GR604 Student Project Mary Kay - Visual Strategy Guide

Visual Strategy Guide MARY KAY

Chanel Green

GR 604: The Nature of Identity

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Mary Kay

Visual Strategy Guide MARY KAY

Chanel Green

GR 604: The Nature of Identity

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Table of Contents

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Brand Overview

• History

• Timeline New Brand Identity

• Mission Statement

• Rebranding Objecive • Key Words

Brand Visualization

• Grids

Mary Kay

4 5 6

Peresonas

• Areas of Concern

Competitors

• History

• Timeline Sources

Visual Strategy Guide

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Mary Kay

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Brand Overview Learn about the history of the company and how Mary Kay became the brand that empowers women.

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Our Story History Mary Kay Cosmetics is a well-known American multi-level marketing (MLM) company that

specializes in cosmetics and skincare products, founded by Mary Kay Ash in 1963. From the beginning, Mary Kay provided women with an opportunity to achieve personal and financial success while offering high-quality beauty products. The company always strived to

empower women by giving them the flexibility to run their own businesses as independent sales consultants. Mary Kay caters to people of various ages and backgrounds who are

looking for high-quality cosmetics and skincare items. Mary Kay consultants usually built relationships with their customers, providing personalized beauty recommendations and product demonstrations. Mary Kay has traditionally marketed itself as a company that supports female entrepreneurship and leadership.

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Mary Kay

Chanel Green

GR 604|Fall 2023

Visual Strategy Guide

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Mary Kay Timeline

1963

Mary Kay Ash founded Beauty

by Mary Kay with her children, Ben, Marilyn and Richard, on September 13, 1963.

1969

Mary Kay makes the pink Cadillac an iconic and synonymous symbol with the Mary Kay brand.

1964

1978

Introduces men’s skincare line, Mr. K.

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1980

The Company introduces its first skin care products formulated for different skin types.

The inaugural Miss Go-Give® Award is presented at Seminar as a memorial to National Sales Director Sue Vickers, who was known for her selfless spirit. It is the highest honor given at the Seminar.

Mary Kay

Chanel Green

2001

1989

Mary Kay Ash passes away on November 22, Thanksgiving Day (her favorite holiday) leaving her son to take over as CEO.

Mary Kay creates its first environmental program, a corporate recycling program for paper, plastic, glass and aluminum.

1985

Mary Kay Inc. returns to private family ownership after going public 20 years ago.

GR 604|Fall 2023

1999

Mary Kay InTouch® goes live to connect Independent Beauty Consultants with online business-building tools and education.

Visual Strategy Guide

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2008

Pink Changing Lives® launches, using product sales to support women and children around the world.

2023

The Company does a rebrand

2019

Mary Kay establishes the Women’s Empowerment Principles for businesses offering guidance on how to empower women in the workplace, marketplace, and community.

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Mary Kay

New Brand Identity Learn about our process developing the new brand identity for Mary Kay became the brand that empowers women.

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Brand Soul Empowering women

“I’ve often said that we are doing something far more important than just selling cosmetics; we are changing lives.”

Mary Kay Ash

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Mary Kay

Chanel Green

GR 604|Fall 2023

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Mission Statement

Our mission is to uplift women through entrepreneurship by providing opportunities to connect, empower them with the resources they need, and support them so that they can reach their full potential as leaders in their communites.

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Rebranding Objective Mary Kay will rebrand into a company that focuses on women

empowerment and entrepreneurship in addition to collaborating with organizations that advocates for women’s rights. Mary Kay will also dedicate a large focus on education and partner with colleges around the United States.

Key Words Empower

We empower women to be independent entrepreneurs.

Connect

With Mary Kay, you have a community.

Support

We provide our Mary Kay entrepreneurs with the necessary tools and resources to be successful.

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Mary Kay

Chanel Green

GR 604|Fall 2023

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Mary Kay

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Personas

Personas are representations of customers that are created to better understand the target audience. They serve as detailed character profiles that help us make informed decisions to better meet the needs and expectations of the consumers.

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Mary Kay

Chanel Green

GR 604|Fall 2023

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Areas of Concern

◊ Seeking entrepreneurship » Supporting women

• Inspire unity and equality

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The Beauty Influencer Dani Jackson

28 | Youtuber | Los Angeles, CA ◊

Dani stays up to date on industry trends in order to stay relevant in the Youtube space.

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Dani has built a relationship with other youtubers in order to gain valuable insight on how to expand her brand.

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Dani follows female influencers on Youtube and social media because she wants to show support to other women.

»

Dani uses female owned brands on her Youtube channel to promote more women owned products to her viewers.

• •

Dani invites Youtubers of color in order to collab and share audiences.

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Seeking entrepreneurship

Dani often speaks out on the lack of

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Supporting women

diversity in the beauty community in order

•

Inspire unity and equality

to bring awareness and invoke change.

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Mary Kay

Chanel Green

GR 604|Fall 2023

M15|Deploy

The Lane Switcher Nadeen Patel

26 | Dentist | Denver, CO ◊

Nadeen is interested in working for herself because she is not happy in her current position and is looking to switch career paths.

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Nadeen wants to be an entrepreneur in order to have more control over her work life balance.

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Nadeen enjoys participating in career fairs in order to see what other jobs are available and to help other women like her who are trying to find their way in the world.

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Nadeen wants supports her mom because she worked two jobs to put her through dentistry school and wants to pay her back.

•

Nadeen teaches a class at the dentistry school in order to pass her knowledge along to future dentists.

•

Nadeen likes to host cultural events in order to

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Seeking entrepreneurship

»

Supporting women

•

Inspire unity and equality

promote understanding and appreciation of different cultures.

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The Aspiring Entrepreneur Kevin Yang

19 | Waiter | New York ◊

Kevin takes business classes in order to learn how to successfully work for himself and help take care of his sister.

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Kevin built a social media presence in order to have an audience for his future business.

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Kevin contributes his time to organizations that support women’s rights because he wants to be more informed to help the women in his life.

»

Kevin offers to cover shifts for his single mother coworkers so that they could spend more time with their kids.

•

Kevin follows social activists on social media in order to learn how to advocate for change effectively.

•

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Seeking entrepreneurship

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Supporting women

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Inspire unity and equality

Kevin creates spaces where everyone feels welcome and valued because he believes you should only judge someone by the content of their character.

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Mary Kay

Chanel Green

GR 604|Fall 2023

M15|Deploy

The Helper Melissa Flores

45 | Stay at home mom | Dallas, TX ◊

Melissa watches videos on Youtube in order to see what business she can start and balance her kids.

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Melissa reads business books in order to gain a deeper understanding of business and get inspired by others’ success stories.

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Melissa volunteers at the women’s shelter in order to offer emotional support and encouragement to women who are facing similar challenging situations that she faced in the past.

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Melissa started an organization at her kids’ school in order to preserve and celebrate their cultural heritage or language, promoting understanding and inclusivity.

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Melissa plans team building events for her PTA group in order to make them closer and grow a sense of community among parents, teachers,

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Seeking entrepreneurship

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Supporting women

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Inspire unity and equality

and students.

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Melissa follows and shares multiple equal rights social media pages in order to bring awareness to these issues

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The Busy Body Chelsea Ackers

66 | Retired | Boca, FL ◊

Chelsea feels she has more to do because she has the energy to start another career.

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Chelsea thinks she should go to school for business in order to fill her free time because she feels restless as home.

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Chelsea participates in a mentorship program for young women because she likes to engage with the local community and make a positive impact that contributes to the welfare of others.

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Chelsea feels women make the best leaders because she believes women are more inclined toward collaborative and inclusive leadership styles.

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Chelsea follows women’s’ organizations

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Seeking entrepreneurship

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Supporting women

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Inspire unity and equality

because she believes we are stronger when we are united.

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Chelsea is a part of a book club in order to bond with women in her community.

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Mary Kay

Chanel Green

GR 604|Fall 2023

M15|Deploy

The Advocate Alicia Martinez

32 | Nail Tech | Charlotte, NC ◊

Alicia posts her nail sets online in order to get more of her own clients.

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Alicia follows private nail techs on social media in order to see how to follow their footsteps.

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Alicia does tutorials on different nail techniques in order to offer people who want to enter the business a place to start.

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Alicia believes in helping women succeed because women have done the same for her.

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Alicia participates in protests for women’s rights because she believes in equality.

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Alicia shares content that focuses on unity in order to promote positive images online.

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Seeking entrepreneurship

»

Supporting women

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Inspire unity and equality

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The Animal Lover Tammy Xioyu

30 | Vet Tech | Seattle ◊

Tammy wants to build an organization in order to protect animals from animal testing

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Tammy researches companies she is interested in order to see if they do animal testing before using.

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Tammy helps elderly women in her community take care of their pets because they are unable to do so.

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Tammy volunteers with an organization because they use animals to help abused women and children.

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Tammy likes working alone because she feels more comfortable working alone than with a team.

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Tammy enjoys spending time with her

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Seeking entrepreneurship

»

Supporting women

•

Inspire unity and equality

cats more than going out because she is an introvert..

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Mary Kay

Chanel Green

GR 604|Fall 2023

M15|Deploy

The Traditionalist Ravi Singh

34 | Engineer | New Jersey ◊

Ravi is not interested in working for himself because he likes the stability of a corporate job

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Ravi thinks starting a business is too risky because there are too many things that can go wrong and is afraid to lose money.

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Ravi does not believe women should work because he believes women should stay home and cook.

»

Ravi wants his wife to be a traditional woman because he believes in traditional gender roles.

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Ravi believes that you only need to work hard to get where you want to be because he has

•

worked hard his whole life to succeed.

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Seeking entrepreneurship

Ravi believes that America is too broken to

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Supporting women

really ever be united because of all of the

•

Inspire unity and equality

violence and division that he sees on news.

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Mary Kay

Grids

Personas are representations of customers that are created to better understand the target audience. They serve as detailed and relatable character profiles that help us make informed decisions to better meet the needs and expectations of the consumers.

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Brand Past

Mary Kay of the past focused on the beauty industry.

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Mary Kay

Chanel Green

GR 604|Fall 2023

M15|Deploy

M A R Y K AY

Visual Strategy Guide

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Brand Future

Mary Kay of the future will focus on uplifting women in the entrepreneurial realm, supporting them in developing their businesses.

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Mary Kay

Chanel Green

GR 604|Fall 2023

M15|Deploy

MARY KAY

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Mary Kay

Competitors

It is important to research competitors because it provides insight on what the current trends are and helps us make informed decisions on the direction we want our brand to go.

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Current Competitors Knowing our current competitors help us identify what the current market is, identifying our competitors’ strengths and weaknesses,

which gives us the opportunity to highlight unique selling points and create a distinct identity that sets our brand apart.

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Mary Kay

Chanel Green

GR 604|Fall 2023

M15|Deploy

Fenty Beauty is a cosmetics brand created

by Rihanna with the purpose of inclusion for all skin tones.

Estee Lauder is a skincare, fragrance and cosmetics brand known for high quality and effective products.

COVERGIRL is cosmetics brand that celebrates authenticity, diversity and self-expression through makeup.

COVERGIRL offers accessible, affordable, and inclusive makeup for everyone.

Elf is a cosmetics brand that aims to provide professional quality products at affordable prices.

Urban Decay is a cosmetics brand that is about having fun with makeup, finding inspiration in the unexpected, and empowering people to unleash their creativity in the most surprising of ways.

L’Oreal Paris is a cosmetics brands that aims to be accessible and available to everyone.

Smashbox is a cosmetics brand that offers high quality products that are skin friendly and cruelty free.

Elizabeth Arden is a major cosmetics, skin care and fragrance company founded by Elizabeth Arden.

MAC is a cosmetics brand that aims to present representation and inclusivity for all ages, all races and all genders.

Glossier is a cosmetics brand that was built to make beauty accessible and uncomplicated, celebrating freedom of expression, individuality, and having fun.

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Adjacent Competitors Studying adjacent competition is helpful because it provides a

broader perspective of our market, helps us differentiate our brand, and it can help us think of opportunities for brand expansion into related markets.

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Mary Kay

Chanel Green

GR 604|Fall 2023

M15|Deploy

Dove is a personal care brand that aims to make the positive experience of beauty accessible to all women.

Nestlé is a food and beverage company and partners with nonprofits, funding scholarships to develop business skills and offering mentorships for young female entrepreneurs.

Coca Cola is a beverage manufacturer and distributer that is committed to its purpose to refresh the world and make a difference.

Spanx is an intimate apparel and shapewear brand that is known for its innovative designs aimed at helping women achieve a smoother, appearance with effective shapewear.

Eileen Fisher is a fashion brand that aims to create sustainable fashion and empower women as advocates for the environment and respect for others from all walks of life.

Aerie is a retail brand primarily targeting women and teenage girls. It is known for its commitment to body positivity and inclusivity.

Bumble is an online dating app that is known for its unique approach to online dating, which empowers women to make the first move when initiating conversations with potential matches.

Good American is a fashion brand known for its inclusive approach to fashion, designed to fit diverse body types.

Hilton is a hospitality company that is well known for its hotel and resort properties around the world and offers mentoring programs that connect women at various career levels with experienced mentors who can provide guidance and support.

Victoria’s Secret is a lingerie and women’s wear brand and are making efforts to embrace a more inclusive and diverse approach.

Aspirational Competitors For our aspirational competitors, we focused our research on brands that had similar goals to what we wish to accomplish with our brand in the future, which is supporting and empowering women.

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Mary Kay

Chanel Green

GR 604|Fall 2023

M15|Deploy

ThirdLove is a lingerie company that is known for marketing body positivity and being size-inclusive.

Tory Burch is a fashion brand that started a foundation to help women pursue entrepreneurship by providing access to capital, education, and digital resources.

The Honey Pot Company is a woman owned feminine hygiene brand that produces natural and organic products designed to be safe for women’s intimate health.

NARS is a cosmetics brand that aims to empower women to experiment, have fun with makeup, and enhance their natural beauty.

WOMEN Unlimited is an organization focused on developing female leaders in major corporations and help women advance in their careers.

Joylux is a women’s health and wellness brand that offers a range of devices and solutions to address various aspects of women’s health.

Fabletics is a fitness apparel brand that is committed to inspiring women to feel like their best selves, no matter their body type, ethnicity, gender, age, and abilities.

VeeFresh is a feminine care brand that helps women through community, education and effective solutions take care of their feminine health.

Johnson & Johnson is a healthcare brand that is known for its commitment to healthcare innovation and its focus on improving the health and well-being of people worldwide.

Love Wellness is a women’s health and wellness brand, with a focus on providing natural and holistic solutions for various health concerns.

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Brand Attributes

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Positive

Negative

Neutral

Future

Community

High Quality

Accessible

Empowering

Empowering

Concealing

Useful

Educational

Transformative

Complex

Disposable

Inviting

Beauty

Deceiving

Feminine

Enriching

Creative

Uneconomical

Variety

Supportive

Mary Kay

SOURCE PAGE Mary Kay Information

Marykay.com Marykayglobal.com Alchetron.com/Mary-Kay-Ash En.wikipedia.org/wiki/Mary_Kay

Stock Images

stock.adobe.com Pixabay.com Pexels.com Unsplash.com

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Mary Kay

Chanel Green

GR 604|Fall 2023

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Mary Kay