Mary Kay Media Plan

Media Plan created for Mary Kay and used by NSAC students at the University of Missouri.

1. Client'Media'Plan'

2. A privately held corporation and one of the largest direct sellers of premium
skincare and color cosmetics globally.
• Trusted brand with a high- quality image
• Company driven by over 3 million IBC’s
• Global wholesales at $3 million
• “Try before you buy” approach
• Top 10 premium skincare brand globally
& top 15 color makeup brand globally

3. Task'at'hand'
• To'create'a'media'plan'promoting'three'new'Mary'Kay'
product'lines'(Mary'Kay'at'Play,'Botanical'Effects'and'
ClearProof'Acne)'that'will'increase'brand'recognition'and'
sales'among'our'target'audience.''

4. Industry Data: Color Cosmetics
Source: Mintel, Color Cosmetics US, July 2013
• 2008- 2013: Total Sales have grown 13% to $9.3 billion
• By 2018: Total sales estimated $10.5 billion

5. Cosmetics Industry Data

6. Industry Data: Color Cosmetics
• Growth:'
• Led'by'facial'&'eye'segment'
• Decline'in'lip'segment''
• Crowded'and'competitive'nature'of'the'category'
Source: Mintel, Color Cosmetics US, July 2013

7. Industry Data: Color Cosmetics
Source: Mintel, Color Cosmetics US, July 2013
• 5,200 new product
launches (2012)
• Makes category difficult
to navigate/
overwhelming

8. Industry Data: Facial Skincare
Source: Mintel, Facial Skincare US, May 2013
• 2007- 2011: Total Sales grew 11% to $5.6 million
• By 2017: Total sales estimated $7 million

9. Industry Data: Facial Skincare
Source: Mintel, Facial Skincare US, May 2013
• Growth:'
• Improving'economic'conditions'
• Emerging'new'segments''
• Women'35M'54'are'interested'in'antiM'aging'skincare'
segment'
• 50%'of'women'20M29'are'still'using'acne'facial'cleansers''

10. Industry Data: Facial Skincare
Source: Mintel, Facial Skincare US, May 2013
• 42% of users look for products
that have multiple benefits
• Main motivators:
-saving time
- saving $$

11. Retail Industry Data
● Simmons data shows that respondents report buying cosmetics at mass
stores such as Walmart, Target, Kmart, and Costco more than any other
type of retailer
● Mass retailers most often shopped by 18 - 24 year olds
● Get to test products
● Professional advice
● Fastest growing segment
● Convenience and time saving

12. Retail Industry Data
Consumers with more than $100,000 income are 11% more likely to buy online
Among all income levels Walmart is still the site of most cosmetics purchases (71%)

13. Retail Industry Data: Direct Selling
● 2012 estimated retail sales of $31.63 billion
● The number of people involved in direct selling in the U.S.
increased 1.9% to 15.9 million in 2012 !
Source: www.dsa.org, 2013

14. Industry Data: Direct Selling
Source: www.dsa.org, 2013

16. Competitive'Analysis'

17. Competitor'Product'Strengths'
Product' %'of'Target'that'are'Heavy'brand'
users'
Eye'Shadow' CoverGirl'(23.3%)','Maybelline'
(20.4%)'
Eye'Liner' Covergirl'(20.9%)','Avon'(15%)'
Acne'Cleanser' no'dominant'brand'
Foundation' CoverGirl'(13.5%)','Maybelline'
(20.4%)'
Lipstick/Lip'Gloss' CoverGirl'(11.6%)'

18. Competitor'Overview:Drugstore'
Brand' Innovations' Convenience' Advantages' Disadvantages'
CoverGirl' moderately'priced'
products'
M'“Beauty'Buzz”'social'
media'
M'“Fab'Lab”'beauty'
recommendations'
MHave'to'travel'to'store'
M'No'inMstore'beauty'
consultant'
M'Consumer'uses'own'
knowledge'to'make'
purchase'
Mvast'product'
assortment'
M'strong'celebrity'
spokesmen'
M'Effectively'targets'
Disheavy'users'of'
makeMup'
M'extensive'social'media'
presence'
M'brand'presence''
M'no'person'to'person'
relationship'
M'Indirect'beauty'tips'
M'Overwhelming'
frequency'of'brand'
M'Have'to'pick'and'
choose'from'store'
availability'
Revlon' M'Makeup'guides'and'
virtual'makeovers'
Mown'Youtube'channel'
M'uses'celebrities'on'
social'media'
M'Travel'
M'Own'purchasing'
power'
M'offers'more'than'just'
cosmetics'
MPopular'celebrity'
endorsements'(Emma'
Stone)'
M'mass'media'presence'
M'indirect'relationship'
with'both'company'and'
products'
Muser'has'to'have'
extensive'knowledge'

19. Competitor'Overview:'Specialty'Stores'
Brand' Innovations' Convenience' Advantages' Disadvantages'
Sephora' MXpresSpa'
M'offers'products'in'
JCPenny'
MBeauty'Insider'
Meducational'
workshops'
Mmobile'bar'code'
app'
MLocations'vary'
M'Have'inMstore'
consultants'
M”unparalleled'
assortment”'
Mown'private'label'
M”science'of'
Sephora”'
M'prestigious'label'
M'great'inMstore'
customer'service'
M'products'more'
expensive'
M'lacks'mass'media'
presence'
M'location'could'be'
far'away''
Ulta' Mnumerous'online'
bundling'deals'
M'plans'to'open'134'
stores'in'2013'
M'beauty'match'
links'
M'Over'20,000'
products'
M'high'traffic'
locations'
M'prestigous'
Mbrand'loyal'
M'products'for'
overall'beauty'
M'fragrances'are'
their'big'ticket'item'
M'business'
relationship'inM
store'
M''

20. Competitor'OverviewM'Direct'Sellers'
Brand' Innovations' Convenience' Advantages' Disadvantages'
Avon'
M'Avon'Foundation'for'
Women'
M'largest'corporate'
affiliated'philanthropy'
M'personal'24/7'online'
service'
M'free'personal'delivery'
M'Free'shipping'on'
orders'$30+'
M'6'million'active'
independent'
representatives'
M'available'in'over'100'
countries'
M'reasonably'priced'
items'
M'startMup'fees'are'
pricey'
M'not'a'quick'shipping'
time'
Arbonne' MGreen'Initiative'
M'nutrition'products'
M'no'inMstore'beauty'
consultants'
M'Representatives'
around'the'world'
M'stands'out'by'offering'
a'variety'of'products'
from'cosmetic'to'
nutrition'to'sun.'
M'Arbonne'charity'
foundation'
M'expensive'
M'poor'customer'
reviews'online'

21. Department'Stores'
Brand' Innovations' Convenience' Advantages' Disadvantages'
Clinique'
M'skin'supplies'for'men''
M'Clinique'Consultants'lab'
coat'uniforms''
M'inMstore'and'online'M'cosmetics'+'dermatology/'
medicine'''
M'free'giveaways'with'
purchases'(example:'
makeup'bags,'sample'
products)''
M'lack'of'multifunctional'
products'
MAC' M'“All'races,'all'sexes”''
M'social'consciousness'
initiatives'(example:'fight'
against'HIV/'AIDS'effortsM'
MAC'AIDS'fund)''
M'inMstore'beauty'
consultants'
M'popular'use'of'color'
cosmetics'
M'lack'of'skincare'
products'

22. Media Mix
• Premium skincare &
beauty products
• Personal aspect-
buying directly from
an IBC
Product
• $$
• Mid-tier
• Products start at $7.00
and end at $199.00
Price
• Direct selling to
consumer through
IBC’s
• Online
Place
• IBC personal
promotions/incentives
• Mary Kay parties
• Utilize Facebook,
YouTube & E-catalog
• Email promotions
Promo

23. • Intense competition
• Category saturation
• Professional advice
• Power of social media
• Spending power of 18-24 year old
market
• Growth of color cosmetic & facial
skincare industries
• Environmental Packaging
• Customer service issues with
salesforce
• Criticism of “exploitation” of
consultants
• Ownership status: Privately
owned limits raising capital
• Lack of training for IBC’s
• Strong market position with significant
global presence
• Diverse product portfolio
• Unique business model- IBC’s,
allowing trial before purchase
• Well established reputation, quality
products
• In the top 20 Direct Selling
Companies
Strengths
Weaknesses
Opportunities Threats

24. Market Trends: Gen Y
Source: U.S. Census Bureau, 2010 Census
Market Total: 15,000,000 women

25. Market Trends: Income
● Majority have an income below $50,000
● 44% have an income less than $25,000
● 17.3% aren’t even working
Source: Mintel, Social Dynamics of 18-24 US, Nov 2013

26. Market Trends: Education
● Over half are college students
○ 55% are full-time college students
● 24% of respondents belonged to a
college sponsored club or
organizations
Source: Mintel, Social Dynamics of 18-24 US, Nov 2013

27. Market Trends: Gen Y
Source: www.dsa.org, 2013
• Word of Mouth
• 94.6% prefer to share opinions about products they love in person
• Want to feel like they’re the decision makers
• Want to see their interaction being recognized
• Incentive- driven
• Want reward for job well done
• Strong sense of what’s right/ ethical
• Vigorous corporate watchdogs

28. Market Trends
• Consumers 18- 24: Spending power of $6.9 billion
• More than 50% of millennials say they tend to make impulse purchases
• 54% of females and 44% of males use Facebook and Twitter to receive notices of
sales, specials, discounts
• 27% of millennials agree that having a loyalty program or special “status” credit
card is important to them
• Millenials:
• Want to bond with brands via a story
Source: State of the YAYA Report, 2013

29. Market Trends
Source: Mintel, Color Cosmetics US, July 2013
• 26% of makeup wearers are not
confident in their ability to apply
make up well
• Interest in professional advice
• 12% of women feel more
comfortable shopping at beauty
counter when salesperson is
same age as them
•  21% of women 18-24 feel this
way

30. Market Trends
Source: Mintel, Facial Skincare US, May 2013

31. Market Trends
• 32% of target market believes product claims
• Multifunctional products
• Beauty box & mobile app interest
• 34% have tried them
• 40% are interested in trying
• Online tutorials
• 20% have tried them
• 38% are interested in trying

32. A'Snapshot'of'Our'Target'Audience''
• 20'years'old'
• Single''
• Attends'a'4M'year'institution'
• Has'a'partM'time'job''
• Heavy'user'of'social'media'
• Heavy'user'of'internet,'outdoor'&'
magazine''
• Values'convenience'&'affordability'
• Convenience'defined'by'how'
easily'product'can'be'obtained''
• Moderate'user'of'makeup''
• Daily'usage,'but'not'powerM'user'
Meet$Jessica$

33. Target'Audience'
4,329,000'18M24'yearMold'women'who'use'makeup'are'enrolled'in'college,'
full'or'partMtime.'

34. Target'Audience'
3'out'of'4'women''
18M24'yearsMold'in'the'United'States'attend'college.'

35. Target'Audience'
Almost'2'out'of'3'women''
who'attend'college'attend'a'4Myear'institution.'

36. Unemployed12
%'
41%'
47%'
Employed'
88%'
Employment*Status*of*Female*College*Students**
Unemployed'
Full'time'
Part'time'

37. Weekly'Product'Usage''
Product' #'times'per'
week'
%'of'Target'Relative'
estimate'
Eye'Shadow' 2M3' 12.6%' 545,000'
Eye'Liner' 7' 29.4%' 1,274,000'
Acne'Cleanser'7' 10.6%' 457,000'
Foundation' 7' 14.8%' 640,000'
Lipstick/
Lipgloss'
4M6' 10.4%' 450,000'

38. Mary'Kay'Product'Usage''
Product' Weekly'Usage'
Eye'Shadow' 2M3'(38.7%)'
Eye'Liner' 2M3'(49.9%)'
Acne'Cleanser' 7'(59%)'
Foundation' 2M3'(42.3%)'
Lipstick/Lipgloss' 2M3'(26.5%)'

39. Facial Cleansers
• 43.5%*of*all*women*18<24*use*facial*cleansers*
– 21.7%'using'for'acne'care'
– 22.7%'using'just'to'wash'their'face''
• 42.4%*of*all*women*18<24*who*are*college*students*use*facial*cleansers*
– 21,8%'using'for'acne'care'
– 19.8%'using'just'to'wash'their'face''
– most'use'7'times/'week'(likely'once'per'day)'
• Currently,'Mary'Kay'customers'are'more'likely'to'be'using'facial'care'products'
for'anti<*aging**

40. Product Usage Summary!
• Daily'users'of'acne'products,'facial'cleansers,'foundation,'
eye'liner''
• Use'eye'shadow,'lip'gloss'2M3'times'a'week'

41. Media'Quintiles'(F,18M24,College,MakeMUp)'
Media*Type* Level*of*Usage*Standout*
Quintile*
Index*
Magazines' Moderate/
Heavy'
III' 130*
AllMday'Radio'Moderate/
Heavy'
II' 114'
Newspapers' Light' V' 172'
TVMPrimetime'Low/Moderate'V' 186'
Internet' Heavy' I' 205*

42. Media Usage:Internet
18M24'year'old'females'
• 86%'of'our'target'click'on'eMmail'ads'
– higher'than'any'other'Internet'ad'form'
• 83%'click'popMup/under'ads''
• 4%'of'target'who'click'eMmail'ads,'floating'ads,'fullMmotion'video'ads,'
sponsored'websites'and'webpage'links'are'Mary'Kay'users''
Mary'Kay'Users'
• 88%'of'Mary'Kay'users'click'on'eMmail'ads''
– Banner'ads'least'clicked'by'Mary'Kay'users'
• Most'likely'to'click'on'FullMMotion'Video'Ad'or'Sponsored'Website'from'
Search'

43. Media Usage: Magazines
• 27%'of'women'18M24'are'using'entertainment'magazines''
• 31.2%'using'women’s'magazines'
• 15%'using'women’s'fashion,'beauty'&'grooming'magazines''
• Mary'Kay'users'are'most'likely'to'be'reading:''
– Health'&'Fitness'magazines'
– Teen'magazines'
– Women’s'magazines''
• Mary'Kay'users'who'are'college'students'are'most'likely'to'be'reading:'
– Women’s'magazines'
– Entertainment'
– Women’s'fashion,'beauty'&'grooming''

44. Media Usage: Radio
7$p.m..midnight$for$1$hour$ $
$$ $
'other'(index'of'1,250)'
7$p.m..midnight$for$2+$hours$
'car'(index'of'370)'
7$p.m..midnight$for$1$hour$
'work'(index'of'321)'
Source: Simmons Radio Data 2010-2013
-Experian Information Solutions, Inc.
6"a.m."for"1"hour"
!home!(index!of!295)!
midnight16"a.m."for"½"hour"
!school!(index!of!101)!
Base: Women in college ages 18-24 listen to radio via
satellite at the following times and locations the most:

45. Objectives'
Advertising*Objective:*
1. Promote the convenience of the IBC relationship to sell more Mary Kay at
Play, Botanical Effects and Clear Proof acne products among 18-24 year-
old female college students to increase brand sales.
2.  Increase consideration for independent beauty consultant opportunities to
the target audience.

46. Objectives'
Media*Objective:*
• Get'30%'of'target'audience'to'buy'two'Mary'Kay'at'Play'
cosmetic'line'products'one'or'more'times.'
• Get'3%'to'buy'one'Botanical'Effects'and'Clear'Proof'acne'
product'one'or'more'times.''

47. Objectives'
Marketing*Objective:*
• Reach'#6'in'color'cosmetics'by'increasing'sales'by'2%'to'
$23.2MM,'which'is'equivalent'to'2,320,000'Mary'Kay'at'
Play'products.'
• Reach'#5'in'facial'skin'care'by'increasing'sales'by'.1%'to'
$1.56MM,'which'is'equivalent'to'104,000'Botanical'Effects'
products'or'78,000'Clear'Proof'Acne'toMgo'sets.''

49. Strategies:'What''
• Promote'Mary'Kay'as'a'multifunctional'makeMup'line'that'
has'a'duality'of'professional'and'play.'The'customer/IBC'
relationship'will'help'young'women'to'look'their'best.'
• Promote'the'relationship'with'IBC'makes'buying'Mary'Kay'
more'valuable'than'purchasing'makeMup'in'store.''
● Emphasis'on'Mary'Kay'at'Play,'Botanical'Effects'and'Clear'
Proof'acne'products.'''

50. Strategies:'When'
• January'2015'M2016''
• During'school'year'
• Heavy'up'JanuaryMFebruary'and'AugustMSeptember'
' 'Rationale:'These'time'periods'are'transitional'phases'for'incoming'
'college'students.''

51. Impact'Moments'
1.'Mary'Kay'helps'girls'look'their'best.'
M'Girls'trying'to'look'their'best'for'important'events''
2.'Mary'Kay'helps'girls'transition'to'a'more'
professional'look.'
'M'Career'searching'
3.'Mary'Kay'promotes'everyday'healthy'skin.'
'M'blemish'control'

52. Strategies:'Where''
• National'Campaign'
• Emphasis'in'West'and'South''
• Heavy'up'in'30'university'cities'
' 'M'Los'Angeles,'San'Francisco,'Houston,'Chicago'
' '*based'off'of'Simmons'data:'18M24'college'females'

54. Universities''
• University'of'Alabama'
• University'of'Missouri''
• Arizona'State'University'
• University'of'Florida'
• Texas'A&M'College'Station'
• University'of'CaliforniaM'Berkeley''
• University'of'Oklahoma'
• Tulane'University…''

55. Strategies:'How'
• High'Frequency'Campaign'
● $10'MM'

56. Tactics'
• Magazine''
• Paid'Search'
• Campus'Promotions'
• IBC'Scholarship'Sweepstakes'
• IBC'Video'Contest''

57. Magazine'Ads''
• FullM'page'4'Color''
• Lays'the'national'foundation'and'associates'Mary'Kay'with'
bigMname'competitors''
• Cosmopolitan,'Seventeen'&'Elle''
• 6'months'of'circulation'
• January,'February,'March'
• July,'August,'September''

58. Publication'Choices''
Publication' MRI'Audience' 4C'Base'Rate' Total'Paid'and'
Verified'
Circulation'
Rate'Base' Frequency'
Cosmopolitan* 16,470,000' 297,735' 3,001,894' 3,000,000' 12'
Elle* 5,245,000' 163,465' 1,125,648' 1,100,000' 12'
Seventeen* 8,499,000' 145,155' 2,071,395' 2,000,000' 12'
US'Weekly' 3,390,000' 139,035' 1,019,487' 1,000,000' 10'
Teen'Vogue' 12,272,000' 231,310' 1,902,355' 1,950,000' 52'

59. Magazine'Popularity'(Simmons)'
• Cosmo*M'32.9%'M'1,426,000'
• Elle'M'10.8%'M'469,000'
• Seventeen'M'23%M'997,000'
• US'Weekly'M'14.2%'M'616,000'
• Vogue'M'8.8%'M'382,000'

60. Recommended'
M'Use'Cosmo,'Elle'and'Seventeen'magazines''
' ' 'M'all'part'of'Hearst'Publishing'Corporation'
M'Average'monthly'4C'cost'M'$181,906'
M'3'publications'per'month'with'30%'discount'(because'of'6'month'duration)'
' ' 'M'$545719.5'per'month'
' ' 'M'6'month'duration'
' ' 'M'Total'magazine'cost'M'$3,274,317'
Total'Magazines'distributed'M'6,198,937'per'month'(6,100,000'guaranteed)'

61. Attitudes'M'Magazines'
M'Main'source'of'entertainment'M'20%'
' ' 'M'854,000'
M'Worth'the'money'M'24%'
' ' 'M'1,016,000'
M'Enjoyment'of'reading'ads'M'31%'
' ' 'M'1,340,000'
M'Read'ads'out'of'curiosity'M'32%'
' ' 'M'1,389,000'

62. Tactic:'Paid'Search'
Acne'Cleanser''
• Aim'for'a'2%'CTR'for'paid'search'ads''
• GeoMtarget'campaign'to'heavy'up'regions'
• Keywords:'Acne'cleanser,'facial'cleanser,'Mary'Kay,'face'wash,'Neutrogena,'
acne'treatment,'get'rid'of'acne'
• Want'to'reach'25%'of'total'audience'acne'cleanser'users'18M24,'roughly'2.7'
million'

64. Paid'Search''
Rationale:'Paid'search'ads'have'the'ability'to'be'very'
targeted'and'specific,'which'is'an'advantage'with'our'large'
market'of'college'women,'ages'18M24.'Through'paid'search,'
we'can'bid'on'keywords'to'complement'the'Acne'Facial'
Cleanser.'With'these'keywords,'we'will'set'a'budget,'a'
targeted'area'and'specifically'what'regions'of'the'country'we'
would'like'to'heavy'up'on.''

65. Tactic:'Campus'Promotion'
• IBCs'will'host'events'at'sororities'at'each'of'the'30'college'campuses'
(organization'through'PanHellenic'Association)''
• Also'at'Professional'Sororities''
• Events'will'happen'three'times'per'year'
– Beginning'of'April'and'November'before'formal'seasons'and'beginning'of'
August'before'recruitment.'These'times'will'hit'our'impact'moment'of'
helping'girls'look'their'best.'
– May'vary'depending'upon'college'schedules''
• Girls'will'be'able'to'get'tips'from'the'IBC,'try'free'products,'buy'products'and'
get'information'about'how'to'become'an'IBC.''

66. Campus'Promotion'Rationale''
Rationale:*One'of'our'key'opportunities'is'targeting'women'
entering'the'college'community'who'are'gaining'a'large'
social'network'and'have'the'ability'to'become'an'
Independent'Beauty'Consultant.'By'hosting'sorority'events'
during'these'impact'times,'Mary'Kay'can'reach'a'large'
population'of'students'while'potentially'gaining'new'
customers'through'free'samples'and'IBC'information.''

67. Tactic:'IBC'Sweepstakes''
• CollegeM'campus'level'sweepstakes'
• Each'18M24'year'old'IBC'is'entered'into'sweepstakes'to'win'
$500'scholarship'each'semester'for'2'years'($2,000'value)''
• One'winner'at'each'of'the'30'college'campuses''

68. Tactic:'IBC'Contest'
M Nationwide*Online*Beauty*Tutorial*Contest'Introduced'1'July,'2015'
• Must'be'an'IBC'between'18M24'years'old'in'the'United'States'to'be'eligible.'
• IBC’s'will'create'an'online'tutorial'demonstrating'Mary'Kay'at'play'products'
and'upload'them'to'the'Mary'Kay'Contest'page'via'Youtube'by'15'October,'
2015.'
• Videos'can'be'shared'across'social'mediums.'
• The'IBC'with'the'most'votes'for'their'tutorial'video'on'the'Mary'Kay'website'
and'product'sales'during'the'month'of'November'will'win'the'following'grand'
prize:'An'allMexpense'paid'week'trip'for'the'winner'and'two'of'their'friends'to'
Paris'Fashion'Week'Feb.2016.''

69. Tactic:'Nationwide'IBC'Contest'
• Eligibility:'must'be'an'IBC'between'18M24'years'old'in'the'
United'States'to'enter'''
• IBC’s'will'create'an'online'tutorial'demonstrating'Mary'Kay'
At'Play'product'application''
• Videos'submitted'through'Mary'Kay'contest'website''
• Videos'posted'to'Mary'Kay'YouTube'channel''
•  The'IBC'with'the'most'votes'for'their'tutorial'will'win'the'Grand'
Prize'of'a'trip'for'3'to'Paris'Fashion'Week'in'February'2016.''

70. IBC'Contest'Calendar''
• Contest'introduced'July'1
st
''
• Video'must'be'submitted'by'October'15
th
''
• Mary'Kay'will'launch'contest'website'and'post'videos'to'
YouTube'on'November'1
st
'
• Voting'begins'and'continues'throughout'the'month'of'November''
• Winner'selected'based'on'number'of'votes'as'well'as'product'
'sales'during'the'month'of'November''
• Winner'announced'December'15
th
''

71. Questions?''