Arrowhead 2013-14

ARROWHEAD ADVERTISING TEAM
national student advertising competition 2014
#384

Mary Kay Ash started her dream cosmetics
company in 1965 and since then, it has flourished
into one of the leading direct sale businesses.
From the beginning, Mary Kay has prospered
on her foundation of values: live by the Golden
Rule, know the priorities in life, make others
feel important, and always be in the give-go
spirit. However, she has been unable to convey
her values to an unresponsive generation of
independent Millennials whose attention she’s
yet to capture.
The challenge Arrowhead Advertising
faced was to position Mary Kay as relevant to
the target of Millennial women, aged 18–25;
to communicate the brand’s core values in a
contemporary and creative way; and to increase
the awareness and positive brand perception in
the target market, ultimately leading to increased
product consideration… all while maintaining
the loyalty of the existing customer base.
As an established player in the makeup
game, striving for a greater market share with
younger generations, Mary Kay has a unique
challenge ahead of her. She’s currently missing
out on emerging trends while her competitors
are setting the digital curve. Mary Kay needs to
establish herself as a modern brand that reaches
out to young women through interactive media.
In addition, when speaking to marketing savvy
Millennials, a traditional makeup brand needs to
benefitting them by more than simply providing
a tube of mascara: it needs to engage them as a
friend who listens to and understands them.
Through extensive primary and secondary
research, Arrowhead has uncovered a disconnect
between Mary Kay and the target market. Our
research was used to determine how to reposition
the brand as fresh, connected, and genuine while
still maintaining the core values of Mary Kay. To
do this, it is necessary for Mary Kay to recognize
Millennialsasunique,sociallyaware,andresistant
to advertising messages based off traditional
messaging strategy. By communicating with
them on a deeper level, Mary Kay can build trust
in the brand that leads to a lasting relationship. In
order to effectively reach the market, Mary Kay
must intertwine herself within the target’s life to
emphasize an understanding of their lifestyle.
Millennials are constantly on the move,
underlining the need for a beauty brand that
can cater to them no matter where they are.
Convenience is key, as they look for beauty
products to fit their on-the-go lifestyle. Therefore,
an effective, synergistic campaign must combine
executions across multiple platforms that
spotlight the ultimate value Mary Kay can provide
to its customers: The convenience that stems from
establishing a relationship with an Independent
Beauty Consultant.
Arrowhead Advertising has developed
an integrated campaign that reinvents Mary
Kay to be relevant to the target market. The
campaign strategy speaks directly to these
women and maximizes the budget by creating
disruptive executions, which will be effectively
delivered through precise media placements.
In conjunction with targeted promotions and
unique social media efforts, our strategy aims to
create a synergistic approach which conveys one
key message: The beauty in life is highlighted by
our investment in meaningful relationships.
EXECUTIVE SUMMARY
“A good goal is like a strenuous exercise - it makes you stretch.”
- MARY KAY ASH
RESEARCH
COMPETITIVE
TARGET PROFILE
STRATEGY
CREATIVE
DIGITAL
PROMOTIONS
IBC
PRODUCT EXTENSIONS
MEDIA
EVALUATION
2
6
7
8
11
13
14
18
22
23
25

THE GOAL
Arrowhead Advertising set out to craft a thoroughly
integrated approach to a campaign that will
address the marketing objectives of our client.
WE WANTED TO LEARN
SETTING THE
FOUNDATION
In order to spearhead the challenge, we utilized
extensive primary and secondary research to gain
a comprehensive understanding of Mary Kay and
our Millennial audience.
Increase positive perception of Mary Kay
among female consumers ages 18-25 by 12%
2.
Increase consideration for product purchase
and for the Mary Kay business opportunity
among female consumers ages 18-25 by 10%
3.
Increase awareness of Mary Kay among
female consumers ages 18-25 by 15%
1.
Mary Kay isn’t properly
reaching Millennial
women with their
product portfolio.
the IBC goes through in
her sales process, from
receiving the welcome
kit to learning the steps
to selling product in a
Mary Kay party.
what
Mary Kay corporate
and IBCs can influence
awareness, the brand’s
perception, and product
consideration among
Millennial women.
how why
THE RESEARCH
Hours
Spent in interviews with
Mary Kay IBCs, former
IBCs, and Independent
Sales Directors.
Mary Kay events
These events consisted
of product sampling, the
current Mary Kay Party
format and gauge interest
in IBC careers
Friendship Groups
Panels of millennials
within the target that met
weekly to discuss the Mary
Kay brand and attend
Mary Kay events. We
tested to see the change
in perception of the brand
over the course of the year.
Direct contact interactions
with members of the
target market to sample
product and measure
brand perception.
Articles and ReportsSurvey Respondents Focus GroupsEthnographies
2
693 15 410 12
17 255 1021

PASSION IS KEY
NEED FOR EASE
CONVERSATION
BUILDS COMMUNITIES
The first place to reach Millennials is in the
heart: a hard sell isn’t for this generation.
This target is enthusiastic about social causes
and supports brands with a similar mindset.1
They appreciate authenticity, so the focus
for IBCs should be on building friendships
through their passion for the brand.
A natural seller, a great hostess- becoming
an IBC is not for the girl who is satisfied with
the bare minimum. What sets Mary Kay apart
from the competition are the IBCs that serve
as champions for the brand and advocates for
their customers in more ways than makeup.
Our target leads busy lives, so convenience
is important. Parties should fit in with what
they’re already doing with their lifestyle, as
opposed to feeling like another priority on a
long to-do list.
Our IBCs juggle more roles than any
generation before them. This underlines the
need to streamline the sales and purchase
process as much as possible for Mary Kay.
Millennials trust social media more than
traditional advertising.2
Mary Kay has a
great opportunity to strengthen digital
communications in order to bring events to
the top of Millennials’ newsfeeds.
Mary Kay can create stronger bonds with IBCs
by keeping them in the know with clearer,
more frequent internal communication.
ESSENTIAL findings
NOT YOUR MOTHER’S PARTY
To counter the negative perception attached to the Mary
Kay party, these events were rebranded as “socials”. These
socials pioneer a fresh brand perception through varying
themes to fit the lifestyles of the target as seen on page 18.
Tailor themes to fit Millennial lifestyles
GET ON THEIR WISHLIST
Pink Cadillacs aren’t motivating Millennials. Our target’s
free time is precious, so creating an incentive program with
rewards that are relevant to them will reposition success as
an IBC as an investment worth making. See our suggested
changes to the program on page 19.
Create a relevant incentive program
ALWAYS IN THE KNOW
Distribution of educational materials and tutorials make
staying on top of trends and constantly bettering beauty
techniques a breeze. Keeping IBCs in the know will make
them their clients’ go-to guides for makeup. Find an outline
of our education program on page 19.
Promote continuous education for IBCs
HIT EVERY DETAIL
We’re not cannibalizing the core line, but making sure
Mary Kay is part of every step of our Millennials’ expanding
makeup routines. From brow kits to beauty cream, these
expansions will bridge any gaps between the core product
line and At Play, with the perfect pick for every occasion. See
page 21 for these extensions.
Supplementary product lines cater to
Millennials’ expanding needs
APPLYING
THE RESEARCH
suggestions
based on our
findings
31
“Getting Inside the Millennial Mind (Social Causes).” Scarborough Research, 29 Nov. 2012. http://visual.ly/omg-getting-inside-millennial-mind
2
Melani, Gina. “How to Connect with Millennials – Three New Stats Shed Light.” SocialChorus. N.p., 6 Aug. 2013. http://www.socialchorus.com/how-to-connect-with-millennials-three-new-stats-shed-light/

SKIN CARE LINE
A best seller for a reason: higher
awareness and consideration
Mary Kay’s best selling product
line is skin care, ranking sixth in
the nation.3
The respondents in
our focus groups and friendship
groups had a higher awareness
about the skin care products,
specifically the Velocity line,
and after trial had increased
product consideration towards
the botanicals skin care line.4
THE CORE LINE
Think twice: low brand
perception changed by trial
After focus-party participants
tried the product, Arrowhead
found that the respondents
were surprised by the quality of
products Mary Kay has to offer.5
By the end of the focus-parties,
core line product consideration
increased, and participants were
more receptive to the brand.This
indicates that the products are
desirable towards Millennials,
but the consideration is affected
by the low awareness and
perception of the brand.
At Play was not as favorable
amongst Millennials during our
product testing.6
The respondents
felt that At Play was of higher
quality7
but perceived it as a more
youthful brand.8
A new entry level
extension will bridge the gap
between this audience who feel
they are too sophisticated for At
Play but not mature enough for
the core line - thus creating a
sales opportunity for Millennials
entering the brand that are
opposed to At Play. These product
portfolio extensions can be seen
on page 22.
AT PLAY LINE
Youth and beauty: bridging
the gap from core product line
THE FRAGRANCE
Greater incentives for further
down the road
A small portion of the product
mix, fragrance accounts for only
2% of sales.9
Initial focus should
be weighted towards getting
people in the door and building
loyalty. Attention can be turned
to fragrances after the initial
relationship has been built.
Mary Kay’s long-standing success as a beauty retailer can be credited in large
part to her values. The importance she places on service is supplemented
by her priorities in life: faith, family, and career. She lives by the Golden
Rule and treasures her customers: The key to her relationships is making
those she comes in contact with feel special. This go give spirit facilitates a
company mindset of extending a helping hand towards every woman, setting
her apart from her competitors, and the world at large.
Arrowhead conducted comprehensive product sampling with over 250 Millennial women
by holding Mary Kay events. In events, we demonstrated Mary Kay products which were
followed by focus groups to gather respondents’ opinions on the products tested.
PRODUCT analysis
WHO IS MARY KAY?
4
3
Mary Kay NSAC Case Study
4
Mary Kay Event Order Forms
5
Product Disguise Respondents
6
Mary Kay Event Respondents
7
8
9
L I F E’S P R I O R I T I E S

SHE’S NOT
TALKING TO ME
Mary Kay’s current positioning doesn’t speak
to Millennials. With tupperware style parties
and wrinkle cream, the brand’s approach is
stuck with the past generation.
SHE’S HARD
TO GET AHOLD OF
Mary Kay’s Purchase Channel Creates a Barrier
to Entry. Eighty percent of beauty and personal
care product sales are store based, making
Mary Kay’s primary competition the channel of
sale, not an individual brand.10 Many beauty
brands sold through department stores and
drug and convenience stores hold competitive
advantages due to the widespread availability of
their products and the unfamiliarity of the direct
selling experience.
SHE’S BEEN WRONGLY JUDGED
Throughout our focus groups, Mary Kay events, and surveys we found that Mary Kay’s
perception was poor within the target with a low overall awareness towards the brand.
SHE’S A GREAT
GIRL, ONCE
YOU GET TO
KNOW HER
“My grandma uses it.”11
A low perception stemming from a dated view
of the brand was the main point driving a low
product consideration for our target.
“I just want to go buy my mascara
with my milk and other things.”12
Our respondents felt that attending a party and
ordering through an IBC was inconvenient due to
the product not being delivered instantaneously.
“I hate direct selling, I
feel overwhelmed.”13
Millennials responded very negatively towards
direct selling via pushy sales tactics: They want
the focus to be on their needs, and feel less like an
obligation to purchase.
“I ’d pay maybe 10 dollars for it.”14
Every dollar matters to this audience, and our
survey results showed Mary Kay had a low
perception of quality. However, after product
trial, these perceptions were lifted.
The problem lies not in the
product, but brand awareness
and positioning
MARY KAY JUST NEEDS HELP STARTING THE CONVERSATION.
SO WHY ISN’T ANYONE TALKING TO HER?
5
10
11-14
Focus Group Respondents

IN A
CROWD OF
COVERGIRLS
IT’S HARD
TO STAND
OUT
Brands with a
contemporary perception
have similar positioning
The similarity between our competitors’ ads
is remarkable. That easy, breezy, beautiful,
look is seen cover to cover in magazines.
Mary Kay’s products test just as well, but the
problems she faces with awareness and brand
perception won’t be conquered by a message
that simply blends in with the crowd.15
The
market is ripe for a disruptive positioning of
a beauty campaign.
HOW CAN MARY KAY DO THIS?
Engage with Millennial
women using a mix of media
with an emphasis on digital
and social
2. Develop streamlined
communication tools which
will help maximize Beauty
Consultant success
3.
Improve incentives
to recruit and retain
Millennial IBCs
4. Introduce product-line
extensions to fill the
gap between At Play
and core products
5. Utilize promotions to
increase awareness
and product trial
6. Implement social
marketing programs
that reflect Mary Kay’s
core values
7.
Increase awareness and change
brand perception by creating
a campaign that focuses on
the unique relationships and
products only Mary Kay can offer
1.
6
Simply put, our competition isn’t the competition
once we distinguish ourselves.
Mary Kay provides more than what can be found at the drugstore
or a makeup counter: She wants to spend the time to sit down and
listen about your life.The service and relationship that accompanies
Mary Kay’s product is what sets her apart. With so much more to
offer than these other girls, capitalizing on this gap in the market
will allow her to go from wallflower to the life of the party.
15
Arrowhead Mary Kary Survey

SO WHO
ARE WE
TALKING
TO?
DEFINITE MAYBES ARE LEADING A LIFE OF CONTRADICTIONS
They decide on a definite path,
after switching their major four
times. All they want is a plan,
while being able to live their life
spontaneously. They’re more
connected than ever, while staring
into their phone, and their one
constant is that they’re always
changing.
They want answers now, but don’t
tell them what to do. They think
they know it all, while admitting
they’re totally clueless. Millennial
females are faced with more
options, choices, and chances
to change their mind than any
generationbeforethem.Theydon’t
want us to try and define them,
so the one way we can categorize
these ladies are by calling them:
Definite Maybes.
A MOVING TARGET... ...THAT’S ALWAYS CONNECTED
THEY WANT WHAT’S RIGHT
IN FRONT OF THEM...
...WHILE INVESTING
FOR THE LONG-TERM
Most transient generation ever16
Normal ads don’t have resonance:
I don’t like advertising in general (116)17
I expect ads to be entertaining (115)18
Living in a constant state of change:
More likely than any other generation to change
their job, enroll in college, or get laid off.19
“I like to be connected to my friends
and family wherever I am” (124)23
The Internet is a primary source of information (160)24
and entertainment (157)25
Involve themselves with social causes:
73% volunteer for nonprofit organizations26
46% of Millennials agree that they’re more likely
to buy a brand that they know supports a charity.27
“Gen Ys value convenience, as exemplified by the popularity
of sites such as Amazon and eBay that make shopping as
easy as the click of a button.”20
52% more likely to buy things spur of the moment21
“The priority students affix to their education is too often
usurped by increasingly demanding and time-intensive life
priorities. Many members of this generation of students
continue to live in an age of convenience and consumption.”22
Worth the splurge:
Willing to pay for quality in products that are
especially fashionable or functional.
Driven by passion:
Measure success by happiness
rather than in monetary terms.28
Want to invest in products and services they care about.
29
7
16
Ihrke, David K., Carol S. Faber, and William K. Koerber. 2011. Geographical Mobility:
2008 to 2009. Current Population Reports, P20-565. U.S. Census Bureau, Washington, DC.
17-18
Simmons Index Numbers
19
Meister, Jeanne. “Job Hopping Is the ‘New Normal’ for Millennials: Three Ways to Prevent
a Human Resource Nightmare.” Forbes. Forbes Magazine, 14 Aug. 2012.
20-22
Simmons Index Numbers
23
“Millennials Support Causes, Not Institutions, Survey Finds.” Philanthropy News Digest
(PND). N.p., 22 July 2013. http://www.philanthropynewsdigest.org/news/millennials-support-
causes-not-institutions-survey-finds
24
“Getting Inside the Millennial Mind (Purchasing Behavior).” Scarborough Research, 29 Nov.
2012. http://visual.ly/omg-getting-inside-millennial-mind.
25
Nahai, Nathalie. “Webs of Influence.” 5 Things You Need To Know About Marketing To Gen
Y. N.p., 13 May 2013. http://www.psychologytoday.com/blog/webs-influence/201305/5-things-you-
need-know-about-marketing-gen-y.
26
Tuttle, Brad. “Millennials Are Biggest Suckers for Selfish Impulse Buys.” Time.com. N.p., 27 Apr.
2012. http://business.time.com/2012/04/27/millennials-are-biggest-suckers-for-selfish-impulse-buys.
27
Crone, Ian, and Kathy MacKay. “#795 Motivating Today’s College Students.” Peer Review No. 1
Volume 9.Winter (2007): n. pag. Association of American Colleges and Universities.
28
Merrick, Amy. “Where the Middle Class Shops.” The New Yorker.com. N.p., 6 Feb. 2014. http://
www.newyorker.com/online/blogs/currency/2014/02/where-the-middle-class-shops.htm.
29
Ferguson, Rick. “The US Millennial Loyalty Survey.” http://bit.ly/1dwDYtd Rick Ferguson, VP
Knowledge Development, 2011.

WHY MARY
KAY FOR THIS
TARGET?
“Gen-Y workers, whom we have largely pigeonholed as
having an insatiable appetite for technology, are expressing
both a desire for more human, face-to-face interaction and
frustration with information and technology overload”
- J A S O N C O R S E L LO, C O R N E R S TO N E O N D E M A N D
No technology can replace
human interacton
Through face-to-face interactions, our Definite
Maybes gain something no other makeup brand
can offer them: quality of service. Spending the
time to know the customer allows Mary Kay to
anticipate her needs, make her feel valued as a
person, and keep her coming back. Taking it to
a personal level enriches the connection and
beauty that we have to offer one another.
INVESTING IN RELATIONSHIPS IS
WHAT MAKES US BEAUTIFUL
Millennials
rank friendship,
second only to
health, as being
the greatest
determinant of
a successful life
30
8
key insight
30
Anderson, Kare. “Baby Bust: Millennials’ View Of Family, Work, Friendship And Doing Well.” Forbes Magazine.com. N.p., 05 Oct.
2013. http://www.forbes.com/sites/kareanderson/2013/10/05/baby-bust-millennials-view-of-family-work-friendship-and-doing-well/.
Definite Maybes don’t just want to
get “likes” - they want to feel loved

9
It’s being able to say everything you could fill out in an online questionnaire in just one look.
It’s having a history with a real person who knows who you are, not just what you buy.
It’s feeling like you’re being catered to, as opposed to part of another mass-email.
These human interactions are a luxury we often forget about in the age of innovation. By
making it a priority to focus on the quality of relationships,as opposed to the quantity of your
Friends List, it results in connections that are more meaningful and fulfilling. This allows you
to spend your time the right way instead of wasting hours behind your screen, and that’s
the beauty of face to face.
In a world of
customization at a
finger-click, using the
latest technology may
seem like the biggest
convenience to your
fast-paced life.
But what is the ultimate convenience?

THE BEAUTY OF FACE TO FACE IS IN ITS VALUES.
It speaks directly to Mary Kay’s emphasis on people, generosity and caring.
THE BEAUTY OF FACE TO FACE IS IN ITS LEVERAGE.
Face-to-face is the unique selling advantage Mary Kay has over its
competition: No beauty company knows their customers like an IBC.
THE BEAUTY OF FACE TO FACE IS IN THE PRODUCT.
Skin care and beauty accounts for 80% of sales, and face-to- face
is how the product is sold and seen on our clients.
THE BEAUTY OF FACE TO FACE IS IN INCLUSION.
Face to Face capitalizes on a human truth that extends to audiences beyond
Millennials: it won’t alienate other sections of Mary Kay’s market.
THE BEAUTY OF FACE TO FACE IS IN ITS LONGEVITY:
Face to Face has campaignable, long lasting potential.
The beauty of face-to-face is that it’s the most important
type of relationship to Millennial women: Real life
interactions create friendships that are irreplaceable.
10

Our TV launch spot will focus on women who
are lovers of Mary Kay and the realness of their
relationships. Additional videos that air digitally
will emphasize the importance of feeling cared for
and spotlight the potential for Mary Kay careers.
GENUINE FACE TIME
LAUNCHES THE CAMPAIGN
“More than the VIP treatment.
The beauty of face to face.”
Sharing the summer music festival lineup is
another thing that’s just better face-to-face. To
engage with concert lovers, banners will be placed
on Spotify and Pandora when artist lineups start
to be released for popular music festivals, such as
Coachella or Bonaroo.31
A 15 second radio spot will
accompany the banner, speaking to the beauty of
face-to-face whether in front of center stage or
behind the scenes.
DIGITAL RADIO BANNERS PUT
MARY KAY CENTER STAGE
11
31
Simmons Index Number

Whether it’s an interview,
lunch date, or a girl’s night out,
nothing prepares you more
than feeling picture perfect.
So peel it off, stick it up, and
remind yourself every day just
how stunning you really are.
“Face it, you’re beautiful.”
Taking the lipstick on the mirror execution a step further,
our second ad will be a full page with a peel-off mirror cling
for the target to stick on their own vanity. The mirror cling
serves as a way to maintain long-lasting brand awareness and
modernize Mary Kay’s perception.
PRINT
BREAKS
THROUGH
BEAUTY
CLUTTER
Shift the focus from
glamour shots to
celebrating Mary
Kay’s advocacy for
building face-to-face
relationships with
their customers
“May your lipstick and your friendships never fade.”
Our first print execution will be a high gloss insert that will
serve as an invitation for a friend to a coffee date. The card
will include a slot to write a date and time for the meetup and
can then be handed to a friend, increasing the reach of the ad
with the pass along factor it offers.
To overcome the resistance to product consideration, two
samples of lipstick: one for you and one for a friend, are
provided for a post-coffee date touch-up, and serve as a way
to stimulate product trial.
12

13
32
Elle Fowler: 1,217,447 subscribers - 156,964,202 views
Bethany Mota: 5,628,869 subscribers - 414,271,313 views
Tiffany D: 833,852 subscribers - 133,711,033 views
Miss Glamorazzi: 2,395,675 subscribers - 162,183,521 views
Meredith Foster: 2,176,629 subscribers - 49,015,834 views
YouTube. YouTube, n.d. Web. 15 Jan. 2014.
“11 Reasons Why Life is More Beautiful Face to Face”
We can catch the attention of Definite Maybes by featuring an
article on BuzzFeed. The Mary Kay sponsored post points out
how different areas of their life can be improved through face
to face interactions while also making the idea of face-to-face
more relevant by utilizing gifs and current cultural references.
SHARE IN THE FUN THROUGH A
SPONSORED BUZZFEED ARTICLE
Inspired By You is a series of events designed to bring beauty
bloggers across the country face-to-face with their fans by
hosting local beauty workshops. Five bloggers in key DMAs
have been selected based on followers and brand relevance
to give fans free hands-on tutorials using Mary Kay products,
answer questions, and share their own personal beauty tips.
INSPIRED BY YOU WORKSHOPS
CELEBRATE FOLLOWERS
Content over social media vehicles will feature products,
beauty tips, and trends, while the Mary Kay blog, Beyond the
Blush, will showcase a live blogger each month. The blog and
social content will delve into lifestyle topics as well as ideas for
entertaining and the home, making Mary Kay both a makeup
retailer and a life partner.
INCORPORATE MARY KARY
INTO EVERYDAY WITH LIFESTYLE
CONTENT OVER SOCIAL MEDIA E L L E F O W L E R
C H I C A G O, I L
B E T H A N Y M OTA
N E W YO R K, N Y
T I F F A N Y D
AT L A N TA , G A
M I S S G L A M O R A Z Z I
D A L L A S, T E XA S
M E R E D I T H F O S T E R,
LO S A N G E L E S, C A

Long Distance Relationships (LDRs) are common
for friendships at this life stage of heading off to
college, starting a career, or simply exploring the
world. The Long Distance Reunion will reunite
besties who have been separated due to recent
transiency by sponsoring a cross country meet up.
Mary Kay fans will submit their stories via a social
media contest explaining why they and their
friend deserve to be reunited. The long distance
pair with the most votes on their story will win
airfare and accommodations to their choice
reunion location. The Long Distance Reunion
will run in June for a summer getaway and again
in December for the holidays. The face-to-face
reunions will be recorded and featured across
Mary Kay’s social channels.
REDEFINE “LDR” WITH THE
LONG DISTANCE REUNION
“Grab a partner, grab a group, make a team.
We have two weeks to make this work so lets
sweat it out and Make it Count.”
Through a brand partnership with Special K,
Make it Count will foster a means of creating
connections with women working on the Special K
challenge. It will enable face-to-face interactions
in the form of a buddy workout system that will
hold women accountable to their partners and
make the challenge count for themselves as well.
Mary Kay will also sponsor the “Beauty” page on
the Special K website, providing informational
pieces on feeling beautiful inside and out.
GRAB A WORKOUT BUDDY
WITH A SPECIAL K BRAND
PARTNERSHIP
14

“These travel companions are the key to crossing off
everything on your bucket list. Touch a product to begin.”
Definite Maybes are constantly on the go, so we’ll place
interactive touchscreen boards inside airports in select
DMAs.33
The board features several products that serve as
travel companions and relates each product to a bucket list
challenge for the user to complete on her trip. The board
encourages users to share the bucket list posts via social
media integration and allows users to tag a friend and enter
the Long Distance Reunion contest.
AIRPORT BOARDS PUT MARY KAY
ON YOUR TRAVEL BAG CHECKLIST
“There are few things that compare to the stress caused
by living the 3% battery life, so take 5 minutes to put your
phone down and recharge with some face-to-face time.”
The Convo Cabana is a digital escape that asks women to
take a vacation from their phone with our solar powered
charging station. In exchange for a free charge, the women
will be given a “beach bag” with body and sun care products to
enjoy with other guests in the cabana. An IBC will be present
to manage the cabana and host our informal beauty party in
paradise amidst the city. The Convo Cabana will go on tour to
select DMAs throughout the summer months, as well as hit
up popular summertime music festivals, like Coachella.34
RECHARGE AT THE
CONVO CABANA
15
33-34
Plans book media page 22

16
To show the importance of how relationships enhance all
areas of our lives, IBCs will be encouraged to set up monthly
social events called Mary Kay Meet-ups. The Meet-ups would
include yoga in the park, brunches, spa days, or location
based activities such as trips to the beach. Attendees will
be encouraged to invite a friend, creating a more casual
opportunity than a Mary Kay social to increase brand
awareness and give IBCs the opportunity to engage with
potential new customers.
EXPAND YOUR CIRCLE WITH
A MARY KAY MEET-UP
Just A Little Pink Me Up
Five $10,000 scholarships will be awarded to IBCs enrolled
in a U.S. accredited secondary institution who submit a
recommendation from their supervisor and two essays
elaborating on their education and how they live by Mary Kay
values. Winners will be announced at the national convention.
SCHOLARSHIPS FUND
MARY KAY’S RISING TALENT
The Right Shade of Brilliant
Three scholarships of $50,000, $10,000, and $5,000 will be
awarded through a video submission application to women
who exhibit Mary Kay values. The top three applicants will
receive their awards at Mary Kay’s national convention.
Targeting businesses with a strong female workforce, such as
in the clothing or retail industry, Freshen-Up Fridays will work
as a late afternoon pick me up, hosted on site, where women
can freely enjoy each other’s company, interact with IBCs,
sample new products, and most importantly, get some face
time with their colleagues. The parties will present IBCs with
the opportunity to expand their clientele and give Millennials
the chance to engage with the product in a casual setting.
IBCS BRIGHTEN THE OFFICE
WITH FRESHEN-UP FRIDAYS

MARY
KARES: AN
INVESTMENT
IN HEALTHY
RELATIONSHIPS
Brands with a contemporary
perception have similar
positioning
Our target loves brands that champion social
causes. In addition to the funding Mary Kay
Corporate offers to domestic abuse shelters, we
can add a face to our philanthropic efforts by
starting a hands-on program for involvement in
hundreds of shelters across the country called
Mary Kares.
Mary Kares provides the materials for IBCs to
host monthly workshops nationwide to reach
out to the victims in these shelters and empower
them through beauty, friendships, and career
opportunities.
Making Mary Kares a reality:
Volunteering at the Refuge House
In order to fully understand the involvement
of our IBCs in facilitating a proposed
Mary Kares event, Arrowhead planned
and executed each aspect of one of these
workshops at a local women’s shelter.
We sent out press releases and received local
coverage of the event. Enacting the event at
a local shelter and gathering IBCs’ insights
about the Mary Kares initiative proved that
the program is an achievable way to increase
Mary Kay’s perception as a socially conscious
company while helping its customers make a
difference in their community.
The local IBCs we contacted embraced Mary
Kares and one even shared:
“I was overwhelmed to see how many women
and colleagues were willing to contribute
and be a part of the Mary Kay cause and the
Mary Kares event.”
“I was
overwhelmed
to see how
many women
and colleagues
were willing to
contribute and
be a part of
the Mary Kay
cause and the
Mary Kares
event.”
- S U S A N M A G U I R E,
M A RY KAY I B C
17

18
VIBRANT
This welcome kit targeted towards
Millennials will include Botanicals
as face wash products, Clear Proof to
provide acne care, and At Play for vibrant
color. The new product extensions will
also be included.
CLASSIC
This kit will remain the same and contain
products catered towards traditional
customers.
The updated kits allow a new IBC, whether a
mature or Millennial woman, to tailor products
towards their clients’ desires and preferences.
Mary Kay will transition into the modern era
by administering Square Sales Trackers with
the kit, providing a solution to instant buying,
security, and convenience.
MICHAEL KORS BAG
Mary Kay will partner with designer
Michael Kors to make a line specifically
for Mary Kay, each piece being
embellished with a rose gold Mary
Kay logo. Sixty-two percent of our MK
event respondents said that receiving
a Michael Kors bag with the Mary Kay
“Start-Up Kit” would sway them to
become an IBC.36
Every welcome kit
will be packaged in a Michael Kors tote
to modernize brand perception and
build positive awareness by using a
youthful, up-to-date brand.
VIBRANT
AND CLASSIC
WELCOME
KITS
SQUARE SALES TRACKER
Asmalldevicethatcanplugintoanysmartphone
that will give IBCs the ability to conveniently
conduct credit card sales. Millennials are a third
more likely to use debit and credit cards over
cash and check, making the device an essential
addition to the updated bag.35
36

EQUIPPED
FOR SUCCESS
By streamlining communications, we
can keep the new IBC organized and
informed to help maximize her potential
for success.
Revamping the Beauty
Consultant experience
Your Way to Mary Kay Binder
The Your Way to Mary Kay Binder will consolidate all Mary Kay introductory material
to organize, simplify, and streamline the information provided to new IBCs. The binder
promotes content and quality control for both IBCs and Mary Kay, and will encourage more
successful recruiting by decreasing the barriers to entry.
Lip Stick USB Brand Book
The USB will be preloaded with example
social media posts, stock images, and
suggested uses of the Mary Kay logo. This
will help reinvent the Mary Kay brand by
providing a system of content control and
improve image quality starting within
the company and the women that are
promoting it everyday.
Introducing Socials
ThetraditionalMaryKay“party”willberebrandedtotheterm“social”andwillberedesigned
to cater to the attendee’s lifestyle. Socials will revolve around providing makeup techniques
in a face-to-face, hands-on format that resembles that of an older sister. This creates an
added value that will help Millennials feel like they’re gaining more than from attending
the previous Mary Kay party experience.
MILESTONE SOCIALS
Graduation
Mommy-to-be
Bachelorette
Radiant Bride
COCKTAIL SOCIALS
Margarita Madness
Martinis & Makeovers
Make up & Mimosas
Winedown Wednesday
Blushing Bloody Mary
HOW-TO SOCIALS
Pallete Talks
Countouring Convo
The Art of Foundation
Day-to-Night
Kiss and Tell
OTHER SOCIALS
Mother’s Day
Luxury Luncheon
Foundation to Fashion
Ultimate Spa
Beautiful Birthday
19

IBC Incentive Program
The existing internal incentive program for
IBCs will remain the same, but rewards that
appeal to Millennials and spur face to face
interactions will be added. The initiative
will interconnect to the campaign and stay
true to the message that Mary Kay brings
people face to face.
Mary Kay Professional
Development Program
To provide a further incentive for Millennial
IBCs to sign up and complete the training
process,athree-stepprogramwillbecreated
that caters to the transient, busy lifestyle of
Definite Maybes. A sales certificate will be
the ultimate incentive and will motivate
IBCs by adding personal value to complete
the program. The professional development
training will produce well-trained IBCs
that represent Mary Kay in the best light.
Therefore, IBCs will be more likely to
succeed and will improve the IBC retention
rates for the company.
BIGGER
AND
BETTER
GOALS
IBC certification plus
enticing additions to
the incentives program
tap into Millennial
ambitions
DIAMOND
DISTINCTION AWARD
SUPERIOR SALES
ACHIEVEMENT AWARD
MARY KAY
PROFESSIONAL
DEVELOPMENT
CERTIFICATE
SPA DAY FOR TWO
PLANE TICKET
MOVIE TICKETS
20

MARY KAY APP PUTS ORDERING
FROM AN IBC AT YOUR FINGERTIPS
21
Location based service allows
customers to connect with a local
IBC who’s been matched to her
specific beauty needs according to
previously entered information.
A personal
messaging
feature
will allow
communication
between the
customer and
the IBC.
Push notifications will
be sent to IBCs when
customers are ready to
purchase.
The Mary Kay
app provides a
streamlined and
visually enticing
ordering process
The app will keep a
personalized log of past
orders and send reminders
to check back when a
specific customer may be
running low on a product.
By condensing the helpful features of four separate apps that Mary Kay currently offers, we’ve
created a convenient solution to enhance the ordering experience for both IBCs and their clients.
100%100% 100%
CO NNEC T
100%
CO NN ECT
100%
M ALLORY SNYDER
MIAMI, FL
HeyM allory,I’m Alli! I can’t believe all
this time there’s been an IBC just 2 miles
away!
Hi,we’re everywhere! I love theway
you didyour eyes! Is that thePale Blush
shadow?
Ofcourse it is! Iwas actually lookingto
order some more but I justrecently
m oved hereto M iami and am still
lookingfor a new IBC.
W elcom to MIAMI! I can deﬁnitely take
your orderAlli!
100%

CONTOURING KIT
Compressed powders to contour
and highlight the face
NEW
PRODUCT
EXTENSION
LINE
Bridging the gap from
At Play to Core
A new line of products geared towards
Millennials will be created to keep Mary Kay
up-to-date with trends and desired products.To
create a more youthful look, four new products
will be added to Mary Kay’s traditional line:
a contouring kit, a naked eyeshadow palette,
an eyebrow kit, and tinted lip balm. The new
product release will build buzz and smooth the
transition between At Play and the core line,
filling the gap in Mary Kay’s portfolio.
22
BROW KIT
A complete kit for expertly shaping,
grooming, and defining your brows
TINTED LIP BALM
Healthy lips with a touch of color
FRESH PALETTE
A universally flattering palette that
features 12 neutral eye shadows

OBJECTIVE: Increase positive
brand sentiment through an inno-
vative mix of traditional and non-
traditional media.
STRATEGY: Front-load media
to increase awareness. Positive
brand sentiment will also be estab-
lished early on and advance with a
continuous plan for social/promo-
tions as well as a pulsing plan for
all other media.
3.
4. OBJECTIVE: Allocate media on
a national level without exceeding
budget of $10 million.
STRATEGY: Adjust budget
throughout campaign based on
performance, keeping in mind the
budget limit.
OBJECTIVE: Utilize budget for
maximum ROI.
STRATEGY: Allocate the budget
to be congruent with peak sales pe-
riods, promotions, and seasons.
2.
OBJECTIVE: Maximize impres-
sions within the millennial women
target through the use of non-
traditional and traditional media
while reducing wasted coverage.
STRATEGY: Emphasis will be
placed on national media.
1.
DIGITAL TRADITIONAL SOCIAL PROMOTIONSNON-TRAD.
HULU 200,000
SPOTIFY 167,239
PANDORA 167,239
BANNER ADS 834,500
SEO 389,839
APP 129,739
WEBSITE 212239
MAGAZINE
COSMO, GLAMOUR
MARIE CLAIRE, ELLE
CABLE TV
BRAVO, ABC FAMILY,
E!, FUSE, FX, STYLE,
OXYGEN, TLC, MTV2,
LIFETIME, VH1, MTV
SCHOLARSHIP125,000
AIRPORT 450,000
CABANAS 15,125
FACEBOOK 80,000
TWITTER 80,000
YOUTUBE 360,000
BUZZFEED 20,000
MARY KARES 806,250
LDR 10,800
INSPIRED BY YOU
130,500
BUDGET ALLOCATION MEDIA MIX
84% MEDIA $8,400,00
10% PRODUCTION $1,000,000
3% CONTINGENCY $300,000
3% EVALUATION $300,000
TOTAL BUDGET $10,000,000
25.19% DIGITAL $2,116,395
50.07% TRADITIONAL $4,205,903
7.03% NON-TRADITIONAL $590,125
6.43% SOCIAL $540,000
11.28% PROMOTION $947,550
1. New York, NY
2. Los Angeles, CA
3. Chicago, IL
4. Philadelphia, PA
5. Dallas, TX
6. San Francisco, CA
7. Boston, MA
8. Atlanta, GA
9. Washington, DC
10. Houston, TX
TOP 10 DMA’S
23
MEDIA
$590,125 $540,000 $947,550$4,205,903$2,116,395

Cable TV :15
Magazine
Cable TV :30
Facebook
Twitter
Youtube
Buzzfeed
Hulu
Spotify/Pandora
Web Banners
Live Chats
Convo Cabana
Airport
SEO
Long Distance
Reunion
Mary Kares
Inspired by You
PHASE 1 PHASE 2 PHASE 3 PHASE 4
24
1,564,878,000
TOTAL GROSS IMPRESSIONS
$6.39
CPM

25
To ensure that we are meeting our marketing objectives, we
will measure the impact of the Face to Face campaign after its
launch and throughout the year-long campaign flight.
EVALUATION
1. Increase awareness among female
consumers ages 18-25 by 15%
a. Gauge campaign success with Google Analytics
and Quantcast Lookalikes.
b. Monitor website traffic to track unique visitors, page
views, click through rates, average time spent on website,
bounce rate, and visitor engagement.
c. Measure volume of coverage from local and national
media outlets to determine the extended reach of the
campaign from viral spread.
Overall
2. Increase positive perception among female
consumers ages 18-25 by 12%
Measure engagement and sentiment of all social channels
using Sysmos and native insights trackers.
3. Increase consideration for product purchase
and the Mary Kay business opportunity among
female consumers ages 18-25 by 10%
Observe sales and IBC enrollment numbers among target
market for change.
Conduct monthly surveys and
focus groups to measure growth
in benchmark numbers.
Include consumers outside
the campaign’s target market
to ensure that our messaging
strategy does not alienate them.
Evaluate the effectiveness of
promotions by monitoring
participation and response rate.
Optimize digital media with use
ofdigitalanalyticssuchasGoogle
Analytics and Doubleclick For
Advertisers by relocating budget
for best performing websites and
placing heavier weight on better
performing creative.
STRATEGY: Using quantitative and qualitative research, we
will track sales, brand perception, and purchase experience to
ensure overall campaign success placed on national media.

STEPHANIE CALDERON
CLARK COFER
KATIE DYER
ELISE FALCON
SARAH JEAN FERRAIS
LEAH JAREM
AMANDA KOEGLER
LAURA LINTHICUM
ERICA LOVELACE
MADALYN MCLANE
NICOLE REGAN
JODECI RICHARDS
LARRY RICHTER
KATIE ROBISON
SAM SCHMIDT
JEFFREY SCHERMER
RACHEL SHANNON
DAPHNA SHULL
DYLAN TAYLOR
RYAN VANDEN BOSCH
ASHLEY VAN DER LAAN
MONTANA ZION
ARROWHEAD ADVERTISING TEAM
26

Arrowhead 2013-14

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