Mary Kay

BRANDING

The challenge: We were asked to create a fully-integrated marketing campaign with a heavy emphasis on social media, public relations, and digital promotions. It aims to increase brand awareness, positive perception, and purchase consideration among female consumers ages 18-25. Additionally, the campaign must be leverage-able by Mary Kay Independent Beauty Consultants, giving them an opportunity to directly connect with the Gen Y market.

FINDINGS

The problem: There is a disconnect between how Gen-Y women perceive Mary Kay and what the brand actually promotes.

Insights:

1. Gen-Y women appreciate brands that promote progressive ideas about beauty.

2. Gen-Y women are passionate about what it means to be a woman today.

3. They have diverse dreams and ambitions, and their own definition of being successful.

Solution: Show the target demographic that the type of woman Mary Kay promotes is one to whom they can relate and respect-- a mature individual who values healthy relationships and personal fulfillment.

The problem: There is a disconnect between how Gen-Y women perceive Mary Kay and what the brand actually promotes.

Insights:

1. Gen-Y women appreciate brands that promote progressive ideas about beauty.

2. Gen-Y women are passionate about what it means to be a woman today.

3. They have diverse dreams and ambitions, and their own definition of being successful.

Solution: Show the target demographic that the type of woman Mary Kay promotes is one to whom they can relate and respect-- a mature individual who values healthy relationships and personal fulfillment.

The problem: There is a disconnect between how Gen-Y women perceive Mary Kay and what the brand actually promotes.

Insights:

1. Gen-Y women appreciate brands that promote progressive ideas about beauty.

2. Gen-Y women are passionate about what it means to be a woman today.

3. They have diverse dreams and ambitions, and their own definition of being successful.

Solution: Show the target demographic that the type of woman Mary Kay promotes is one to whom they can relate and respect-- a mature individual who values healthy relationships and personal fulfillment.

The problem: There is a disconnect between how Gen-Y women perceive Mary Kay and what the brand actually promotes.

Insights:

1. Gen-Y women appreciate brands that promote progressive ideas about beauty.

2. Gen-Y women are passionate about what it means to be a woman today.

3. They have diverse dreams and ambitions, and their own definition of being successful.

Solution: Show the target demographic that the type of woman Mary Kay promotes is one to whom they can relate and respect-- a mature individual who values healthy relationships and personal fulfillment.

CREATIVE BRIEF

Brand Personality: Mary Kay is a spirited motivator that enriches lives through the relationships it builds.

The Opportunity: To build a relationship that grows as the customer grows, IBCs can empathize with Gen-Y women's journeys toward success. They can customize the buying experience to accommodate the consumer's preferences.

The Proposition: Convince the target demographic that Mary Kay invests in the needs and success of every woman.

Reason to Believe: Each Independent Beauty Consultant is part of a supportive community dedicated to personal success. New customers will discover the Mary Kay passion for empowering women reflected by a commitment to social responsibility.