THERE ARE 3,076 BRAND VOICES IN THE BEAUTY INDUSTRY

GIVING WOMEN ADVICE ON WHAT THEY SHOULD LOOK LIKE.

387
CANDLELIGHT
COMMUNICATIONS
 ITS A GOOD THING SHE DOESNT LISTEN TO THEM ALL AT ONCE.
The target market of women 18-25 are the most informed and knowledgeable generation ever
when it comes to beauty products. In addition to thousands of brands, she has unparalleled
access to millions of websites, all offering their version of beauty tips and advice. But with all of
these beauty voices coming at her, the one voice that is not being heard, or even considered, is
her own. After all, doesnt she know whats best for her? There are 17 million1 of these women
being courted by the beauty industry, and no one appears to be listening to them. Until now.

OBJECT IV ES 2 BROADCAST 12
TA R GET 3 PRI NT 14
A WA R EN ESS 4 MI CROS I TE 16
P ER C EPT ION 5 DI GI TAL 18
CON SID ER AT ION 6 S OCI AL 20
IN SIGH T 7 PROMOTI ONS 22
IBC C H A LLEN GE 8 IBC OUTRE ACH 23
OP P ORT U N IT Y 9 CAUS E / PI E RNAS 24
C R EAT IV E ST R AT EGY 10 M EDIA / BUDGE T / E VAL 25
COM M U N ICAT ION S M ODEL 11 SOU RCE S & NAME S 26
HERES WHAT YOU ASKED US TO DO
OBJECTIVES:
1 Increase awareness among W18-25
2 Increase positive perception
3 Increase consideration for purchase and the Mary Kay business opportunity

HERES WHAT YOULL GET BACK:

17,365,000

The total number of W18-25

according to the US Census

2,778,400 437,598 27,784

CURRENT USERS NEW USERS NEW IBCs

16% of total US 3% of remaining 84% of 1% of current customers
market segment are total US market segment will become IBCs
Mary Kay customers2 will be new users

We project 50% of this Taking into account industry New IBCs spend $100 for
group will spend $10 more, average spend3 and IBC a starter kit and $800/year
with Mary Kay retaining half commission rate, Mary Kay minimum to stay active
gains $24.50/ea.

$6,946,000 $10,721,151 $25,005,600

$42,672,751
-$10,000,000
$32,672,751 ROI

2
HERES WHO WERE GOING TO LISTEN TO
We segmented our target by purchase behavior, as well as brand affinity. We identified three
segments based on our primary research:

THE UNINSPIRED THE EXPERIENCED THE ENLIGHTENED

84% 14% 2%
Non Mary Kay users Casual Mary Kay users Committed Mary Kay users

Purchase several brands but not Mary Kay
Purchase primarily from drug stores and
mass merchandisers
Hesitant about the direct selling model
Loyal to multiple brands, including
Mary Kay
Most likely to purchase from IBCs,
department stores, mass merchandisers
Purchase many brands, mostly Mary Kay
Primarily use IBCs but may also buy from
mass merchandisers
Most likely to convert to IBCs

WHAT THEY ALL HAVE IN COMMON:

Eager about making their own decisions and dont want to be told what to do. However,
they seek reassurance and appreciate being guided in the right direction. 4

Have an overwhelming need to connect on a personal level with just about everything they
deem important in their lives, including the brands they purchase. 5

Take into account familys and friends opinions when making purchases, but also value the
opinion of strangers who have direct experience with the product. 6

Turn to social media to seek advice when it comes to products and brands. 6

Influenced to try new products and brands by free sampling. 11

Trust people not brands. 6

Despite believing companies dont care about their opinions, Millennials still want to
communicate with them. They feel...that companies should offer more ways to share their
opinions online... 6

3
FIRST THINGS FIRST AWARENESS
To find out awareness levels amongst our target, we surveyed a nationally representative
sample of 516 W18-25. We gauged levels of both aided and unaided awareness for Mary
Kay and nine of their top competitors.

SHARE OF VOICE7 AIDED AWARENESS UNAIDED AWARENESS LOYALTY

97%

96%
94%
93%

92%
91%
85%

85%

73%
73%
53%

45%

34%
29.36%

26.20%
26%

14%
17.92%

11.98%

12.16%
11.47%

14%
10.45%
13%

12%

9.40%
10%

6.82%
6.48%

5.66%
4.94%

9%
5.19%
8%

2.05%
1.50%

2.8%
1.25%
.25%

.6%

The levels of both aided and unaided awareness are all over the map,
especially when compared to share of voice. This didnt make any sense
to us, so we decided to see if awareness levels actually affected purchase,
or more importantly, repeat purchase. They didnt.

LOYAL TO AN AVERAGE OF 3.5 BRANDS

19 %

57 % NOT LOYAL TO ANY BRAND

24 %

LOYAL TO JUST ONE BRAND

So if higher awareness levels dont affect loyalty and

repeat purchase, what does? 4
SECOND THINGS SECOND PERCEPTION
Before we could increase positive perception for Mary Kay, we needed to find out more
about our targets perceptions of beauty brands overall. So, we decided to take a look at
the industry-wide beauty conversation.

GLAMOROUS

What we found was that the industry formula for advertising

had a product focus and an authoritative tone that positioned
the brands as arbiters of what the target should look like.

MB
CONSUMER BRAND IN
IN CONTROL CONTROL

Supporting primary research, in which

we interviewed 134 women from our
target, told us that there was significant
overlap in brand personality and
rather than identifying with one brand,
our target identified with multiple
NATURAL aspects of several different brands.

All the brandsincluding Mary Kayare trying to control the conversation, leaving little
room for other voices. Adding to the noise, are the thousands of beauty bloggers and so-
called experts lending their opinions on the latest trends. If the target has a question
about makeup, all they have to do is ask the almighty Google. Itll only take .25 seconds to
answer it with 25,000,000 results .

Maybe the brands havent realized that they dont have

control of the conversationthe target does, and theyre
picking and choosing what to listen to. 5
THIRD THINGS THIRD CONSIDERATION
If theyre not listening to or taking advice from these brands, how are they choosing which
brands to purchase? In our survey, we set out to find what was most important to our target
when purchasing beauty products.

95%
QUALITY
90%
PRICE
87%
AVAILABILITY

Since quality was the most important, we decided to see how Mary Kay stacked up against the competition.

VE RY VERY
P OO R GOOD

AVON 84%
BARE MINERALS 92%
CLINIQUE 92%
COVER GIRL 90%

LOREAL PARIS 89%

M-A-C 94%

MA RY K AY 82%

MAYBELLINE 92%
REV LON 92%

RIMME L 85%

Turns out they thought all brands are of good quality, including Mary Kayso we kept
digging. We reached out to fifty women on Facebook and asked them to tell us what
brands were in their makeup bags without looking first. Heres what we found:

5.5
The average number of
2.4
The average number of
brands in their makeup bag. brands they forgot.

Not a single woman had just one brand in her bag, but more importantly she forgot
almost half the brands she had purchased.

So, after 6 months of research, talking to 1,692 women,

conducting 6 surveys, referencing 41 sources, interviewing 61
IBCs, and testing 6 concepts, you know what we found out?
6
GIRLS JUST LOVE MAKEUP
All brands, all kinds. They love shopping for it, trying it, buying itthey
even love throwing it away and starting over again. While brands spend
countless dollars each year trying to grab their share of womens makeup
bags, our targets purchase decisions have come down to whatever catches
their eye while exploring the limitless options of the makeup aisles.

This doesnt give Mary Kayor any other brand for that mattermuch to
leverage. But while other brands have retail distribution, we dont. This
puts Mary Kay at a huge disadvantage because once a girl steps into the
store, Mary Kay has already lost her.

7
BUT WAIT, FOURTH THINGS FOURTH
Mary Kay asked us to recruit new IBCs, but we knew that would be difficult given the targets negative
perception of the direct selling model. So, we did some additional research to see if being exposed to
an IBC would change their opinion of them. While we found that it did, what was even better was that
we found exposure to an IBC doubled their likelihood to purchase Mary Kay.

+17% +50% +38%

INCREASE IN CONSIDERATION INCREASE IN THOSE WHO SAID INCREASE IN WILLINGNESS TO
OF THE MARY KAY BUSINESS THEY WOULD PURCHASE MARY KAY PURCHASE FROM AN IBC
OPPORTUNITY

8
 FINALLY A BREAKTHROUGH

Just when we thought wed never be able to solve this case, we realized that
not only would we be able to recruit new IBCs, but selling to this target was
going to be easier than we thought...

...as long as we can drive the initial contact. By driving trial and ultimately
exposure to the IBC on our targets terms, Mary Kay can be the first brand to
turn the conversation around. There might be 3,000+ brands telling W18-
25 what to look like, but Mary Kay has 500,000 IBCs waiting to listen.

Thats why at Mary Kay, Beauty Starts With You.

9
AN EMPOWERING CALL TO ACTION
Our new slogan is just that; it recognizes that our target is in control of the way they look
and feel. It also stays true to Mary Kays brand values. Literally, this tagline means that the
target initiates contact with the IBC on their own terms, while figuratively, its a declaration
of how the target chooses to define their own beauty. While not a dramatic departure from
their current tagline (Beauty Comes to You), we knew that a focus on the direct selling
model wouldnt work with this target.

Our ads are different from other beauty companies that use famous
faces, exaggerated claims, and hero shots of the product. We seperate
ourselves with extreme understatement and a consumer focus.

Mary Kay colors are used to reinforce the Youre looking a lot like yourself these days.
brand. Black and white photos with color Every ad will use this catch phrasethis is Mary Kay
copy treatment give these ads a distinctive at its best: positive reinforcement in a conversational
overall look. and friendly way.

We use candid photos from the We identify the target and their Beauty starts with you.
targets social media. unique traits as they relate to A call to action that drives the
their own definition of beauty. target to our microsite.

10
ALL ROADS LEAD TO THE MICROSITE AND THE IBC
LIKE
During this phase, we increase
awareness and positive perception of
the Mary Kay brand, position them
as a viable makeup option for non-
users, and remind current users why
they like Mary Kay. We also start to
drive W18-25 to our microsite.
TV, magazines, YouTube &
PAID
BuzzFeed takeovers, Internet
radio, search, banner ads
Microsite, Facebook,
OWNED
Twitter, Instagram, Birchbox
EARNED
Social buzz
BROADCAST PRINT INTERNET RADIO
FACEBOOK TWITTER MAKEUP TRADE-UP
INSTAGRAM PINTEREST BANNER ADS
LOVE DEFEND
During this phase, we continue to During this phase, our objective is to
increase positive perception and increase repeat purchase and incentivize
drive consideration, while gaining a our most loyal users to become IBCs. We
larger share of their makeup bag. We do this by solidifying our position in the
strengthen the target/IBC relationship targets consideration set.
initiated on the microsite.
TV, magazines, banner ads, IBC promotional material,
search, Internet radio, YouTube IBC App
Facebook, Twitter, Instagram, Facebook, Twitter, Instagram,
Pinterest, Birchbox, Makeup Pinterest, promotions, micro-
Trade-Up Promotion, site
microsite
Seventeen and Cosmo cause Word of Mouth
marketing tie-in, social buzz
beautystartswithyou.com
log out
HOME QUIZ CONVERSATION BECOME AN IBC PROFILE
beauty starts with you
WELCOME, SARAH_ELLE
This is the place where you decide how you want to look,
beauty starts with you
whether thats a completely made up face or just a touch to
highlight your natural beauty. The most important thing is
that youre looking like yourself.
CREATE ACCOUNT
create a username
create a password
retype password
zip code
LOG IN
PRODUCTS OF THE SEASON TESTIMONIALS NEWSLETTER IBC
live twitter feed: live instagram feed:
@marykay Mar 15
Add some POP to your color playlist with the newest shades
from Mary Kay At Play! http://expi.co/01qnf
@marykay Mar 13
already have an
Bring out your inner glow with the Limited-Edition Hello,
Sunshine! Collection! #HelloSunshine http://expi.co/01pOO
account? log in
@marykay Mar 12 #beautystartswith
A record breaking 58,808 makeovers were completed on
#MKMakeover Day 2014! Mary Kay Independent Beauty about Mary Kay - marykay.com
Consultantsyou rock!
Privacy Policy | Terms of Use | DSA Code of Ethics
MICROSITE
All of our media drives W18-25 to the
microsite. From this microsite, women
can access all of Mary Kays social
media platforms. But it doesnt stop
therebehind the microsite sits a
living, breathing IBC.
11
BROADCAST
Two-thirds of our target watches broadcast TV.8 So, we run a highly targeted
syndicated and cable buy to increase awareness, positive perception, and
drive consideration through traffic to our microsite.
The highlight of this buy involves the use of Rentrak, a measurement service
that analyzes data across multiple media platforms to execute a precise buy
with minimal waste.
We front-load the campaign in February with :30 spots. We purchase 110
GRPs a week in DMAs with heavy concentrations of our target. We run during
Prime Access on shows like The Face, Girl Code, and Fashion Police.
In March, May, August, and November, we flight :15 spots weekly at 100
GRPs, to coincide with quarterly product launches and our promotion sched-
ule. The smaller ad units optimize the budget and allow for greater frequency.

:30 SPOT
SHOT: 1 SHOT: 2 SHOT: 3

ACTION: Emmie walking down street, twirls and
looks over shoulder (upper body shot).
FX: Fade in to picture, cut out.
MUSIC: Music fade in.
ACTION: Emmie looks in to camera
(zoom to tight shot).
ANNCR: Your face says it all.
FX: Fade in, cut out.
MUSIC: Music underneath.
ACTION: Danielle looking out window and
freckles show (tight face shot).
VO: You like to call them sun kisses.
FX: Cut in, cut out.
MUSIC: Music underneath.

SHOT: 4 SHOT: 5 SHOT: 6

ACTION: Amy blowing bubbles and smiling/ ACTION: Tara on bed reading and smiling ACTION: Sam doing makeup in mirror
laughing (head shot). (from right panning left). (tight shot in car mirror).
VO: Youre always blushing at something. VO: You go for volume over length. VO: Your best feature is your green eye.
FX: Cut in, cut out. FX: Cut in, cut out. FX: Cut in, cut out.
MUSIC: Music underneath. MUSIC: Music underneath. MUSIC: Music underneath.
SHOT: 7 SHOT: 8 SHOT: 9

ACTION: Morgan playing tennis and looking
confident (upper body shot).
VO: Your skin doesnt hide from the sun.
FX: Cut in, cut out.
MUSIC: Music underneath.
ACTION: Estie laying on ground covering ACTION: Jess getting makeup done and
mouth and laughing (tight ground face shot). laughing (tight face shot in makeup mirror).
VO: Your lips make a statement. VO: And you cant keep a straight face.
FX: Cut in, cut out. FX: Cut in, fade out.
MUSIC: Music underneath. MUSIC: Music underneath.

SHOT: 10 SHOT: 11 SHOT: 12

you're looking a lot like yourself these days. beautystartswithyou.com

#beautystartswith

ACTION: Copy appears
VO: And you know what, youre looking
a lot like yourself these days.
FX: Fade in, fade out.
MUSIC: Music underneath.
ACTION: Copy appears of URL.
VO: Thats why at Mary Kay, beauty
starts with you.
FX: Fade in, fade out.
MUSIC: Music underneath.
ACTION: Logo appears with hashtag.
FX: Fade in, fade out.
MUSIC: Music underneath.
12
AND MORE BROADCAST
:15 SPOT
SHOT: 1 SHOT: 2 SHOT: 3

ACTION: Emmie walking down street twirls ACTION: Sam doing makeup in mirror ACTION: Jess getting makeup done and
around and looks over shoulder at camera (tight shot in car mirror). laughing (tight face shot in make-up mirror).
(zoom to tight shot). VO: Your best feature is your green eye. VO: You cant keep a straight face.
ANNCR: Your face says it all. FX: Cut in, cut out. FX: Cut in, fade out.
FX: Fade in, cut out. MUSIC: Music underneath. MUSIC: Music underneath.
MUSIC: Music fade in.
SHOT: 4 SHOT: 5 SHOT: 6

you're looking a lot like yourself these days. beautystartswithyou.com

#beautystartswith

ACTION: Copy appears ACTION: Copy appears of URL. ACTION: Logo appears with hashtag.
VO: And you know what, youre VO: Thats why when it comes FX: Fade in, fade out.
looking a lot like yourself these days. down to it, beauty starts with you. MUSIC: Music fade out.
FX: Fade in, fade out. FX: Fade in, fade out.
MUSIC: Music underneath. MUSIC: Music underneath.

OPTIMIZED DMA STRATEGY

Recommended DMAs in the Northeast and in the West index high with our competition and
under-index with Mary Kay. We also run in Mary Kay strongholds in the South and Midwest.

Seattle, WA

Boston, MA

Buffalo, NY
Philadelphia, PA
Chicago, IL
Salt Lake City, UT Charlottesville, VA Washington, DC
Fresno, CA

Nashville, TN LMN: 158 Bravo: 126

Los Angeles, CA Oxygen: 150 BET: 126
Atlanta, GA Lifetime: 147 TLC: 124
Dallas, TX WE TV: 139 Food Network: 123
MTV: 132 E!: 120
Houston, TX HGTV: 131 CMT: 120
Tampa, FL ABC Family: 119

13
PRINT
According to Simmons OneView, 74% of W18-25 read magazines.
We run a highly targeted magazine buy in conjunction with our TV to
increase positive perception and drive traffic to our microsite.
We launch in February with 1/3 page ads. The smaller size units allow
us to run more frequently and in more magazines. We also time our
ads in March, May, August, and November to coincide with quarterly
Index: 166 162
product launches and our promotion schedule.
We select magazines that index high with non-users as well as current
Mary Kay users. We match the content of the ads along with the
editorial content of the magazines, which deepens the impact of our
creative. This campaign also has legsit has as many executions as our
target has candid moments.
176 195
14
AND MORE PRINT

Index: 166 229 212 235

15
BEAUTY STARTS HERE
Our digital strategy employs a three-pronged approach, utilizing online advertising, social media, and
search that easily translates to mobile. Together, they increase awareness, shift positive perception, and
drive the audience to our microsite where they will be matched with an IBC in their area. This microsite
serves as the focal point of the campaign. It also encompasses elements of our campaign and is the
perfect space for the target to experience an initial IBC interaction.

Heres how it works: once driven to the site, our target is prompted to create an account with just their
name and password. Requiring no further contact information keeps the control in the customers hands.

QUIZ IBC ENROLLMENT

BuzzFeed-style Myers-Briggs personality Learn more about pursuing the
quiz to match new clients with IBCs. Mary Kay opportunity themselves.
Quiz puts the control of the IBC relationship
in the customers hands.

beautystartswithyou.com CHAT FORUM

Forum where visitors and IBCs can ask
questions, share tips, and learn more about
log out

Mary Kay, building a digital community

around the brand.
HOME QUIZ CONVERSATION BECOME AN IBC PROFILE
beauty starts with you

IBC CHAT
Once visitors are matched with their IBC,
they will be asked if they would like to chat
WELCOME, SARAH_ELLE now or give an email for later contact. This
This is the place where you decide how you want to look,
keeps the control of the relationship in the
whether thats a completely made up face or just a touch to customers hands.
highlight your natural beauty. The most important thing is
that youre looking like yourself.

MENU
beauty starts with you

PRODUCTS OF THE SEASON TESTIMONIALS NEWS LETTER

WELCOME, SARAH_ELLE
This is the place where you decide how you
want to look, whether thats a completely made
up face or just a touch to highlight your natural
beauty. The most important thing is that you
should feel like you.
twitter feed: instagram:
@marykay Mar 15
Add some POP to your color playlist with the newest shades
from Mary Kay At Play! http://expi.co/01qnf
#beautystartswith
@marykay Mar 13
Bring out your inner glow with the Limited-Edition Hello,
Sunshine! Collection! #HelloSunshine http://expi.co/01pOO
@marykay Mar 12
A record breaking 58,808 makeovers were completed on
#MKMakeover Day 2014! Mary Kay Independent Beauty about Mary Kay - marykay.com
Consultantsyou rock!
Privacy Policy | Terms of Use | DSA Code of Ethics
PRODUCTS OF THE SEASON

SOCIAL MOBILE
Twitter and Instagram Website optimized for mobile
live feeds of #beautystartswith According to Radius Global Marketing
Research, Millennials are about 4 times
more likely to use smartphones to research
TESTIMONIALS

product information than Boomers

16
FIRST IMPRESSIONS ARE EVERYTHING
Here is just an example of the questions our target and the IBCs will answer in order to create the
perfect match. These questions are designed based on the Myers-Briggs personality model. This
increases the likelihood of consideration to purchase for Mary Kay and will be promoted on BuzzFeed.

This quiz is a crucial part of our strategy because the IBC only has one chance to make a positive first
impression on our target. If the initial introduction goes sour, this could turn a woman away from
Mary Kay forever and she could potentially share her negative experience with others.

17
DIGITAL
To digitally support and enhance the IBCs business, our campaign launches with takeovers of YouTube
and BuzzFeed. We also run YouTube pre-rolls on video categories that beauty shoppers spend the
most time watching. According to a Google/Millward Brown Digital Beauty Consumer Study, these top
five video categories are music, entertainment, people, comedy, and film.

L rg te

y
g
LO go cu

tf
sh

ew
om

w
a
tr
NEWS ENTERTAINMENT LIFE VIDEO MORE

15 Eye Enhancing
g
om

Tricks That Magazines

Dont Tell You.

L
LO Big Stories Fre.sh on the web

te
cu

SEO / SMO
We optimize the campaigns microsite with relevant search terms to drive site traffic.
Approximately half of undecided shoppers search with unbranded terms, so we purchase both
branded and unbranded words and phrases for maximum exposure.9

18
AND MORE DIGITAL
We behaviorally target with leaderboards and banner ads based on online activity and serve
these ads to our target throughout the course of the year.

Flash display ads that

scroll upwards reinforce
our campaign theme.

SPOTIFY
We run :15 spots on Pandora and Spotify. Both index high with our target, and Spotify is integrated
with Facebook. We also create a customized Mary Kay playlist on Spotify.

19
MARY KAY GETS SOCIAL
According to our primary research, 75% of our target goes to family and friends for beauty advice, and only 28% to
blogs. Therefore, we focus our social media efforts where they will have these word of mouth interactions.

FACEBOOK
Status updates to generate engaging conversation
around beauty on Mary Kays page
Burr its cold outside! How do you keep your skin
moisturized in the winter months?
Whats the best beauty trend this spring?

Because the
majority of
our content is
engaging and
softly branded,
our target
Nicole May will be more
inclined to
consider to
purchase.
Victoria Liz

Cold weather & rosy cheeks

Beauty starts with you.

Nicole May shared Mary Kay Beauty Starts With You

INSTAGRAM
You're looking a lot like yourself these days.
Design your lashes at beautystartswithyou.com

Tara, 19
I go for volume over length.

Mary Kay Doesn't Tell You How To Look.

You decide at beautystartswithyou.com

Throughout the year, we budget for

Suggested Posts to deliver
picture-based ads to our target who like
the Mary Kay Facebook page.
Sponsored ads of our 1/3 page print
ads will feature a link driving them to
#beautystartswith perfect lips, in this
case, our At Play Lip Crayon in Perfect Pink. Now
the microsite.
check out our new :15 video featuring our At Play line.
We put our :15 spots on
Instagram to engage our
target with video.

20
#BEAUTYSTARTSWITH
On Twitter, Facebook, and Instagram, girls can use #beautystartswith. Leaving the last part of the hashtag
open gives users the ability to tell where they think the beauty process starts.

We listen to our target and display their images. This emphasizes our strategy of
getting our target to initiate the conversation around beauty.

21
PROMOTIONS
MAKEUP TRADE-UP
According to our primary research, our target is 38% more likely to purchase a Mary Kay product after
meeting an IBC. To drive trial, we launch the Makeup Trade-Up Promotion during the month of March,
and follow up in May, August, and November. The promotion is supported with TV spots, Internet
radio ads, along with a locator feature on the microsite. We also include an event strategy designed
to run in the same DMAs as our TV. IBCs target college campuses, encouraging the target to trade in
a makeup item that is not working in their beauty routine. The IBC then provides a sample of a Mary
Kay product that will better suit their needs.

SHOT: 1 SHOT: 2 SHOT: 3 SHOT: 4 SHOT: 5

makeup #Beautystartswith

ACTION: Copy appears, (Makeup, Trade-Up).
FX: Slides in, cut out.
MUSIC: Music fade in.
ACTION: Copy appears, (Step one: Empty your bag).
Bag is unzipped and emptied on screen. Makeup
pours out.
FX: Copy slides in, cuts out.
Cut in, cut out (Visual).
MUSIC: Music underneath.
ACTION: Copy appears, (Step 2: Find whats not working). ACTION: Copy appears above promotion URL ACTION: Logo appears with hashtag.
FX: Cut in, screen splits into two, new product apears. FX: Cut in from left (First line). FX: Logo cuts in from left.
(Step 3: Replace it for free) Copy appears on title slide. Cut in from right (Second line). Hashtag fade in.
FX: Cut in, cut out. Cut out. Fade in, fade out.
MUSIC: Music underneath. MUSIC: Music underneath. MUSIC: Music fade out.

Beautystartswithyou.com

MARY KAY VACAY BIRCHBOX

Another way we drive trial is by using Birchbox. We reach 400,000 beauty
It's time for a enthusiasts with a Birchbox takeover. We do this in February to make a big
splash in the launch of the campaign, as well as in July to reenergize the
mary kay vacay campaign midway through.

The Mary Kay Vacay asks users and IBCs alike

to create Pinterest pinboards of their dream
vacation and submit the URL on the microsite.
Mary Kay will plan the week long getaway.
There will be two grand prize winners and five
hundred runners up that will win a free month
of Birchbox.
22
HERES HOW WE KEEP THE IBC S CONNECTED

HOME
THE BEAUTY CONVERSATION APP
beauty starts with you

3/15
ELAINA
Hi! My name is Elaina :)

3/15
CHANELLE
Do you have any free time to meet tomorrow?

3/14
MANDY
hi, im looking for a new mascarra

CONGRATS!
YOU GOT A NEW MATCH 3/10
MORGAN
lipstickkkkkk needed asap!

3/10
SIERRA
im free next tuesday
Amy, 21, Rhode Island

SEND MSG
3/07
TRICIA
okay, sounds good!!

3/05
ANNA LUCIA
need an eyeliner that doesnt smudge

3/05
BALDA
help! id like to hide the bags under my eyes

The IBC mobile app is the primary contact point for our
campaigns microsite. Here they will take their personality
quiz, be alerted of new matches, and chat with potential
clients. The mobile platform enables IBCs to get push
notifications on-the-go.
Using Mary Kays Applause Magazine, we help the IBCs
grow their business in this age segment with sales tactics
for Millennials. These tips are also available on the InTouch
website, ensuring we provide the same assistance on all
IBC platforms.

...AND HERES HOW WE GET NEW ONES

We run print and banner ads to

peak the audiences interest in
pursuing the Mary Kay opportunity.
Once on the microsite, a tab directs
those interested to the Mary Kay
official website for information.

23
BEAUTY STARTS WITH A CAUSE
We integrate cause marketing into our campaign to increase positive perception of the
brand and expand upon Mary Kays commitment to ending domestic violence. We launch
a new program called Fresh Start Initiative in partnership with TJX, who shares Mary Kays
belief in bettering the lives of women in the communities they serve.

Fresh Start Initiative

BROUGHT TO YOU BY MARY KAY AND TJX

Mary Kay and TJX donate product to local womens shelters to help abused women get a
fresh start in life. To create word of mouth, we pitch the story to editors at Seventeen and
Cosmo, two publications that Mary Kay currently partners with for community programs.

WHAT DO YOU CALL LEGS IN SPANISH?

As budget dictates, we can easily extend this campaign to other markets. The creative
seemlessly transitions to the Hispanic market as shown in the ad below.

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MEDIA SCHEDULE, BUDGET, EVALUATION

Medium Cost Impressions

Magazine $ 2,626,090.70 66,945,780
Spot TV $ 4,891,920.00 6,661,536,000
Digital $ 528,000.00 14,479,080
Social $ 1,030,000.00 164,447,879
Internet Radio $ 400,000.00 54,861,111
Birchbox $ 5,000.00 800,500
Promotions $ 15,000.00
Rentrak $ 150,000.00

Total $ 9,646,010.70 6,963,070,350

Contingency $ 353,989.30

EVALUATION
We will continually monitor campaign performance and optimize quarterly. To track the increase in awareness and positive
perception, we administer pre- and post- surveys and measure click through rates and engagement on social media and digital.
Promotions will be evaluated through attendance and participation figures. Effectiveness of the television spots will be analyzed
through the Rentrak TV Essentials program. Analytics from the results of the BuzzFeed quiz question asking which advertisement
is most appealing will be continuously monitored to optimize the campaign. The increase in product purchase and enrollment of
new IBCs will be tracked through sales and registration figures.
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NAMES & SOURCES
SOURCES CANDLELIGHT COMMUNICATIONS
Advertising REDBOOKS Albero Berul
Advertising Research Foundation - Mobile Purchase Behavior Report, Digital Amy DeMello
& Social Media in the Purchase Decision Process Anna Steel
Alyson Shontell - Meet the Stars of Vine Conor Mitchell
6
Bazaar Voice - Talking to Strangers: Millennials Trust People over Brands Corey Bettencourt
4
Christine Hessler - The Twenty Something Manifesto Danielle Leung
10
ComScore Danielle Perez
Experian Simmons OneView Drew Ricci
Facebook Edzer Roukema
Frank Baker - Media Use Statistics Emily Papa
Gary Vaynerchuk - Jab, Jab, Jab, Right Hook Emmie Strommen
GfK MRI+ Estie Tabares
Google AdWords Grace Peterson
9
Google/Millward Brown Digital Beauty Study Jessica Fleming
IBISWorld - 44612 Beauty, Cosmetics & Fragrances Stores in the US Jessica Huerta
James Surowiecki - The Wisdom of Crowds Karen Luna
5
Jane Hodges Young - Inside the Millennial Mind Katherine Vreeland
Jeff Fromm and Christie Garton - Marketing to Millennials: Reach the Largest Kyle Dempsey
and Most Influential Generation of Consumers Ever Leanna Stein
Kantar Media Standard Rate & Data Service (SRDS) Max Zaklow-Leepson
Cover, 7
Kantar Media Stradegy Michael Danz
11
Lab42 Miranda Bassage
MaryKay.com Morgan Thompson
MEC Global Nick Daukas
Media Post - Unlocking the Power of Authenticity with Millennial Consumers Ryan McCabe
Nielsen PRIZM Sam Glassoff
3
NPD via The Beauty Company Samantha Roberts
Pew Research Sarah Lister
2
Primary research Stephanie Piperis
Radius Global Marketing Research Tara Keogan
Rentrack
Richard K. Miller Consumer Behavior 2013 Reports ADVISORS
Smart Insights - How Beauty Brands use Social Media Oscar Chil Chilabato
Spotify Christine Ure Ure
StumbleUpon - Study on Womens Beauty Routines
The Boston Consulting Group
8
The New York Times SPECIAL THANKS
Thecab.tv Alexandra ONeil Jack Burtch
United States Bureau of Labor Statistics Amanda Lilley Dr. Kristen Regine
1
United States Census Bureau Andrew Childers Linda Hatch
WPP OgilvyAction - Shopper Decisions Made in Store Brian Tokarski Lou Rodriguez
YouTube Christie Pietila Lucy Ligas
ZAP2it.com Courtney Butler Michaela Manco
Dean Michael Petrillose Major Michael Quinn
Dean Dick Brush Mom & Dad
Ellen Beaulieu Patricia Fisher
Dr. Erin Wilkinson Rebecca Plante
Juan Alvarado Stella Bleu

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