THERE ARE 3,076 BRAND VOICES IN THE BEAUTY INDUSTRY GIVING WOMEN ADVICE ON WHAT THEY SHOULD LOOK LIKE.

387CANDLELIGHTCOMMUNICATIONS

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O B J E C T I V E STA R G E T

A WA R E N E S SP E R C E P T I O N

CO N S I D E R AT I O NI N S I G H T

I B C C H A L L E N G EO P P O R T U N I T Y

C R E AT I V E S T R AT E GYCO M M U N I CAT I O N S M O D E L

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

B R O A D CA S TP R I N T

M I C R O S I T ED I G I TA LS O C I A L

P R O M OT I O N SI B C O U T R E A C H

CAU S E / P I E R N A SM E D I A / B U D G E T / E VA L

S O U R C E S & N A M E S

12141618202223242526

HERE’S WHAT YOU ASKED US TO DO

2

123

Increase awareness among W18-25Increase positive perceptionIncrease consideration for purchase and the Mary Kay business opportunity

OBJECTIVES:

The total number of W18-25 according to the US Census

17,365,000

$32,672,751 ROI

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

New IBCs spend $100 for a starter kit and $800/year minimum to stay active

Taking into account industry average spend3 and IBC commission rate, Mary Kay gains $24.50/ea.

$25,005,600

27,784

1% of current customers will become IBCs

NEW IBCs

$10,721,151

437,598

NEW USERS3% of remaining 84% of

total US market segment will be new users

We project 50% of this group will spend $10 more, with Mary Kay retaining half

$6,946,000

2,778,400

CURRENT USERS16% of total US

market segment are Mary Kay customers2

HERE’S WHAT YOU’LL GET BACK:

Non Mary Kay users

Purchase several brands but not Mary Kay

Purchase primarily from drug stores and mass merchandisers

Hesitant about the direct selling model

Casual Mary Kay users

Loyal to multiple brands, including Mary Kay

Most likely to purchase from IBCs, department stores, mass merchandisers

Committed Mary Kay users

Purchase many brands, mostly Mary Kay

Primarily use IBCs but may also buy from mass merchandisers

Most likely to convert to IBCs

We segmented our target by purchase behavior, as well as brand affinity. We identified three segments based on our primary research:

HERE’S WHO WE’RE GOING TO LISTEN TO

Eager about making their own decisions and don’t want to be told what to do. However, they seek reassurance and appreciate being guided in the right direction.4

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

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

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

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

Trust people not brands.6

“Despite believing companies don’t care about their opinions, Millennials still want to communicate with them. They feel...that companies should offer more ways to share their opinions online...”6

3

THE UNINSP IRED

84% 14%THE EXPER IENCED

2%THE ENL IGHTENED

WHAT THEY ALL HAVE IN COMMON:

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

4

The levels of both aided and unaided awareness are all over the map, especially when compared to share of voice. This didn’t make any sense to us, so we decided to see if awareness levels actually affected purchase, or more importantly, repeat purchase. They didn’t.

So if higher awareness levels don’t affect loyalty and repeat purchase, what does?

57 %

19%

24 %

LOYAL TO AN AVERAGE OF 3.5 BRANDS

NOT LOYAL TO ANY BRAND

LOYAL TO JUST ONE BRAND

.25%

93%

13%

.6%85

%8%

11.47

%85

%12

%

17.92

%97

%53

%

29.36

%94

%26

%

1.25%

73%

14%

1.50%

91%

14%

26.20

%96

%45

%

9.40%

92%

34%

2.05%

73%

9%10.45

%

10%

5.19%

11.98

%

6.48%

4.94%

12.16

%

6.82%

2.8% 5.6

6%

SHARE OF VOICE7 AIDED AWARENESS UNAIDED AWARENESS LOYALTY

5

Before we could increase positive perception for Mary Kay, we needed to find out more about our target’s perceptions of beauty brands overall. So, we decided to take a look at the industry-wide beauty conversation.

Supporting primary research, in which we interviewed 134 women from our

target, told us that there was significant overlap in brand personality— and

rather than identifying with one brand, our target identified with multiple aspects of several different brands.

Maybe the brands haven’t realized that they don’t have control of the conversation—the target does, and they’re

picking and choosing what to listen to.

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

SECOND THINGS SECOND PERCEPTION

What we found was that the industry formula for advertising had a product focus and an authoritative tone that positioned

the brands as arbiters of what the target should look like.

MB

BB

GLAMOROUS

NATURAL

CONSUMERIN CONTROL

BRAND IN CONTROL

If they’re not listening to or taking advice from these brands, how are they choosing which brands to purchase? In our survey, we set out to find what was most important to our target when purchasing beauty products.

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

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

AVON

92%

92%

84%

BARE MINERALS

CLINIQUE

90%COVER GIRL

VERYGOOD

VERYPOOR

89%LʼOREAL PARIS

94%M - A - C

82%MARY KAY

92%MAYBELLINE

92%REV LON

RIMME L 85%

THIRD THINGS THIRD CONSIDERATION

95%QUALITY

87%AVAILABILITY

90%PRICE

So, after 6 months of research, talking to 1,692 women, conducting 6 surveys, referencing 41 sources, interviewing 61

IBCs, and testing 6 concepts, you know what we found out?

5.5The average number of

brands in their makeup bag.

2.4The average number of

brands they forgot.

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

6

7

GIRLS JUST LOVE MAKEUP

This doesn’t give Mary Kay—or any other brand for that matter—much to leverage. But while other brands have retail distribution, we don’t. This puts Mary Kay at a huge disadvantage because once a girl steps into the store, Mary Kay has already lost her.

All brands, all kinds. They love shopping for it, trying it, buying it—they even love throwing it away and starting over again. While brands spend countless dollars each year trying to grab their share of women’s makeup bags, our target’s purchase decisions have come down to whatever catches their eye while exploring the limitless options of the makeup aisles.

8

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

+50%INCREASE IN THOSE WHO SAID

THEY WOULD PURCHASE MARY KAY

+38%INCREASE IN WILLINGNESS TO

PURCHASE FROM AN IBC

+17%INCREASE IN CONSIDERATION OF THE MARY KAY BUSINESS

OPPORTUNITY

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

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

FINALLY A BREAKTHROUGH

That’s why at Mary Kay, Beauty Starts With You.

9

10

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

We identify the target and their unique traits as they relate to their own definition of beauty.

Mary Kay colors are used to reinforce the brand. Black and white photos with color copy treatment give these ads a distinctive overall look.

“You’re looking a lot like yourself these days.” Every ad will use this catch phrase—this is Mary Kay at its best: positive reinforcement in a conversational and friendly way.

“Beauty starts with you.” A call to action that drives the

target to our microsite.

We use candid photos from the target’s social media.

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

11

ALL ROADS LEAD TO THE MICROSITE AND THE IBC

During this phase, we increase awareness and positive perception of the Mary Kay brand, position them as a viable makeup option for non- users, and remind current users why they like Mary Kay. We also start to drive W18-25 to our microsite.

LIKEDuring this phase, we continue to increase positive perception and drive consideration, while gaining a larger share of their makeup bag. We strengthen the target/IBC relationship initiated on the microsite.

LOVEDuring this phase, our objective is to increase repeat purchase and incentivize our most loyal users to become IBCs. We do this by solidifying our position in the target’s consideration set.

DEFEND

PAID

OW

NED

EARN

ED

TV, magazines, YouTube & BuzzFeed takeovers, Internet radio, search, banner ads

Social buzz

TV, magazines, banner ads, search, Internet radio, YouTube

Facebook, Twitter, Instagram, Pinterest, Birchbox, Makeup Trade-Up Promotion, microsite

Seventeen and Cosmo cause marketing tie-in, social buzz

IBC promotional material, IBC App

Facebook, Twitter, Instagram, Pinterest, promotions, micro-site

All of our media drives W18-25 to the microsite. From this microsite, women can access all of Mary Kay’s social media platforms. But it doesn’t stop there—behind the microsite sits a living, breathing IBC.

Microsite, Facebook, Twitter, Instagram, Birchbox

Word of Mouth

BROADCAST PRINT

FACEBOOK

INSTAGRAM PINTEREST

TWITTER

INTERNET RADIO

MAKEUP TRADE-UP

BANNER ADS

beautystartswithyou.com

beauty starts with you

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LOG IN

CREATE ACCOUNT

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retype password

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live instagram feed:

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about Mary Kay - marykay.com

live twitter feed:@marykay Mar 15Add some POP to your color playlist with the newest shades from Mary Kay At Play™! http://expi.co/01qnf

@marykay Mar 13Bring out your inner glow with the Limited-Edition† Hello, Sunshine! Collection! #HelloSunshine http://expi.co/01pOO

@marykay Mar 12A record breaking 58,808 makeovers were completed on #MKMakeover Day 2014! Mary Kay Independent Beauty Consultants—you rock!

beautystartswithyou.com

beauty starts with you

#beautystartswith

TESTIMONIALS NEWSLETTERPRODUCTS OF THE SEASON

HOME QUIZ CONVERSATION BECOME AN IBC PROFILE

log out

WELCOME, SARAH_ELLEThis is the place where you decide how you want to look, whether that’s a completely made up face or just a touch to highlight your natural beauty. The most important thing is that you’re looking like yourself.

MICROSITE

IBC

12

Two-thirds of our target watches broadcast TV.8 So, we run a highly targeted syndicated and cable buy to increase awareness, positive perception, and drive consideration through traffic to our microsite.The highlight of this buy involves the use of Rentrak, a measurement service that analyzes data across multiple media platforms to execute a precise buy with minimal waste.

BROADCAST

:30 SPOT

We front-load the campaign in February with :30 spots. We purchase 110 GRPs a week in DMAs with heavy concentrations of our target. We run during Prime Access on shows like The Face, Girl Code, and Fashion Police. In March, May, August, and November, we flight :15 spots weekly at 100 GRPs, to coincide with quarterly product launches and our promotion schedule. The smaller ad units optimize the budget and allow for greater frequency.

SHOT: 1 SHOT: 2 SHOT: 3

ACTION: Emmie walking down street, twirls andlooks over shoulder (upper body shot).FX: Fade in to picture, cut out.MUSIC: Music fade in.

ACTION: Emmie looks in to camera (zoom to tight shot).ANNCR: “Your face says it all.” FX: Fade in, cut out.MUSIC: Music underneath.

ACTION: Danielle looking out window andfreckles show (tight face shot).VO: “You like to call them sun kisses.”FX: Cut in, cut out.

SHOT: 4

ACTION: Amy blowing bubbles and smiling/laughing (head shot).VO: “You’re always blushing at something.”FX: Cut in, cut out.MUSIC: Music underneath.

SHOT: 5

ACTION: Tara on bed reading and smiling(from right panning left).VO: “You go for volume over length.”FX: Cut in, cut out.MUSIC: Music underneath.

SHOT: 6

ACTION: Sam doing makeup in mirror(tight shot in car mirror).VO: “Your best feature is your green eye.”FX: Cut in, cut out.MUSIC: Music underneath.

ACTION: Morgan playing tennis and lookingconfident (upper body shot).VO: “Your skin doesn’t hide from the sun.”FX: Cut in, cut out.MUSIC: Music underneath.

SHOT: 8

ACTION: Estie laying on ground coveringmouth and laughing (tight ground face shot).VO: “Your lips make a statement.”FX: Cut in, cut out.MUSIC: Music underneath.

SHOT: 9

ACTION: Jess getting makeup done and laughing (tight face shot in makeup mirror).VO: “And you can’t keep a straight face.”FX: Cut in, fade out.MUSIC: Music underneath.

SHOT: 10

ACTION: Copy appearsVO: “And you know what, you’re lookinga lot like yourself these days.”FX: Fade in, fade out.MUSIC: Music underneath.

you're looking a lot like yourself these days.

SHOT: 11 SHOT: 12

ACTION: Copy appears of URL.VO: “That’s why at Mary Kay, beautystarts with you.”FX: Fade in, fade out.MUSIC: Music underneath.

ACTION: Logo appears with hashtag.FX: Fade in, fade out.MUSIC: Music underneath.

beautystartswithyou.com

MUSIC: Music underneath.

SHOT: 7

#beautystartswith

13

OPTIMIZED DMA STRATEGY

Seattle, WA

Nashville, TN

Dallas, TX

Boston, MA

Charlottesville, VASalt Lake City, UT

Buffalo, NY

Atlanta, GA

Houston, TX

Philadelphia, PA

Washington, DCChicago, IL

Los Angeles, CA

Fresno, CA

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

ACTION: Emmie walking down street twirls around and looks over shoulder at camera(zoom to tight shot).ANNCR: “Your face says it all.” FX: Fade in, cut out.MUSIC: Music fade in.

SHOT: 1 SHOT: 2

ACTION: Sam doing makeup in mirror(tight shot in car mirror).VO: “Your best feature is your green eye.”FX: Cut in, cut out.MUSIC: Music underneath.

SHOT: 3

ACTION: Jess getting makeup done and laughing (tight face shot in make-up mirror).VO: “You can’t keep a straight face.”FX: Cut in, fade out.MUSIC: Music underneath.

SHOT: 4

ACTION: Copy appearsVO: “And you know what, you’relooking a lot like yourself these days.”FX: Fade in, fade out.MUSIC: Music underneath.

you ' re looking a lot like yourself these days.

SHOT: 5

ACTION: Logo appears with hashtag.FX: Fade in, fade out.MUSIC: Music fade out.

beautystartswithyou.com

SHOT: 6

ACTION: Copy appears of URL.VO: “That’s why when it comes down to it, beauty starts with you.”FX: Fade in, fade out.MUSIC: Music underneath.

#beautystartswith

:15 SPOT

AND MORE BROADCAST

LMN: 158Oxygen: 150Lifetime: 147WE TV: 139MTV: 132HGTV: 131

Bravo: 126BET: 126TLC: 124Food Network: 123E!: 120CMT: 120ABC Family: 119Tampa, FL

14

PRINTAccording to Simmons OneView, 74% of W18-25 read magazines. We run a highly targeted magazine buy in conjunction with our TV to increase positive perception and drive traffic to our microsite.We launch in February with 1/3 page ads. The smaller size units allow us to run more frequently and in more magazines. We also time our ads in March, May, August, and November to coincide with quarterly

162 176 195166Index:

product launches and our promotion schedule.We select magazines that index high with non-users as well as current Mary Kay users. We match the content of the ads along with the editorial content of the magazines, which deepens the impact of our creative. This campaign also has legs—it has as many executions as our target has candid moments.

15

166 229 212 235Index:

AND MORE PRINT

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

instagram:

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about Mary Kay - marykay.com

twitter feed:@marykay Mar 15Add some POP to your color playlist with the newest shades from Mary Kay At Play™! http://expi.co/01qnf

@marykay Mar 13Bring out your inner glow with the Limited-Edition† Hello, Sunshine! Collection! #HelloSunshine http://expi.co/01pOO

@marykay Mar 12A record breaking 58,808 makeovers were completed on #MKMakeover Day 2014! Mary Kay Independent Beauty Consultants—you rock!

beautystartswithyou.com

beauty starts with you

TESTIMONIALS NEWS LETTERPRODUCTS OF THE SEASON

HOME QUIZ CONVERSATION BECOME AN IBC PROFILE

log out

WELCOME, SARAH_ELLEThis is the place where you decide how you want to look, whether that’s a completely made up face or just a touch to highlight your natural beauty. The most important thing is that you’re looking like yourself.

#beautystartswith

IBC CHATOnce visitors are matched with their IBC, they will be asked if they would like to chat now or give an email for later contact. This keeps the control of the relationship in the customer’s hands.

MOBILEWebsite optimized for mobile

“According to Radius Global Marketing Research, Millennials are about 4 times

more likely to use smartphones to research product information than Boomers…”

QUIZBuzzFeed-style Myers-Briggs personality quiz to match new clients with IBCs. Quiz puts the control of the IBC relationship in the customer’s hands.

SOCIALTwitter and Instagram

live feeds of #beautystartswith

IBC ENROLLMENTLearn more about pursuing the Mary Kay opportunity themselves.

MENUbeauty starts with you

TESTIMONIALS

PRODUCTS OF THE SEASON

WELCOME, SARAH_ELLEThis is the place where you decide how you want to look, whether that’s a completely made up face or just a touch to highlight your natural beauty. The most important thing is that you should feel like you.

CHAT FORUMForum where visitors and IBCs can ask questions, share tips, and learn more about Mary Kay, building a digital community around the brand.

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

17

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

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

18

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

DIGITAL

LOLgorg

omg

cute

trash

y

ew!

wtf

NEWS ENTERTAINMENT LIFE VIDEO MORE

15 Eye Enhancing Tricks That Magazines Don’t Tell You.

omg

LOL

cute

Big Stories Fre.sh on the web

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

19

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

AND MORE DIGITAL

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

SPOTIFY

Flash display ads that scroll upwards reinforce

our campaign theme.

20

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

#beautystartswith perfect lips, in this case, our At Play Lip Crayon in Perfect Pink. Now check out our new :15 video featuring our At Play line.

Cold weather & rosy cheeks

Beauty starts with you.

We put our :15 spots on Instagram to engage our target with video.

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

Status updates to generate engaging conversation around beauty on Mary Kay’s page“Burr it’s cold outside! How do you keep your skin moisturized in the winter months?”“What’s the best beauty trend this spring?”

INSTAGRAM

FACEBOOK

You're looking a lot like yourself these days.

Tara, 19

Mary Kay Doesn't Tell You How To Look.

You decide at beautystartswithyou.com

I go for volume over length.

Design your lashes at beautystartswithyou.com

Nicole May

Victoria Liz

Nicole May shared Mary Kay Beauty Starts With You

Throughout the year, we budget for Suggested Posts to deliver

picture-based ads to our target who like the Mary Kay Facebook page.

Sponsored ads of our 1/3 page print ads will feature a link driving them to

the microsite.

21

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

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

22

PROMOTIONS

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

BIRCHBOXAnother way we drive trial is by using Birchbox. We reach 400,000 beauty enthusiasts with a Birchbox takeover. We do this in February to make a big splash in the launch of the campaign, as well as in July to reenergize the campaign midway through.

ACTION: Copy appears, (Makeup, Trade-Up). FX: Slides in, cut out.MUSIC: Music fade in.

SHOT: 1 SHOT: 2

ACTION: Copy appears, (Step one: Empty your bag).Bag is unzipped and emptied on screen. Makeuppours out.FX: Copy slides in, cuts out. Cut in, cut out (Visual).MUSIC: Music underneath.

SHOT: 3

ACTION: Copy appears, (Step 2: Find what’s not working). FX: Cut in, screen splits into two, new product apears.(Step 3: Replace it for free) Copy appears on title slide.FX: Cut in, cut out.MUSIC: Music underneath.

SHOT: 4 SHOT: 5

Beautystartswithyou.com

ACTION: Copy appears above promotion URLFX: Cut in from left (First line).Cut in from right (Second line).Cut out.MUSIC: Music underneath.

#Beautystartswith

ACTION: Logo appears with hashtag.FX: Logo cuts in from left.Hashtag fade in.Fade in, fade out.MUSIC: Music fade out.

makeup

The “Mary Kay Vacay” asks users and IBCs alike to create Pinterest pinboards of their dream vacation and submit the URL on the microsite. Mary Kay will plan the week long getaway. There will be two grand prize winners and five hundred runners up that will win a free month of Birchbox.

I t ' s t i m e f o r a m a ry k ay va cay

MAKEUP TRADE-UP

MARY KAY VACAY

23

...AND HERE’S HOW WE GET NEW ONES

We run print and banner ads to peak the audience’s interest in pursuing the Mary Kay opportunity. Once on the microsite, a tab directs those interested to the Mary Kay official website for information.

HERE’S HOW WE KEEP THE IBCS CONNECTED

Using Mary Kay’s Applause Magazine, we help the IBCs grow their business in this age segment with sales tactics for Millennials. These tips are also available on the InTouch website, ensuring we provide the same assistance on all IBC platforms.

beauty starts with you

THE BEAUTY CONVERSATION APPHOME

CHANELLE Do you have any free time to meet tomorrow?

3/15

ELAINAHi! My name is Elaina :)

3/15

MANDY hi, i’m looking for a new mascarra

3/14

SIERRAim free next tuesday

3/10

MORGANlipstickkkkkk needed asap!

3/10

TRICIAokay, sounds good!!

3/07

ANNA LUCIAneed an eyeliner that doesn’t smudge

3/05

BALDAhelp! i’d like to hide the bags under my eyes

3/05

CONGRATS!YOU GOT A NEW MATCH

Amy, 21, Rhode Island

SEND MSG

The IBC mobile app is the primary contact point for our campaign’s microsite. Here they will take their personality quiz, be alerted of new matches, and chat with potential clients. The mobile platform enables IBCs to get push notifications on-the-go.

24

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

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

Fresh Start InitiativeBROUGHT TO YOU BY MARY KAY AND TJX

WHAT DO YOU CALL LEGS IN SPANISH?As budget dictates, we can easily extend this campaign to other markets. The creative seemlessly transitions to the Hispanic market as shown in the ad below.

25

MEDIA SCHEDULE, BUDGET, EVALUATION

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

Total 9,646,010.70$ 6,963,070,350 Contingency 353,989.30$

We will continually monitor campaign performance and optimize quarterly. To track the increase in awareness and positive perception, we administer pre- and post- surveys and measure click through rates and engagement on social media and digital. Promotions will be evaluated through attendance and participation figures. Effectiveness of the television spots will be analyzed through the Rentrak TV Essentials program. Analytics from the results of the BuzzFeed quiz question asking which advertisement is most appealing will be continuously monitored to optimize the campaign. The increase in product purchase and enrollment of new IBCs will be tracked through sales and registration figures.

EVALUATION

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NAMES & SOURCES

Alexandra O’NeilAmanda LilleyAndrew ChildersBrian TokarskiChristie PietilaCourtney ButlerDean Michael PetrilloseDean Dick BrushEllen BeaulieuDr. Erin WilkinsonJuan Alvarado

Jack BurtchDr. Kristen RegineLinda HatchLou RodriguezLucy LigasMichaela MancoMajor Michael QuinnMom & DadPatricia FisherRebecca PlanteStella Bleu

CANDLELIGHT COMMUNICATIONSAlbero BerulAmy DeMelloAnna SteelConor MitchellCorey BettencourtDanielle LeungDanielle PerezDrew RicciEdzer RoukemaEmily PapaEmmie StrommenEstie TabaresGrace PetersonJessica FlemingJessica HuertaKaren LunaKatherine VreelandKyle DempseyLeanna SteinMax Zaklow-LeepsonMichael DanzMiranda BassageMorgan ThompsonNick DaukasRyan McCabeSam GlassoffSamantha RobertsSarah ListerStephanie PiperisTara Keogan

ADVISORSOscar “Chil” ChilabatoChristine “Ure” Ure

SOURCESAdvertising REDBOOKSAdvertising Research Foundation - Mobile Purchase Behavior Report, Digital & Social Media in the Purchase Decision ProcessAlyson Shontell - Meet the Stars of Vine 6Bazaar Voice - Talking to Strangers: Millennials Trust People over Brands4Christine Hessler - The Twenty Something Manifesto 10ComScoreExperian Simmons OneViewFacebookFrank Baker - Media Use StatisticsGary Vaynerchuk - Jab, Jab, Jab, Right HookGfK MRI+Google AdWords9Google/Millward Brown Digital Beauty StudyIBISWorld - 44612 Beauty, Cosmetics & Fragrances Stores in the USJames Surowiecki - The Wisdom of Crowds5Jane Hodges Young - Inside the Millennial MindJeff Fromm and Christie Garton - Marketing to Millennials: Reach the Largest and Most Influential Generation of Consumers EverKantar Media Standard Rate & Data Service (SRDS)Cover, 7Kantar Media Stradegy11Lab42MaryKay.comMEC GlobalMedia Post - Unlocking the Power of Authenticity with Millennial ConsumersNielsen PRIZM3NPD via The Beauty CompanyPew Research2Primary research Radius Global Marketing ResearchRentrackRichard K. Miller Consumer Behavior 2013 ReportsSmart Insights - How Beauty Brands use Social MediaSpotifyStumbleUpon - Study on Women’s Beauty RoutinesThe Boston Consulting Group8The New York TimesThecab.tvUnited States Bureau of Labor Statistics1United States Census Bureau WPP OgilvyAction - Shopper Decisions Made in StoreYouTubeZAP2it.com

SPECIAL THANKS