2. 1
EXECUTIVE SUMMARY
TABLE OF CONTENTS
“Everyone wants to be appreciated, so if you appreciate
someone, don’t keep it a secret.” – Mary Kay Ash
2
3
4
6
MARY KAY AT A GLANCE
RESEARCH METHODS
TARGET PROFILE
MARKET LANDSCAPE
Born between 1980 and 1995, female millennials are paving the way for the future in
almost all aspects of life. A new breed of woman, they have been called many things.
Some call them entrepreneurial, success-driven, optimistic, and tech-savvy. Others say
they are entitled, materialistic, lazy, and tech-obsessed. Either way, female millennials
are making a name for themselves, and brands have begun to notice. They seek mean-
ing in the brands they are loyal to and turn to the web to seek information and share
their thoughts and experiences. For the Gen Y female, convenience, personal style, and
quality will determine the products and brands she chooses for her cosmetic needs.
For years, Mary Kay has fostered a brand spirit that values its customers. Mary Kay’s
main objective is the enrichment of women’s lives, an objective that does not run count-
er to the lives of female millennials. However, a generational gap exists between Mary
Kay and female millennials, limiting awareness and consideration of Mary Kay products.
This is where we come in.
We found that the Mary Kay brand not only runs parallel to the personality and lifestyle
of the Gen Y woman, but it also offers a unique experience that is largely missing in
the beauty and skincare industry. With eye-catching creative and media strategies, our
campaign communicates to female millennials that the direct selling business model is
not just a transaction - it’s a personalized experience and the beginning of a meaningful
relationship with a Mary Kay Independent Beauty Consultant.
With Mary Kay, female millennials can SHARE BEAUTY with the world.
7
8
THE DISCONNECT
POSITIONING & STRATEGY
9
22
23
24
CREATIVE
MEDIA STRATEGY
FLOWCHART
PLACEMENT & BUDGET
25
26
MEASURES OF SUCCESS
ACKNOWLEDGEMENTS

3. 2
MARY KAY AT A GLANCE
how it began
A Strong foundation
direct selling
corporate reSponsibility
PINK DOING GREEN
PINK CHANGING LIVES
where they are now
This globally-recognized campaign promotes eco-friendly initiatives both inside
and outside the company. Mary Kay’s recycling efforts, use of renewable materials,
reduction of energy consumption, and support for tree-planting programs around the
world have all contributed to the international green movement.
Mary Kay has always taken an active role in helping women and children who are
survivors of domestic violence. Since the 1980s, they have lobbied for legislation
aimed at preventing and ending abuse. Through their annual international “Beauty
That Counts” campaign, they have contributed over $4 million to help women recover
and heal.
As an entrepreneur and philanthropist, Mary Kay built her company with a strong
foundation based on the Golden Rule and a clear order of priorities: faith first,
family second, career third.
In 1963, Mary Kay Ash founded Mary Kay Cosmetics with her life savings of $5000.
The direct selling model reflects Mary Kay’s value of “Make Me Feel Important”
for both the customer and the Independent Beauty Consultant. It offers a friendly,
personalized way to shop for makeup as well as a flexible and rewarding business
opportunity. Parties and individual appointments bring women of diverse backgrounds
together, fostering a feeling of community and support. The intimacy and convenience
offered by Mary Kay inspires many customers to become IBCs themselves, thus
building the independent sales force and complementing the company’s mission of
enriching women’s lives.
Since its establishment, Mary Kay has embraced a go-give spirit aimed at making a
real difference. Mary Kay has not only made a promise to enrich the lives of women
and children, but has also shown a commitment to global philanthropy by supporting
disaster relief efforts, environmental protection initiatives, and educational programs
around the world.
A workforce of over 3 million Independent Beauty Consultants operates in 35
countries around the world, upholding Mary Kay’s core values and enriching
women’s lives through makeup and skincare.

4. 3
RESEARCH OBJECTIVES
& METHODS
methods
oBJECTIVES
1. Gain insight into the attitudes, behaviors, and values of Gen Y Women
2. Understand the purchasing habits of our target demographic when shopping for makeup,
skincare, and other beauty products
3. Explore the direct selling market and identify Mary Kay’s competitive advantage
4. Discover how Gen Y females perceive Mary Kay today
5. Identify how the target market views the IBC position as a potential business opportunity
Online Surveys IBC Interviews
Focus Groups
Man-on-the-street
Interviews
Parties
3056 48
03
243
12
Of the target demographic
At drugstores, cosmetic stores,
and high-end department stores
From various ranks, diverse
backgrounds, and across
several states
Centered around Mary Kay
products, the purchasing habits
of female millennials, and their
overall beauty preferences
Both observed and hosted for
multiple demographics
1. Realize Mary Kay’s promotable strengths and potential opportunities for growth
2. Find the most compelling strategies to reach Gen Y females
3. Determine how to most effectively market the direct selling opportunity to Gen Y females
THIS WILL ALLOW US TO:
WE CONDUCTED:

5. 4
TARGET PROFILE
VISIONARIES
customizers
NETWORKERS
- Research and sample
products extensively to
find the perfect fit
- Seek out unique products
and accessories to express
their individuality
- Enjoy websites which
offer personalized
feeds and channels for
expression
- 54% plan to or have already
become proprietors of their
own business
- Support the green initiative:
want to transition to organic,
sustainable brands
- Want to be brand
ambassadors, and are less
responsive to celebrity
endorsement
- The trust factor: 84%
say word of mouth is their
primary purchase influence
- 63% of millennials stay
updated on brands through
social networks
- 78% remain loyal to
brands with some kind of
rewards or loyalty program
WHO ADMIRE ORIGINALITY
AND PERSONALIZE ALL
ASPECTS OF THEIR LIVES
WHO FEEL PERSONALLY
RESPONSIBLE FOR
ENACTING CHANGE IN THE
WORLD AND WANT TO
SHAPE THE SOCIAL VALUES
OF THE BRANDS THEY USE
WHO SEEK OUT ADVICE
FROM FAMILIAR SOURCES
BEFORE MAKING
PURCHASES AND STAY
CONNECTED WITH BRANDS
THROUGH SOCIAL MEDIA
“I am drawn to
different things, which
I can’t find just by
shopping in the mall.”
“I feel like I’ve hit a ceiling
with my job in corporate;
I want to actually make a
difference in the world.”
“I watch Michelle Phan’s
videos because she has a
similar complexion to me.
I identify with her.”
MEET THE SOCIAL INNOVATORS

6. 5
TARGET PROFILE
modern entrepreneurs
BY THE NUMBERS
A SUCCESSFUL COSMETICS
COMPANY MUST...
The average Gen Y woman is career-oriented and looking
for opportunities to improve upon her current lifestyle. A
position as an IBC allows her to supplement her income or
build a business on her own terms.
90%
92%
37%
$27k
of hiring managers prefer resumes with
internships or leadership positions
average starting salary for college
grads calls for supplementary income
of Gen Y women believe the definition of a
successful business is more than high profit
of Gen Y women would take a pay cut if
it meant a more flexible schedule
- offer personalized guidance on product choices
- interactively showcase the quality of its products
- cater to its customers’ fast-paced lifestyles
- modernize its digital/social media presence to encourage sharing
- promote a sense of community amongst customers
- support millennials’ initiative to champion social causes

7. 6
MARKET LANDSCAPE
Avon &
Mary Kay
1% 7% 28%37% 27%
Target, CVS,
& Walgreens
Amazon &
Sephora.com
Sephora, Ulta,
& MAC
Macy’s &
Nordstrom
GEN Y MARKET
SHARE
(from survey)
BEST
PERFORMING
RETAILERS
personalized and
connected
affordable and
accessible
convenient and
all-inclusive
reliable and
accommodating
familiar and
dependable
WHY MILLENIALS
PREFER THIS
- limited access
to products
- no daily
shopping
exposure
- lack of beauty
specialists
- restrictive open
sampling
- poor return
policy
- unable to try
products
- additional
shipping fees
and wait time
- popular
products often
sold out
- rare discounts
- potentially
overwhelming
- greater
popularity
among older
demographic
- narrower range
of brands
WEAKNESSES
- accessibility to
a trustworthy
beauty guide
- network-driven
sales
- all-purpose
- many locations
in close proximity
- mass appeal
- same products
for lower cost
- greater control
and research
opportunity
- enticing reward
programs
-knowledgeable
associates
- niche market
appeal
- spillover with
other purchases
- helpful beauty
advice available
- traditional
environment
STRENGTHS
Direct Selling
& IBC
OnlineDrug Store Beauty
Retailer
Department
Store
The employees [at Sephora] give great advice and
aren’t cheap with giving samples. It’s also fun looking
through the displays.
“
“
I change my mascara pretty often, so I just buy it at
Target, since it’s right there.
”
”
Mary Kay, while less accessible and visible
than brands using other channels, offers
a customizable shopping experience that
Competitive
advantage

8. 7
THE DISCONNECT
IBCs provide personalized beauty guidance.
IBCs build relationships with their clients.
Gen Y females who have interacted with an IBC
have fallen in love with the brand and find the
shopping experience indispensable.
Gen Y females who have not interacted with an
IBC hold false rumors about Mary Kay’s shopping
experience.
Mary Kay is fresh and exciting.
“My IBC was able to
figure out my skin
type and helped me
find what worked
for it.”
“My IBC and I
talk about a lot
more than just
makeup.”
“Most of my friends
contact my IBC for
makeup now.”
“I’m just not sure
that IBCs are
necessary anymore.”
“I might feel
obligated to
purchase something
if I attend a party.”
“I think my aunt used
to sell Mary Kay.”
“I love Mary Kay.
There is something for
everyone. You can
find your new look.”
“I tell my IBC
how I’m doing
in school.”
“Is Mary Kay doing
the college tour
again? I loved it last
year. (:”
“I would rather call
my friends than go
through an IBC that I
don’t know.”
“Isn’t Mary Kay the
makeup company
that sells door-to-
door?”
Words that Gen Y
women associate
with Mary Kay are
“Grandma”, “Mom’s
makeup”, and “old”.
IBC model outdated and obsolete.
IBCs force sales onto clients.
Mary Kay caters to an older generation.
vs HAVE CONTACTED AN IBCHAVE NOT CONTACTED AN IBC
Young women who have IBCs fall in love with the Mary Kay shopping experience. However, many are
unfamiliar with the brand in the first place, and have developed misperceptions about the direct selling
model. Mary Kay has the opportunity to connect with the target demographic by making its benefits and
goal of empowering women more visible.
We found that women who have interacted with an IBC and those who have
not hold opposing perceptions of the brand.

9. 8
BRAND POSITIONING
& STRATEGY
Mary Kay can be the friend that helps you be you.
With Mary Kay, buying makeup is more than a transaction. It is the beginning of a meaningful
relationship with an Independent Beauty Consultant. An experienced IBC understands and
caters to the personal beauty needs of the female millennial. Like a close friend, the IBC
supports her to be herself so that she can share her unique beauty with others.
THE BIG IDEA
THE HOW
VISIBILITY
Present Mary Kay in spaces, physical and digital, where the brand is most likely to be seen by
Gen Y females.
RELATABILITY
Convey to Gen Y females that IBCs are excited to relate to their clients beyond the level of a
sales transaction.
ASSURANCE
Show female millennials that Mary Kay IBCs offer beauty advice that they can trust.
EMPOWERMENT
Show that the IBC position is a valuable way for women to grow professionally through
opportunities that expand on Mary Kay’s vision of empowerment
OBJECTIVE: To raise awareness, positive perception, and consideration of
Mary Kay among women ages 18-25 and recruit them as Beauty Consultants.
DISCONNECT/CHALLENGE
Gen Y women’s unfamiliarity with
Mary Kay creates a disparity between
what they believe Mary Kay to be and
what Mary Kay truly is.
THE SOLUTION
Show that Mary Kay offers a unique
and accessible beauty experience that
meets the needs of Gen Y women.
HOW WE ARE GOING TO BRIDGE THE DISCONNECT

10. 9
CREATIVE STRATEGY
SHARE BEAUTY
THE KEY
Share ’ sher (v): To participate in, use, enjoy, and experience jointly.
Beauty ’ byü-tē (n): The qualities in a person that gives pleasure to the senses, mind, and spirit.
THE CONCEPT
Beauty is more powerful when shared with others.
Beauty is a trait, but sharing beauty is a strength. Mary Kay recognizes the
power of women who not only see beauty in themselves and others, but
inspire it.
Mary Kay’s message of sharing beauty challenges Social Innovators to
lengthen the strides that they are already making.
A campaign that celebrates all types of beauty, empowers all women, and
creates a community of love and support centered around the Mary Kay
brand and the IBC experience.
THE EXECUTION
THE CALL TO ACTION
THE CONNECTION
THE INTERPRETATION

11. 10
CREATIVE
WHAT WE SHARE
Deliverables:
Our commercial will take viewers across the country to introduce the exciting lives IBCs lead and show
how they integrate their Mary Kay businesses with the world around them. The IBC experience, sym-
bolized by a “Share Beauty” tote bag overflowing with Mary Kay products, will link these Social Inno-
vators together and will serve as the common thread between scenes. With colorful and eye-catching
imagery that dazzles the imagination, this commercial will reintroduce Mary Kay as the unique and
personalized brand that female millennials are missing from their lives.
Substantiation:
Our campaign’s tagline, “Share Beauty,” will be highlighted in this commercial both through the ex-
change of products and through the interactions, experiences, and memories shared by IBCs and Mary
Kay lovers alike. In our commercial, IBCs will break free from the stereotypes that have kept them away
from female millennials and will be seen as the young, trendsetting women that the direct selling busi-
ness model allows them to be.
Placement:
The commercial will air in a pulsing pattern during a mix of primetime and early fringe shows on various
cable channels. The months of February, June, and December will see the most airtime through our
placements on The Grammys and primetime shows such as New Girl, Vampire Diaries, Pretty Little Li-
ars, and The Mindy Project. Spots airing during the early fringe daypart will be placed on shows such as
Real Housewives, Criminal Minds, and Adventure Time. In addition to TV, the commercial will be placed
on 19 popular websites such as Hulu, Pandora, and Yahoo.

12. 11
CREATIVE
SPILL THE BAG
Deliverables:
Our print ad will spotlight the contents of
a Social Innovator’s purse, incorporating
tokens from our commercial in a fun and
interactive way. Mary Kay products will be
spread beside three Polaroid photos which
feature memories and messages written in
colorful lipstick, including #ShareBeauty.
Upon closer look, viewers will find that they
can remove the Polaroids from the adver-
tisement and insert their own photos into
the empty frames.
Substantiation:
Drawing inspiration from our commercial,
this ad will encourage female millennials to
take a piece of Mary Kay with them and to
share beauty with their friends. By allowing
Social Innovators to interact with our print
ad, Mary Kay stands out from its compet-
itors as the beauty brand that is personal-
ized and caters to female millennials’ needs.
Placement:
We will run our print ad in eight different
magazines: Nylon, People StyleWatch, Teen
Vogue, Elle, InStyle, Seventeen, Glamour,
and Cosmopolitan. We will place our ad in
flighting pattern, beginning with the maga-
zine with the lowest reach and ending with
the magazine with the highest reach in or-
der to maximize impressions as campaign
awareness builds.
MAKE YOUR MARK
Deliverables:
In an online banner ad, young women will interact with
one another, sharing beauty products between them
and applying it to their faces. They will use these prod-
ucts to write out what Mary Kay means to them, adding
our campaign’s tagline, “Share Beauty,” to the webpage.
Substantiation:
Social Innovators surf the web at incredible speeds,
leaving little time to make an impression. This banner
ad will raise awareness of the brand and bring attention
to our tagline in a fun and flirty way on sites that our
target demographic frequents.
Placement:
The banner will be circulated on 34 websites in a pulsing pattern. It will be prominent for longer durations on 17
popular websites such as Pandora, MTV, Indeed, MapQuest and Fox News. The banner will be placed for shorter
durations on the remaining 17 websites such as The Huffington Post, IMDB, Ehow, Amazon and The New York Times.

13. 12
CREATIVE
MARY KAY UNPLUGGED
Deliverables:
Mary Kay will find a young, recent graduate who has created a successful business as an IBC and feature her in a
Spotify ad. The ad will begin with the IBC recalling her worries of working a mundane desk job after graduation,
and end with her expressing how relieved she is to have found her IBC position. It gives her the freedom she
needs to manage her own business and make time for herself.
Substantiation:
With over 4.5 billion hours of music al-
ready streamed, Spotify revolutionized
music streaming by enabling listeners
to share their playlists with friends via
social media. This execution not only
builds brand awareness in a digital
realm of explosive growth, but also
gives a fresh voice to Independent
Beauty Consultants.
Placement:
The Spotify ad will run in a continuity
pattern throughout the campaign. The
ad will also air on radio stations in 21
of the 50 cities with the largest Social
Innovator populations. These radio ads
will run in a flighting pattern for two
days every few months on stations
such as KIIS FM and AMP Radio.
CLICK TO CLAIM
Deliverables:
The Mary Kay mobile banner will feature a close up of a young woman using
the new Mary Kay mobile application and encourage users to download the
app in exchange for a free tube of lipstick. Users can tap the ad to download
the app, which will redirect them to their nearest IBCs to redeem their prize.
Substantiation:
By placing this mobile banner ad on applications and mobile sites popular
with Social Innovators, Mary Kay will be able to effectively reach our target
demographic. The incentive of a free product will both drive traffic to the new
Mary Kay application and encourage interactions with IBCs.
Placement:
The mobile banner will run in a continuity pattern on ten apps: Pandora Radio,
Candy Crush Saga, Shazam, Groupon, Skype, MyFitnessPal, iHeartRadio, Pic
Stitch, Bejeweled Blitz and Period Tracker Lite. The banner will also be placed
on 15 mobile websites and will pulse through every alternate month.

14. 13
CREATIVE
GOOD MORNING, BEAUTIFUL
- Increasing brand awareness and Mary Kay’s commitment to empowering women using #ShareBeauty and
promoted content which exposes our guerrilla and recruitment events.
- Establishing Mary Kay as a beauty brand that meets Social Innovators on multiple social platforms, including
emerging sites, with new, exciting, and shareable content.
- Creating a digital experience that brings customers and IBCs together around the products they love,
strengthening their relationship and allowing for easy purchase.
Our digital executions will reach Social Innovators and achieve our campaign’s goals by:
Deliverables:
Instagram users will be asked to share pho-
tos of what beauty means to them using the
hashtag #ShareBeauty. Mary Kay will select
one user’s interpretation of beauty each day
and send it to its followers on Snapchat the
following morning, along with words of wis-
dom to kickstart every user’s day.
Substantiation:
Because Snapchat’s core audience is be-
tween the ages of 13 and 25, and 70% of that
audience is female, this execution places
Mary Kay on the social platform that directly
connects to the target demographic. These
daily inspirational messages will reinforce
Mary Kay’s brand image and campaign mes-
sage of sharing beauty, as well as create a
sustained digital relationship with
Social Innovators.
APP-DATED
Deliverables:
The new Mary Kay mobile application will build upon
existing applications to create a one-stop-shop that
is available on the go. The application will not only
integrate Mary Kay’s eCatalog with its Virtual Make-
over app, but will also give users the ability to shop
for products from their IBCs’ web stores directly on
the app. Additionally, users will have the ability to
search for IBCs in their area, read and contribute to
reviews of products and IBCs, and share their mo-
bile experience via social media.
Substantiation:
Between 2012 and 2013, mobile commerce sales in-
creased by 82%, and ecommerce projections predict
that mobile will account for 25% of all online retail in
the U.S. by 2017. We will take Mary Kay’s promise of
an easy makeup buying experience one step further
by keeping up with the growing mobile app market
and making it simple to shop with Mary Kay.
SOCIAL STRATEGY

15. 14
CREATIVE
Deliverables:
We will challenge YouTube makeup gurus to create looks inspired by the latest trends in pop culture using prod-
ucts exclusively from Beta Box by Mary Kay. Both popular and up-and-coming YouTubers will be featured in these
videos, at the end of which viewers will have the chance to win a free trial of Beta Box by Mary Kay.
Substantiation:
YouTubers and their personal testimonies have great
influence over the products that Social Innovators pur-
chase. This challenge will demonstrate the versatility
of Mary Kay products and increase awareness of Beta
Box by Mary Kay through this extremely influential
media channel.
Placement:
We selected 12 YouTube makeup gurus and vloggers
that have between 100K and 1M subscribers includ-
ing Cait Barker (119K), Amarixe (404K), and Makeup-
ByTiffanyD (830K). A different guru will be given a
Beta Box at the beginning of each month. This will
allow for a continuous presence on YouTube through-
out our campaign.
BETA BOX BY MARY KAY
Deliverables:
For an initial fee of just $10, subscribers to Beta
Box by Mary Kay will have the unique oppor-
tunity to sample the latest Mary Kay products.
After submitting an online review for this box,
they will receive their next box at a reduced
price. Participating in this program for an entire
year awards women a free full-size Mary Kay
product from the year’s Beta Box collection.
Substantiation:
The Beta Box not only satisfies Social Innova-
tors’ desire for small scale, noncommittal brand
experimentation, but also provides Mary Kay
with insightful feedback about the products
that appeal most to Social Innovators.
THINK OUTSIDE THE BETA BOX

16. 15
CREATIVE
SORORITY ROW CHALLENGE
Deliverables:
Members of the National Panhellenic Conference will be invited to compete in the Mary Kay Sorority Row Chal-
lenge. Sorority chapters in five regions across the country will vie for the chance to receive an exclusive, all-expense
paid Mary Kay party hosted by the region’s IBCs. On a promotional tab on Mary Kay’s official Facebook page, users
will be able to vote for specific chapters in each region and share their picks with friends online.
Substantiation:
The National Panhellenic Conference is represented
on over 600 college campuses across the country
and is made up of over 4 million sorority women who
fall within the age range of our target demographic.
The Sorority Row Challenge will not only tap into the
pride and enthusiasm Social Innovators have for their
houses, but will also integrate social media for great-
er exposure of the Mary Kay brand.
Placement:
Because house pride is at its peak during the begin-
ning of the school year, our competition will run on
Mary Kay’s Facebook page during the month of Octo-
ber. The winning house will host their party in mid-No-
vember and a digital video ad recapping the event
will roll out in December on nine different websites
including Photobucket, SheKnows, MTV, and About.
BEAUTY SHARE
Substantiation:
Establishing an online space for IBCs will be essential
in creating a thriving and interactive Mary Kay com-
munity. IBCs will feel more connected to their col-
leagues and more confident in their business endeav-
ors. With this strong extended network and support
system, IBCs will learn how to improve their sales,
structure their businesses, and take their careers to
the next level.
Deliverables:
Beauty Share will be a new internal forum exclusively
for IBCs to come together, share ideas, and discuss
concerns. Participants will be able to engage in live
video chats and use messenger tools to facilitate in-
stant communication and personal interaction. An
extensive database of online cosmetics and direct
selling tutorials for additional learning opportunities
will also be available to IBCs.

17. 16
CREATIVE
EASY AS I.B.C.
Deliverables:
IBC personal websites will be upgraded to not only
feature a larger assortment of templates, but also to
create a more transparent Mary Kay experience. IBCs
will now have the option of being rated and reviewed
by their customers, as well as displaying achieve-
ment badges on their profiles. Existing achievement
badges such as “Advanced Color Consultant,” as well
as new ones like “Best Rated Parties,” will decorate
IBCs’ websites and recognize their successes.
Substantiation:
Social Innovators are members of a generation that
pursue honest information about a product or brand.
With this added feature to both MaryKay.com and
the updated Mary Kay mobile application, female
millenials will be more confident in their IBCs, and
IBCs will be encouraged to maximize their individual
brands and provide customers with quality service.
MAKING IT COUNT
Deliverables:
Blog.MaryKay.com will receive a complete makeover
to truly reflect its promise of “Beauty That Counts.”
By offering a more user-friendly experience with re-
imagined icons and links, improved search options
and a fresh new layout, this makeover will add great-
er appeal to Social Innovators.
Substantiation:
This blog revamp offers tech-savvy Social Innovators
content that is both visually appealing and easily ac-
cessible on a simplistic interface. Our demographic is
filled with blog enthusiasts, so this execution brings
them the digital brand that they seek.

18. 17
CREATIVE
WHAT’S THE BUZZ?
Deliverables:
Mary Kay will collaborate with BuzzFeed to create a unique quiz that capti-
vates Social Innovators. Example quizzes can include “Which Shade of Lip-
stick Are You?” or “Find Your Perfect Party,” and will feature new products,
the direct selling model, and Mary Kay’s exciting brand image.
Substantiation:
Buzzfeed has recently emerged as the “go to” site for entertainment and
pop culture news amongst Social Innovators. With 50% of Buzzfeed’s traffic
coming from mobile devices and 75% of readers browsing content to share,
our presence on Buzzfeed will effectively reach the Gen Y demographic.
MARY KAY HEARTS IT
Deliverables:
Social Innovators love creating online boards filled with pictures that
illustrate their dream closet, wedding, vacations and lifestyle. A Mary
Kay We Heart It account will integrate the brand into these boards by
featuring several collections such as “Beauty,” “Girls Night,” and “Road
Trip.” The page will be filled with images of not only Mary Kay products
and looks, but also images that are reflective of the demographic and
their interests.
Substantiation:
A We Heart It account will make Mary Kay a pioneer brand on this in-
creasingly popular social media site that has a large user base of females
under the age of 25. Mary Kay can further connect with Social Innova-
tors by curating shareable content representative of female millennials,
showing that Mary Kay’s brand image aligns directly with the dreams
and aspirations of our demographic.
MARY KAY ON THE WAY
Deliverables:
Mary Kay On The Way will be a traveling beauty truck which showcases an array of products, samples, and IBC
recruitment materials. Similar to a moving trunk show, the truck will travel to locations with high concentrations of
Social Innovators, where IBCs will distribute free samples and encourage women to share their experiences online
using the hashtag #ShareBeauty.
Substantiation:
Social Innovators are dynamic, empowered wom-
en that are at the forefront of fashion, music, and
popular culture. Constantly on the move between
major events, the traveling beauty truck will allow
the Mary Kay brand to stay relevant with millennials
both on the road and online.
Placement:
The truck will travel to 20 of the 50 U.S. cities with
the highest concentration of Social Innovators over
the summer months. The truck will also park in high
foot-traffic areas near popular events such as mu-
sic festivals or county fairs.

19. 18
CREATIVE
PICTURE THIS
Deliverables:
Pink photo booths will be placed around the country for
young women to discover what Mary Kay has to offer. Fe-
male millennials will be prompted to log into Facebook
through the display screen, take three head shots, and
pick their favorite photo. They will then receive a print-
out with the head shot, as well as a digital sketch of their
face filled in with color from the Mary Kay products that
best compliment their complexion. A description of each
product will be listed on the back, along with a coupon
code for their next Mary Kay purchase.
Substantiation:
This twist on an old classic will spark curiosity about the
brand in locations where Mary Kay and its products are
not normally found. Social Innovators will be able to share
their experiences via social media and leave with a cus-
tomized palette tailored to their unique look.
YOURS AND HERS
Substantiation:
Drawing inspiration from Mary Kay Ash’s commitment
to the Golden Rule, this guerrilla execution will seek to
spread kindness among Social Innovators. This experience
will also serve as a catalyst for Social Innovators to meet
Mary Kay’s call to action to share beauty around them.
Placement:
The photo booths will be placed in 40 different U.S. cities,
specifically on college campuses and in high-traffic areas
that are visited by a high percentage of Social Innova-
tors. This execution will run for five consecutive weekends
during October and the first week of November.
Placement:
Thirty of the fifty U.S. cities with the highest populations
of Social Innovators will each receive one pink vending
machine on the last Saturday of May. The video captur-
ing the resulting interactions will be posted on 11 websites
frequently visited by Social Innovators, including Amazon,
Ask, Yahoo, Imdb, and The Huffington Post.
Deliverables:
Mary Kay digital vending machines will offer Social Inno-
vators a free look at Mary Kay’s products. To activate the
machine, users will input their email address and zip code,
which will allow Mary Kay to share information about IBCs
in their area. The machine will then dispense a product
and, in a surprising twist, prompt the young women to
share another product with passerbys. These interactions,
all caught on camera by a hidden monitoring crew, will be
shared online using the hashtag #ShareBeauty.

20. 19
CREATIVE
BUILDING A FOUNDATION
Deliverables:
The Mary Kay Foundation will attend career nights and
workshops in select communities in order to offer guid-
ance to high school, cosmetology, and community college
students. They will cover topics such as university admis-
sions, financial aid, and career opportunities to help them
kick-start their futures. These workshops will also be used
as a chance to present the flexibility and benefits of the
IBC experience.
Substantiation:
Many Social Innovators are learning to balance school,
work, and their social lives. This is the perfect opportunity
for Mary Kay to introduce the IBC career not only as a
form of income, but also as a way to gain valuable profes-
sional experience.
MARY KAY ON CAMPUS
Deliverables:
The Mary Kay Campus Ambassador Program will give college students the
opportunity to get involved with the brand on a local level. They will be re-
sponsible for engaging student clubs, sororities, and other organizations
with the Mary Kay brand via giveaways, social media promotions, and other
marketing strategies. Ambassadors will enjoy exclusive discounts on Mary
Kay products and have their starter kit fees waived should they choose to
become IBCs.
Substantiation:
Social Innovators respond best to recommendations from their peers, mak-
ing campuses the perfect setting to reach our target demographic. The pro-
gram will provide Social Innovators with the chance to gain genuine work
experience and connect directly with the Mary Kay brand while creating a
smooth transition into the IBC role.
Placement:
Representatives from the Mary Kay Foundation will
be present at career fairs for 2,000 schools across
the country. They will have a continuous presence at
these fairs throughout the campaign.
WHERE IT ALL STARTS
Deliverables:
Mary Kay’s exclusive 8-week subsidized internship
will give Social Innovators the opportunity to work
in one of the company’s departments at their head-
quarters in Addison, Texas. This program will intro-
duce Social Innovators to the multifaceted structure
of an IBC business and provide insight into the cor-
porate side of Mary Kay through workshops, training
sessions, and networking opportunities. Substantiation:
Mary Kay will give Social Innovators the ability to ex-
plore their interests and future career options, as well
as gain valuable experience in a corporate environment
and be confident in entering the workforce. Moreover,
interns will gain a better understanding of and appre-
ciation for the Mary Kay brand and the role of the IBC.
Placement:
We will promote the Summer Internship Program
through the Mary Kay website and the Campus Am-
bassadors on college campuses around the country.
The program will run from mid-June to early August.

21. 20
CREATIVE
PROJECT GREEN Deliverables:
Expanding beyond the Pink Goes Green initiative, Mary Kay will
sponsor community gardens in metropolitan cities across the na-
tion. By supporting existing gardening groups in local commu-
nities, Mary Kay will not only contribute to neighborhood reno-
vation and community involvement, but will also inspire healthy
living through easier access to fresh produce.
Substantiation:
Mary Kay’s Project Green will give Social Innovators an immedi-
ate opportunity to participate in the global green movement. This
will resonate with our increasingly health-conscious demographic
and keep them involved in their local communities, as well as in-
crease Mary Kay’s reputation as an eco-conscious brand.
BEAUTY 101
Deliverables:
Mary Kay will partner with The Empire Beauty School,
supplying its locations with Mary Kay products. By us-
ing these products on a daily basis, beauty students will
be able to speak first hand about their quality and begin
sharing a positive perception of the brand with friends
and family. In addition, existing IBCs will be able to take
classes at these schools for a discounted price to receive
an achievement badge on their new and improved per-
sonal websites.
Substantiation:
The schools will provide us with the optimum environ-
ment to showcase our products, increase brand aware-
ness among Gen Y females, as well as a generous pool of
new graduates who are likely to find the IBC opportunity
attractive and beneficial.
Placement:
We will reach nearly 20,000 students by partnering
with The Empire Beauty School, the nation’s largest
cosmetology school. We will continuously supply
over 100 locations throughout the campaign.
UBER MK
Deliverables:
Whether they are on their way to a job interview or out for a night on the town,
our partnership with Uber will give Social Innovators just what they need as
they are on the go. For a limited time, select Uber vehicles will be retrofitted
with mirrors, makeup samples, refreshments, and informational materials on
Mary Kay for no extra charge. All you have to do is select the “uberMK” tab lo-
cated on the Uber application to find the vehicles nearest you.
Substantiation:
“uberMK” gives Social Innovators the opportunity for a quick touch-up and a
re-evaluation of her beauty routine, all before arriving at her destination. Uber’s
widespread presence in major U.S. cities will spread Mary Kay buzz across the
nation.
Placement:
Each of the 37 U.S. cities in which Uber is active will outfit ten of their cars with
the special “uberMK” amenities. The partnership will run every weekend from
mid-June to mid-July.

22. 21
CREATIVE
Our campaign will introduce the following products to the Mary Kay catalog, filling pre-existing gaps
in the inventory and meeting the needs of Social Innovators. These products reflect our target’s de-
sire for multi-functionality and convenience, as well as the latest trends in beauty and skin care.
The 24-Hour Palette brings to-
gether all of Mary Kay’s neutral col-
ors, perfect for creating looks for
all hours of the day.
“The 3” features bronzer, blush,
and highlighting powder all in one
compact for easy contouring.
A line of Tinted Lipbalm will bring
color and flavor to Mary Kay’s two-
step lip care system with lip balms
that reflect regional tastes, such as
“Big Apple New York,” and “Coffee
and Cream Seattle.”
Mary Kay’s Detail Swabs have
makeup remover reservoirs hidden
in the middle of the cotton swabs
which can be released with a sim-
ple squeeze for easy touch-ups or
makeup removal.
Mary Kay Dry Shampoo will give
hair a volume boost and extend
the life of a great blow out.
One in three millennials plan to at-
tend a concert this year, making an
all-inclusive Mary Kay Festival Kit
an essential product for our de-
mographic. This pack will include
fake eyelashes, face stickers, neon
and metallic eyeliners, spray-on
sun protection, and stencils for the
best festival look.
A lightweight Beauty Balm (BB)
Cream categorized by skin type
will protect and moisturize skin as
well as correct uneven coloring for
a healthy, flawless finish.
PRODUCT LINE ENHANCEMENTS
PICK YOUR PALETTE
Deliverables:
With the Pick Your Palette competition, women can create
and name custom eyeshadow palettes by selecting four
distinct colors from Mary Kay’s Shade Family. Users will
be able to share their personalized palettes via social me-
dia, browse others’ creations, and vote for their favorite
combination on MaryKay.com. The most popular palette
will be made available for purchase, and its creator will be
flown to New York City for a VIP experience at New York
Fashion Week.
Substantiation:
Social Innovators appreciate customizable products and enjoy sharing the latest trends with their friends. By giv-
ing them the opportunity to personalize their makeup, this execution will encourage Gen Y women to add their
unique touch to the Mary Kay catalog of products. It will also allow Mary Kay to discover the color combinations
that are popular amongst our target demographic.

23. 22
MEDIA STRATEGY
media objectives
timing media selectiongeography
Objective:
Coordinate the
implementation of our
executions in order to
maintain a strong presence
for the duration of our
campaign.
Strategy:
We will use digital executions
to maintain awareness
initiated by traditional media.
Social media posts will
continuously publicize our
partnerships and recruitment
events to highlight Mary Kay’s
brand personality. Guerrilla
executions as well as social
media-based competitions
and challenges will be pulsed
throughout the campaign
to generate consistent
excitement for the brand.
Objective:
Situate the Mary Kay brand
in media vehicles that attract
the most Social Innovators
while designing a media mix
that is reflective of their tech-
savvy culture.
Strategy:
Data from programs such
as Nielsen and Kantar will
enable us to place executions
in areas with the highest
Social Innovator reach for
each medium. In the interest
of budget efficiency, we will
continuously utilize owned,
earned, and less expensive
paid media while more costly
paid media will be pulsed
throughout the campaign.
Objective:
Establish a presence in
areas highly populated by
Social Innovators to increase
personal contact with the
Mary Kay brand.
Strategy:
Using findings from Adology,
we will place guerrilla and
experiential executions
throughout Social Innovator
markets centered around
universities in order to
reinforce relationships
obtained through our paid
media executions and social
media posts.
1. Generate brand awareness
and recognition among
Social Innovators through
an effective media mix.
2. Target the markets
in which we have found
significant concentrations of
our target demographic.
3. Create a campaign that
is an extension of Mary
Kay’s existing identity and
connects to the culture of
Social Innovators.
The ability for digital and social media to precisely target Social Innovators is
instrumental in establishing an effective campaign that will target our tech-
savvy demographic. A focus on non-traditional marketing through guerrilla
and event executions is also essential in promoting a business that thrives on
the idea of personal interaction. In developing our media strategy, we focus
on making these executions mutually reinforcing to take advantage of the
combined effects of our media mix.

24. 23
FLOWCHART
*darker shade indicates pulsing periods

25. 24
PLACEMENT & BUDGET
Social media Mobile Apps
magazines
Websites
Yahoo, MSN, Amazon, Ask Search, Ebay, About, eHow, Walmart, IMDB, WikiAnswers, The Weather
Channel, WebMD, Linkedin, New York Times, WikiHow, The Huffington Post, Pandora, Hulu, MTV,
Indeed, NBC, Blogger, Jango, MapQuest, Fox News Digital Network, Tribune Newspapers, AZLyrics,
CNET, SheKnows, The Free Dictionary, Photobucket, USA Today, Trip Advisor, BlogHer
Primetime: New Girl, Vampire Diaries,
The Mindy Project, Pretty Little Liars
Early Fringe: Grammys, MTV, The Real
Housewives of Beverly Hills, Comedy Cen-
tral Movie, Cine En Casa, Criminal Minds,
Adventure Time
People StyleWatch, Cosmopolitan,
Glamour, Seventeen, InStyle, Elle, Teen
Vogue, Nylon
Pandora, Candy Crush Saga, Shazam,
Groupon, Skype, MyFitnessPal, iHeart-
Radio, Pic Stitch, Bejeweled,
Period Tracker
Facebook, Twitter, Instagram, Snapchat,
Buzzfeed, We Heart It
TELEVISION
BUDGET BREAKDOWN
Traditional
Digital
Social
Guerrilla
Partnerships
Recruitment
Commission
Measures of Success
$2,892,870
$2,455,111
$1,843,197
$1,117,263
$509,000
$992,000
$175,036
$15,523
TOTAL $10,000,000

26. 25
MEASURES OF SUCCESS
CAMPAIGN METRICS
CONTINUOUS MAINTENENCE
QUANTITATIVE
QUALITATIVE
PERIODIC MAINTENANCE
QUANTITATIVE QUALITATIVE
We will evaluate the success of our campaign based on the increase in beauty and skin
care products sold throughout the campaign as well as the increase in number of female
millenial IBCs. Based on our total impressions and metrics from Adology, we expect:
$25,014,000 in revenue
Use Google Analytics to evaluate overall
success of online initiatives, including
website traffic and click-through rates.
Monitor product sales throughout the
campaign period.
Track participation of female millenials in
campaign’s guerilla and event executions.
Use Nielsen, Kantar, and Adology to
measure the delivery of specific
media channels.
Track increase in number of female
millenial IBCs.
Measure increases in likes, followers, and
shares/retweets on social media sites.
Distribute surveys via social
media, the IBC forum, and
Campus Ambassadors.
Conduct pre-tests and post-
tests for the campaign in
Social Innovator focus groups.
Review comments and feedback on social
media outlets and the IBC forum.
Monitor media coverage (TV,
Online, and Print)
625,500 new Mary Kay
consumers

27. 26
ACKNOWLEDGEMENTS
SOURCES
ACCOUNT DIRECTORS
Emilie Abel, Copy Manager
Leif Eng
Kyle Khandikian
ART DIRECTION
Laura Beck, Director
Jessica Lin
Raquel Livson
Nicholas Tasato
STRATEGIC PLANNING
Spencer Graham-Tille, Director
Ally Hills, Editor
Alizeh Hussain
Willa Kang, Editor
Callie Noceto, Copy Manager
Jacqueline Quach
Victor Wu
MEDIA PLANNING
Ryan Kay, Director
Kimberlie Liang
Chinmayee Mayya
Tony Nguyen
Tierra Schroeder, Copy Manager
Nisha Sunku
Nicholas Thompson
CREATIVE
Claire Couch
Nicole Kraft
Sasha de Limur, Copy Manager
Stanley Lin, Director
Hayley Linsenbard
Derrick Martin
Reem Suleiman
SPECIAL
THANKS TO
Jane Bitar
Michael Suman
- Ad-ology (n.d.) Retrieved March 17, 2014 from http://www.ad-ology.com.
- Ahmed, Niaz. (2012). The Millennial Generation’s Preferences and Usage of Mobile Devices in the US.
Retrieved March 12, 2014 from: http://www.scientificjournals.org/journals2012/articles/1544b.pdf.
- Casserly, Meghan. (2012, January 12). Millennial Women Are Burning Out At Work By 30... And
It’s Great For Business. Retrieved March 13, 2014 from http://www.forbes.com/sites/meghancasser-
ly/2012/01/12/millennial-women-burning-out-great-for-business-entrepreneurs.
- eMarketer (n.d.) Retrieved March 17, 2014 from http://www.totalaccess.emarketer.com.
- Faw, Larissa. (2012, October 2). Meet The Millennial 1%: Young, Rich, And Redefining Luxury. Re-
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1-young- rich-and-redefining-luxury.
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2014 from http://www.marykay.com/en-US/About-Mary-Kay/SocialResponsibility/Pages/default.aspx.
- Nielsen Academics. (n.d.) Retrieved March 17, 2014 from http://www.nielsenacademics.com.
- PwC. (n.d.) PwC’s NextGen: A global generational study. Millennial Workers Want Greater Flexibility,
Work/Life Balance, Global Opportunities. Retrieved March 13, 2014 from http://www.pwc.com/gx/en/
hr-management-services/publications/nextgen-study.jhtml.
- Schwabel, Dan. (2011, December 21). The Beginning of the End of the 9-to-5 Workday? Retrieved
March 15, 2014 from http://business.time.com/2011/12/21/the-beginning-of-the-end-of-the-9-to-5-
workday.
- Schwabel, Dan. (2013, June 25). 74 of the Most Interesting Facts About the Millennial Generation.
Retrieved March 15, 2014 from http://www.danschawbel.com/blog/74-of-the-most-interest-
ing-facts-about-the-millennial-generation.