MARY KAY PLANS BOOK 2015

KADIE DESPAIN

CHRIS SEARLE

MATT MAY

MARINA SCORZELLI

HANNAH DAVIS

LAUREN FASANG

DAVID WHEELOCK

JACQUELINE BROWN

CONTENT

03

04-05

06-08

18

10-15 16 17

/01

/02

/03

Overview

Research

Concept

Situation Analysis

Creative Brief

S.W.O.T.

Sweet Spot

Target

/04 Execution

Brand Development Creative

/05 Evaluation

Media Overview

Media Placement

Media Flow Chart

19 19

20-41

30-3922-29

42-46

44 45 46

CONTENT

04

05

BRAND + HISTORY

EXECUTIVE SUMMARYMary Kay Inc. is rated as one of the biggest direct sellers of color cosmetics and skin care products in the world; however, the brand pales in comparison to its retail-distributed competitors.

Our research split our target market into two separate categories: the Socialite (females 18-21) and the Role Model (females 21-25). The Socialite is younger and is very involved both academically and socially. The Role Model is the Socialite ending her college career. She is still outgoing and involved, but she has toned down her social life in order to buckle down and graduate.

Our primary research revealed two key insights of how our target views Mary Kay. 1) Mary Kay cosmetics are viewed as expensive and something only older people wear. 2) The current IBC business model is unappealing to our target market.

Taking these insights into consideration, we aim to create a campaign for Mary Kay that repositions them the minds of our two targets. The aim is to create a campaign the emphasizes that you don’t have to try as hard to achieve that same high end trendy look while enhancing the beauty that’s already there.

The strategy has led us to executions and media that present Mary Kay as an edgy; yet, sophisticated brand. The sweet spot: “Give me premium brand makeup at a not-so-premium price that makes me feel both beautiful and as if I am able to conquer the world.”

Mary Kay Inc. is rated as one of the biggest direct sellers of color cosmetics and skin care products in the world. As of 2014, the company recorded $2.5 billion direct sales of its product in the world market. Mary Kay products are sold in at least 35 markets on 5 continents. The top markets that are served by Mary Kay Inc. are: Russia, U.S., Mexico and China. As far as development with their products, there had been no significant additions to the product line in the first thirteen years of the company.

Mary Kay had purchased the rights to a line that she had been using personally for about ten years. At first, the line consisted of only the basic set of five skin care products and four additional items: rouge, a lip and eye palette, mascara, and an eyebrow pencil.

The early Mary Kay skin care products had their origins in a formula that Mary Kay was introduced to in the early 1950s. Mary Kay was amazed at the results she received, so in 1963 she decided to buy the formulations. Even though management evaluated the product line on an ongoing basis, adjustments were kept to a minimum. Today, the Mark Kay product line includes more than 200 premium products in five categories: facial skin care, color cosmetics, body care, sun protection and fragrance.

CONTENT

06

RESEARCH

07

RESEARCH METHODSSECONDARY:THE INTERNET = MK HISTORY

MRI+ DATABASE = MK USAGE

PRIMARY:14-QUESTION ONLINE SURVEY WITH 209 RESPONDENTS = USAGE AND MAKEUP PURCHASING HABITS AWARENESS AND USE OF MK 3 FOCUS GROUPS = WOMEN 18-25 FOCUS ON MAKEUP USAGE + PREFERENCE FOCUS ON THE MK BRAND SPECIFICALLY OBSERVATORY = MAKEUP PURCHASING HABITS OF TARGET IN-STORE

ONE-ON-ONE INTERVIEWS = YOUNG WOMEN 18-25

08

KEY INSIGHTS

SECONDARYOther than surveys, our group also utilized many of the sources already available to us, including MRI data and various research around the Internet. We discovered a lot of information on Mary Kay, such as their history and product development., pricing, and so on. Also, we discovered who typically uses cosmetics and what sorts of products they are the most interested in. Below is an overview of the MRI data collected.

The MRI data shows where Mary Kay cosmetics currently stands in the target market in some of the major types of products sold. The important number to consider in this chart is the index number. The index numbers need to be higher than 100 in order to be adequate, however, for Mary Kay they are only above 100 in the Mascara category.

09

KEY INSIGHTS

PRIMARY01/ FOCUS GROUP RESULTSWe conducted three separate focus groups, in which we used 12-questions to find out more about how our target market views Mary Kay.

THE INSIGHTS01/ The target is unaware of MK.02/ MK is not considered in cosmetic purchase decisions by females 18-25.03/ MK is viewed as a brand used only by older women.04/ Our target makes most of their cosmetic purchases in-store.05/ MK is viewed as upscale and unaffordable.

03/ OBSERVATORYWe also conducted some observation work where we went to various department stores and viewed customer viewing and purchasing habits.

THE INSIGHTS01/ Most women spent a great deal of time browsing and comparing before they made their final decisions.02/ Unique packaging and various name brands such as MAC and Maybelline seemed to draw the most attention.03/ Deals are a big factor in choice decisions.

02/ ONLINE SURVEY RESULTSWe conducted a 14-question Online survey with 209 respondents. Approximately 80% of the women that took our survey fell in the age group of 18-24.

THE INSIGHTS01/ Overall, the majority of our respondents do not currently use MK. 02/ 60% of the respondants are either likely to consider using MK or undecided. 03/ 61% purchase makeup at drugstores, and only 3% purchase through direct sales.03/ Over half (55%) of respondants purchase the same brands out of habit.THE CHALLENGE: Getting brand loyal customers to convert to MK.

04/ HEARSAYAfter performing some ad-hoc research, there were common conceptions of the Mary Kay brand that were repeated over and over again, including:

MARY KAY is what my mom wears.OTHER COMMON PHRASES01/ I feel as if I need to go out of my way to try and find MK makeup.02/ Hard to access if you don’t know the right people.03/ Their products are over priced and of poor quality.04/ MK is a pyramid scheme.

CONTENT

10

RESEARCH

SITUATION ANALYSIS

11

MARKET-SHAREAs you can see in the graph below, the cosmetics industry remains very competitive and is not dominated by any one goliath. However, Mary Kay needs to increase their market share in order to remain relevant. Avon, who is the only other direct selling company above, has been able to build a four percent market share. Mary Kay’s other competitors are all involved in drug stores and other distribution channels, which has allowed them to control a higher percentage of the market. Estee Lauder/Mac has done this by creating the image of being a more expensive, classy brand, while Cover Girl, Olay, L’Oréal, and Maybelline are the traditional over the counter brands readily available at your local retail store.

SITUATION ANALYSIS

LATIN AMERICA12%02 07%03 04%

EASTERN EUROPE 05 ASIA PACIFIC34%06

22%

AFRICA/MIDDLE EAST

04 WESTERN EUROPE

NORTH AMERICA21%01

As you can see, North America, Western Europe, and Asia Pacific are the largest markets in the cosmetics industry. Asia Pacific is the fastest growing market, which MK has established in successfully.

GEOGRAPHICAL LANDSCAPE

29%

20%16%

14%

12%

9%Skin+Suncare

Hair Care

Toiletries & Deodorants

Makeup/color cosmetics

Fragrances

Mens

Others

L’Oreal (Maybelline)

P&G (CoverGirl/Olay)

Avon

MAC

Mary Kay

12%

8%

4%4%

1%71%

PRODUCT CATEGORIESMARKET-SHARE ANALYSIS

12

PRICINGWith all of the different lines and products MK sells on a regular basis the prices may vary. MK’s goal is to keep prices at an affordable range for their customers.

MK has picked an average price range for all of their products sold. MK has products that range from under $25 to $15, products that range from just about $45 dollars and products that range over $50-$100.

Under $25Most of the products sold under $25 include hand creams, lip glosses, lipsticks, brush cleaners, and the MK ultimate mascara. The products that are sold at around $45 dollars are all of the perfumes, the MK travel and roll bag, the MK advanced eye creams, and most of the foundations.

Over $50The products that are sold for over $50 are considered the more higher end products that MK sells. Some of these products include the MK brush collection, replenishing serums, ultimate grooming sets for men, and the Time-Wise lotion collections.

MK’s prices on most of their products stay the same and do not change unless a promotion or sale is occurring. MK provides special offers to their customers. Connecting with a beauty consultant is one way MK helps provide affordable costs for many of their products.

Once you have made a connection with a MK beauty consultant you can get provided with free makeup consultations, free skin consultations, and get free MK products by hosting your very own MK makeup party.

AND WHEN COMPARED TO ITS COMPETITORS, MK IS THE MOST EXPENSIVE.

Most of MK’s basic makeup products sold start at a price around $25-$30. When looking at Avon’s prices for basic makeup products there was a $5-$10 difference in prices. Most of Avon’s makeup was sold $10 cheaper compared to MK’s. Avon had more sales on their products as well. The prices were much lower due to Avon having more makeup on sale than MK.

SITUATION ANALYSIS

13

MK is a privately held corporation with headquarters located in Dallas, Texas. There are five nationwide distribution centers in all. MK sells cosmetics through a multi-level marketing model. This model is a marketing strategy in which the sales workers are not only compensat-ed for the sales that they generate, but also for the sales of the people that recruit to sell under them.

IBCSMK’s distributors, known as independent beauty consultants or IBCs, sell directly to people within their community and can potentially make an income for themselves by doing so. In order to become an IBC, you must order a $100 starter kit. After buying their own sample cas-es and products, the consultants are organized into sales units led by a sales director.

The company makes it clear that the beauty consultants are not employees of their company, but are actually independent con-tractors. The consultants buy from the company at wholesale price and sell it at retail price; the difference between those two prices is the amount of profit the consultant earns.

MK makes their selling process appealing by letting the potential consultants know that they can make their own hours, be your own boss and use the talents and passion you already have. The consultants are also motivated by rewards they get once they sell a certain amount of mer-chandise. If a customer wants to purchase MK, they must find a consultant in their area to buy from. Any customer can find a consultant on the MK website by simply typing in their area code. Avon is the only other cosmetic company that has adapted to this model as well.

MK BEAUTY PARTIESTo get the word out about MK’s products consultants hold parties where potential consum-ers can try the makeup and buy it at the party. MK’s E-Catalog is another distribution meth-od. This makes it simple for consumers to order their products online. Their distribution is a unique model and what MK believes sets them apart from their competitors within the cosmetic category.

SITUATION ANALYSIS

DISTRIBUTION

14

SITUATION ANALYSIS

PACKAGING

The early products were packaged in pink to serve as beautiful accessories in bathrooms

that were predominately tiled in white.

As time passed, the packaging was continually updat-ed to reflect more contemporary looks. For example,

in the late 1980s, to build a stronger brand image, graphic standards were established so that packaging

would be consistent across product lines.

In keeping with the company’s commitment to helping preserve the environment, recy-

cling codes were also placed on most bottles, unnecessary cartons were eliminated, and the Company began using recycled paper-

board for virtually all cartons.

In 2014, Mary Kay was recognized by the honored by the Pratt Art Institute of New York for its outstanding commitment to package design.

15

COMPETITIVEANALYSIS

CoverGirl operates within the Fashion industry focusing directly on beauty cosmetics. The company offers color cosmet-ics, fragrances, skincare and personal care. CoverGirl is an American brand founded by Noxzema Chemical Company in 1961, acquired by Proctor and Gamble in 1989. CoverGirl products are sold primarily in drugstores, convenience stores, and supermarkets. The company relies heavily on celebrity endorsements for their advertising.

L'Oréal engages in the manufacture and sale of beauty and hair products. It operates through the following segments: Pro-fessional Products, Consumer Products, L'Oréal Luxury, and Active Cosmetics. The Professional Products segment manufac-tures products which are used and sold in hair salons. The Consumer Products segment offers beauty and care products for men and women which are sold in mass market retail channels. The L'Oréal Luxury segment markets high-end skincare and beauty products in selective retail outlets such as department stores, perfumeries, and travel retail. The Active Cosmetics segment offers dermocosmetic skincare products which are sold in pharmacies and specialist sections of drugstores. The company was founded by Eugène Schueller in 1909 and is headquartered in Paris, France.

Avon Products, Inc. manufactures and markets cosmetics and beauty related products. Its product categories are Beauty, Fashion and Home. The Beauty category consists of color cosmetics, fragrances, skincare and personal care. The Fashion category consists of fashion jewelry, watches, apparel, footwear, accessories and children’s products. The Home category consists of gift and decorative products, house wares, entertainment and leisure products and nutritional products. The company operates through five geographical segments: Latin America; North America; Central & Eastern Europe; Western Europe, Middle East & Africa, and Asia Pacific Avon Products was founded by David H. McConnell in 1886 and is head-quartered in New York, NY.

Maybelline engages in the manufacture and sale of beauty products. The company mainly operates through the Beau-ty category. The Beauty category consists of color cosmetics, fragrances, skincare and personal care. The company was founded by T.L. Williams in 1915. In February, 1996, Maybelline was acquired by L’Oréal, Inc.

MAC operates in the consumer goods industry; focusing on cosmetics. The company offers color cosmetics, fragrances, skincare and personal care. MAC Cosmetics was founded in Toronto, Ontario, Canada by Frank Toskan and Frank Angelo in 1984 with the assistance of chemist Vic Casale. MAC cosmetics can be found at department stores worldwide such as Belk, Nordstrom’s, Macy’s, Bloomingdale’s, and Dillards, as well as MAC Stores. The MAC PRO program is available to professionals through an application process. Estee Lauder Companies acquired a controlling interest in MAC in 1996, then completed their acquisition of the company in 1998.

SITUATION ANALYSIS

16

STRENGTHS

WEAKNESSES

• Established brand image.• Sells products for men and women (helps control the cosmetics market share) • Develops and manufactures its own products.• Strong management team.• Strong financial position. • 100% customer satisfaction guarantee.• Representatives can work from home.• Large sales force (approx. 3 million)• 2nd largest direct sales cosmetics company • Since 1990, MK has opened on more than 20 new markets worldwide (35 markets total)• Supports various charities (Salvation Army/Red Cross/ American Cancer Society).• Started the Mary Kay Charitable Foundation (end women’s cancer and domestic abuse).• Extensive recycling program.

• Can have a booked house party without sales. • Party cancellations waste the time of IBC.• Sells mens products without advertising.• No presence in retail - Everything is door-to-door.• Small size compared to competitors (1% of market)• Not popular among young adults / tweens.• Cosmetic prices are higher than competitors.

OPPORTUNITIES• Enrich women's lives .• Wide market share.• Entrepreneurs see Mary Kay as a way to start their own business-independent selling.• Christian religious groups.• Brand Expansion.

• Little to no advertising. • Intense competition in the cosmetic industry.• Direct selling competition taking market share / sales representatives.• Current customers are aging and will soon be gone.• Competition capturing younger demographics.

THREATS

T

S

W

O

17

TARGET

THE ROLE MODELFemale. 21-25. About to graduate.

Single. Independent. Interested in starting her own business. She works at least part time on or near campus. Ambitious. A people person.

We came to the decision that there two separate personalities, which Mary Kay should aim to target:

First, the target is segmented into females 18-21. These are young women who entered college with no real goal in mind. They were most likely very active both academically and socially during high school and remain that way in college. This is the hardest target to sway because they are so brand loyal.

Then, we split the target into another segment of females 21-25. These are young women who have gotten their social splurges out of the way and are ready to buckle down and graduate. They are go-getters and have become more independent as they have gotten older. Though they are more independent, they are still a people person and enjoy helping others.

THE SOCIALITEFemale. 18-21. In college.

Single. Social. Outgoing. Active on campus. Outspoken. Girly. Caring about her appearance. A kitten lover. Trendy. A loyal consumer.

CONTENT

18

RESEARCH

CONCEPT

19

CREATIVEBRIEFWHO IS OUR TARGET?The target market has been split into two separate categories: the Socialite (females 18-21) and the Role Model (females 21-25). The Socialite is younger and is very involved both academically and socially. The Role Model is the Socialite ending her college career. She is still outgoing and involved, but she has toned down her social life in order to buckle down, graduate, and land her dream job.

WHERE IS MK RIGHT NOW IN THE MIND OF THE TARGET?Who? MK is typically never even considered by our target. The brand is seen as old; a product only moms use. MK’s current attempt to appeal to our target is too over the top. It’s almost as if they are trying too hard to capture a younger market.

WHERE IS OUR COMPETITION IN THE MIND OF THE TARGET?Currently, Avon is leading MK when it comes to direct-selling; however, L’Oréal has the largest hold on the overall industry. L’Oréal is sold in retail at relatively low prices. The brands who were sold on retail tended to be at the top of our targets’ mind more than those that are sold strictly Online or by “beauty consultants”.

WHERE WOULD MK LIKE TO BE?We would like to completely reposition MK in the minds of our target. The brand is currently viewed as old, and it is our goal to revamp the MK image to appeal to young females. We would like to create a campaign the emphasizes that you don’t have to try as hard to achieve that same high end trendy look while enhancing the beauty that’s already there. The goal of this campaign will be to position MK as new and fresh as opposed to old, stale, and smelling of your grandmother.

WHAT IS THE TONE OF VOICE?Edgy; yet, sophisticated.

SWEET SPOT: “Give me premium brand makeup at a not-so-premium price that makes me feel both beautiful and as if I am able to conquer the world.”

CONTENT

20

EXECUTION

21

CAMPAIGN OVERVIEW

Our research revealed that MK is a dead brand to our target. The brand is viewed as old, outdated, and its advertising as lacking and unintuitive. Also, having to set up appointments with IBCs is seen as time consuming and unnecessary.

Our target would be more interested in MK if 1) MK wasn’t the name of the prod-uct and 2) the product was sold in various retail locations. Our targets, the Social-ite and the Role Model, are independent women, and, if you force them to depend on someone to purchase a product, they are less likely to buy.

Taking all of our recent research into consideration, we have come to the decision that the best move for MK is to create an entirely new brand named N-tice.

N-TICE IS AN EDGY, YET SOPHISTICATED BRAND. Through all forms of N-tice advertising, this tone will used.

N-TICE EMPOWERS WOMEN. The MK philosophy is to empower women, N-tice will carry forward this philosophy through our new integrative campaign.

N-TICE STRIKES DOWN GENDER STEREOTYPES. Our campaign is aimed at striking down gender stereotypes.

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BRANDDEVELOP-MENT/01 LOGO AND ITS USAGE/02 BLACK AND GREY SCALE/03 BRAND COLOR TINTS/ SECONDARY COLOR/04 PRODUCT LINE/05 PRODUCT PACKAGING/ PRICING/06 PRODUCT DISPLAY/07 DISTRIBUTION/08 WEBSITE/09 PROMOTIONS INTERNSHIP

23

/01 LOGO AND ITS USAGE

The N-tice logo consists of the N-tice logotype, Madre Script. This element should never be changed. Position, size, and color (RGB: 134, 40, 135), along with the spatial and proportional relationships of the N-tice logo, are predetermined and should not be altered. Used consistently, they will reinforce public awareness of the brand.

THERE ARE TWO VERSIONS OF THE VERSION THAT CAN BE USED.

STANDARD LOGOThis is the logo of choice, to be used whenever possible. For all print and digital marketing.

SECOND CHOICE LOGOA secondary choice of the logo to be used primarily as an identifier of the N-tice brand on N-tice packaging.

N-tice

N-tice/02 BLACK AND GREY SCALE

N-ticeN-tice

Standard Logo, contour 1pt black.

Second choice logo, Background 100% black, contour 1pt white.

Second choice logo, Background 80% black, contour 1pt black.

Standard Logo, 80% black.

NN

24

/03 BRAND COLOR TINTS AND SECONDARY COLORSThe primary color palette includes specifications for the N-tice brand colors. When reproduced using the four color process (CMYK), and when creating presentations (RGB).

The palette below allows the addition of primary colors to enrich the N-tice visual identity as a whole. Lighter tints of these colors are also allowed.

100% 80% 50% 20%

100% 100% 100% 100%

100% 80% 50% 20%

SECONDARY COLOR

25

/04 PRODUCT PACKAGING/PRICING

N

N

N N N

N

N

N-tice packaging is designed to set it apart from its competitors and catch the eye of consumers. That being said, N-tice packaging will go away from the norm by being primarily white instead of black like most popular brands. The Second Choice logo will be placed on each product. To begin, N-tice products include: mascara, eye shadow, and lipstick.

For pricing, we believe that the target market isn’t exactly price sensitive when it comes to purchasing a brand of cosmetics that they believe is right for them. Our image of N-tice maintains a premium brand with competitive pricing. Women ages 18-24 maintain a high level of brand loyalty. Through using our fo-cused advertising campaign we plan to captivate this market and maintain their loyalty for years to come.

N-tice eye shadow packaging will be a square white box made of a sturdy high grade plastic. The purple leather extension can be pulled out, revealing the eye shadow inside.

EYE SHADOW ($20)

N-tice eye lipstick will be white with a purple band

and N-tice Secondary Logo separating the top

from the bottom.

N-tice mascara will be white to match the other packaging with the secondary logo, but it will also include the first choice logo on the main body.LIPSTICK

($15)

MASCARA($12)

EYELINER ($8)The eye-liner will be designed similarily to the other products.

26

/05 PRODUCT LINEEYE SHADOW

Instinct

Limited

Desire

Lust

Flair

Radiance

LIPSTICK

Foxy

Vitality

Vigor

Impact

MASCARA

Smoke (Black)

Vice (Brown)

EYELINER

Instinct

Limited

Desire

/06 PRODUCT DISPLAYWe have chose to do a circular display with multiple layers. This will allow customers to see all products that we have to offer. Customers will be able to see all of the products from every angle of the store as well. The products that will be displayed will be all of the lipsticks, eyeliners, and mascaras. Each section of the circular display will be different.

The bottom section of the circular display will include the eyeliners, the middle section will be most of the lipsticks, and the upper and top section you will see mascaras. The circular display will be black and white. We wanted to keep the actual display itself plain and simple. On the display see images of what each product looks like on. This will give customers a better idea of what the makeup being sold in the store looks like.

The overall product line will consist of lipstick, eyeshadow, eyeliner and mascara. Each product will have its own set of colors and will compliment each other to make the perfect look for the customer.

27

The positioning of our new brand N-tice will be essential to creating a positive image in the consumers mind. A ‘premium’ brand position will be needed to start with ‘premium’ positioning. Also, we are taking into consideration that our targets are college students, and the fact the internship we plan to implement would be aimed directly at university campuses.

That being said, the N-tice product line will be placed in upper-scale department locations in various university cities in and near MK’s home town of Dallas, TX (University of Texas), including La Cruces, NM (New Mexico State University), Los Angeles, CA (California State University), Pheonix, AZ (University of Phoenix), and Norman, Oklahoma (University of Oklahoma). The stores we have decided to move into in order to position N-tice as a premium brand are: Macys, Nordstroms, Sephora, Ulta and Carsons.

/07 DISTRIBUTION

28

The world is becoming more and more technologically connected.

And while there are many women that choose purchase their cosmetics in-store, more and more women are purchasing their cosmetics online.

This is why a website for N-tice will be created as an extension of the MK website. The primary images on this website will feature empowered woman.

The menu will lead to N-tice products, makeup/career advice, offers, and there will be a page dedicated to the #sparksomethingnew movement.

/08 WEBSITE

29

/09 PROMOTIONS INTERNSHIPWe are going to implement an internship and brand ambassador program on college campuses across the country. This will be a vital step in getting our consumers aware about the product because college students are the demographic we are aiming towards.

This program will not only benefit our brand but will benefit the sales representatives that we choose because they will earn internship credit and the ability to add this experience to their resume. These representatives will also get hands on marketing experience themselves.

HIRING PROCESS:/01 We will team up with Third Channel, which is a company that does the hiring and application process for hiring ambassadors and sales representatives for companies. /02 The students will simply submit an application on Third Channel’s website and then will be considered for the position. /03 We will choose three students for each campus because this way they can have the option of working together and it will make it more efficient getting our brand name out there and recognized.

TRAINING PROGRAM:/01 Throughout the semester long program we will engage with our sales representatives by holding periodic phone conferences and connecting to them through weekly emails that update the ambassador about any new products or information we have./02 We would also give them other sales representatives contact information so they can share marketing tips and get advice from one another.

INTERNSHIP REQUIREMENTS:CAMPUS EVENTS:/01 We will expect our brand ambassadors to hold at least three events on campus throughout the semester with products that we will send them, which will give the consumers a chance to try out the makeup before buying it. /02 Another thing that will be expected from the ambassador is to set up a table twice during the semester at a busy spot on campus./03 We will provide the ambassador with information about the makeup and brand to hand out to the students as they walk by and will answer any questions that they might have. The main purpose of this table will be to make people aware of our brand.

SALES REQUIREMENTS/INCENTIVES:

05 0 100 150 200

For every $100 they sell, they will receive 15 points.

If by the end of the semester they have sold the minimum of $200 in product, they will be able to put that they interned for our company and receive 3 class credits.

$200

$100 of product = 15 points

15pts = $15

3 credits

Each 15 points translates to $15 worth of product that they can get for themselves.

Throughout the semester, the interns will be in charge of selling a minimum of $200 worth of product.

CONTENT

30

CREATIVE

31

CREATIVE OVERVIEWTRADITIONAL /01 TELEVISION /02 PRINT /03 DIRECT MAIL

NON-TRADITIONAL /05 DIGITAL: youtube /06 SOCIAL MEDIA: facebook, twitter, instagram

32

TV

VIDEO: CAMERA CUTS TO A DOWNWARD MS ON THE TOOL BOX (POV OF THE WOMAN). THE TOOL BOX WILL CONTAIN REGULAR TOOLS, BUT AS THE CAMERA PANS DOWN TO A CU, IT WILL REVEAL N-TICE MAKEUP. THE WOMAN PICKS UP WHAT IS OBVIOUSLY LIPSTICK.

AUDIO:MUSIC CONT: Fischerspooner - Emerge

VIDEO: OPEN TO XCU OF END OF A BLOW TORCH WELDING ON SOMETHING; GLOWING SPARKS FLY EVERYWHERE, INCLUDING AT THE CAMERA.

AUDIO : SFX: BUZZING SOUND OF A BLOW TORCH WELDING ON METAL.

MUSIC: Fischerspooner - Emerge

VIDEO: CUT TO A MS OF THE PERSON HOLDING THE BLOW TORCH. THE PERSON IS A WOMAN; HOWEVER, THE CAMERA WILL NOT REVEAL THE WOMAN. SHE WILL BE DRESSED IN BAGGIER CLOTHES TO HIDE HER WOMANLY FIGURE. A WELDER’S HELMET WILL HELP TO HIDE HER FACE. SHE REACHES FOR SOMETHING IN HER TOOL BOX.

AUDIO: SFX: BUZZING SOUND OF A BLOW TORCH WELDING ON METAL. MUSIC CONT: Fischerspooner - Emerge

33

VIDEO: CUT TO A MS HER LIFTING UP HER WELDER’S HELMET JUST ENOUGH TO APPLY THE LIPSTICK. SPARKS FLY FROM THE LIP STICK AS SHE APPLIES IT. SHE SETS THE LIPSTICK DOWN AND CONTINUES TO WELD, SPARKS FLYING EVERYWHERE. THE FACT THAT SHE IS A WOMAN IS STILL HIDDEN.

AUDIO: SFX: SOUND OF SPARKING. MUSIC CONT: Fischerspooner - Emerge

VIDEO: THE WOMAN STOPS WELDING AND SETS DOWN HER WELDING TOrCH , TURNS TOWARD THE CAMERA, AND TAKES OFF HER HELMET, REVEALING HER BEAUTIFUL FACE.

AUDIO: MUSIC CONT: Fischerspooner - Emerge

VIDEO: SHE WALKS TOWARD THE CAMERA. THE CAMERA ZOOMS OUT AS SHE WALKS FORWARD, REVEALING THE PROJECT SHE WAS WORKING ON. THE PROJECT IS A GIANT, METAL SIGN OF THE BRAND NAME: N-TICE. THIS WILL BE ABOVE HER RIGHT SHOULDER AS SHE WALKS FORWARD. SUPERTITLE: SPARKSOMETHINGNEW AND LOGO.

AUDIO: MUSIC FADES: Fischerspooner - Emerge #SPARKSOMETHINGNEW

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SPARK SOMETHING NEW.SPARK SOMETHING NEW.SPARK SOMETHING NEW.SPARK SOMETHING NEW.SPARK SOMETHING NEW.SPARK SOMETHING NEW.SPARK SOMETHING NEW.N-tice

PRINT 01

35

SPARK SOMETHING NEW.SPARK SOMETHING NEW.SPARK SOMETHING NEW.SPARK SOMETHING NEW.SPARK SOMETHING NEW.SPARK SOMETHING NEW.SPARK SOMETHING NEW.N-tice

PRINT 02

36

SPARK SOMETHING NEW.SPARK SOMETHING NEW.SPARK SOMETHING NEW.SPARK SOMETHING NEW.SPARK SOMETHING NEW.SPARK SOMETHING NEW.SPARK SOMETHING NEW.N-tice

PRINT 03

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DIRECT MAILTo create a push towards N-tice in store we are using direct mail.

We will mail out a total of 10,000 cosmetic bags. Each bag will contain a business card sized coupon that has a barcode on it.

Underneath the barcode there will be a short description that will read “Take this coupon to any retail location that carries N-Tice to redeem your exclusive discount.

Bring your cosmetic bag to fill. Anything you can fit in your cosmetic bag you get for an exclusive, one time only discount. Discounts will range from 15%-75% off some will even include free items!”

Take this coupon to any retail loca-tion that carries N-Tice to redeem your exclusive discount. Bring your cosmetic bag to fill. Anything you can fit in your cosmetic bag you get for an exclusive, one time only discount. Discounts will range from 15%-75% off some will even include free items!

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Our research has revealed that 76 percent of U.S. adult women use Facebook; 30 percent of women check their social media outlets multiple times per day; and 53 percent of women are likely to access deals for a particular brand or item through social media. That is why we have made the choice to create a large, integrative social media campaign, including Facebook, Twit-ter and Instagram, to better reach our target.

SOCIAL MEDIA

FACEBOOK:Facebook will promote the same posts as found on the N-tce Twitter page; however, Facebook will be relied more heavily upon for actual paid advertisements. The Facebook page will promote daily discounted items with the promo code for online purchase only. We will also have a Facebook page, where if you like the page and go into one of our N-Tice kiosk, you’ll receive 10% off of your product. There will also be an AD displayed on the Facebook homepage.

INSTAGRAM:Mary Kay will have women interested in our weekly prize hash tag #sparksomethingnew with a picture of herself or a friend/relative of hers that she admires. The woman will have a product from the new line N-Tice in the picture a long with the product being used on her face. We will also have daily promotions of certain items being sold for a dis-counted price with a promo code that is only accessible through buying it online. There will be daily pictures of the product, a long with other information regarding our new product.

TWITTER:The twitter page is all about empowering your inner beauty. We want women from all over to hash tag #sparksome-thingnew and share with us what woman/women inspires her/him the most and why! Every week one lucky winner’s story will be posted on our website in the social tab and they will also win a free product from our new line by her/him just direct messaging us their mailing address.

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YOUTUBEA series of YouTube pre-rolls will be produced for this campaign, which will act as teasers to what N-tice is all about. These pre-rolls will follow the theme of the TV commercials.

To start, there will be three 15-second spots produced.

Pre-Roll 1: A female dressed in a welding suit will spell out the letter “N-” using a welding torch. Sparks will fly everwhere, catching the eye of the YouTuber. It will be a quick shot of her drawing the “N-”, CU on her lifting up her HELMET and applying N-tice lipstick. The HELMET will fall back down, and the supertitle: TAGLINE beneath the N-tice logo will appear.

Pre-Roll 2: The same female from Pre-Roll 1, dressed in the same outfit, will spell out the next two letters of the N-tice logo: ti. Sparks will fly everwhere, catching the eye of the YouTuber. It will be a quick shot of her drawing out “ti”,CU on her lifting up her HELMET and applying N-tice eyeliner. The HELMET will fall back down, and the supertitle: TAGLINE beneath the N-tice logo will appear.

Pre-Roll 3: The same female from Pre-Roll 1 and Pre-Roll 2, dressed in the same outfit, will spell out the next two letters of the N-tice logo: ce. Sparks will fly everwhere, catching the eye of the YouTuber. It will be a quick shot of her drawing out “ce” with the welding torch, CU on her lifting up her HELMET to apply mascara. The HELMET will fall back down, and the supertitle: TAGLINE beneath the N-tice logo will appear.

VIDEO: CU ON WELDING TORCH. SPARKS FLY EVER-WHERE.AUDIO: SFX: BUZZING SOUND OF A BLOW TORCH WELDING ON METAL.

VIDEO: ABOVE MS ON FEMALE DRESSED IN A WELDING SUIT. SHE SPELLS OUT THE LETTER “N-” USING A WELDING TORCH. SHE BEGINS TO LIFT UP HELMET.AUDIO: SFX: BUZZING SOUND OF A BLOW TORCH WELDING ON METAL.

VIDEO: CU ON HER LIFTING UP HER HELMET AND AP-PLYING N-TICE LIPSTICK, WHICH SPARKS AS SHE APPLIES IT.. THE HELMET FALLS DOWN.AUDIO: SFX: CREAKING OF WELDING HELMET AS IT LIFTS UP. SOUNF OD SPARKING. CREAKING OF THE HELMET AS IT FALLS BACK DOWN.

DIGITAL

VIDEO: SUPERTITLE: #SPARKSOMEINTEREST AND N-TICE LOGO.AUDIO: SFX: BUZZING SOUND OF A BLOW TORCH WELDING ON METAL.

EXAMPLE: PRE-ROLL 1

#SPARKSOMETHINGNEWN-tice

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PRE-TESTINGA year after N-tice has been available on the market we plan to distribute a survey among our target demograph-ic. Our survey will determine the coverage of our advertising campaign and the impact that our brand has made.Through our survey we plan to determine specifics of awareness by determining exactly which medium evoked the greatest attention. We suspect that the future awareness of N-tice will be substantial enough to solidify our brand among our competitors in the cosmetics industry.

OBJECTIVE: To raise brand awareness of N-tice by 75%.

SURVEY TO MEASURE CAMPAIGN EFFECTIVENESS1) How familiar are you with cosmetics? Very familiar Moderately familiar Slightly familiar Not at all familiar 2) Which of the following brands have you heard of? N-tice Mary Kay Estee Lauder MAC Cover Girl 3) Which of the following brands do you currently use? N-tice Mary Kay Estee Lauder MAC Cover Girl 4) Have you heard of N-tice? Yes No5) How familiar are you with N-tice? Very familiar Moderately familiar Slightly familiar Not at all familiar 6) In the last year, how often have you heard other people talking about N-tice? Very often Moderately often Slightly often Not at all 7) In the last year, where have you seen advertisements for N-tice? (Select all that apply) Magazines Newspapers Online Radio TV Yellow Pages I've never seen any advertisements for this brand8) How likely is it that you would recommend our brand to a friend? Rate 1-10

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CONTENT

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MEDIA BUDGET + EXECUTION

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MEDIA EXECUTION &BUDGET

Television $5,600,000

Social Media $2,302,330

Print $1,560,000

Digital (Online): $445,670

Direct Mail $92,000

Total: $10,000,000

Our Media strategy is designed to promote brand awareness, primarily among young females 18-25. Research shows that television remains the leading media out-let to reach our desired market. For this, TV commercials will be our primary tactic of intially spreading the word about N-tice.

Aside from the traditional media platforms (TV and print), we will also be directing our advertising dollars towards trending media outlets. Online advertising and so-cial media coverage are key to keeping our target engaged. We believe it is in Mary Kay’s best interest to broaden their advertising strategy through the media execu-tion that we have planned out.

BUDGET

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MEDIA OVERVIEWTELEVISION BUDGET: $5,600,00We determined that The Voice, Scandal, The Bachelor, and Revenge would be the most effec-tive choices to reach our target demographic. This collection of television programs brings in a large reach that we believe will bring mass attention to N-tice.

PRINT BUDGET: $1,560,000We decided to do full page and full-color print ads. The magazines we chose to advertise in were Elle, Marie Clare, Vogue, and Cosmopol-itan. We decided to have one full page and full-color ad in each of the magazines. We used a total of four ads by having one in each maga-zine. We picked these four magazines because they were th recently read magazines by our target market.

SOCIAL MEDIA BUD-GET: $2,302,330It was obvious that, in today’s technological world, we needed to include an extensive and integrative social media campaign, especially considering our target. Instagram, Facebook, and Twitter are the three primary platforms we chose to incorporate in this campaign.

DIGITAL PRE-ROLL (ONLINE): $445,670The You-Tube pre-rolls are designed to spread awareness and entice customers to find out what our products are all about. There are three, 15-second spots that will be produced.

DIRECT MAIL: $92,000To create a push towards N-tice in store we are using direct mail. We will mail out a total of 10,000 cosmetic bags. Each bag will contain a business card sized coupon that has a barcode on it.

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MEDIAPLACEMENT

TVThe Voice (NBC)8 Spots: $250,000 eachTotal: $2,000,000 Scandal (ABC)8 Spots: $220,000 eachTotal: $1,760,000

The Bachelor (ABC)8 Spots: $115,000 eachTotal: $920,000

Revenge (ABC)8 Spots: $115,000Total: $920,000

TV Total: $5,600,000

PRINTCosmopolitanFull Page Open Rate: $20,00024 Insertions: $480,000 ElleFull Page Open Rate: $10,00024 Insertions: $240,000

VogueFull Page Open Rate: $20,00024 Insertions: $480,000

Marie ClaireFull Page Open Rate: $15,00024 Insertions: $360,000

Print Total: $1,560,000

ONLINEYouTube: 3 pre-rollsCost per roll: $148,556Cost per click: $0.10Clicks per roll: $1,485,556

Online Total: $445,670

DIRECT MAILMake-up Bag Cost per bag: $1.00 Impressions: 10,000 Amount: $50,000

Coupon Cost per coupon: $0.10 Impressions: 10,000 Amount: $1,000

Leads Cost per lead: $2.20 Impressions: 10,000 Amount: $22,000

Direct Mail Total: $92,000

SOCIAL MEDIA PLACEMENT: FacebookRunning cost: $2,000/yrCost per click: $0.24Impressions: 100,000Avg. CPM: $0.66 Amount: $92,000

InstagramWeekly promotions : $9,600/yrSponsored ads: $350,000 Amount: $1,400,000.

TwitterPromoted tweets: 365Avg. per promoted tweet: $2Promoted Trends: 4Avg. per promoted trend: $200,000Amount: $800,000

Social Media Total: $2,450,000

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MEDIA FLOW CHART

January February March April May June July August September October November DecemberTelevision

NBC 1  spot 1  spot 1  spot 1  spot 1  spot 1  spot 1  spot 1  spot

ABC 2  spots 2  spots 2  spots 2  spots 2  spots 2  spots 2  spots 2  spots 2  spots 2  spots 2  spots 2  spots

Social  MediaFacebook

Twitter 1  trend 1  trend 1  trend 1  trend

Instagram 1  ad 1  ad 1  ad 1  ad

MagazineCosmopolitan 2  ads 2  ads 2  ads 2  ads 2  ads 2  ads 2  ads 2  ads 2  ads 2  ads 2  ads 2  ads

Elle 2  ads 2  ads 2  ads 2  ads 2  ads 2  ads 2  ads 2  ads 2  ads 2  ads 2  ads 2  ads

Vogue 2  ads 2  ads 2  ads 2  ads 2  ads 2  ads 2  ads 2  ads 2  ads 2  ads 2  ads 2  ads

Marie  Claire 2  ads 2  ads 2  ads 2  ads 2  ads 2  ads 2  ads 2  ads 2  ads 2  ads 2  ads 2  ads

DigitalYoutube

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APPENDIXAvon Products, Inc. company : Shareholders, managers and business summary | Nyse: AVP | 4-Traders (Avon Products, Inc. company : Shareholders, managers and business summary | Nyse: AVP | 4-Traders)

Background Information on Mary Kay, Inc. (2015, January 1). Retrieved January 1, 2015, from Reference for Business. (n.d.). Retrieved March 4, 2015, from http://www.referenceforbusiness.com/history2/24/Mary-Kay-Inc.html

Cosmetics Industry Overview. (2012, January 1). Retrieved February 8, 2015, from www.bidnessetc.com/subindustry/cosmetic/overview/

CoverGirl. (n.d.). Retrieved March 4, 2015, from http://en.wikipedia.org/wiki/CoverGirl

Direct Sales Cosmetics, Makeup and Skin Care Companies. (2013, January 1). Retrieved February 4, 2015, from http://companies.directsalesaid.com/cosmetics-skin-care

MAC Cosmetics. (2006, September 1). Retrieved March 4, 2015, from http://www.fastcompany.com/57688/mac-cosmetics

M·A·C Cosmetics | Official Site | Home Page. (n.d.). Retrieved March 4, 2015, from http://www.maccosmetics.com/index.tmpl

Makeup & Beauty Products, Makeup Tips, Try On Looks & More| COVERGIRL. (n.d.). Retrieved March 4, 2015, from http://www.covergirl.com

Makeup Products, Makeup Tips and Fashion Trends - Maybelline New York (Makeup Products, Makeup Tips and Fashion Trends - Maybelline New York)

Mary Kay, Inc.- Company Profile, Information, Business Description, History.

Mary Kay Milestones. (2015, January 1). Retrieved January 1, 2015, from http://www.marykaymuseum.com/

Maybelline. (n.d.). Retrieved March 4, 2015, from http://en.wikipedia.org/wiki/Maybelline

Product Research & Development. (2015, January 1). Retrieved January 1, 2015, from http://www.marykay.com/en-US/About-Mary-Kay/RND

Statistics and Facts on the Cosmetics Industry. (2012, January 1). Retrieved February 7, 2015, from http://www.statista.com/topics/1008/cosmetics-industry/

CONTENT

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