeup, but it
also invites them to research and pursue the rewarding role of an IBC.
Makeup tutorials feature consultants on YouTube, Hulu,
and Pinterest. From there, they can be easily shared.
MEDIA 18
MEDIA STRATEGY
Our cross-platform targeted media plan creates an integrated experience with Kissed and Mary Kay. Print, cable, and digital media
launch the Kissed campaign in its frst quarter. Social media and promotional events will follow to extend and materialize the Mary Kay
experience for Millennials, reminding them what Kissed has to offer.
PAID
$
CABLE/DIGITAL LAUNCH
30-second ads will be placed on ABC Family, MTV and E!
Network, all of which have higher than average amounts
of female Millennials in their viewing audiences. TV
spots for Mary Kay products will air in the top 10 US
cities for Millennials (see graphic) and on YouTube and
Hulu to reach users watching programming online.
Millennial cosmetic buyers are 7% more likely to watch
TV than the average females.
15, 16, 17
DIGITAL
Our campaign will utilize promoted posts on websites
like Facebook, BuzzFeed, and Twitter. To create a
multi-platform digital presence, we will use Google Ad
Words to draw consumers to Kissed, our social media
platforms, and MaryKay.com.
MOBILE
Because female Millennials spend most time on mobile
applications across all market breaks, our Busted
Workout app will be available on phones. More apps will
be released with future Kissed articles.
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PRINT
High circulation ratings drew us to Glamour,
Cosmopolitan, and Teen Vogue. In each magazine, we
will place full page, four color ads featuring Mary Kay
products and pointing to Kissed. Four ads will circulate
each quarter to create a stronger brand identity and to
introduce Millennials to our entry-level products.
19, 20
1. New York
2. Los Angeles
3. Dallas
4. Chicago
5. Washington, D.C.
6. Houston
7. Atlanta
8. Philadelphia
9. Phoenix
10. Seattle
TOP 10
Cities for Millennials
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PROMOTIONAL EVENTS
On-campus events in the spring
and fall at popular universities
will reach thousands of women
nationwide. Our research
shows that women wouldnt
mind purchasing from a beauty
consultant, so we will bring IBCs
to campus for a day to demo
products and dispel negative
perceptions of Mary Kay.
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OWNED
&
SOCIAL MEDIA
In addition to releasing a new edition of Kissed every
three months, we will expand Mary Kays web presence
by creating Mary Kay accounts for Tumblr and Vine.
We will also purchase sponsor posts on BuzzFeed, Her
Campus, and popular beauty blogs and vlogs. Increases
in likes, follows, and page views from Millenials on Kissed
and Mary Kay sites will measure successes in increased
awareness and positive perception of Mary Kay, so these
must be maintained and updated frequently.
EARNED
!
SOCIAL MEDIA
We anticipate Kisseds launch to create a high level of
interest in the Mary Kay brand. Professional and reader-
generated articles will surface on social media platforms
like Facebook, Pinterest, Twitter, and Tumblr. BuzzFeed
sponsored Mary Kay posts will also become viral and
shared throughout popular social media platforms.
PROMOTIONAL EVENTS
Promotional events hosted by IBCs will create brand
interaction with Mary Kay. During campus events, IBCs
will distribute free samples and gifts in addition to offering
makeup advice and how-tos. Studies show that samples
increase probability of purchase: 49% of participants who
received a free product sample on campus talked to their
friends about it, while 23% went out and bought it and
13% talked about it on social media.
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MEDIA 19
Cable Television
Print + Tablet
Digital
Owned Media
Promoted Events
Kissed
Contingency
Second Quarter TOTAL COST Fourth Quarter Third Quarter
$850,000
$901,716
$600,000
N/A
$25,000
$250,000
$200,000
TOTAL COST $2,826,716
$600,000
$901,716
$620,000
N/A
$50,000
$250,000
$200,000
$2,621,716
___
$484,611
$613,241
N/A
$25,000
$250,000
$200,000
$1,572,852 $10,000,000
February 2015 March 2015 April 2015 May 2015 Cost
Cosmopolitan
E! Network
MTV
ABC Family
Tumblr
Instagram
Facebook
BuzzFeed
Google AdWords
Beauty Blogs
Hulu
YouTube
Glamour
Teen Vogue
Instagram
Facebook
Her Campus
Pinterest
Vine
Spotify
Twitter
Production
Pinterest
Vine
Spotify
Twitter
Tumblr
Contingency
College Campus Events
$480,000
$417,105
$244,100
$200,000
$320,000
$12,000
$12,000
$2,000
$60,000
$50,000
$80,000
$12,000
$175,000
$125,000
$240,511
N/A
N/A
N/A
$12,000
$15,000
$2,000
$20,000
$50,000
$250,000
N/A
N/A
N/A
N/A
$200,000
Kissed
Owned Media
Cable Television
Print + Tablet
Digital
Promoted Events
TOTAL COST $2,978,716
MEDIA BUDGET
First Quarter Division of Funds
A LOOK AHEAD
_
In the quarters following the kick-off of Kissed, we will
continue to target women 18-25. After the frst quarter,
however, we will increase spending on paid digital and
decrease spending on traditional media like print and
television. Spending on promoted events will be increased
in the third quarter in anticipation of college campus
events during October like Breast Cancer Awareness
Month. This will be an opportunity for IBCs to promote the
Mary Kay Foundation in addition to Mary Kay products.
Projected division of funds for the frst quarter of Mary
Kays Kissed Campaign
Our campaign will be evaluated through a series of quarterly online surveys dispersed across our target market; these surveys will measure
perception and awareness of the Mary Kay brand and purchase consideration of Mary Kay products. Paper surveys will be sent out via IBCs
on location after campus events take place.
Reception of Kissed as a custom-content platform will be measured by online buzz. We will keep track of increases in social media usage on
both Kissed and Mary Kay through likes, followers, favorites, and shares as well as the number of unique, frst-time visitors to MaryKay.com.
We have set aside $200,000 contingency to allow for adjustments during the campaign as necessary.
CAMPAIGN EVALUATION
(1) Ad-ology audience scan. Generation:Millennials in the United States, Fiegerman, S. (2013, 12).
Study: 1/3 of women in u.s. use pinterest. Retrieved from http://mashable.com/2013/12/30/
social-network-demographics-2013/
(2) Perelman, J. (2013). Native Advertising Isnt New, But Its The Future. American Advertising
Federation 2013 Digital Resource Guide, 16. Retrieved from http://www.aaf.org/images/public/
aaf_content/thought%20leadership/drg2013.pdf
(3) Cole, J. T., & Greer, J. D. (2013, October 15). Audience Response to Brand Journalism: The
Effect of Frame, Source, and Involvement. Journalism & Mass Communication Quarterly, 1-15.
Retrieved from http://jmq.sagepub.com/
(4) User demographic highlights from 5 major-and growing - social networks. (2014). Retrieved
from http://www.marketingcharts.com/wp/online/user-demographic-highlights-from-5-ma-
jor-and-growing-social-networks-38939/
(5) Gilbert, E., Bakhshi, S., Chang, S., & Terveen, L. (2011). I need to try this!: A statistical over-
view of pinterest. Retrieved from http://www.cc.gatech.edu/~sbakhshi/gilbert.chi13.pinterest.pdf
(6) Fiegerman, S. (2013, 12). Study: 1/3 of women in u.s. use pinterest. Retrieved from http://
mashable.com/2013/12/30/social-network-demographics-2013/
(7) Nielson. (2014, 2 26). Millennials: Technology = social connection. Retrieved from http://www.
nielsen.com/us/en/newswire/2014/millennials-technology-social-connection.html
(8) Marketing on tumblr. (n.d.). Retrieved from http://www.tumblr.com/business
(9) Welssman, Saya (September 9, 2013). 15 Stats You Need to Know about Vine and Instagram
Video http://digiday.com/brands/15-stats-vine-and-instagram-video/
(10) King, J. (2013, November 14). Este lauder abbreviates fragrance flm for pandora mobile ads.
Retrieved from http://www.luxurydaily.com/estee-lauder-abbreviates-fragrance-flm-for-pando-
ra-mobile-ads/
MEDIA 20
CITATIONS
(11) Smith, Craig (March 6, 2014). By the Numbers: 58 Interesting Instagram Statistics.
http://expandedramblings.com/index.php/important-instagram-stats/#.UynijSh7U5s
(12) Hulu. (2014). Hulu advertising. Retrieved from http://www.hulu.com/advertising/
(13) Learmonth, M. (2012, April 17). Hulus new guarantee: Someone watched your (whole) ad.
AdAge, Retrieved from http://adage.com/article/special-report-digital-conference/hulu-s-guarantee-
watched-ad/234164/
(14) Sysomos Inc. (2010, 06). Inside blog demographics. Retrieved from https://www.sysomos.com/
reports/bloggers/
(15) Televison Data. (2012). Nielson.
(16) NPOWER/MRI, based on cosmetic purchasers F18-29 (2013).
(17) (2013). Ad-ology market demographics. US MSA Market Comparision of Very Young (<25)
Non-Family with Moderate Income.
(18) NPOWER/MRI, based on cosmetic purchasers F18-29 (2013).
(19) Conde nast brands/media kit. (n.d.). Retrieved from http://www.condenast.com/brands/gla/
(20) Cosmo 2013 display advertising rates. (n.d.). Retrieved from http://www.cosmomediakit.com/
r5/showkiosk.asp?listing_id=4507689&category_code=rate&category_id=27809
(21) Generation: Millennials in the united states. (2013). Ad-Ology Audience Scan
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ADVISOR: ROGER GONCE MEDIA 21