Date of this Version
University of Nebraska-Lincoln, College of Journalism & Mass Communications, 2014 NSAC team plans book
EXECUTIVE SUMMARY The beauty market in which Mary Kay has succeeded for the past 50 years is changing. To ensure the continued growth of the Mary Kay brand, it is essential to create new relationships with the next generation of beauty product consumers and sellers. To do this, Mary Kay must connect to Generation-Y women and match their changing ideals of beauty. Above all else, findings show that Gen-Y women are passionate about what it means to be a woman today. As a group, they have diverse dreams and ambitions, but they share the same desire to be successful. They respect brands that celebrate women's potential and promote more than a narrow ideal of beauty. With a long tradition of helping women become independent and successful, Mary Kay values already match those of the target audience. The key to this campaign is translating existing Mary Kay values into a message that resonates with Generation-Y women. Mary Kay wants to help you ...
WIN YOUR DAY. The campaign executions center on getting Gen-Y women to contact an Independent Beauty Consultant who will help them win their day. Online videos, public relations events and social media tactics will drive traffic to a multi-faceted microsite that breaks down purchase barriers. The creative implementation of these strategies throughout the 12-month campaign will create a lasting message that can be easily leveraged by IBCs to communicate with this target audience.