Mary Kay Cosmetics

The following is an integrated marketing campaign that I created in school for Mary Kay Cosmetics. Click here to check it out!

Executive Summary: Mary Kay’s biggest attributes are their Independent Beauty Consultants (IBCs) who dedicate all their time and energy to their customers to insure that they look and feel beautiful. With this strategic plan, customers will realize the benefits of having their own beauty consultant with them acting as their own personal make-up artists. They don’t have to worry if the shade matches their skin tone, because the IBC’s know what is best for the customer.

The awareness of the brand is Mary Kay’s biggest problem. Because they do not sell in stores, consultants go door to door selling products which is an old fashion approach and is why most of Mary Kay’s customers are older women. Potential customers believe that going to their local drugstore is more convenient for them. This campaign strategy acknowledges this major weakness and instead shows the benefits of having an IBC by attracting to a younger demographic.

Overview: The “Because We Know You” campaign emphasizes to the target market of 18 to 25 year-old women that IBC’s are the equivalent to their professional “best friends.” They know what’s best for you and will help you with any situation, at any time. By providing background content on the company, this campaign strategy realizes the weaknesses of the past, but through print ads, commercials, Internet banners, and apps, it provides the target audience with a “fresh” new look for Mary Kay.