Your beautiful future
On Friday, Sept. 13, 1963, Mary Kay Ash took her first steps in achieving a dream—she opened the doors to a new opportunity that would allow women, like you, to realize their true potential. A few months after retiring from 25 years in the direct selling business, she started Mary Kay Cosmetics in a 500-square-foot storefront in Dallas. With her son, Richard Rogers, and the first nine Independent Beauty Consultants. Her first step would help women around the world succeed beyond their wildest dreams. Since that time, there have been many successes. Women from every walk of life have captured the vision and lived richer lives while following the Golden Rule and balancing their priorities. Mary Kay Ash expressed the importance of this balance in her words, “My priorities have always been God first, family second, career third. I have found that when I put my life in this order, everything seems to work out.” Today, as you take your first steps as a Mary Kay Independent Beauty Consultant, you become a part of this incredible sisterhood and the legacy of Mary Kay Ash. It’s a legacy like no other. It thrives today because of women like you who dare to dream and discover their own unlimited potential.
Welcome to a legacy
like no other.
Dear Independent Beauty Consultant, Welcome to the world of Mary Kay!
Congratulations! You have taken the first step toward building a rewarding Mary Kay business. To help you along, we have a sisterhood of Beauty Consultants around the world who can offer gems of advice and exciting experiences with you. And of course, we have our staff who will be more than willing to address any of your concerns. We’re continuing a legacy of enriching women’s lives together! In your Starter Kit, you will find retail products, samplers, recruiting and selling tools with the basic information you need to get your Mary Kay business started. The New Consultant Quick Guide is an excellent tool to help you build the foundation of your business. The Mary Kay Flip Chart is an excellent visual tool that you can use in your skin care classes and team building activities. Also included is “The World of Mary Kay: An Opportunity of a Lifetime” DVD. This will show the basics of the business and will help you sell and build your team. A thorough perusal of your Starter Kit Literature Binder will definitely get you off to a flying start. I’m sure you’re excited to book your first skin care class! There are so many ways to move forward now that you have discovered all the wonderful tools in your Starter Kit. I encourage you to register and attend Essential Steps to Reach Success (ESRS), a comprehensive and fantastic training program to help you learn the business and earn faster. Avail of the New Consultant Bonus program and use the free products to grow your business. You wouldn’t want to miss regular Unit Meetings organized by your Sales Director. These programs are all tailored to help you gain a wealth of knowledge and build lasting relationship with the Mary Kay sisterhood. Mary Kay Ash once said “I believe that women can do anything in this world they want to do if they want to do it badly enough.” I know you will agree with her and this business is the perfect means to prove it. The world of Mary Kay offers you an opportunity of a lifetime. Start making your dreams come true and live your life to the fullest. Make it happen! You deserve it! Very truly yours, CRESCIENTE M. ALDAY JR. General Manager
Mary Kay Starter Kit
It’s a good idea to review the contents of your Starter Kit using the checklist below. We make every effort to ensure your Starter Kit is complete, so you can get your business going right away. Product & Skin Care Class Supplies:
TimeWise 3-in-1 Cleanser Combination to Oily TimeWise Moisturizer Combination to Oily TimeWise Cleanser & Moisturizer Normal to dry samplers (12/pk) TimeWise Microdermabrasion samplers (6/pk) TimeWise Liquid Foundations (2 pcs) Mary Kay Creme Lipstick Sampler (6/pk) Black Mirrors Facial Cloth Skin Care Class Trays (5/pk) Date Book Starter Kit Bag
Business Tools: 1. Binder Literature: • Business Basics Learn the steps that can lead to your success. Business Basics gives you the information, tips and ideas to help you achieve your goals. •
Product Guide Get all the product knowledge you want to help you provide great customer service and build customers for life.
2. Flip Chart An excellent visual tool to be used in skin care class. The Look (3 booklets) - catalog that pictures product lines with information and price. 3. Applause A monthly information of promotion, recognition, challenges and sales force education.
4.The World of Mary Kay: An Opportunity of a Lifetime A DVD that showcases all the aspects of the Mary Kay Opportunity.
5. Moving Up to Success An information booklet about the company and how to develop your business - through career path. 6. BC Agreement A legal agreement between the company and Independent Beauty Consultant. 7. Pampering Invitations Perfect invitations to give out during sampling activities, beauty and guest events, and color makeovers. 8. ESRS Flyer Information and registration form for ESRS, a comprehensive training program. 9. Personal Skin Care Guide for Consultants A guide for Beauty Consultants in determining customer needs. 10. A skin profile to be filled up by the customer for determining customer needs. 11. Customer Order Form A carbonless order form for customer’s purchases. 12. Customer Order Sheet (COS) Order sheet for Mary Kay products with part number and price. 13. BC ID Card An Independent Beauty Consultant Identification Card. 14. Market the Opportunity Flash Cards Handy flash cards made for team building strategies
Welcome! Congratulations and welcome to the place where dreams really can come true! As a Mary Kay Independent Beauty Consultant, your achievements can be recognized, applauded and rewarded. You can discover unlimited opportunity, freedom and flexibility. And it all starts now.
“You begin that journey toward success by following two rules: No. 1, get started; and No. 2, don’t quit.” - Mary Kay Ash 5
On September 13, 1963, Mary Kay Ash created a Company that allows women to achieve unlimited success. She also wanted that Company to be guided by principles and values. Mary Kay believed in the Golden Rule - treat others the way you want to be treated. She believed that only by helping others could your dreams come true. So she designed a career path based not solely on the goals an individual achieves but also on the goals an individual helps other women achieve. It’s this formula for success that sets the Mary Kay opportunity apart. Mary Kay’s mission is to enrich women’s lives. As one of the most successful, global direct-selling companies, Mary Kay provides more than 2 million women with a unique business opportunity in more than 35 markets worldwide. Quite simply, the opportunity encourages building a successful independent business while living a balanced life with faith, family and career in harmony - a philosophy that continues to thrive more than five decades after the Company’s founding. Millions of women are now realizing their dreams thanks to Mary Kay. And they began their incredible journeys just as you are - with their Starter Kits. In this Business Basics booklet, you’ll find tips, techniques and resources that so many successful Mary Kay Independent Beauty Consultants have used to make their dreams come true. It’s just another way your entire Mary Kay circle of friends and family is helping you achieve everything you ever dreamed possible. You’ve chosen this opportunity because you know you can have it all. All you need to do is start now!
You probably already know Mary Kay Inc. is a great company. But here are a few things you may not know: The Mary Kay Inc. world headquarters is located in Dallas, Texas.
Mary Kay is one of the largest cosmetics companies in the world with more than 2.5 million Independent Beauty Consultants in more than 35 markets worldwide.
Approximately 600 women worldwide have become Independent National Sales Directors, the highest status within the independent sales force.
Mary Kay Inc. awards more than $50 million annually in incentive awards to Independent Beauty Consultants and Independent Sales Directors.
Mary Kay scientists regularly consult with independent dermatologists and other medical experts around the world.
In a typical year, Mary Kay spends millions of dollars and conducts more than 300,000 tests to ensure that Mary Kay® products meet the highest standards of quality, safety and performance.
Mary Kay Inc. develops, tests, manufactures and packages the majority of its own products at its state-of-the-art plants in the United States and China.
For 50 years, Mary Kay has offered irresistible products, positive communicty impact, and a rewarding opportunity for its 2.5 million Mary Kay Independent Beauty Consultants.
You can do it!
Questions about your business? You’ll find many answers in this booklet. It’s easy to keep on hand as you work your business. Or go online to the Mary Kay Corporate website at www.marykay.com.ph 7
In the Know Are you ready to discover the path to your dreams? Then let Business Basics help you on your way. It’s designed to walk you through the fundamentals of owning and growing your Mary Kay business. From booking to coaching, selling to team building, you’ll learn valuable tips and information that can guide you to success. Here’s a checklist of the key topics covered in each chapter. Consider checking the topics off as you read them. With this fun, easy-to-read booklet, you’ll be in the know about your Mary Kay business in no time!
Foundation for Success ( page 4 )
I’m excited to start my new business and discover my dreams. I’d love to know more about: q Image, inside and out ( page 6 ) q Setting goals ( page 8 ) q Habits of a Successful Independent Beauty Consultant ( page 14 )
Customer Service Comes First ( page 16 )
As new Independent Beauty Consultant, I can’t wait to learn about: q Ask, Listen, Learn ( page 18 ) q Best Practices ( page 21 ) q Customer Service Tools ( page 22 )
Selling Fundamentals ( page 24 )
I’m ready to get a business going. Tell me about: q Booking Appointments ( page 26 ) q Hostess Incentives ( page 30 ) q Coaching ( page 30 ) q Developing My I-Story ( page 34 )
Skin Care Class Basics ( page 36 )
I’d like to learn about: q On the Face selling ( page 38 ) q How to prepare for and hold a skin care class ( page 39 ) q How to prepare for and hold a 2nd appointment make-up class ( page 48 ) q The other four ways of selling ( page 50 ) q Following up after a sale ( page 53 )business full circle, d like to learn more about:
Managing Your Business ( page 56 )
Organization is key. I’d like to learn to: q Choose Inventory ( page 58 ) q Track your Plan ( page 59 ) q Customer order form ( page 59 ) q Manage my money ( page 60 ) q Place orders and make payments ( page 61 )
Build A Winning Team
You Can Do It! ( Page 72 )
( page 64 )
I’m excited about building a team. It would help me to know about: q The Four Point Recruiting Plan ( page 66 ) q Talking with a Potential Team Member ( page 67 ) q The Career Path ( page 68 ) q Closing the team building appointment ( page 69 )
I know I can make my dreams come true, But give me some ideas on: q Discovering your dreams ( page 74 ) q Reference Guide ( page 76 ) q Team Building guidelines ( page 79 ) q Direct Selling Code of Ethics ( page 79 )
Foundation for Success This chapter includes ideas on image, the Golden Rule, setting goals and inventory.
â€œThere are three types of people in the world: those who make things happen, those who watch things happen and those who wonder what happened?â€? - Mary Kay Ash
To help you get your business off to a great start, it’s a good idea to understand the culture of Mary Kay and some of the basics of “Thinking Like a Retailer”. Now that you’ve chosen this amazing opportunity, it’s time to build the foundation for your success. Ask yourself the following questions: Why did you decide to become a Mary Kay Independent Beauty Consultant? ________________________________________________________________ ________________________________________________________________ ________________________________________________________________
How would you describe the image of a Mary Kay Independent Beauty Consultant, and what will you do to help project a positive image? ________________________________________________________________ ________________________________________________________________ ________________________________________________________________
Making Your Dreams Come True Whatever your reason for beginning this incredible journey, there are certain fundamental business practices that can help you achieve your dreams. Applying these best practices from the start can give you the foundation on which to grow your business with greater success. Let’s take a look at a few examples.
Over the years, our independent sales force has earned a reputation for being professional and feminine because our Independent Beauty Consultants and Independent Sales Directors are known for wearing dresses and skirts. This image includes a friendly smile, a courteous manner and a positive attitude.- Mary Kay Ash
As a Mary Kay Independent Beauty Consultant, you share in the responsibility of upholding the image Mary Kay Ash established. When you look your best, you feel your best. A professional appearance, a smile and a positive attitude always portray a great image. Remember, you are in the beauty business and are a walking example of your Mary Kay® products and of the Mary Kay opportunity. As a professional Beauty Consultant, you must look professional at all times. Remember that everyone you meet is a potential customer/hostess.
A wise person once said, ‘You only get one chance to get one chance to make a good first impression.’ It’s so true. Many times the first opportunity to meet a hostess and/or customers is when you enter the door. Therefore, it is vital to look your very best. – Mary Kay Ash
TIPS FOR DRESS SUCCESS 1. Always wear appropriate professional attire. 2. Invest in at least one good outfit. 3. Always have a courteous manner and a positive attitude.
Golden Rule Thinking chapter 1
Mary Kay Ash strongly believed in conducting business with solid ethics and the highest integrity. This high standard continues to be a guiding principle among the Mary Kay independent sales force. Knowing the right thing to do simply takes applying the Golden Rule: Do unto others as you would have them do unto you. Try practicing it every day. Ask yourself, “How would I want to be treated if I were in her shoes?” Doing this can help you handle difficult situations.
You are special!
One situation you may encounter is meeting a prospective customer who currently has an Independent Beauty Consultant. It’s important to respect the Beauty Consultant/customer relationship. Since you wouldn’t want someone to take your customers, the Golden Rule suggests that you do not book a selling appointment with another Beauty Consultant’s customer. If your hostess invites a guest to an event who already has a Beauty Consultant, we recommend you make a one-time sale at that event, but then refer the guest back to her Beauty Consultant for all future product orders.
You’re the woman other women want to be around. You take care of yourself and always look your best - a professional outfit, clean shoes, nice hairstyle and of course, a great makeup look to show off your Mary Kay® products. No wonder you’re destined to live the life you choose!
Turning Dreams Into Reality Most Independent Beauty Consultants start their businesses with at least one dream they’re determined to achieve. And you have the unique opportunity to make your dreams come true. By writing down goals and laying out a plan, you can focus your efforts to help ensure your success. And success is whatever you want it to be for you. That’s the beauty of Mary Kay – not about sharing the same dream, just the same vision. You may want to think about the following: What goals do you want to accomplish within your first six months as an Independent Beauty Consultant? ___________________________________________________________ ___________________________________________________________ ___________________________________________________________
Believe and achieve!
What steps can you take to achieve these goals? ___________________________________________________________ ___________________________________________________________ ___________________________________________________________
It’s your business, so goals should be about you. Think about what’s realistic and relevant to you and your lifestyle. Then go for it! Your Independent Sales Director may have some great ideas on how to achieve them.
Go for the Goal Mary Kay Ash always encouraged writing down your goals and making them clearly understood. Ideas include: • Decide on the right goals for you and don’t compare yourself to others • Make your goals specific so your direction is focused • Set a date and a deadline for your goals • Focus on one main goal at a time • Break down your goals into steps (For example, look at your goals as a whole and determine what you’ll need to do in your business each month, then each week, in order to achieve them) • Share your goals with someone who will constantly encourage you • Prepare yourself for challenges and redefine your goals as you grow A great motivational idea that many Independent Beauty Consultants and Independent Sales Directors often use is a goal poster. A goal poster is a large paper or board on which you write down the goals you want to achieve and then decorate it with pictures and other items that represent those goals. You can also include the steps you need to take to achieve your goals. Try hanging it somewhere prominent where you’ll see it every day to help keep you motivated. Your Sales Director may be a great resource for tips and suggestions that can help with making your goal poster.
HOW TO ACHIEVE
As a new Independent Beauty Consultant, register and attend the two-day course.
- Product Voucher, Color Showcase & Education
New Consultant Bonus Program (NCB)
Four-month consistency program with each month requiring a minimum single retail purchase order value.
- Free Mary Kay products
Perfect Start New Sales Perfect Start
P8,000 retail sales on your first two (2) weeks as an Independent Beauty Consultant.
- Feature in Ovation
Monthly Ordering Bonuses
Monthly Bonus requiring a minimum cumulative retail purchase order value.
- Free Mary Kay product or premium item
Ladder of Success
An Independent Beauty Consultant should achieve within a quarter the following personal retail sales requirements:
Essential Steps to Reach Success (ESRS)
Gold Ladder of Success Pin and its corresponding gemstone
- Ladder of Success Pin + Sapphire gemstone and a Mary Kay premium item
- Ladder of Success Pin + Ruby gemstone and a Mary Kay premium item
- Ladder of Success Pin + Diamond gemstone and a Mary Kay premium item
- Ladder of Success Pin + Emerald gemstone and a Mary Kay premium item
To be continually working is not enough. We must clearly see the next step. To keep moving after achieving our goal, we must set a new one. The key to momentum is always having something to look forward to. - Mary Kay Ash
Jump-Start Your Business
Sometimes the toughest part about starting your business is knowing where to start. Here are a few ideas to consider for jump-starting your business in your first month as a new Independent Beauty Consultant. You could even earn recognition and rewards from your Independent Sales Director for your achievements!
Your First Customers Your very first customers will come from your warm circle of influence. This circle includes your friends, relatives, and neighbors. They are the roots of your links that will lead you to branching out and meeting new and potential customers. Referrals from friends and family are a great way to get bookings! Some more possible referral sources: • Games at a skin care class • Customers • Family • Friends • Classmates • Neighbors • Acquaintances (School teachers, Business associates) • People in places you frequent TIP: Create your 100 Contact List. List down the name and contact details of the first 100 people you know that comes to your mind then book classes with them. It’s a great way to jumpstart your business. When making your initial list. Try not to prejudge. Everyone you know is a prospect as long as you take time to discover and show her what’s in it for her.
Ladder of Success Program Through this exciting quarterly recognition program, you can earn the Ladder of Success jewelry. It’s perfect for getting you on track for even bigger rewards. Many Independent Beauty Consultants who achieve Ladder of Success status have gone on to earn trips, the use of cars and other top recognition. So consider setting your goals too and be on your way to your dreams!
To help you set both short and long-term goals, the Company offers incentive programs and promotions on a quarterly and a year long basis. They can really inspire you to dream big.
Queen’s Court of Personal Sales and Queen’s Court of Sharing This much admired status provides the inspiration and motivation for many Independent Beauty Consultants and being crowned Queen is the extraordinary thrill of a lifetime. By simply selling the products your customers want and sharing the opportunity with people you know, you could earn your way to the Queen of Personal Sales or Queen of Sharing. Through helping others get what they want, you truly are rewarded!
You can do it!
You can find out more about these exciting programs by visiting our Mary Kay sales force website www.marykayintouch.com.ph. You may also refer to the Seminar Awards flyer.
What’s the difference between a dream and a goal? Action! A goal needs a time frame and a plan. Try breaking your goal down into simple steps. It can help you see success sooner, build your confidence and stay on track. Try it. It works!
Putting Your Goal Into Action - Once you’ve established the goal that’s right for you, it’s time to put it into action! There are several good business practices that you can use to help. Make Money - The way to start making money is by selling products through skin care class or facials. Try thinking about what you expect as a customer and consider how you can offer that service to your customers.
Find New Customers - It’s a good idea to consider every woman you come in contact with as a potential new customer. New customers can lead to new sales and future reorders. Build Your Team - Building your team can provide you with a means to other goals, like making more money, earning the use of a career car or stepping up the career path. Starting with your first personal team member, you can begin to earn personal team commissions on orders placed by your team members. And you can earn recognition as a Senior Consultant. It’s a great goal to include as an ongoing part of your business. Track Your Plan - To help you plan what you want to accomplish, consider filling out a Weekly Plan Sheet regularly. A sample is featured below. Mary Kay always said, “Plan your work and work your plan,” and you can accomplish more. Try it! You can find a Weekly Plan Sheet in your Date Book.
ON THE GO • A 10 to 15 minute appointment using targeted products for demonstration
ON WITH THE SHOW • Group selling Situations • Open Houses, Collection Previews • Business Debuts ON THE LINE • Using the phone to build your business and sell product
ON PAPER • Selling products using any and all paper contact tools
Please note: The Company grants all Mary Kay Independent Beauty Consultants a limited license to duplicate this document in connection with their Mary Kay business. This item should not be altered from its original form.
E v e n i n g
MARY KAY 4 WEEK ACTIVITY PLANNER Name:______________________________________ Week of:______________________
ON THE FACE • A Skin Care Class • A Beauty Appointment • A Color Makeover
Habits of a successful Independent Beauty Consultant As an Independent Beauty Consultant, it is important for you to learn, practice and live the habits and traits of doing the Power 10 in your Mary Kay business. What is Power 10? Power 10 is a powerhouse set of income producing activities all geared towards ensuring continuous bookings, appointments and activities that will help you build your business the effective way. Here’s a suggested Power 10 Daily Power Plan: MORNING: Plan and communicate for your next class. •
Prepare your “6 Most Important” list for the week. Always have a positively polished morning plan. Make it a habit to check your mail as the Company regularly sends updates and posts new information on its website. Book at least 3 skin care classes and/or major color makeover sessions every week. Booking is setting the appointment to share the product at a facial or a skin care/color class. Turn your guests into hostesses to ensure your continuous bookings. Coach your skin care class hostesses before the skin care class. Offer your hostesses makeup and styling tips. Have at least 3 after sales appointment/ customer service every week. Provide great customer service, like do a personalized delivery service or check out on the progress of their skin care regimen. Call, email or visit some of your regular customers to follow up for orders. Conduct at least 3 team building appointments every week. Once you have identified a potential team member in one of your skin care/color classes, you may set an appointment to let her know the beauty of the Mary Kay opportunity. Also, regularly keep in touch with your team members and invite them to collaborate with you in executing a big group of skin care classes or color makeover sessions. Manage your product inventories. Make sure you have adequate stocks of the regular line and latest Mary Kay® products. Remember to practice the firstexpiry, first-out method of managing inventory. This should help you move out products before their expiration dates.
AFTERNOON: Time to go out and do what you do best! •
Hold at least 3 skin care or color classes per week. Make sure to have at least P6,000 sales per class. The best place to get bookings and coaching sessions is in your skin care and color classes. Don’t forget to ask for referrals from your hostesses, customers and guests who have attended your class. Their referrals can be your next guests and potential customers. Ensure you have at least 1 new happy customer every week. Let every new person you meet try Mary Kay® products. Focus on adding one new customer to grow your customer base and make sure that you foster good customer relationship. Team build the Mary Kay Way. Share the business opportunity with fairness and honesty. You may share the opportunity with at least one guest in your skin care and color makeover classes. Likewise, offer your hostesses with additional gifts for every referral who becomes your new team member.
EVENING: Share the Go-Give® Glow of Sisterhood! •
Attend unit meeting, area event, and company functions. Share your I-story and dream with your fellow Mary Kay sisters. And, don’t forget to project a Mary Kay image.
Customer Service Comes First This chapter includes ideas on customer service.
“In direct sales, customer focus is truly the key. Ours is a business where selling results from a truly personal, oneon-one relationship – a friendship. Outstanding sales results depend on an ability to think from the customer’s point of view and understanding and responding to the customer’s best interest.” -Mary Kay Ash
The success of any business depends on exceptional customer service. Customer service begins once you book the appointment or sell the product. It continues through providing your customers, guests and potential team members with options and ideas of how you can serve them. Youâ€™ll probably agree that the more access and follow-up you offer, along with an appropriate inventory, the more likely you are to increase bookings, sales and new team members. And you have a wealth of Company - provided tools available to you that you can use to make your customer service easier.
How do you define good customer service? _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________
What will you do to provide this kind of service to your customers? _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________
Exceptional Customer Service When it comes to your success, there is no doubt that selling tops the list. So what is the No. 1 factor in making great sales? Exceptional customer service. It all starts with making a sincere, caring impression the very first time you interact with a customer and all that really takes is three simple steps: ask, listen and learn. By simply asking what your customer needs, listening to her response and learning which products she truly wants, you’re sure to be on your way to customer service success and developing a strong, loyal customer base.
Step 1: Ask Asking questions means discovering your customers’ beauty needs or concerns. Here are five suggested questions: 1. How often do you use skin care and beauty products? 2. What are your most favorite beauty products? 3. Where do you like to shop for beauty products and why? 4. What are your beauty or skin care concerns that you’d like to solve today? 5. What do you know about Mary Kay® products and services? Instead of asking these questions up front and outright, it’s better to work them into a conversation when you first meet a potential customer or as you are preparing to conduct a skin care class. Here’s a sample dialogue to try: Independent Beauty Consultant: “Hi. I’ve seen you in the neighborhood before. My name is Anna.” Customer: “Hi, my name is Rosie. I work in the real estate office down the street.” Beauty Consultant: “That sounds exciting. I work nearby in my home office. I have my own Mary Kay business.” Customer: “Oh, I’ve heard of Mary Kay before, but I don’t use the products.” Beauty Consultant: “Oh, really? Do you mind if I ask you what your favorite products are?” Customer: “I use (name of another product) - mainly the cleanser and moisturizer.” Beauty Consultant: “That’s wonderful, Rosie. It’s great to know you’re taking care of your skin. Tell me, besides cleanser and moisturizer, what else do you use to keep your skin healthy?”
Notice how easy it is to continue asking questions when your purpose to find out more about your customer and her beauty preferences.
Step 2: Listen
To avoid this, try these listening tips: • Nod your head in agreement when your customer is talking. Do not interrupt her. • Carry a small notebook and write down your customer’s comments and concerns. Or use her customer profile to jot down notes. • Empathize with her responses as you nod, and say encouraging phrases such as: “I understand what you’re saying.” “That’s not unusual at all!” “That makes perfect sense.”
Listening is the most important step because it’s how you can build trust quickly. Sometimes an Independent Beauty Consultant begins a presentation or conversation by telling a customer everything she knows about Mary Kay® products without first gathering any information from the customer. A customer may begin to distrust you if she senses that making a sale is more important to you than her individual beauty needs or concerns.
Here’s a sample listening dialogue to try: Independent Beauty Consultant: “Before we get started with our class, do you have any beauty or skin care concerns that you’d like to solve today?” Customer: “Well, my skin seems to be getting a lot more blemishes lately.” Beauty Consultant: “I understand completely, and know how stressful that can be. Let me ask you a few questions to see if I can help. Have you changed your skin care products or foundation formulas lately?” Customer: “No, I haven’t.” Beauty Consultant: “Does your skin feel more oily than usual?” Customer: “Yes, I think it does.” Beauty Consultant: “So if I understand you correctly, your skin is breaking out more than usual, and you might be interested in trying some products today that can help your blemishes and oily skin?”
Customer: “Yes. That would be great.” Beauty Consultant: “Great. I’ll be happy to demonstrate those products for you during class today.”
Step 3: Learn After you’ve discovered your customer’s true needs and interests, you would have a much better idea of what products to offer and demonstrate. The key here is to continue to ask questions and let the customer do the talking. Also, be sure to demonstrate products that can resolve any problems or concerns your customer may have shared with you. If you can match her needs with the right products successfully, you are on your way to becoming her trusted Independent Beauty Consultant. You’ll also want to ask positive questions to close the sale and guide her through the selling process. For example: “How does your skin feel?” “Which products would you love to have?” “Do you have any other questions or concerns I can help you with today?” Here’s a sample learning dialogue to try: Independent Beauty Consultant: “So, after trying these products, how does your skin feel?” Customer: “It feels soft and less oily to me.” Beauty Consultant: “That’s wonderful. Out of the products we tried today, which ones would you love to take home?” Customer: “I think, I’d like the cleanser and the moisturizer.” Beauty Consultant: “Those are good choices. Have you thought about the Oil-Free Eye Makeup Remover I showed you?” Customer: “I don’t think I can afford it today.” Beauty Consultant: “Would you be interested in that product if I showed you how you could earn it for free?” Finally, it’s important that you don’t make it your goal to sell her the most products you possibly can right away. Satisfy your customer with the products she needs now and look for other opportunities to present similar products when possible. She will
feel more relaxed, less defensive and more likely to become a repeat customer. Remember, your goal is to build customers for life!
Best Practices In addition to Mary Kay’s reputation for excellent products, the following best practices can help give you a strong competitive advantage.
Consider the following: Know your products - Use your products! It makes it easier for you to know the right products for your customers’ needs. And by sharing your personal experience with the products, you’ll be seen as knowledgeable and credible. Your Product Guide also is a valuable source for product information. Maintain an appropriate inventory - This may vary depending on the activity level you intend to pursue in your business. You’ll certainly want to consider the benefits of having plenty of what your customers need on hand when they need it. Offer convenience - Making shopping convenient for your customers by delivering products to their doors as soon as you’re able. Offer personalized service - Help create customers loyalty by contacting your customers regularly. You’ll want to ask about the best way to contact them - by phone, e-mail, SMS, etc. Keep them up-to-date on new products or follow up when you see that a customer is due to run out of a product. Project a positive image - You are like a walking advertisement for your products, your business and the Company. So be sure every impression you make is a positive one. Present a beautiful package - Remember to package every product order in an attractive way so your customer feels that both she and the products are special. Now let’s take a look at some of these best practices in more detail.
Building Customer Relationship People typically respond very positively when they believe someone is really making an effort. Personalized service is what sets Mary Kay Independent Beauty Consultants apart. And it’s the first step in building customer relationships that can last a lifetime. Here are a few suggestions on how you can develop customer relationships the Mary Kay way. Try these simple and easy-to-remember ideas:
When your customer is new, use 2+2+2 (two days, two weeks, two months)! 1. Contact your customer two days after her first appointment to see how she likes her new products. 2. Check her progress two weeks later at her follow-up appointment. 3. Contact her every two months for reorders or to suggest new products. Remember, great customer service should always be your goal. It’s what differentiates you from the competition.
Customer Service Tools There are many ways to provide great customer service. The key is to keep in regular contacts with your customers - whether through phone calls, e-mail, SMS or all three. The more accessible you are and more proactive you are with meeting beauty needs, the better your customer relationships will be.
Customer Service Phone Calls Many Independent Beauty Consultants have found it beneficial to set aside time each week for making customer service phone calls. Just 30 minutes each day devoted to customer service phone calls can provide you with an important and consistent way to earn money. Here are examples of few topics of conversation you might consider using when calling customers: • • •
• • • • •
Product reorders Product follow-up to see how new products are working for them Follow-up after being mailed or handed the consumer brochure including: 1. Introduction of new regular-line products or shades 2. New limited-edition products Special promotions Scheduling skin care classes, collection previews, make overs, etc. Team building invitation Referral for bookings and prospective team members Seasonal product change, such as skin care and foundation shade (See your Product Guide for more information.)
Focus on your customer and how you can help her. Ask questions about her and her beauty needs. Remember, you goal is to build a relationship with her, not to see how many products you can sell her. If she doesn’t order anything that day, try her again the next time you make your customer service calls. She simply may not have been ready for more products yet.
A customer service phone call might go something like this: “Hi, (Customer’s name). This is (your name), your Mary Kay Independent Beauty Consultant. Do you have a moment? Once she says “yes,” you’ll likely want to immediately explain the purpose of the call.
From there you may want to suggest or introduce other products to her: “When you are ready, I can help you find makeup shades that would look great on you. Do you like to wear color products? What are your favorite ones?”
Here’s an example of how that might sound: “I want to make sure you’re getting lots of compliments on your Mary Kay® products and to see if you have any questions. Are your products doing everything you want them to do for you? Does your skin look and feel great?”
When you drop off a product order or reorder to your customer, you might try making it an On the Go appointment. You could say something like: “Hi, (customer’s name). It’s great to see you again! I have the products you ordered right here. And as I was getting your order together today, I thought about the new collection of lip colors (or other new products) Mary Kay just introduced. They’re fabulous, so I selected a few shades that I thought would look great on you. Do you have a minute so I could show you or should I come back tomorrow?” You probably have great ideas of your own for these types of dialogues. Your Independent Sales Director may have some great ideas too.
Selling Fundamentals This chapter provides tips and suggestions on booking, coaching and connecting with customers.
“Nobody wakes up every day feeling enthusiastic. Enthusiasm is something we all have to work at to achieve. I’ve found it sometimes helps to fake it till you make it. Look in the mirror and say to the person you see: ‘I am healthy! I am happy! I am enthusiastic! I am terrific!’” -Mary Kay Ash
Sales are the foundation of your business. You can find customers all around you â€” from friends and family to co-worker and people you meet everyday. And these customers can lead you to more new customers. It all starts with building relationships and setting the tone for a successful selling situation. Consider the following questions: Who might be your first customers? _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ ______________________________________________________________ What can you do to build more customers once these people become customers? _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________
Booking Appointments Scheduling appointments to introduce and sell Mary Kay® products is known as booking.
Bookings are the lifeline of your business! Literally, if you’re out of bookings, you’re out of business.- Mary Kay Ash
You likely have many great ideas of your own for booking. Following are additional tips and suggestions to consider when booking.
Booking From Friends, Family and Acquaintances
Stages of the Process Create positive interaction
“Hi, (customer’s name), I’m so glad I caught you at home!”
Take an interest in your customer and establish a rapport
“How is your family (or job)? Great! I’m calling to share some exciting news with you. I just started my own business. I’m a Mary Kay Independent Beauty Consultant now! Mary Kay is one of the largest cosmetics companies in the world, and these amazing products are now available in the Philippines. I can’t wait to share them with you!”
Express the purpose of your call. Have several options in case your first suggestion doesn’t work
Option A: “How would you like to earn a free gift just for having a fun get-together with your girlfriends? My skin care class would be perfect. It lasts about an hour, and you can earn free gifts of your choice. By hosting a class, you would be helping me get my business off to a great start. And I know you’ll be a wonderful hostess!”
Option B: “Yes, I understand that this is a busy time of the year, and you just don’t have time to host a class. I’m just so excited about these fabulous products that I don’t want you to miss out. How about if I come by for 10 or 15 minutes so you can have a look?”
Opinion C: “Wow, you are really busy! Why don’t I just drop by a few samples and the latest issue of The Look then. Great! Thursday? Around 6:30?” Confirm your Appointment
“Great! I’ll see you next Thursday at 6:30. And remember, (customer’s name), if you see a lot of products you simply must have, we can always schedule a skin care class so you could earn them for free.”
Communicate Next Steps
“Im looking forward to seeing you. I’m eager to hear your opinion of the samples!”
Each selling appointment introduces you to new customers and potential hostesses who can invite more new customers to your next class. Throughout your presentation, consider referring to a second appointment. For example, you might say:
Booking from Classes
“At the end of the class, we will schedule your second appointment/ make-up class so I can see how the products are working for you.” Every contact with a customer or guest gives you a new opportunity to invite her to host a party with her friends. During your individual consultation, you may want to encourage your customers to book future appointments. One idea would be to say something like: “When we meet for your second appointment/ make-up class, would you like to share it with a few friends? Experimenting with new looks and makeup can be so much fun with friends!”
Booking from Referrals Booking from referrals can be a major source of appointments. You may want to ask both your hostess and the guests for referrals. Also, consider asking for referrals when you call to follow up with your customers. For example, you might say: “My personal goal this week is to pamper five people with a facial who have never experienced Mary Kay® products. I’m guessing you know someone who would really enjoy a complimentary facial, don’t you? I’d love to give her a special gift in your name.”
When contacting a referral, one example of something you might say would be: “Hello, (customer’s name). My name is (your name), and I’m a Mary Kay Independent Beauty Consultant. Last night I met your friend (customer’s friend’s name) at one of my skin care classes/collection previews. Do you have an Independent Beauty Consultant who provides you with personalized service? You don’t? Well, (customer’s friend’s name) thought you deserved a special treat. So, I’d love to offer you a complimentary pampering session that many of my customers have enjoyed. I know you’ll love it too. Which is better for you, the beginning or end of the week? Morning or afternoon? Oh, and by the way, if you’d like to share this with a couple of your girlfriends who you think also would enjoy a complimentary facial, I’ll have a special gift for you. Won’t that be great?”
“Warm Chatter”: Your Way to Bookings As a Mary Kay Independent Beauty Consultant, booking appointments offers an opportunity for you to meet new people and build relationships. To do this, you may find it helpful to use warm chatter.
When I meet someone, I imagine her wearing an invisible sign that says, Make me feel important! - Mary Kay Ash
Warm chatter is as simple as looking for things that you have in common with the people around you. You can start the process by taking an interest in people around you and politely asking them questions about themselves— just as you would when you meet a new acquaintance or a friend. A sincere smile, eye contact and repeating her name throughout the conversation will let her know you’re focused on her. Remember, every woman is special and therefore, a potential customer, hostess or team member.
Suggestions for Overcoming Objections You can be prepared to respond to those prospective customers and hostesses who are reluctant to schedule an appointment. It’s easier when you’re able to replace a negative thought with a positive one. Consider the following: 1. Repeat the concern and empathize with them. 2. Share what you have to offer that addresses the specific concern.
Here are a few concerns and suggested responses you might try: CONCERN: “I don’t have time.” RESPONSE A: “I can appreciate your busy schedule, (potential customer’s name). If you only had time to try just a few beauty products, can you tell me which ones you would be most interested in? Great! I can bring those by and let you sample them in just a few minutes. Which day would be better for you, Tuesday or Thursday?”
CONCERN: “It is difficult for me to take time away from my family.” RESPONSE A: “I completely understand, (potential customers’ name). Is there any reason why we couldn’t get together for a few minutes when you’re out during the day or on a weekend?”
RESPONSE B: “I understand how you feel, (potential customer’s name). I know others have felt the same way, but what they find is that my services actually save time. I can deliver your beauty products right to your home and help you shop for gifts for your family and friends. Besides, it’s a great reason to get together with your girlfriends or a family member for a little fun and pampering. I’m sure you know several people you’d like to spend some quality time with, don’t you?”
RESPONSE B: “I understand, (potential customer’s name). Is there any reason why I couldn’t come to your home and give you a relaxing and complimentary facial?” CONCERN: RESPONSE:
“I don’t think I can afford the products.” “I completely understand, (potential customer’s name). Would you be interested in meeting with me if I showed you how to earn them for free?”
“I’m not interested in holding an appointment right now.” CONCERN: RESPONSE A: “I understand, (potential customer’s name), and want to be respectful of your time. Can I ask if there is a specific reason that you don’t want to sample these products?” RESPONSE B:
“I understand, (potential customer’s name). I’d like to leave you with a brochure (or mail it if you are talking by phone) and call you in a couple of days to get your opinion of the products I offer. Does that sound OK?”
Booking Tentative Dates You might find that a potential hostess is hesitant about setting a date for her own appointment because she doesn’t know when she could hold it. Here’s something you might say: “Why don’t we set up a tentative date with the understanding that if we need to change the time or date, it’s OK? So we’ll set that up, and I’ll call you in two days. (Customer’s name), what would be better for you – beginning or end of the week? Thursday or Friday? 7 or 7:30?” After you’ve set the tentative date, you may want to have your future hostess write down her name, phone number and address in your Date Book next to the date and time chosen. This will help reinforce her commitment, and the tentative date usually becomes reality.
You are special!
Your hostess is very important to your business, so try to make her feel special by treating her like a partner for the event. Providing hostess incentives can help inspire her and make the event more successful. You likely have a lot of great ideas for hostess incentives already. Some ideas you might consider are offering a small free product, like a lipstick, or premium Mary Kay items. The incentives you choose to provide are up to you.
It’s important to make your hostess feel special. She’s helping you build your business and establish relationships with new customers. She may even want to be your team member one day. So why not offer her an exciting gift she’ll love!
Coaching To make the event as fun and profitable as possible, many Independent Beauty Consultants have found that it helps to coach your hostess by explaining her role, giving her helpful literature, answering her questions and perhaps most important, building her enthusiasm. When deciding how you want to coach your hostess, the information and suggestions on the next page can be a great resource.
Preliminary Coaching Your first coaching opportunity is when your hostess books the appointment. The following checklist can help: Suggest your hostess start the guest list by making a list of friends, family, neighbors, co-workers and other women she knows. It’s a good idea for her to invite a few extra people to allow for last-minute cancellations. Many Independent Beauty Consultants have found that they achieve the most success when following these suggested event sizes as a guide: — Facial: one to two people — Skin care class: three to six people — Collection preview: six to ten people
Suggest ways to phrase the invitation to her guests. A sample dialogue your hostess might use is: I’m so excited! I’m having a get-together with the girls for a (skin care class/ collection preview), and I’d love for you to come! My Mary Kay Independent Beauty Consultant (name) will be there with some fabulous products for us to try. It’s on (date) at (time and place). We’ll have a great time, and it’s the perfect chance to enjoy a little pampering. I have a limited number of guests I can invite, and I’d really love for you to be there. Can I count you as a “yes”? Great! And to help make sure you see the best products just for you, my Independent Beauty Consultant will call you with a couple of quick questions about your skin type. I look forward to seeing you, and remember, it starts at (time).
Ask, Listen, Learn
Let her know you’ll call in two days to ask for her guest list.
What can you do to get your hostess excited for a successful class? Prepare her with the information she needs by coaching her. She’ll know exactly what to expect and then you can both enjoy the class.
Hostess Packet You might consider putting together a hostess packet. You can add your contact information by attaching your business card or stamping or sticking a label on every item in the packet so she knows how to get in touch with you. Items in the packet could include: — The Look — The World of Mary Kay: An Opportunity of a Lifetime DVD or Moving Up To Success Brochure — Business Card We suggest that you assemble your own Hostess Packet. These hostess pocket items can be found in your starter kit and are available on Section 2 of the Consultant Order Sheet (COS).
Follow-Up Coaching Being positive, cheerful and enthusiastic when talking to your hostess reinforces how special you think she is. You may want to call your hostess two days after booking an appointment to get her guest list, build enthusiasm and confirm details. If your hostess is facing challenges inviting guests, this will give you time to help her with practical suggestions and additional encouragement. It’s also a good idea to coach your hostess when you arrive a half hour before the event. This allows you to re-energize her, confirm the free products or gift she wants to earn.
Guest Pre-Profiling Prior to the event (once you have the guest list from your hostess), you might consider calling the guests to pre-profile them. Pre-profiling can help affirm the guest’s commitment to attend because she sees that you’ve taken a personal interest in her and will be selecting products for her to try. It also allows you to ask questions from the Personal Skin Profile. It is a tool designed to help you assess the best skin care products for your customers. You can try this opening dialogue when calling guests to pre-profile them. Hello, (guest’s name)! This is (your name), and I’m the Mary Kay Independent Beauty Consultant who will be conducting (hostess’s name) skin care class on (date) and (time). Do you have a minute?” At this point, you can ask her skin type and skin tone and mark the appropriate boxes on the customer profile. The conversation might sound like this:
“(Guest’s name), I’d like to ask you a few questions about your skin so that I can be prepared for our class. Which one statement best describes your skin type?” (Here you can read the skin type statements from the customer profile, then continue): “Is your skin tone ivory or beige? What level of coverage do you prefer full, medium or sheer? Thank you for your time, and I’m looking forward to seeing you on (date). We’ll begin promptly at (time), and I’ll have a special place set up just for you.” Guests can fill out the rest of their Personal Skin Profile at the class. You can find a package of profiles in your Starter Kit. This is also sold as Section 2 of the Consultant Order Sheet (COS) . An example of the Personal Skin Profile is shown below:
Before the Event Starts It’s also a good idea to coach your hostess when you arrive a half hour before the event. This allows you to re-energize her and ask if she or someone coming to the event would be interested in the Mary Kay opportunity. When you arrive, you’ll likely want to sit down for a few minutes to review the class preparations with your hostess. Consider reminding her how much you appreciate her opening her home to you.
Connecting with Customers and Guests As you’re probably aware by now, relationship building is what a Mary Kay business is all about. Typically, a customer, hostess or team member comes from your ability to personally connect with them. An I-story is an effective tool for making that connection by telling them something about you and the Mary Kay opportunity. I-stories are usually shared at skin care classes and other selling appointments as well as at team building appointments. It’s a good idea to keep your I-story simple. It should be heartfelt, enthusiastic and brief.
Developing Your I-Story Try including the following essential elements when developing your I-story: 1. What did you do before starting your Mary Kay business? _____________________________________________________________ _____________________________________________________________ 2. Why did you decide to become an Independent Beauty Consultant? (Try to relate how you felt about your decision: Were you excited, happy and/or nervous?) ____________________________________________________________________ ____________________________________________________________ 3. How has your life changed since you became an Independent Beauty Consultant? (In what ways have you grown; what successes/goals have you achieved, etc.?) ____________________________________________________________ _____________________________________________________________
4. What do you like best about your Mary Kay business? What makes you happy about being an Independent Beauty Consultant? ____________________________________________________________________ _________________________________________________________________ When preparing to tell your I-story at a skin care class, you might say : “I was excited about this opportunity because I wanted ... “
After telling your I-story, you could conclude with something like: “Mary Kay Ash always said, ‘At every skin care class, there’s at least one new Independent Beauty Consultant.’ I wonder who she is?” (You might want to make a mental note of who points to whom in the class.)
chapter 3 35
Skin Care Class Basics This chapter includes information on skin care class basics and some tips on selling to customers who can’t make it to a skin care class.
“I have said many times, Nothing happens until somebody sells something!” -Mary Kay Ash
Think of your Mary Kay business as providing accessibility, flexibility and a chance to take your products to your customers. And one of the best opportunities to do that is at a skin care class. What is your biggest personal strength that can help you sell Mary Kay速 products? ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________
What is your biggest concern about selling? ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________
On the Face — Skin Care Classes Skin care classes can provide a solid foundation for your business, and successful Independent Beauty Consultants have found them to be the traditional core of their businesses. As you begin planning your schedule, here are a few things you might want to keep in mind: — Skin care classes and facials typically last 30 - 90 minutes. — The suggested event size is three to six people for a class and one to two people for a facial. — The benefit for your customer: a complimentary facial and some extra pampering. — The reward for you: a great way to show and sell products while building lasting relationships with customers. When someone schedules a facial, you can easily turn it into a skin care class by asking her to share her facial with a few friends. You might say: “(Customer’s name), it’s even more fun when you share your facial with some friends. You can either have a small group of three or four or a larger group of five or six. But either way, I’m still coming for you. Which do you prefer?” The Mary Kay skin care class offers women a unique way of buying skin care and color products. They are given the time and opportunity to try the products before buying them. And customers can learn which products and formulas are best suited to meet their individual needs. How you conduct your skin care classes is up to you, but if you need some ideas and suggestions, you can find them here in this chapter and in your Flip Chart. This chapter takes you through the steps of a Skin Care Class in detail. You might also consider watching the Skin Care Class video found in our MKInTouch site. It’s a great way to see how a real skin care class is conducted.
Overview The Company strongly recommends that Independent Beauty Consultants adopt a “no touching” policy at their appointments. It is important that customers learn how to use the products themselves during the skin care class or facial so that they feel confident about repeating the process on their own.
1. Coach your hostess before the class. (See page 30) 2. Prepare for the class by pre profiling guests, developing your I-story and packing your supplies. (See page 32, 34, 40) 3. Arrive early to set up and go over the details with your hostess. Follow the four-point recruiting plan. • Ask the hostess to suggest potential new team members. • Tell your heartfelt I-story with enthusiasm. (You also can do this as a part of your presentation to the class.) • Share the Mary Kay opportunity with at least one guest as well as with your hostess. • Offer your hostess a special gift for every person she suggests who becomes a new team member. 4. Conduct the class itself. (See pages 41-43) • Welcome everyone. • Talk about the Company and the opportunity. • Have guests apply the products as soon as possible. • Discuss each product’s benefit while explaining how to use it. • Book future appointments (including rebooking your hostess for a specialty class). 5. Present a table or group close. 6. Hold individual consultations to confirm follow-up appointments for customized color, to sell products and to share the opportunity. (Many people are uncomfortable discussing finances in front of their friends.) (See page 44). 7. Follow up after the class with your hostess and customers. (See page 53.) Your guests will appreciate your respect.
Your guests will appreciate your respect for their time. So always do your best to begin your skin care class on time and end it, promptly, no more than two hours later. Many Independent Beauty Consultants have found their skin care classes to be more effective when they use the following presentation timeline as a guide: Approximate presentation timing: Opening remarks 15 minutes Skin care 20–30 minutes Basic color 10 minutes Table close 5 minutes Individual consultations 40 minutes Total presentation time 90 minutes
Packing Your Starter Kit Bag Here are a few suggestions you might want to try, or modify, when packing your Starter Kit Bag for skin care classes. You can use this “Packing Checklist” to help you determine what items you may need for a class.
For Each Guest Cotton balls Customer profile Mirror Disposable Mixing Tray Disposable applicators Disposable facial cloths Headband or hair clips
Products From Starter Kit for Demonstrations TimeWise® Skin Care Products TimeWise® Liquid Foundations Mary Kay® Creme Lipstick samplers TimeWise® Microdermabrasion samplers
Additional Products You May Want to Bring Peach Satin Hands® Pampering Set products Product sets to preview*
Business Supplies Starter Kit Bag The Look Customer Order Form Money bag with change Calculator Plastic shopping bags Date Book Business cards Hostess thank-you gift (optional) Extra customer profiles *Refer to the Flip Chart for suggested product sets
Pens Flip Chart DVD Independent Beauty Consultant Agreements Pampering Invitations MTO Flash Cards
Retail Product for Sale TimeWise® Skin Care for each guest Peach Satin Hands® Pampering Set for each guest
Miscellaneous Facial tissues Plastic bag for trash
Another great idea is to set up product displays where your guests will be seated and where refreshments will be served. You could also include the latest copy of The Look and special displays for product sets.
By arriving 30 minutes early for the class, you have time to coach your hostess, and you can set the table according to the skin types of your guests. This setting makes it easier to acknowledge each skin type during the class. You could place guests with normal to dry skin on one side and guests with combination to oily skin on the other. And if you were able to preprofile your guests, then you know exactly where everyone will sit. You can set a place for each guest with the tools you packed. Remember, everyone sets the table differently, so do whatever works best for you. Finally, position your Flip Chart at your place at the table, and you’re ready to begin.
As Guests Arrive
You might want to consider ordering a few Peach Satin Hands® Pampering Sets for guests to experience at your skin care classes. It’s a great way to kick off the class and allow guests to feel the immediate benefit of supersoft hands.
Mary Kay Ash developed the skin care class as the foundation of success for Mary Kay Independent Beauty Consultants. It’s the best way to generate sales, build your team, find new customers, book more classes — in short, achieve your dreams! So consider trying the valuable tips and advice on these pages for successful classes right from the start.
Your enthusiasm can really set the stage for a wonderful time. Having the hostess introduce guests to you will help them feel comfortable. While guests are filling out the rest of their customer profiles, you could begin by selecting their foundation shades.
Selecting Foundation Shades This is a great opportunity to interact with your guests and let them know you’re there to meet their beauty needs. You can start by referring to the customer profile to determine each guest’s skin tone. After you’ve selected the shade, ask your guest to cleanse a small area on her jaw line. Then, have her apply a stripe of the foundation shade you’ve selected to the area. Be sure to tell her to blend it in and then wait 1–2 minutes for it to dry. If the foundation seems to disappear or blend with her skin tone, then you’ve found the right shade. Write the shade name on her customer profile. Then dispense the foundation into her tray for her to apply during the class. If the shade you selected does not disappear, ask her to try a slightly lighter or darker shade.
Show and Tell Now you’re ready to start the class. Most women love to buy, but they hate to be sold. So, show and tell what you love about Mary Kay with enthusiasm. The Flip Chart was designed to be a guide for holding a professional skin care class. Remember, it’s up to you to decide how you want to conduct our skin care classes. Take as much or as little as you want from the suggestions contained in the Flip Chart. To get an idea of how it works, you might want to have it in front of you as you go through these instructions.
First, set up your Flip Chart like an easel with the dialogue page facing you (see previous page for an example.) The pages are designed to flip from the back to the front with the photo pages facing your guests.
There is space at the top of the page for you to write your own notes or tips to help you to give a great presentation that is customized just the way you want it to be.
As you read the dialogue on the back side of the Flip Chart (the largest amount of text in the center of the page that’s set off by quotes), your customers will view the front which shows images that support your words.
To the left of your dialogue you’ll see Flip Chart icons. These visual cues can help you quickly identify important topics in the script before you reach them. Follow-up appointments
To the right of your dialogue you’ll see the image from the front of the Flip Chart. These are the images your customers will be looking at as you lead them through the class.
You’ll notice as you read that some of the pages include tips in the right margin. These tips are there to give you extra pointers during the class; they’re not meant to be read to the guests.
Whether you create your own dialogue or follow the suggestions in the Flip Chart, a smooth presentation will impress your guests and help give them confidence in you. So if you choose to use the Flip Chart, you’ll want to get comfortable with it and your products. You could try videotaping or recording yourself presenting or you could practice in front of a mirror or your family and friends. If you make an audiotape, you can listen to it in the car. Use whatever method helps build your confidence. To practice using the Flip Chart, begin with the first topic on page 1: How To and Welcome. It might be helpful to read the dialogue aloud to get familiar with how your presentation will sound to your guests. Feel free to adjust it to fit your own needs and preferences. Remember, you don’t have to read it word for word if you don’t want to. A permanent marker or highlighter is an easy way to make changes as you go. Continue to flip forward through the chart, practicing your dialogue, until you reach the final topic: Table Close and Begin Individual Consultation.
Congratulations! You’ve just completed your first skin care class. It’s important to get comfortable with the products and information you just read so your guests feel comfortable as well. Remember, you set the tone for the class. Sharing this information with genuine enthusiasm, while making frequent eye contact with your guests and inviting them to take notes, can help them to feel the excitement too.
Individual Consultation Once you’ve finished your presentation, you’ll likely want to meet with each guest individually. This is your opportunity to confirm her second appointment/color consultation, help her with her product selection, answer any questions she may have and make the sale. Remember, the only way to make a sale is to ask for it. • Begin with the most promising guest or the person who needs to leave first, and end with the hostess. It’s a good idea to choose your best prospect to begin your individual consultation (unless someone is in a hurry). She is probably the guest who seemed most interested and responsive throughout the class. Her positive response and purchases will be good motivation. And, when she returns to the group, her purchases can spark more interest among the other guests. If you’re having trouble moving guests away from the table, try the following dialogue and then invite the most enthusiastic guest to join you. “I know everyone is having so much fun, but I want to be respectful of (hostess’s name)’s time and make sure I get to meet with each of you. Our individual consultation should only take about 5 minutes. OK, (guest’s name), why don’t we start with you?” • Once you sit down with your guest, use The Look and her customer profile to discuss the products she’s interested in and suggest customized skin care products or product sets. The secret to closing is to ask positive questions. If you involve the guest, asking for the order will come naturally. Many Independent Beauty Consultants use these steps to close with great success: 1. Did you have as much fun as I think you did? 2. How does your skin feel? (Touch your face when you ask the question.) 3. Which part of the class did you enjoy most? (When she answers, you can follow up with why she will continue to like it as a regular Mary Kay customer). 4. When would be a good time to get together for your second appointment/color consultation?
5. Do you have any questions or skin care concerns I can help you with today? 6. (Guest’s name), my goal is to help you get the products you really want and the ones you can’t live without. Out of the products we tried, tell me which products did you like the most? (Hold or gesture to each product as you ask. Be sure to include any special products she may have mentioned during the class.) I accept several forms of payment, including cash or check. Notice when asking for the order (Question 6), you are asking the guest to choose between sets or products. You have a far better chance of getting a favorable response this way than with an open-ended question. Try to use this technique in any closing situation, whether for products, in booking or in team building.
You also can turn price objections into something positive — like bookings. If money is a problem for a guest, you can suggest she invite some friends to a facial, collection preview (page 53) or second skin care class. That way she can earn the products she wants or receive a hostess gift. You could say:
“When we get back together for your follow-up appointment to give you a customized color look and to check your skin care to make sure you’re getting optimum results, I can show you a simple way to earn free product or a gift. If you host a skin care class or collection preview, you may earn a free product as a gift or earn credit toward products. I know every woman is interested in free products! Is there any reason you couldn’t share your follow-up appointment with some of your friends?”
• Make sure to offer products that will resolve any problems or concerns your customer may have shared with you. If you can match her needs to the right products successfully, you will be on your way to becoming a trusted beauty adviser. • You can expect price objections, and an excellent way of overcoming them is the “feel, felt, found” method. For example, you might say: “I know just how you feel about spending money on yourself. I felt that way too. But when I thought about it, I found I’m worth it!”
“Now (guest’s name), I would like to call you in two days to see how the products you purchased tonight are working for you. What time may I call you? Good, at that time I’ll also ask you for the names and contact information for the guests coming to the event you’re hosting so I can ask them a few questions about their skin and have the right products ready for them.”
Before the consultation is over, ask if she might be interested in the Mary Kay opportunity. “(Guest’s name), remember at the beginning of the class when I told you that Mary Kay always said, at every skin care class there’s at least one new Independent Beauty Consultant? Well, in the time we’ve had together, I believe you are the kind of person who’d enjoy the Mary Kay opportunity because (put your reason here: you’re fun, you’re a leader, you love people). Starting your own business may or may not be for you, but I’d like your honest opinion of this team building brochure featuring stories of women who found something more with the Mary Kay opportunity. Great! And as a thank-you, I’ll bring you a wonderful gift. Thanks again for coming tonight, (guest’s name). I really enjoyed meeting you. Would you do me a favor and send (guest’s name) in next?” As you meet with your hostess, you will also want to thank her for her hospitality, determine the hostess gift she earned and ask if there’s anything else she’d like to purchase. You can also encourage her to host another event. Meeting one-on-one with each new customer allows you the opportunity to personally close each sale and provide every guest with the kind of excellent customer service they’re sure to remember.
Makeup Class Another opportunity for selling is the color consultation. It’s often referred to as the “second appointment” because it’s traditionally held as a follow-up appointment with a guest who attended your skin care class. It’s a great opportunity to introduce your customers to the beautiful line of Mary Kay® color cosmetics. Of course, you may want to hold multiple color consultations with customers over time as a way to help them stay beautiful and see the latest products and looks season after season. The second appointment may offer three primary benefits: 1. Ensures the products your customer purchased at the skin care class are meeting her needs. 2. Excites your customer by providing a color look for her, along with application tips to help her look her best. 3. Helps build a relationship so your customer relies on you for personalized color recommendations, application tips and an introduction to the opportunity.
The makeup class can be more informal than the skin care class. Consider holding this appointment with a customer one-on-one, ideally in the 30 minutes prior to her hosting a skin care class for you, if she has chosen to do so. This should give you time to accomplish the goals of the color consultation: check on her skin care, introduce her to the look you have for her, highlight any application tips customized for her features and close the color sale. (Some Beauty Consultants may choose to do the color look on their hostess during the skin care class.) Many Independent Beauty Consultants have found their second appointments to be more effective when they use the following timeline as a guide:
Greet your customer 5 minutes Check her skin care results and make adjustments 5 minutes Present her color look and application tips 10 minutes Answer questions/make adjustments 5 minutes Close* 5 minutes 30 minutes If you choose to offer free product or gift, you may say: “I’ve written down everything we’ve used today. During the skin care class, you may decide you want additional products. Remember that being a hostess today can earn you a free product or gift you want. Once the skin care class is complete we will give you the product or gift you’ve earned.” *If your customer is hosting a skin care class after this appointment, you may choose to do the color sale close after the skin care class is finished.
Booking a Color Consultation There are several ways you can book a second appointment with your customer. Here’s a suggested dialogue to use while your customer is filling out the customer profile near the end of the skin care class: “Please be sure to complete the front and back of your customer profile. At our next appointment, I can create a look for you based on what I’ve learned about you. Mary Kay works with professional makeup artists to develop unique looks that are up to date and tailored to bring out your best features.”
Another effective way to book is to consider passing around your Date Book during the skin care class. Ask guests to sign up for a follow-up appointment where they’ll have a color look developed just for them. Keep in mind that the Flip Chart offers suggestions for introducing the second appointment during a skin care class. While your Date Book is being passed around, you may encourage guests to fill in a date for both a follow-up color consultation and a body care session. Feel free to modify this suggested dialogue, as needed: “I’m excited to help you with your skin care needs today. However, to experience the full range of these amazing products and services, you can schedule a color consultation plus a body care session with me. I’ll have a gift for those who choose to book both a color and a body care appointment. And your hostess will receive a free gift, as well.” As mentioned previously, you can also book the second appointment during the individual close with each guest.
Preparing for Your Second Appointment Step 1 – You may want to make a copy of the Product Guide (page 105 - 113) that features special application techniques for your customer based on her eye and lip shape. The Look also offers helpful eye color application techniques you can use. Step 2 – Consider confirming the color appointment by contacting your customer one to two days after you’ve set the date. This might also be a good time to get her first impressions of the skin care products she purchased from you. If she’s agreed to host a class for you, this may be a good time to ask about and get her guest list so you can begin preprofiling her guests’ skin care needs. Step 3 – Consider packing for your color consultation. You may want to bring the following: • The eye and lip color shades that correspond with the look you’ll be sharing with your customer. She may love the look so much, she’ll want to purchase it on the spot! Be prepared for success. • Share The Look with your customer, as well as the customer brochure. You may leave them with her. She’ll love browsing the brochure for more ideas. You also may want to highlight some additional lip colors or eye colors to give her new look added variety or drama.
• A binder of before-and-after photos from customers whom you have received your color consultation. Customers love to see how others have become more beautiful with the right makeup look. • A camera so you can take before-and-after photos of your customer to help build your color portfolio. • Cotton balls, tissues and/or cosmetic sponges. • Mirror. • Supplies for your skin care class (if your customer is hosting a skin care class after her color appointment or if you need to make a product replacement for your customer).
Closing the Color Sale
Consider the following tips: — Often, customers are interested in a more natural look they can use every day. But you may want to share a few tips your customer can use to make her look more dramatic for an evening out — maybe by adding a darker accent color in the outer corners of her eyes or substituting liquid eyeliner for her eyeliner pencil. — If your customer does not love an element of her new look, feel free to suggest a different shade. — When a shade is particularly effective with her features, let her know “that’s your color!” — You may sell an entire look or just a lipstick, depending on what your customer wants. It’s important to listen to your customer so you can sell her exactly what she wants or needs. Once you do that, she is more likely to trust your suggestions to try other color products. – A simple way to close the color sale might be to just ask some questions like: • What did you like about this look? • Do you feel confident about how to apply it? • What products would you like to get today?
Remember that Mary Kay’s mission is to enrich women’s lives. One way you can do this is by helping your customer feel confident about her appearance, especially if she is considering colors or products that may be new to her.
Believe and achieve!
While the skin care class and second appointment/color consultation will likely be your primary ways of selling, the Mary Kay opportunity is all about flexibility. You might find that these other ways of selling are great options for you and your customers from time to time. Feel free to try them!
On the Go In addition to skin care classes, facials and color consultations, On the Go selling allows you to build customers as you go about your day. Whether it’s picking up your child from school or activities, waiting in line at the market, running errands, etc., it’s all about making the most of an opportunity. So try to be ready to grow your business anytime, anywhere. You just might find new customers when you do. And many existing customers are happy to give you a few quick minutes within their daily routine too! Some things to consider include: – On the Go appointments typically last 10–15 minutes. – The suggested event size is one to three people. – The benefit for your customer: a quick appointment that can be held almost anywhere. – The reward for you: little time and preparation are needed to meet with a customer or potential customer. Here are a few tips to consider that can help you keep it brief. Open – Greet the customer. – Ask about her family or her interests to get a conversation going. Main Body – You can show a specific product, tell her about it and/or let her try it. – Ask her to complete a customer profile to get her contact information (and her opinion of the product, if applicable).
Close – Consider reviewing the customer profile with her to clarify any questions and
help ensure the contact information is complete. Ask for the sale. Schedule a follow-up appointment with her.
Here’s one example of how an unscheduled On the Go appointment conversation with your neighbor might go: “Hi, (customer’s name), it’s good to see you! How are your kids? (Or, how is your job?) Sounds like you could use a little pampering! I,m a MaryKay Independent Beauty Cosultant now and would like to know what you think of the Peach Satin Hands® Pampering Set. Would you Like to try a quick pampering treat for your hands? Great!” You can show her how to use the set or ask her to complete the customer profile.
“I see from the customer profile, (customer’s name), that you really like how the Peach Satin Hands® products make your hands feel silky. Many of my other customers love the way they feel too. Would you like to take the Peach Satin Hands® Pampering Set home with you today? Great! I have it right here. Why don’t we schedule a timefor you to have a get-together with your friends so they can try the Peach Satin Hands® Pampering Set Too? You can even earn a free gift! What works better for you, beginning or end of the week? Morning or evening? How about (pick day and time?” “I’d also like to leave you with a copy of the consumer brochure so you can mark the products you might be interested in. I’ll call you in few days to see how you’re enjoying your Peach Satin Hands® products as well as get the name of the guests for your get-together. Thanks for your time. Have a great day!” Since On the Go appointments like this can happen anywhere, at any time, it’s a good idea to be ready for these opportunities. Consider carrying a few products with you at all times. Sharing products or simply handing out the consumer brochure with your business card is a great way to meet new people. And don’t forget to get the person’s name and phone number so you can follow up to book an appointment.
Online This is one of the easiest and most convenient ways to market Mary Kay® products. Online selling requires very little time, and the tools make it simple. If you have access to a phone, you’re in business! Just refer customers to www.marykay.com.ph or befriend and give them timely updates on Facebook (www.facebook.com/marykayphilippines),
look at the products Mary Kay has to offer. This Offers them the flexibility to shop from home or work at their convenience. – Online appointments typically last 10–20 minutes. – The suggested event size is one person. – The benefit for your customer: a quick phone call to place her order and the ability to browse online 24/7. – The reward for you: little time and preparation needed to interact with a customer or potential customer. Here are a few tips to consider that can help you keep it brief. Open – Greet the customer over the phone enthusiastically. – Ask about her family or her interests to get a conversation going. Main Body – Ask her if she’s had the opportunity to see Mary Kay ® products online. – Find out if there is a product she’d like to know more about or perhaps sample a color product. – Ask when would be a good time to get together to see or try anything she may be interested in. Close – Thank her for her time and order (if applicable). – Determine the day and time to meet for her to try products or to deliver her order. – If your customer prefers, you could send her an SMS text message instead, that captures the above main body content in a few words.
On Paper Another way to sell is through professional-quality brochures like The Look or the consumer brochure produced by Mary Kay (Phils.), Inc. You can order additional copies of it from the Consultant Order Sheet. Consider these suggestions: – Follow-up phone calls after you mail or hand out a brochure (typically lasts 2–3 minutes each.) – Ideal participants: current and potential customers. – The benefit for your customer: the convenience of shopping at home. – The reward for you: helps build relationships through regular contact with your customers.
Here is a sample conversation to help you follow up: “Hi, (customer’s name). This is (your name), your Mary Kay Independent Beauty Consultant. Did you receive the consumer brochure I sent you?
Great! Do you have a minute? Did you get a chance to look through the brochure? What products did you like the best? When would you like to get together to try some of them?” If she hasn’t looked at the brochure, you could say: “What kind of beauty products do you use most often?”
On With the Show This is a really fun appointment because you can preview exciting product sets. Many Independent Beauty Consultants promote them as “themed” parties. Examples include a spa party, girls get-together, etc., and they typically feature a product collection. These appointments often work well around the holidays and special events, such as weddings and graduations, to help you promote gift-giving.
These appointments, along with skin care classes, provide a fabulous opportunity for you to grow your business. When planning a collection preview, remember the following suggestions: – Collection previews typically last one hour. – Guests simply preview the products; they don’t try all of them. – The suggested party size is six to ten people. – The benefit for your customers: a fun way to spend time with friends and family. – The reward for you: a great way to get future bookings, introduce products and gift ideas, and grow your customer base.
Follow Up After a Sale By conscientiously following up after a sale and making sure customers have the right beauty products to fit their needs, many successful Independent Beauty Consultants have found that they are able to provide the type of customer service that helps them build customers for life.
It costs five times as much to attract a new customer as it does to maintain an established one.— Mary Kay Ash
You may want to try these tips: Hostess follow-up (if applicable) – Thank your hostess. – If you have offered a hostess gift, determine the gift. – Offer her another appointment. – Ask for additional referrals. (You might consider offering a small gift if the referral books a class.) – Ask if she’s interested in the Mary Kay opportunity. Customer follow-up – Write thank-you notes to the guests. – Make a note in your Date Book to call each new customer within two days to ask how she’s enjoying her products and to book a second appointment, if you didn’t do so at the class. – Call any potential team members from your skin care classes or appointments.
Managing Your Business This chapter covers important aspects of your business, like inventory, business forms and money management.
â€œEach of us has the same 24 hours every day; the difference is what we do with themâ€? -Mary Kay Ash
As an independent business owner, you are responsible for managing your time, customers and money. Even if youâ€™ve never owned a business before, you can handle these responsibilities more easily with the help of these tips and tools. How will you track your business finances and keep them separate from your personal finances? _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________
How do you plan to track your business progress to ensure you met your goals? _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________
Inventory You may be wondering how much inventory you should order to get your business started. The first thing to remember is that purchasing inventory is an individual decision — and it’s certainly not a requirement for you to begin your Mary Kay business. We always recommend that you determine what activity level you intend to pursue in your Mary Kay business, and then, if appropriate for your personal circumstances, invest in a level of inventory that supports that activity. As you contemplate your decision, you may want to consider how selecting an appropriate amount of inventory for your business can help you sell the amount of product you need to achieve your goals. One good reason you may choose to have inventory is to satisfy your customers’ wants and needs for products. Most customers expect to receive products on demand, and maintaining inventory can help you keep these customers happy. Ultimately, if you change your mind or decide that a Mary Kay business is not for you, you can take comfort in knowing that the Company will repurchase, at 90 percent of your original net cost, original and unused Section 1 products, provided such items were purchased by you from the Company within one year prior to return.
All Mary Kay Independent Beauty Consultants enjoy a retail profit of up to 45%. Personal Discount (based on personal sales) Single Purchase Retail Order Discount Level 12,000 & above
6,000 - 11,999
3,000 - 5,999
0 - 2,999
In addition to the discount, you may have the opportunity to earn product bonuses, which may enhance your earning potential. For more great reasons to order inventory and to see the bonus products available to you that can enhance your earnings potential, review the New Consultant Bonus Program found in your Applause® magazine. If you’d like, your Independent Sales Director also can offer suggestions regarding your inventory decisions.
Business Forms The following pages feature a few forms you can use to help make managing your business a little easier — and give you more time to focus on your customers.
Track Your Plan To help you plan what you want to accomplish, consider filling out a Weekly Plan Sheet regularly. A sample is featured below. Mary Kay always said, “Plan your work and work your plan,” and you can accomplish more. Try it! You can find a Weekly Plan Sheet in your Date Book. Once you’ve filled it out, you may want to share it with your Independent Sales Director. ON THE FACE • A Skin Care Class • A Beauty Appointment • A Color Makeover
ON THE GO • A 10 to 15 minute appointment using targeted products for demonstration
ON PAPER • Selling products using any and all paper contact tools
ON THE LINE • Using the phone to build your business and sell product
ON WITH THE SHOW • Group selling Situations • Open Houses, Collection Previews • Business Debuts
MARY KAY 4 WEEK ACTIVITY PLANNER Name:______________________________________ SUNDAY
Week of:______________________ THURSDAY
E v e n i n g
Please note: The Company Grants all Mary Kay Independent Beauty Consultants a limited license to duplicate this document in connection with their Mary Kay business. This item should not be altered from its original form.
Customer Order Form The Customer Order Form provides a record of all of your sales. And copies are given to your customers for their records. The example on the next page shows how to complete the form with the date, items purchased and their prices, and the total amount purchased.
When completed, divide the Customer Order Form copies as follows: – The original (top copy) will be your copy. – The next sheet should be given to your customer. You can find a package of Customer Order Form in your Starter Kit. They’re also available on Section 2 of the Consultant Order Sheet.
Managing Your Money You don’t have to be a whiz with finances to own a successful business. You just need to consider a few basics to get started. For example, you may want to set up a business bank account separate from your personal accounts to help give you an official record for tax purposes and to help track earnings and expenses. And consider reinvesting in your business through inventory to help keep your customers satisfied and loyal. Another great tip for managing your money is the 60/40 rule. Here’s how it works: – –
Once you have enough inventory to support your business, you can continue to deposit all of your sales each week, into your business account. At the end of the week, maintain 60 percent of the total amount of your deposits for that week in your account to cover inventory (50 percent) and sales tools (10 percent). Then you can use the remaining 40 percent for expenses and to pay yourself. How easy is that!
Ordering Procedure You may choose the following methods to place your order:
Online 1. Log-on to www.marykayintouch.com.ph. Enter your Consultant # and Password. 2. Under the Quick Links, click Order Online. 3. To place your order, go to Cosmetic Orders and click Create a cosmetic order. 4. Completely fill out all your Shipping Information and click Continue. 5. Click the Product (under Section 1 or Section 2) on the item/s that you will order. Input the number of Qty. To add another product, simply click Update my Order, and then click another product. (You may click as many products as you want.)* *You may also order by part number or by one page order sheet 6. Click Submit my Order once you are done placing your order. 7. Review your orders. Click Proceed to Payment. 8. A payment breakdown will be shown on your screen. Read the ordering guidelines and click on the box beside the statement (I agree to the Ordering Guidelines). Select Payment Type and Click Purchase.
No credit card? Not a problem! You may place your order online whether at home, in the office or in the Mary Kay Computer Kiosk, and then save your order. Click Save Order. Pay By: a. Send deposit information (Bank, Amount, Date, Beauty Consultant Name, Beauty Consultant Number, and Order Number to MK Customer Service OR b. Pay directly through our Customer Service Counter and provide BC No. and Total Amount of Order. 9. The page will be redirected to BPI SecurePay page for the payment process. Enter the Credit Card Number, Expiry Date and Cardâ€™s 3-digit Security Code. Then, enter your Personal Security Code (if applicable). Once payment is approved and you will be directed to the Mary Kay Online Ordering page. 10. Your order has been confirmed and will then be processed for delivery to your preferred address.
Walk-in / OPP (applicable only for non-credit card payments) 1. Follow steps 1 â€“ 8 on ordering online. 2. Get a queue number from the guard and wait for your number to be called. 3. Once your number is called, proceed to CS Counter to provide BC No. and Total Amount of Order. Confirm your orders, and pay through cash. 4. After processing, you will be issued an invoice for the release of your product at the warehouse.
COMPUTING FOR YOUR TOTAL ORDER COST Total Section 1 Retail Products
Current Order Discount Schedule (Based on Section 1 Retail)
3,000 Suggested Retail= 25% discount. Write .75 on line B 6,000 & above Suggested Retail = 35% discount. Write .65 on line B 12,000 & above Suggested Retail = 45% discount. Write .55 on line B
Calculate Gross Wholesale Purchases (Line A x Line B) and write on line C
Total Section 2 Sales Aid
Total Order Cost: Add Lines C and D
PERSONAL DISCOUNT TABLE 12,000 & above 6,000 - 11,999 3,000 - 5,999 0-2,999
45% 35% 25% 0%
Check Beauty Centers/ApplauseÂŽ Independent Sales Director regularly.
for the schedule of last orders for BC and
Payment Mode You may arrange payment for order via following options: 1. Cash 2. Credit Card - Visa or MasterCard 3. Cash Deposit*- BPI: 1885 - 1130 -16 / BDO: 145-800-337-5 4. BPI Internet Banking* Please send or fax Deposit Slip with order. Indicate BC number and name on the Deposit Slip.
Mode of Delivery Order will be shipped to your permanent address indicated in a Beauty Consultant Agreement Form or alternative shipping address. Orders Received Before 12noon Shipment arrives next 1- 3 working days. Order Received During Month-End Shipment arrives next 4 - 5 workings days.
chapter 5 63
Build a WinningTeam This chapter provides information on team building, including tools, team-building appointments, avenues of income and the career path.
“We do have a mission to share our love and our energies, our hopes, our dreams, our superior products and our beautiful, abundant way of life. In doing so, you will be blessed beyond measure with all the riches of life. That’s living the Mary Kay dream.” -Mary Kay Ash
As an independent business owner, you are responsible for managing your time, customers and money. Even if youâ€™ve never owned a business before, you can handle these responsibilities more easily with the help of these tips and tools. Who do you know that might be interested in the MK Opportunity? ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ What do you think will be your biggest challenge in adding your first new team member? How can you address this challenge? ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ ______________________________________________________________
Team Building Mary Kay Ash believed it was very important that the Company focus on women helping other women. As an Independent Beauty Consultant, you are the realization of that vision — from offering products that help women look and feel beautiful to sharing a business opportunity that helps women fulfill their own definition of success at their own pace. The life of every woman you meet can be enriched by Mary Kay. So consider always asking yourself when you meet someone for the first time, “What can I do as a Mary Kay Independent Beauty Consultant to help her?” A new team member really connects with your passion and excitement for your business and the possibilities it offers. You want her to identify with you, be inspired by you and see how her life can change because of the Mary Kay opportunity. When you can make that kind of connection, you’ll find team building comes more easily. A great way to develop this connection is by sharing your I-story. It personalizes the opportunity by relating what it’s done for you. This approach can be very powerful because you’re sharing your real-life experience with your potential new team member. It helps you bond and build a relationship with her. And as you know by now, that’s key to growing your business. You can always refer back to Chapter 3 for suggestions on how to develop your I-story.
Four-Point Recruiting Plan Developed by Mary Kay Ash herself, the four-point recruiting plan is a great tool to use at each appointment. Consider how it might work for you. 1. Ask your hostess to suggest potential new team members. 2. Tell your heartfelt, enthusiastic I-story. 3. Share the Mary Kay opportunity with at least one guest as well as with your hostess. 4. Offer your hostess a special gift for every person she suggests who becomes a new team member.
There are unlimited possibilities as a Mary Kay Independent Beauty Consultant. So, why not offer the opportunity to someone today?
Team Building Tools Your I-story and the connection you make can turn a potential team member into a new team member. The Company offers team building tools that can help you initiate a conversation and provide more information about the opportunity. You might have a potential new team member review them, or you can use them during your team building appointment (to be discussed later in this chapter.) Applause®, your monthly magazine subscription, an additional piece of literature with a primary focus other than team building that include a consistent team building message.
Talking With a Potential Team Member Once you identify a potential team member, let her know what’s in it for her. Consider setting up the conversation using this process: 1. Give her a sincere compliment like, “I love your enthusiasm! You’re just the kind of person who makes a great Mary Kay Independent Beauty Consultant.” 2. Ask if she has a half hour to hear more about the Mary Kay opportunity. 3. If she wants more information, share with her the World of Mary Kay DVD included in your Starter Kit and visit the company website at www.marykay.com.ph. 4. Make a 30-minute appointment to follow up and get her opinion of the information and materials you shared with her.
You may already have some great ideas of your own on how to conduct a successful team building appointment. However, if you’re looking for helpful tips and suggestions, you might consider asking the questions on the next page to help walk you through the conversation. Primarily, try to listen to what appeals to her and what she’s looking to improve in her own situation.
New Recruit Interview can happen at any time and at any place — during or after a selling appointment or at a specific scheduled time. There’s no set way to conduct a team building appointment; however, there are several suggested elements that have worked for other Independent Beauty Consultants that you might consider including.
These clues can help you offer the particular rewards of the Mary Kay opportunity that best suit her goals and dreams. 1. “Why don’t you tell me about yourself?” 2. “What do you like most about what you do?” 3. “If you could change one thing about your current situation, what would it be (more flexibility, appreciation, income, etc.)?” 4. “Tell me what you want to know about Mary Kay?” 5. “Mary Kay’s mission is to enrich women’s lives, and I was drawn to this opportunity because …” To build rapport, consider sharing your I-story: Remember to include points based on her interests. Avenues of Income Most people will be interested in the extra money they can make as an Independent Beauty Consultant. Consider letting your potential new team member know that with a Mary Kay business, you have three avenues of income open to you: – Product marketing (selling products) – Team building (sharing the opportunity and adding new team members, thus earning potential commissions and bonuses based on orders placed by your personal team members) – Leadership (becoming an Independent Sales Director and earning commissions and bonuses based on your unit production) Team building and leadership grow naturally out of product sales. Therefore, Mary Kay Ash believed product sales should be the foundation of any Independent Beauty Consultant’s business.
Career Path It’s also a good idea to review the career path with a potential new team member. This is a great way to help her envision her rise to the top and the many rewards that can be waiting for her. Here’s a brief overview: • Independent Beauty Consultant • Senior Consultant — 1 to 2 active* personal team members • Group Leader — 3 to 4 active* personal team members • Team Leader — 5 to 7 active* personal team members
Your enthusiasm and achievements can inspire other women. So sharing the Mary Kay opportunity is easy. Just let your genuine excitement for your business come through and watch it catch on!
• Future Independent Sales Director — 8 or more active* personal team members • Independent Sales Director-in-Qualification ( DIQ ) – 10 or more active* personal team members (must be an active BC for 3 months prior to submission of Letter of Intent) • Independent Sales Director • Independent Senior Sales Director (SSD) - at least 1 active* first line offspring • Independent Executive Senior Sales Director (ESSD) - at least 5 active* first line offspring • Independent National Sales Director
Closing the Appointment
You could end the appointment saying something like: “(Prospect’s name), I think you would be so good doing what I do. Do you have any more questions that I can answer for you about the Mary Kay business opportunity? If not, then our next steps are to fill out an Independent Beauty Consultant Agreement and to get you started toward success! If you would like me to, I can help you fill out your Agreement Form today, and then you can decide how you would like to pay for your Starter Kit: with cash or check. OK?”
*An Independent Beauty Consultant is considered active when she achieves a minimum P3000 retail in Section 1 order each month.
If your prospective team member says she is not ready to submit the Agreement to the Company, you might continue to ask questions to better understand her concerns. For example: “(Prospect’s name), I can see that you are still feeling uncertain about the opportunity. Tell me, is there something that’s preventing you from signing your Agreement today? Do you have any other concerns that I can help you with today?” As a reminder, the Independent Beauty Consultant Agreement is a binding, legal contract that defines the relationship between the Beauty Consultant (an independent contractor) and the Company. It is not an “application” or “information sheet.” You can find one Independent Beauty Consultant Agreement in your Starter Kit. If she’s not yet ready to submit the Agreement to the Company, you might suggest that she review one of the team building tools for more information and to help with her decision. Also, you can refer to the Team Building Appointment Guide for suggestions on how to overcome objections you may hear. Ask her if you may call the next day to see if she has additional questions you can answer for her.
Building Your Team With Confidence As you provide excellent customer service and develop lasting relationships with customers, they may be naturally curious about what you do. Don’t be afraid to offer this great opportunity. You can find potential new team members everywhere: among your friends, relatives, acquaintances, at skin care classes and facials, among people with whom you might casually discuss your business. When you talk with them, try simply explaining what has made you enthusiastic about your Mary Kay business. Chances are, they’ll respond to your enthusiasm!
You Can Do It! This chapter covers tips on accomplishing goals, making your dreams come true and details on important reference information for your business.
“I can tell you the secret to success in three short words — and then some. I’ve always tried to do everything I was supposed to do, and then some. Those three words made the difference in my success.” — Mary Kay Ash
Discovering your dreams. Thatâ€™s what the Mary Kay business opportunity is all about. It can allow your dreams to grow beyond what you ever imagined. The skyâ€™s the limit. And it all starts with a commitment to your goals and a belief that you can do it. So get ready for an amazing journey. You can make your dreams come true! What inspires you most to achieve your dreams as a Mary Kay Independent Beauty Consultant? ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ What three things have you learned from reading this Business Basics workbook that you feel will have the biggest impact on your success and why? ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________
Discover Your Dreams Here’s a checklist of some great ideas covered in this Business Basics booklet that you might want to adopt in your business. You can post it in a prominent place and check each one off as you do it. I’m going to … q Set goals and create a goal poster. q Complete one of the following new Independent Beauty Consultant challenges. • Essential Steps to Reach Success • New Consultant Bonus Program • Perfect Start q Practice exceptional customer service through the Ask, Listen, Learn technique. q Ask everyone I know for referrals. q Practice warm chatter with at least three people a day. q Develop and practice my I-story. q Hold my first skin care class by ________________________. q Hold an On the Go appointment by ________________________. q Hold a collection preview by ________________________. q Choose at least one person from every event to offer the Mary Kay opportunity to and apply the four-point recruiting plan. q Visit the Mary Kay Corporate Web site to learn more about the products (www.marykay.com.ph). q Visit the Mary Kay Facebook page to get a glimpse on online promos (www.facebook.com/marykayphilippines). q Share the Mary Kay Facebook page with at least 5 friends. q Follow and visit the Mary Kay Twitter page to get updates (www.twitter.com/ilovemarykayph)
“I can also assure you that you will have a tremendous experience if you will only begin. Make every day count. Make every hour count. Make every minute count. And don’t stop until you have exercised your full potential, realizing your impossible dream and fulfilling your total destiny to become the person that you, and only you, are capable of being.” — Mary Kay Ash
What a Beautiful Future One of the most common reasons people fail to accomplish their goals is because they give up. It takes courage and commitment to stick to a goal. But the rewards can be tremendous. The sense of pride of accomplishing something. The confidence of knowing you can do whatever you set your mind to. And the money, recognition or prize that puts the icing on the cake. All these rewards can only be achieved by setting a goal and seeing it through. Remember, so many women have reached their dreams by applying the principles covered in this booklet. When you follow the Golden Rule and practice the basics of your Mary Kay business — booking, coaching, selling and team building — you can enjoy unlimited success and financial freedom. You have the tools. Now it’s up to you to put them into action.
Believe and achieve!
You’ve chosen to begin an amazing journey with endless possibilities. You can do it. You can make your dreams come true. On behalf of your entire Mary Kay circle of friends — from the independent sales force to the corporate staff — congratulations again! You’re on your way to a beautiful future!
By now you’re probably really excited to start your business. And why wouldn’t you be? You know the tips and tools used by so many successful Mary Kay Independent Beauty Consultants worldwide. Now it’s your turn to believe in yourself and achieve your dreams. It’s the opportunity of a lifetime. So get ready to make it happen!
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Reference Guide Advertising and Sales Promotional Materials — Company-supplied literature, supplies and brochures which utilize Company names and trademarks may be used by you in your Mary Kay business. Our experience has shown that personal business contact is the most effective and productive means of generating sales. To avoid inadvertent, false or misleading advertising, no Beauty Consultant or Sales Director should prepare or produce for individual or local use, sales literature, team building materials, advertisements or promotional materials of any kind in which the Company’s trade name or trademarks are utilized without obtaining the prior written permission of the Company. Also, in no circumstances should a Beauty Consultant or Sales Director edit any Mary Kay image and use this image for his/her business. To get more leads, you may leave literature displays in businesses/stores/ salons, provided that the business/store/salon has given you permission to do so. You may also leave a bowl for potential customers to drop their business cards in at businesses/stores/salons, provided that the business owner has given permission. Advertising Guidelines — As a Mary Kay Independent Beauty Consultant, you agree to make truthful, accurate representations to your customers and potential team members concerning Mary Kay Inc., the Career Path and Mary Kay® products. However, exaggerated claims regarding earnings or potential product effectiveness, etc., are another matter, and, if untruthful and unsupportable, can involve you in a legal controversy with your customers or government regulatory agencies. • The customer expects and deserves truth and reliability from you as a seller. Consequently, it is suggested that you carefully examine your sales presentation by asking yourself these questions: – Is the information I am giving to my customers contained in Companyfurnished literature? – If not, what is the source of the information and is it reliable? – Is it the truth? – Do I have facts to support it?
• Use of Company names for personal business purposes. – Telephone Directory Listing — As a Beauty Consultant, you are not allowed to list your Mary Kay business or residential service telephone number in any white or yellow pages directories (whether published by telephone companies or private publishing companies) in any way in connection with the Companyowned trade name, trademark or corporate names. – Local Advertising and Promotion — As identified in the Independent Beauty Consultant Agreement, the Independent Beauty Consultant agrees: “To protect the Mary Kay trademarks and trade name by obtaining the Company’s written permission prior to my use in any advertising (including but not limited to the Internet) or literature other than Company-published material. I understand that display or sale of Mary Kay® products in public, retail or service establishments of any kind is inconsistent with the terms of this Agreement.” – Selling and Displaying of Products in Retail Outlets — Selling or displaying products in retail outlets of any kind constitutes a violation of your Independent Beauty Consultant Agreement. Aside from the legal considerations, there are also a number of very important practical reasons why you’ll want to avoid selling through retail-type establishments, such as beauty shops, flea markets, dress shops, spas, etc. Your success with your customer depends upon a very personal relationship: the customer’s ability to try before buying; to receive proper individual instruction in product usage, both before and after the sale; and her ability to rely on the satisfaction which only you, as an authorized Mary Kay Independent Beauty Consultant, are able to offer. Internet Guidelines — Using the internet is an innovative way to continue your direct selling business. You must not use the Mary Kay trade name and trademarks without prior written consent from the company. This includes creating Facebook pages with the Mary Kay name. If you would like to advertise online, you may SHARE the Facebook posts from Mary Kay Philippines’ official Facebook page (www.facebook.com/marykayphilippines).
Online Selling - Do not make a list of Mary Kay products for sale online. This includes listing products on sites like e-bay.com, sulit.com.ph, multiply. com, and amazon.com. In addition, you should not sell Mary Kay products online. You may refer your customers to Mary Kay Philippines’ official website (www.marykay.com.ph) if you wish to show them the products online.
Legal Considerations Use of Company Names for Personal Business Purposes Personal Accounts — No Beauty Consultant or Sales Director may use the trademarks or trade name Mary Kay® or Mary Kay Inc. on personal checks or credit card accounts. These accounts may easily be kept separate for business purposes by the designation cosmetics account, business account or similar words. Telephone Answering — You should not answer your personal telephone in a manner or have a message which leaves the caller with the impression that she has reached the corporate offices of Mary Kay Philippines, Inc. Re-Recruitment of Former Beauty Consultants — A former Beauty Consultant in good standing with the Company may reactivate her status after more than one year from her last order month (or anniversary month if no order was ever placed). She will be considered a new team member and will be required to submit a new Independent Beauty Consultant Agreement and purchase a new Starter Kit or Starter Kit Update to ensure she has the most current products, literature and sales aids. Examples of matters that can affect a Beauty Consultant’s “good standing” status with the Company are whether the Beauty Consultant returned products to the Company for repurchase and whether the Beauty Consultant owes money to the Company as a result of any outstanding accounts receivable. In the event an Independent Beauty Consultant wishes to move from one unit to another, she must remain totally inactive for one year from the date of her last order prior to joining the new unit. Such total inactivity would prohibit her from attending any Mary Kay function, soliciting new customers and purchasing product from the Company or other Independent Beauty Consultants. Once the full year of inactivity is completed, the individual is eligible to submit an Independent Beauty Consultant Agreement with a new recruiter in a new unit to the Company for acceptance. Suggested Retail Price — A maximum retail selling price is suggested by the Company for each Mary Kay® product; however, as independent contractors, Beauty Consultants determine their own retail prices. The Independent Beauty Consultant’s wholesale price is based on a discount from maximum suggested retail prices. The prices listed in The Look and in promotional brochures are also maximum suggested retail.
Team Building Guidelines • Follow the Golden Rule — If your prospect is a close relative or established customer of another Beauty Consultant, we suggest that you follow the Golden Rule and allow that Beauty Consultant the opportunity to ask her to join her team. • No territories — Mary Kay follows an open territory policy for team building as well as for selling. This means that your team building efforts are not limited to a specific geographic area within Philippines. • A potential team member must be 18 years of age or older. • Avoid conflict of interest — Your prospect cannot be a Mary Kay Inc employee or relative of an employee. • Don’t prejudge — We recommend that you share the benefits a Mary Kay business has.
The Direct Selling Code of Ethics PROTECTS • the consumer • the seller • the industry ENSURES • an ethical marketplace ESTABLISHES • industry standards PROVIDES • consumer assurances and satisfaction • assurances in excess of local regulation
THE DIRECT SELLING CODE OF ETHICS AT A GLANCE Direct selling has a century long history of serving the public with quality products and trusted relationships. When you buy from a direct seller, be sure the company is a member of the Direct Selling Association of the Philippines (DSAP). All DSAP member companies must adhere to a strict Code of Ethics to ensure your complete satisfaction and protection as our valued consumer.
THE INDEPENDENT DIRECT SELLER PROMISES THE FOLLOWING: • We will refrain from deceptive or unfair sales practices. • We will provide identification. • We will provide accurate and complete product descriptions and comparisons. • We will clearly articulate pricing and terms of payment. • We will provide key delivery details. • We will provide written order forms specifying cooling-off rights and guarantee/warranty terms. • We will provide truthful and fair commentary. • Providing only company-authorized product claims. • True, applicable, relevant testimonials free from deceptive/unfair comparisons or comments. • We will respect your request for privacy. • We will make timely deliveries. • We will discontinue a sales presentation immediately upon the consumer’s request. OUR PROMISE TO YOU. OUR COMPANIES PROMISE THE FOLLOWING: • We will refrain from deceptive or unfair recruiting practices. • We will provide truthful and accurate information – based on facts – regarding our earnings opportunity. • We will provide a contractual agreement with our direct sellers. • We will provide periodic account status detailing purchases, earnings, commissions, bonuses and other relevant information. • We will repurchase, if requested, upon termination any unsold, re-saleable product inventory, promotional materials, sales aids and kits purchased within the previous 12 months and refund your original cost less a handling not to exceed 10% of the net purchase price. • We will not expect you to purchase unreasonable large amounts of product inventory. • We will not sell materials that do not comply with company standards. • We will provide training to enable direct sellers to operate ethically. COMPLAINT HANDLING PROCEDURE If complaints cannot be resolved satisfactorily, the DSAP independent Code Administrator will work to resolve complaints related to a possible breach of the code to the satisfaction of all parties involved.
IF YOU HAVE COMPLAINTS Contact the company about which you have the complaint. All companies with DSAP logo on their literature are committed to honoring our Code of Ethics and to addressing complaints in a fair and timely manner. If your complaint is not resolved quickly and to your full satisfaction, you may contact the DSAP independent Code Administrator.
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product guide PRODUCT GUIDE
Congratulations! As a Mary Kay Independent Beauty Consultant, your customers will look to you as the source for all their beauty needs. How exciting to own a business offering quality products with the unmatched customer service Mary Kay Independent Beauty Consultants are known for. This guide is packed with the product knowledge to help you sell the products and position yourself as your customersâ€™ best source for all their beauty and skin care needs. Keep it close. It can be an invaluable tool for your sales success!
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Skin Care Customized Skin Care Color Body Care Fragrance Product Presentation 3
Excellent customer service begins with your product knowledge. For over 50 years, one way Mary Kay has enriched womenâ€™s lives is by offering advanced skin care and the latest in color cosmetics. Mary Kay offers a range of products so you can meet the needs of many different women. This Product Guide can help you find the best product solutions for your customers, and that will help you build customers for life.
Here are some suggested ways to get started. â€˘ Open your Starter Kit Bag and practice demonstrating each retail-sized product safely (see page 143). This allows you to try everything yourself. Getting to know the products first hand can enhance your confidence to share them with others.
• It’s important that you share each product claim word for word. Mary Kay Inc. has gone to great lengths to ensure that our product labeling follows FDA regulations and guidelines. Exaggerated or false claims could result in legal action. The Flip Chart, The Look, Applause® magazine, product packaging and this Product Guide are great reference tools.
• Read all the labels of your products for the proper uses, instructions and warnings. It will ensure the very best results.
• Take a look at the Product link at www.marykay.com.ph
Skin Care With a complete line of products formulated for every skin type — from daily skin care to customized solutions — you can provide your customers with all the
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Understanding Your Customer’s Needs Daily Skin Care Understanding Special Skin Conditions Order of Application Skin Care Terms
“I thought it would be wonderful for a skin care expert to come to my house and, in the privacy of my home, show me what would be the best look for my face. - Mary Kay Ash
Understanding Your Customers’ Needs There are four basic skin types: dry, normal, combination and oily, and each skin type has its own characteristics.
Dry Skin Dry skin is characterized by small pores and a matte (dull) finish with little or no superficial oil or shine. Expression lines are quick to form on dry skin, especially around the eyes and mouth. Dry skin is more common in women over 50 and in those who live in low-humidity climates. Dry skin can develop among women who don’t protect their skin from outdoor elements. Such skin becomes rough and may flake or crack. For dry skin, Mary Kay products: • Gently cleanse without overstripping. • Soften, lubricate and restore needed moisture. • Make lines less noticeable and help reduce flakiness.
Normal Skin Normal skin is healthy-looking skin with a smooth texture. It contains a balance of oil and moisture and has infrequent blemishes or clogged pores. When properly cared for, lines and wrinkles seldom form on this type of skin until late in life. For normal skin, Mary Kay products: • Maintain moisture balance for a healthy, radiant glow. • Refine skin’s texture and leave it clean and refreshed.
Combination Skin Combination skin is healthy-looking skin with a smooth texture and some oiliness in the T-zone areas (the area forming a “T” across the forehead and down the nose and chin) with some signs of dryness on the cheeks and outer edges of the face. When properly cared for, lines and wrinkles seldom form on this type of skin until late in life.
For combination skin, Mary Kay products: • Help control excess oil in the T-zone (forehead, nose and chin). • Make pores appear smaller and hydrate dry areas.
Oily Skin Oily skin results when the sebaceous glands produce too much oil, giving skin a shiny appearance. Sometimes a greasy or sticky feel remains for several hours after cleansing. It is also characterized by larger pores than other skin types and is more prone to breakouts, clogged pores and blemishes. Oily skin may tend to wrinkle less readily than drier skin types. The large amount of oil on the skin’s surface helps the upper layers retain water and protect the skin from environmental causes of dryness.
Every woman is special
For oily skin, Mary Kay products: • Help control surface oiliness, leaving skin feeling smooth and looking radiant. • Deep clean pore openings from impurities and oil buildup. • Help makeup stay fresher longer.
Each of your customers has her own unique skin care needs. That’s why this Product Guide gives you lots of helpful hints so you can confidently recommend exactly the right products for each and every one of them
Daily Skin Care There are five essential steps for good skin care: cleanse, exfoliate, freshen, moisturize and protect. Mary Kay has six daily skin care product lines that include these essential steps: TimeWise®, Botanical Effects®, MelaCEP® Whitening, Mary Kay® System for Acne-Prone Skin, Velocity®, MKMen® and with these daily skin care options, you can customize sets for all your customers at every age, with any skin type. The following pages give you a summary of the six Mary Kay daily skin care programs. You’ll also find handy charts that compare each product so you can recommend the best formulas for your customers.
TimeWise® Miracle Set POWER STATEMENT:
Innovative breakthrough; incredible anti-aging results. The new Miracle Set is the premium collection of age-fighting products that work together beautifully. This incredible agefighting set utilizes the latest skin care science to bring your customers the younger-looking skin they want.
Your customers will love what they see – fewer lines and wrinkles, improved firmness and more even skin tone. The Miracle Set is formulated to help erase the visible signs of aging to reveal smooth, radiant skin you can see and feel. After a 12-week clinical study, a dermatologist saw:
83% had a reduction in fine lines and wrinkles Up to 25% improvement in skin elasticity 100% had softer, more supple skin 46% Improvement in more even skin tone The Miracle Set includes these TimeWise® products: 3-in-1 Cleanser*, AgeFighting Moisturizer*, Day Solution Sunscreen SPF 35 and Night Solution.
* Option: TimeWise® 3-in-1 Cleansing Bar
WHAT’S THE BUZZ IN THE MARKETPLACE? Consumers everywhere are concerned about the visible signs of aging. Baby boomers want to fight the signs of aging, while younger women want to delay them. WHO ARE YOUR CUSTOMERS? The Miracle Set was designed for your customers who want a daily, age-fighting skin care program that’s customized to deliver younger-looking skin. HOW DOES THE MIRACLE SET WORK? As the skin ages, its renewal rate slows. It becomes drier, less firm and less radiant. The Miracle Set works to counteract these processes by removing dead skin cells, reducing fine lines and wrinkles, keeping the skin moist, energizing the skin’s cells and rebuilding the skin. • Gentle cleansing beads in TimeWise® 3-in-1 Cleanser and TimeWise® 3-in-1 Cleansing Bar remove dead skin cells through exfoliation. • A patented complex in TimeWise® 3-in-1 Cleanser and TimeWise® Age-Fighting Moisturizer reduces fine lines and wrinkles by accelerating the skin’s natural renewal process. • A dream humectant blend in TimeWise® Age-Fighting Moisturizer keeps the skin moist. • Nourishing botanicals in TimeWise® Day Solution Sunscreen SPF 35, help energize the skin’s cells, while UVA and UVB sunscreens help protect the skin from sun damage. • An anti-aging peptide in TimeWise® Night Solution stimulates collagen to smooth and firm the skin. WHAT MAKES THE MIRACLE SET DIFFERENT FROM OTHER DAILY SKIN CARE REGIMENS? Mary Kay® offers one of the only complete daily age-fighting skin care systems that can be customized by skin type. The products in other skin care regimens in the marketplace may not be designed to work together to deliver the best results, but the Miracle Set pulls the pieces together. It’s a collection of skin care products that are formulated to work together to deliver the benefits your customers need for younger-looking skin.
HOW OFTEN CAN YOU EXPECT YOUR CUSTOMERS TO REORDER? With a consistent use-up rate that varies from one to three months, the Miracle Set helps you to establish loyal customers who place regular reorders. Cleansers - 2 months Moisturizers - 3.2 months Day and Night Solutions - 2 months each WHAT OTHER PRODUCTS WOULD MY MIRACLE SET CUSTOMERS BE INTERESTED IN? For your customers who love the Miracle Set and want even more anti-aging benefits, you could also suggest: TimeWise® Microdermabrasion Set (see page 42) TimeWise® Replenishing Serum +C (see page 46) TimeWise® Targeted-Action® Eye Revitalizer (see page 56) TimeWise® Targeted-Action® Line Reducer (see page 62) TimeWise® Age-Fighting Eye Cream (see page 65) TimeWise® Firming Eye Cream (see page 60) TimeWise® Age-Fighting Lip Primer (see page 67) TimeWise® Body™ Products (see page 124) TimeWise® Moisture Renewing™ Gel Mask (see page 48) TimeWise® Liquid Foundations (see page 78) TimeWise® Moisture Renewing™ Softener (see page 50) TimeWise® Plus+™ Regena-Firm™ Intensive Serum (see page 17) TimeWise® Plus+™ Regena-Firm™ Correcting Eye Cream (see page 20)
TimeWise® Skin Care Products
TimeWise® skin care products deliver the advanced anti-aging benefits your customers want for younger-looking skin. Each TimeWise® product is specifically formulated to combat a wide variety of signs associated with the skin’s aging. All TimeWise® products are designed to work together to help maximize the anti-aging benefits. TimeWise® comes in two formulas to meet the needs of normal to dry or combination to oily skin. Continued use provides the best results. TimeWise® 3-in-1 Cleanser Normal to Dry Formula Features/key ingredients: - TimeWise® patented complex. - Botanical extracts such as Cucumber and Chamomile for soothing and toning benefits. - Antioxidants to guard against free radicals. - Carnauba Wax Beads to provide gentle exfoliation.
- Cellulose Beads containing esters that help maintain skin barrier integrity. - Sorbitol and glycerin as humectants. - Myristyl Myristate and C12-15 Alkyl Benzoate as emollients. TimeWise® 3-in-1 Cleanser Combination to Oily Formula Features/key ingredients: - TimeWise® patented complex. - Botanical extracts such as Burdock and Witch Hazel for toning and oil control. - Antioxidants to guard against free radicals. - Carnauba Wax Beads to provide gentle exfoliation. - Cellulose Beads containing esters that help maintain skin barrier integrity. - Sorbitol and glycerin as humectants. - TEA Lauryl Sulfate and Disodium Laureth Sulfosuccinate to provide deep cleansing. TimeWise® 3-in-1 Cleansing Bar Features/key ingredients: - Lathering bar. - For all skin types. - Safe for sensitive skin. - Bentonite - Deep cleanses and removes impurities with slight exfoliation. - Vitamin E microbeads and botanical extracts. Help even out skin tone. TimeWise® cleansing products combine anti-aging with three essential functions in one product to cleanse, exfoliate and freshen revealing younger-looking skin. See the Cleanser Comparison Chart on page 37 for more information. TimeWise® Age-Fighting Moisturizer Normal to Dry Formula Features/key ingredients: - TimeWise® patented complex. - Antioxidants - to guard against free radicals. - Amino Acids which are part of natural moisturizing factor. - Bis-Diglyceryl Polyacyladipate-2 as rich emollient. - Glyceryl Polyacrylate as a humectant to condition and help relieve dryness. TimeWise® Age-Fighting Moisturizer Combination to Oily Formula Features/key ingredients: - TimeWise® patented complex. - Antioxidants to guard against free radicals. - Amino Acids which are part of natural moisturizing factor.
- Isododecane - a lightweight emollient. - Boron Nitride - a powder to impart a silky feel, matte appearance and oil control. This emollient-rich lotion combines the action of 10 hours of hydration and a patented complex to accelerate the skin’s natural renewal process, revealing firmer, smoother skin with fewer lines and wrinkles. See the Moisturizer Comparison Chart on page 38 for more information. TimeWise® Day Solution Sunscreen SPF 35 & TimeWise® Night Solution TimeWise® Day Solution Sunscreen SPF 35 and TimeWise® Night Solution deliver our exclusive Pronewal™ system around the clock with crucial protection during the day and boosted renewal at night. TimeWise® Day Solution Sunscreen SPF 35 Think of it as a veil of defense. This innovative product helps prevent lines and discoloration before they occur by blocking damaging UVA/UVB rays. Calming peptides help relax expressions lines. Features/key ingredients: - Sunscreen SPF 35 - protect and shelter skin from harmful UVA/UVB rays. - Photolyase extract - light-activated marine extract that provides natural resistance to UV. - Algae extract - protect the skin from environmental stresses (smoke, pollution, etc.). - Calming peptides - relax expression lines for a smoother, younger look. - Light diffusers - create an optical illusion that softens the appearance of lines and wrinkles. - Sea fennel-helps detoxify skin. - Antioxidants - minimize cell damage by neutralizing free radicals. - Botanical blend - support the skin’s daily energy needs (Key botanicals are lavender, sunflower seed, sea rocket, jasmine and bitter orange). - Ascorbic acid - inhibit process of melanin production for a brighter, more even skin tone. TimeWise® Night Solution A unique delivery system of encapsulated vitamins and antioxidants combined with collagen-enhancing peptides help fade away deep lines and wrinkles. Nutribeads® microcapsules are even more vitamin-packed. Features/key ingredients: - Matrixyl -stimulates the synthesis of collagen, fibronectin and hyaluronic acid.
Nutribeads - microcapsules filled with vitamins A, C, & E. Vitamin A - antioxidant that guard against free radicals. Vitamin C - antioxidant that guard against free radicals. Vitamin E - antioxidant that guard against free radicals. Sea Fennel - helps detoxify skin. 1-Methylhydantoine-2-Imide-prevents production of melanin through cell stimulation.
Organize your Inventory
For a complete list of the anti-aging benefits of these TimeWise skin care products, see the following pages: TimeWise® Microdermabrasion Set (see page 42) TimeWise® Replenishing Serum +C (see page 46) TimeWise® Targeted-Action® Eye Revitalizer (see page 56) TimeWise® Targeted-Action® Line Reducer (see page 62) TimeWise® Age-Fighting Eye Cream (see page 65) TimeWise® Firming Eye Cream (see page 60) TimeWise® Age-Fighting Lip Primer (see page 67) TimeWise® Body™ Products (see page 124) TimeWise® Moisture Renewing™ Gel Mask (see page 48) TimeWise® Liquid Foundations (see page 78) TimeWise® Moisture Renewing™ Softener (see page 50) TimeWise® Plus+™ Regena-Firm™ Intensive Serum (see page 17) TimeWise® Plus+™ Regena-Firm™ Correcting Eye Cream (see page 20)
When it comes to customized skin care, the color bar found on the packaging helps me find the right formula for my customers in a snap. Pink is for normal to dry skin. Lavender is for combination to oily skin. And platinum is for all skin types. This color-coded system keeps my inventory organized and easy to recognize. I love it!
TimeWise® Plus+™ Regena-Firm™ Intensive Serum POWER STATEMENT:
Facial contours look restored. Lifting lasts throughout the day. Skin looks years younger, firmer and toned.
There is a growing need in the market today for products that address advanced skin aging problems. Mary Kay® has been addressing the early and moderate signs of skin aging through its TimeWise® brand, but studies have shown that there is a need for more advanced solutions to skin aging beyond early to moderate skin age group. And this is where Timewise® Plus+™ Regena-Firm™ Intensive Serum addresses skin aging that’s beyond what TimeWise brand have done in the past. WHO ARE YOUR CUSTOMERS? TimeWise® Plus+™ Regena-Firm™ Intensive Serum mainly addresses the need of women experiencing advanced signs of skin aging. Generally, women in this skin age group experience the following: • • •
Loss of skin proteins that provide strength and support to the skin’s foundation Loss of skin volume that provides youthful fullness Flattening of the DEJ (Dermal Epidermal Junction - the connection between skin layers) that impacts cell communication and the repair process
With TimeWise® Plus+™ Regena-Firm™ Intensive Serum, the need for the skin to repair and renew cells is addressed.
HOW DOES TIMEWISE® PLUS+™ REGENA-FIRM™ INTENSIVE SERUM WORK? The exclusive TimeWise® Plus+™ Regena-Firm™ Complex unites the power of 3 benefits vital to skin renewal: • A Biomimetic peptide helps support processes critical for skin repair. • Hyaluronic acid booster help provide youthful skin volume and lift. • Plant stem cells help protect the integrity of the skin matrix, the source of skin firmness. In addition, TimeWise® Plus+™ Regena-Firm™ Intensive Serum is… • Designed to promote skin resilience by influencing the production of Laminin-5, a glycoprotein, and helping minimize damage to proteins near the dermal-epidermal junction, an area of the skin that plays a critical role in cellular communication and nutrient exchange. • Formulated to help replenish vital hydration. It’s formulated with a marine botanical (Codium Tomentosum) that has been shown to increase AQP3 (Aquaporin 3) levels in skin. Aquaporins are skin proteins that create channels that help water travel to where it’s needed most, helping with skin hydration. AQP3 is a type of aquaporin that transports not only water but glycerol, which has moisture-binding properties. In addition, biophysical testing showed that skin hydration was immediately more than doubled after the serum was applied, helping to alleviate the dryness associated with aging skin. • Formulated with a powerful botanical that minimizes the activity of matrixdegrading enzymes. As we age, the dermal matrix begins to degrade faster than it can be renewed due to increased activity of MMPs (matrix metalloproteinases). This serum is formulated with Argan Seed Extract that reduces the activity of MMPs. BENEFITS AND CLAIMS A majority of women agree that TimeWise Plus+® Regena- Firm® Intensive Serum helped the skin look years younger and transformed the appearance of skin texture. Here’s what else they said:
80% said it helped provide a noticeable lifting sensation 80% said it helped replenish skin moisture After 2 weeks: 78% said it helped the jawline area appear lifted 81% said it helped define and perfect facial contours 82% said it helped firm and tighten sagging skin 79% said it helped reverse the loss of cushion After 1 week:
82% said it provided lifting that lasts throughout the day 79% said it helped the neck area look firm
After 4 weeks:
*Results based on a 4-week independent consumer study. The percentages reflect the number of women who agreed with the statement
HOW TO USE TIMEWISE® PLUS+™ REGENA-FIRM™ INTENSIVE SERUM? For Forehead/Nose: 1. Pump once and dab on forehead, cheeks and chin. 2. With the middle and ring fingers, start at the center of the forehead. 3. Work up the forehead and then outward to the temples with circular motions. 4. Apply to the nose starting between the eyebrows, using an upward outward motion while moving down. Around Mouth/Cheeks/Jawline: Placing the middle and ring fingers at the corners of the mouth, begin massaging upward and outward in circular motions that trace the apples of the cheeks, up to temples, and down along the jawline and back to the corners of the mouth. Repeat several times. WHEN SHOULD MY CUSTOMERS USE TIMEWISE® PLUS+™ REGENA-FIRM™ INTENSIVE SERUM? TimeWise® Plus+™ Regena-Firm™ Intensive Serum is applied after 3-in-1 Cleanser, preceding Day/Night Creams. HOW OFTEN CAN YOU EXPECT YOUR CUSTOMERS TO REORDER THE PRODUCT? The average use-up rate of the TimeWise® Plus+™ Regena-Firm™ Intensive Serum is 1.56 months when used twice a day.
TimeWise® Plus+™ Regena-Firm™ Correcting Eye Cream POWER STATEMENT:
Firm and tighen sagging skin around the eyes. And unlock the secret to a youthful, lifted look.
WHAT’S THE BUZZ IN THE MARKET PLACE? There is a growing need in the market today for products that address advanced skin aging problems. Mary Kay has been addressing the early and moderate signs of skin aging through its TimeWise brand, but studies have shown that there is equally a need for more advanced solutions to skin aging beyond early to moderate skin age group. And this is where TimeWise® Plus+™ Regena-Firm™ Correcting Eye Cream enters to address skin aging, specifically around the eye areas. WHO ARE YOUR CUSTOMERS? TimeWise® Plus+™ Regena-Firm™ Correcting Eye Cream mainly addresses the need of women experiencing advanced signs of skin aging. Generally, women in this skin age group experience the following: • Loss of skin proteins that provide strength and support to the skin’s foundation • Loss of skin volume that provides youthful fullness • Flattening of the DEJ “Dermal Epidermal Junction” (the connection • between skin layers) that impacts cell communication and the repair process • With TimeWise® Plus+™ Regena-Firm™ Correcting Eye Cream, the need for the skin to repair and renew cells is addressed.
HOW DOES TIMEWISE® PLUS+™ REGENA-FIRM™ CORRECTING EYE CREAM WORK? The exclusive TimeWise® Plus+™ Regena-Firm™ Complex unites the power of 3 benefits vital to skin renewal: • A Biomimetic peptide helps support processes critical for skin repair. • Hyaluronic acid booster help provide youthful skin volume and lift. • Plant stem cells help protect the integrity of the skin matrix, the source of skin firmness. In addition, TimeWise® Plus+™ Regena-Firm™ Correcting Eye Cream… • Has a liquid crystal delivery system that helps enhance effectiveness. Liquid crystals are physically similar to the skin barrier which helps the formula be more compatible with the skin’s surface. This innovative delivery system also has been shown to help support the skin barrier. • Fights the appearance of deep lines, wrinkles and sagging skin. As we age, skin loses density, elasticity and firmness which can lead to wrinkles and sagging skin. The formula contains ingredients (Vitamin C derivative, Sweet Pea Extract, adenosine) known to promote the production of collagen. • The formula contains specialized ingredients (multiple plant extracts, antioxidants and peptides) that encourage the elimination of excess fluid and help minimize factors that can lead to dark circles. • Fights crepiness and dry skin. TimeWise® Plus+™ Regena-Firm™ Correcting Eye Cream contains ingredients shown to help renew hyaluronic acid and help provide long-term hydration. BENEFITS AND CLAIMS A majority of women agree that TimeWise Plus+® Regena- Firm® Correcting Eye Cream minimized eye area crepiness and that skin looked resilient after use. Here’s what else they said: After 1 week:
After 2 weeks:
79% said it helped eye area look more lifted 78% said it helped reduce under eye puffiness 75% said it helped minimize crow’s feet 83% said it minimized dark circles 80% said it firmed sagging skin around eyes 79% said it minimized appearance of deep lines 21
After 4 weeks:
81% said eyelids have a less hooded appearance 76% said eye area appears dramatically younger 94% said it helped repair skin’s appearance 86% said skin regained youthful resilience
*Results based on a 4-week independent consumer study. The percentages reflect the number of women who agreed with the statement
HOW TO USE TIMEWISE® PLUS+™ REGENA-FIRM™ CORRECTING EYE CREAM? • TimeWise Plus+® Regena-Firm® Correcting Eye Cream is intended to be used day and night. Using the zamac* tip as the applicator, squeeze out a small amount of product onto the tip. Avoiding the inner corner of the eye, apply directly to the under eye area closest to the nose with a sweeping, outward motion. Lift and repeat. • Also, gently apply on the upper eyelid area using the same technique. To help relieve under eye puffiness/swelling, with one sweep, gently massage the product onto the skin in an outward circular motion moving from the area closest to the nose and outward. Repeat on the other eye. *Zamac is an alloy of Zinc, Aluminum, Magnesium and Copper.
WHEN SHOULD MY CUSTOMERS USE TIMEWISE PLUS+® REGENA-FIRM® CORRECTING EYE CREAM? TimeWise® Plus+™ Regena-Firm™ Correcting Eye Cream is applied right after the moisturizer, before any protect skin process at day and the final skin care regimen at night. HOW OFTEN CAN YOU EXPECT YOUR CUSTOMERS TO REORDER THE PRODUCT? The average use-up rate of the TimeWise® Plus+™ Regena-Firm™ Correcting Eye Cream is 2.5 months when used twice a day.
Whitening System POWER STATEMENT:
Welcome to the MelaCEP® Whitening System where the science of innovation and the power of nature combine to target the multiple reasons for uneven skin tone. Now your most flawless skin can be revealed.
Our whitening line, with the exclusive MelaCEP® Whitening Complex, together with sunscreen ingredients, helps keep dark spots from surfacing, helps even and brighten your complexion, helps protect your skin against further damage from the skin and other environmental stresses.
WHAT’S THE BUZZ IN THE MARKETPLACE? Uneven skin tone and dark spots can make skin look older, which is why women of all ages are looking for a product that can give them flawless complexion. WHO ARE YOUR CUSTOMERS? The MelaCEP® Whitening System is perfect for anyone who wants flawless, more even-toned skin. It caters to those who want to lighten and brighten their complexion and who wants to reduce spots and skin discoloration and protect their skin against future UV damage. The products are suitable for all skin types.
HOW DOES THE MELACEP® WHITENING SYSTEM WORK? At the heart of the system is the MelaCEP® Whitening Complex, a patent-pending blend of four key ingredients that is part of every product’s formula: • • • •
Kakadu plum, a fruit that is native to the Australian outback and is a rich source of vitamin C, also known as terminalia Ferdinandiana. Ferula Feotida Extract, native to the Mediterranean and known to contain the antioxidant ferulic acid. Heliantus Annuus seed extract, powerful antioxidant derived from sunflowers that helps protect against UV damage. Lactobacillus ferment, a skin conditioning ingredient.
This complex, working together with 13 other botanical extracts and sunscreen ingredients, enable the MelaCEP® Whitening System to deliver powerful benefits. WHAT MAKES THE MELACEP® WHITENING SYSTEM DIFFERENT FROM OTHER DAILY SKIN CARE REGIMENS? The innovation behind the MelaCEP® Whitening Systems are the result of the extensive research, development and testing in the Mary Kay laboratories. Our skin care scientists studied the multiple reasons that lead to uneven skin tone. And after their extensive research into the science of pigmentation, they focused on an approach unlike that of other whitening products. EACH PRODUCT DELIVERS TARGETED BENEFITS FROM MAXIMUM RESULTS. While you can’t control what your skin is exposed to on a daily basis, you can control how your skin looks as a result. By using the MelaCEP ® Whitening System as your daily regimen, you give your skin added benefits that leads to a more even skin tone. Foaming Cleanser The first step in your daily skin care is cleansing. This creamy formula mixes with water to gently remove impurities and excess oil. Mask Enhance the whitening process with this moisture-rich Mask. It leaves skin looking brighter and feeling softer and smoother.
Freshener Complete the cleansing process with this gentle Freshener. It lifts away residual dirt, leaving your skin feeling refreshed and supple. Dark Spot Serum Target visible dark spots with this unique serum. The rollerball packaging makes it easy to apply the translucent serum directly on dark spots, reducing their appearance overtime. The highly effective, lightweight formula contains ascorbyl glucoside. Essence Help restore clarity with this quick-absorbing serum. The innovative packaging keeps the formula, which contains ascorbyl glucoside, in an airless environment to maintain its effectiveness Day Moisturizer With SPF 15 Protect your skin during the day from UV exposure. This lightweight, moisturizing formula contains ascorbyl glucoside. The potency of the formula is maintained in an airless pump. Night Cream Pamper your skin with this luxurious cream while you sleep. The formula, which contains ascorbyl glucoside, leaves skin feeling balanced and moisturized. CLINICAL AND CONSUMER TEST RESULTS After using the MelaCEP速 Whitening System during an in-depth consumer study, a majority of women saw* these benefits:
91% 88% 78%
saw skin that was more luminous and enhanced overall saw brighter skin with a more even tone saw skin clarity restored
The benefits of MelaCEPÂŽ Whitening System were also verified during clinical study conducted in Asia by leading dermatologists, and hereâ€™s what was reported**
Up to a 25% improvement in the appearance of visible dark spots. Before After An actual retouched photo taken before and after the end of a 12-week clinical study. Results may vary based on individual skin condition.
* After using the products for 10 days during a study conducted at an independent research facility ** After a 12-week clinical study conducted at an independent research facility.
Mary Kay® Botanical Effects® POWER STATEMENT:
Sweet Simplicity. The goodness of botanicals. The Mary Kay Botanical Effects® Skin Care is a simple product regimen infused with the goodness of botanicals specifically tailored to suit every unique skin type to bring out its healthy radiance. WHAT’S THE BUZZ IN THE MARKETPLACE? Certain women today are on the lookout for a personalized approach to caring for one’s skin and are conscious about how the products they use contribute to the environmental damages happening globally. With a customized skin care product and a packaging that is gentle on the planet, no other product proves to be as environmentally-conscientious and caring to the skin at the same time. WHO ARE YOUR CUSTOMERS? Botanical Effects® Skin Care is perfect for women who are looking for a personalized approach in addressing the basic needs of their skin. They are not yet concerned about the signs of aging but they want to feel good about how they care for their skin and their environment at the same time. Some of these women may need products that are tested for sensitive-skin due to sensitivity to certain ingredients. HOW DOES THE BOTANICAL® EFFECTS SKIN CARE COLLECTION WORK? The Botanical Effects® Skin Care leaves any type of skin (dry, normal, oily), even if it’s sensitive, feeling balanced. Each regimen regardless of the skin type, features special botanical complex which combines Silymarin and Luon Han Guo. These help prevent environmental damage and help promote healthy skin at the same time.
Silymarin (milk thistle)
Powerful antioxidant that helps defend against environmental damage while helping calm and soothe the skin
Luo Han Guo
Also called the “longevity” fruit, known to contain potent antioxidants and also believed to help promote healthy skin
Each regimen is then personalized with additional botanicals specifically chose to give each type of skin a beautiful balance.
FOR DRY SKIN
Botanical Effects® Formula 1
Flax seed extract
One of the richest plant sources for omega-3 fatty acids, which help moisturize and relieve dry skin of discomfort
Sea kelp extract
A type of sea algae, a known source of vitamins, minerals and fatty acids important for moisturization and skin balance
FOR NORMAL SKIN
Botanical Effects® Formula 2
Frangipani flower extract
Known for its calming and soothing benefits and is an antioxidant that helps protect against environmental stressors
Water lily extract
An antioxidant, the water lily is reported to be a source of minerals that are important for healthy skin
FOR OILY SKIN
Botanical Effects® Formula 3
Sources of this botanical extract are well known for their purifying benefits that may help prevent pores from becoming clogged
Known source of salicylic acid, guava is an exfoliant shown to slough away dead skin and help unclog pores to reduce surface oil
DRAMATIC RESULTS When used as a regimen, each step in the Botanical Effects® Skin Care Collection builds upon another to deliver the most dramatic results. Here’s what 9 out of 10 women had to say after using the regimen. OILY Skin - Formula 1 • It provides immediate moisturization • It leaves skin feeling comforted and silky smooth • It reduces skin’s dullness NORMAL Skin - Formula 2 • It leaves skin feeling nourished • It leaves skin feeling silky smooth and refreshed • It leaves skin feeling thoroughly cleansed DRY Skin - Formula 3 • It leaves skin feeling balanced • It helps unclog pores • It reduces shine and the appearance of pores
HOW TO USE THE BOTANICAL EFFECTS® SKIN CARE REGIMEN? 3-in-1 Cleanse - Apply to wet face and neck. Rinse or remove with a warm wet cloth and pat dry. Hydrate – Smooth on clean face and neck using upward strokes Mask – Smooth a generous amount onto clean skin, avoiding the eye and mouth areas. leave on for 10 minutes. Remove with warm water or wet facial cloth. Can be used 2-3 times pwer week. Avoid use on irritated skin. WHAT OTHER PRODUCTS WOULD MY BOTANICAL EFFECTS® CUSTOMERS BE INTERESTED IN? • • •
Mary Kay® Sun Care Mary Kay® Color Products Mary Kay® Tinted Moisturizer SPF 20
WHAT ARE THE CHARACTERISTICS OF THE BOTANICAL EFFECTS® CUSTOMERS SKIN CARE SET? Alcohol-free Fragrance-free Synthetic dye-free Non-comedogenic Dermatologically-tested Clinically tested for skin irritation and allergy Suitable for sensitive skin Suitable for Asian Skin WHAT IS THE USE-UP RATE OF BOTANICAL EFFECTS®? Frequency of use
Botanical Effects® 3-in-1 Cleanse in F1, F2, F3
Botanical Effects® Hydrate in F1, F2, F3
Botanical Effects® Mask in F1, F2, F3
Mary Kay® System for Acne-Prone Skin POWER STATEMENT:
In just 3 days the appearance of acne-prone skin will improve* The Mary Kay® System for Acne-Prone Skin is formulated with 2% salicylic acid and the products penetrate pores to unblock trapped oil and debris, helping to clear acne blemish and control excess oiliness. Clinical testing has shown that the Mary Kay® System for Acne-Prone Skin delivers results in just 3 days*. It is effective because the products are formulated to help interrupt the acne cycle. WHAT’S THE BUZZ IN THE MARKETPLACE? Woman today are looking for a product regimen formulated specifically for acneprone skin. WHO ARE YOUR CUSTOMERS? Anyone suffering from mild to moderate acne can use the Mary Kay® System for Acne-Prone Skin. While the primary target is women, Mary Kay has conducted clinical studies with teens, and when used as recommended, the 12-week results are similar to the results seen during the adult study. When men used the products during a consumer study, they also experienced the same benefits. HOW DOES THE SYSTEM WORK? Acne is caused by a series of events. In order to help keep skin clean and acne free this cycle must be interrupted, and that’s exactly what the Mary Kay® System for Acne-Prone Skin is formulated to do.
*Results seen in overall severity of acne blemishes during a clinical study conducted at an independent laboratory under the supervision of a dermatologist.
• It keeps pores from becoming blocked. As oil is produced, it travels up and out through the pores to lubricate skin. But in acne-prone skin, dead skin that would normally slough away actually collects in pores, trapping oil inside. Clarifying Cleanser for Acne-Prone Skin is formulated to remove surface dead skin from pores. • It helps reduce excess oil. Oil is produced in the sebaceous glands, which lie just under the skin’s surface. While a certain amount of oil is needed to soften the skin and maintain its protective barrier, excess oil can clog pores. The Mary Kay® System for Acne-Prone Skin is formulated to help remove excess oil. PRODUCT BENEFITS & CLAIMS Formulated with 2% salicylic acid, the products penetrate pores to unblock trapped oil and debris, helping to clear acne blemishes and control excess oiliness. All products also contain the botanicals Canadian willow herb, sea heather and burdock root. • Clarifying Cleanser for Acne-Prone Skin is a clear, lightweight formula that keeps surface dead skin from collecting in pores and helps remove excess oil. It quickly converts to a soft foam and rinses clean with no residue, leaving skin clean, refreshed and ready for the next step. • Pore-Purifying Serum for Acne-Prone Skin is a translucent, silky serum that helps control oil that may result in pimples. It absorbs quickly as it helps minimize the appearance of pores and helps reduce shine. It is formulated to be applied to the entire face, avoiding the eye area. • Spot Solution for Acne-Prone Skin targets blemishes and helps reduce future breakouts. This highly effective cream absorbs quickly and leaves no residue. It is formulated to be used on individual blemishes, instead of being applied to the entire face. All Mary Kay® products for acne-prone skin are suitable for sensitive skin, oil- and fragrance-free and non-comedogenic. If needed, follow with the Mary Kay® moisturizer most suitable for your skin.
WHAT IS THE ORDER OF APPLICATION WHEN USING MARY KAY® SYSTEM FOR ACNE-PRONE SKIN? See below order of application in using Mary Kay® System for Acne-Prone Skin: • Clarifying Cleanser for Acne-Prone Skin • Pore-Purifying Serum for Acne-Prone Skin • Spot Solution for Blemish-Prone Skin • Any Mary Kay® product that offers sun protection • Any Mary Kay® oil-free moisturizer (if needed) HOW OFTEN CAN I EXPECT MY CUSTOMERS TO REORDER? The use-up rate on the retail products is approximately two to three months. WHAT OTHER PRODUCTS WOULD YOUR MARY KAY® SYSTEM FOR ACNEPRONE SKIN CUSTOMERS BE INTERESTED IN? For your customers who enjoyed the Mary Kay® System for Acne-Prone Skin, you might also suggest: Mary Kay® SPF 30 Sunscreen (see page 132) Botanical Effects® Formula 3 for Oily Skin (see page 28) Oil Mattifier (see page 55) Beauty Blotters® (see page 55)
Velocity® Skin Care Products POWER STATEMENT:
Specifically formulated for young skin. WHAT’S THE BUZZ IN THE MARKETPLACE? Young women want skin care products that often are very different than what their mothers use. WHO ARE YOUR CUSTOMERS? Velocity® Skin Care products target ages 12-29 years of age. Young skin needs a very simplistic, gentle approach to both cleansing and exfoliating, and Velocity® Cleanser and Velocity® Lightweight Moisturizer will give them a great start.
HOW DOES IT WORK? Velocity® Skin Care couldn’t be simpler. Created for younger skin, the facial cleanser and lightweight moisturizer are suitable for normal to oily skin types. Velocity® Facial Cleanser - for all skin types Features/key ingredients: - Propylene glycol humectant - helps reduce moisture loss and condition skin. - Polyethylene beads for gentle exfoliation. - Botanical blend - to freshen the skin. - Velocity® fragrance - skin-friendly adaptation of the floral heart of Velocity Eau de Parfum. • Cleanses, exfoliates and freshens in one step. • Removes dirt and grime. • Non-comedogenic. Velocity® Lightweight Moisturizer - for all skin types Features/key ingredients: - Tocopheryl acetate (vitamin E derivative). - Nylon-12 oil absorber. - Botanical blend to freshen the skin. - Velocity® fragrance; skin-friendly adaptation of the floral heart of Velocity® Eau de Parfum. • Lightweight formula, works fast to smooth and soften. • Oil-absorbing ingredients help control excess oil. • Suitable fro all skin types, including blemish-prone skin . • Oil-free. • Non-comedogenic. To customize a skin care routine that’s right for your customer, see the Cleanser Comparison Chart on page 37 and the Moisturizer Comparison Chart on page 38.
MKMen® Skin Care Products POWER STATEMENT:
Targeted products designed to combat the signs of aging and improve the look and feel of a man’s skin.
WHAT’S THE BUZZ IN THE MARKETPLACE? Men worldwide are increasingly interested in taking care of their skin and looking their best. They want a line of products developed especially for men that work together to address their basic skin care needs and help fight the signs of aging. WHO ARE YOUR CUSTOMERS? Men of all ages with dry to oily skin who want a daily skin care program with anti-aging benefits. Also, women who like to buy skin care products and gifts for men in their lives. WHAT PRODUCTS ARE INCLUDED IN THE MKMEN® SKIN CARE LINE AND IN WHAT ORDER SHOULD THEY BE APPLIED? MKMen® Face Bar Cleans and buffs skin as it begins the process to help reduce the visible signs of aging. Skin is left smooth and healthy-looking. Suitable for dry to oily skin. MKMen® Facial Toner This toner boasts of ten hour moisturization plus the benefits of antioxidants. It leaves skin feeling smooth, soft, fresh, and soothed. MKMen® Moisturizer Sunscreen SPF 25 This easily absorbed lotion provides UVA/UVB protection to help shield skin from the harmful rays that may cause premature aging of the skin. It hydrates, leaving skin feeling moisturized, yet not greasy, with 25 times the skin’s natural protection from sunburn. And it retains its sun protection for 80 minutes in water. Recommended by the Skin Cancer Foundation as a safe and effective UV
sunscreen. It should be applied last, after cleansing and shaving. Suitable for dry to oily skin.
HOW ARE THE PRODUCTS DIFFERENT FROM OTHER MEN’S SKIN CARE PRODUCTS? The MKMen® skin care products deliver results supported with consumer testing. When used together, the MKMen® Face Bar, Toner and Moisturizer Sunscreen SPF 25: • Reduce the appearance of fine lines and wrinkles. • Restore the look of younger skin. • Leave skin feeling soft and smooth. • Leave skin looking healthy. HOW OFTEN CAN YOU EXPECT YOUR CUSTOMERS TO REORDER? The average customer will use up each of the MKMen® skin care products in about two to three months. WHAT OTHER PRODUCTS WOULD MY MKMEN® SKIN CARE CUSTOMERS BE INTERESTED IN? For your customers who want more products perfect for men, you could also suggest: Domain® Cologne (see page 137) High Intensity™ Cologne (see page 137) Velocity® for Him Cologne (see page 137) True Original™ Cologne Spray (see page 137)
Begins the process to help erase the visible signs of aging and restore the look of younger skin.
Begins the process to help erase the visible signs of aging and restore the look of younger skin.
WHEN TO USE
Oil-free, clear lathering gel with lavender microbeads
Creamy liquid with pink microbeads
Use morning and evening.
Leaves skin feeling soft, smooth and refreshed.
Effectively clears away impurities.
Cleanses, exfoliates and freshens in one step.
Use morning and evening.
Leaves skin feeling refreshed while helping control excess oil.
Effectively clears away impurities.
Cleanses, exfoliates and freshens in one step.
Combination to oily skin
Normal to dry skin
(Combination to Oily Formula)
(Normal To Dry Formula)
TIMEWISE® 3-IN-1 CLEANSER
TIMEWISE® 3-IN-1 CLEANSER
Use morning and evening.
Leaves skin feeling soft, smooth and refreshed.
Effectively clears away impurities.
Cleanses, exfoliates and freshens in one step.
Use in morning and evening.
Gently removes impurities and excess oil.
Help keeps dark spots from surfacing, helps even and brighten your complexion.
First step in the regimen that is formulated to address the multiple reasons why uneven skin tone develops.
Use morning and evening.
Helps alleviate the uncomfortably tight feel and redness often associated with dry skin.
Thin, milky liquid
Begins the process to help erase the visible signs of aging and restore the look of younger skin.
BOTANICAL EFFECTS® CLEANSE FORMULA 1
All skin types
MELACEP® WHITENING SYSTEM FOAMING CLEANSER
All skin types
TIMEWISE® 3-IN-1 CLEANSING BAR
Use morning and evening.
The customized products for normal skin energize and revitalize, enhancing the skin’s natural beauty.
Use morning and evening.
Helps control oil production so less oil is found on the skin’s surface.
Keeps skin in Helps clarify the beautiful balance. skin.
BOTANICAL EFFECTS® CLEANSE FORMULA 3
BOTANICAL EFFECTS® CLEANSE FORMULA 2
Use morning and evening
Leave skin clean and refreshed.
Quickly converts to a soft foam and rinses clean with no residue.
Keep surface dead skin from collecting in pores and helps remove excess oil.
Clear, lightweight liquid formula
All skin types
MARY KAY® CLARIFYING CLEANSER FOR ACNE-PRONE SKIN
Use morning and evening
Skin is left smooth and healthylooking.
Begin process to help reduce visible signs of aging.
Cleanse and buffs skin.
All skin types
MK MEN® FACE BAR
Use this at-a-glance comparison chart to help you find the best cleanser for your customers’ skin care needs.
Cleanser Comparison Chart
Use morning and evening.
Removes dirt and grime.
Cleanses, exfoliates and freshens in one step.
Fragrant, oil-free lathering gel with exfoliating beads
Normal to oily skin
VELOCITY® FACIAL CLEANSER
Moisturizer Comparison Chart MELACEP® WHITENING DAY MOISTURIZER WITH SPF 15
MELACEP® WHITENING NIGHT CREAM
BOTANICAL EFFECTS® HYDRATE FORMULA 1
BOTANICAL EFFECTS® HYDRATE FORMULA 2
MKMEN® MOISTURIZER SUNSCREEN SPF 25
VELOCITY® LIGHTWEIGHT MOISTURIZER
All skin types
BOTANICAL EFFECTS® HYDRATE FORMULA 3
Find the best moisturizer for your customers' skin care needs with this at-a-glance comparison chart. PRODUCT
TIMEWISE® AGE-FIGHTING MOISTURIZER (Combination to Oily Formula)
TIMEWISE® AGE-FIGHTING MOISTURIZER (Normal to Dry Formula)
All skin types
All skin types
All skin types
Normal to dry skin
Fragrant, lightweight, oil-free lotion
Combination to oily skin
Fragrant lightweight lotion
Use morning and evening.
Use morning and evening.
Suitable for blemishprone skin.
Oil-absorbing ingredients help control excess oil.
Lightweight formula works fast to smooth and soften skin.
Use morning and evening.
Contains botanical - a powerful antioxidant that can help reduce the damage caused by free radicals.
Lightweight, oil-free lotion
Lightweight, oil-free gel-like lotion
Enhances the skin’s natural process.
Use morning and evening.
Hydrates, leaving skin moisturized, yet not greasy, with 25 times the skin’s natural protection from sunburn.
Helps control oil.
Helps soften and silken skin.
Pamper your skin with this luxurious cream while you sleep.
Use in the evening.
Provides UVA/ UVB protection to help shield skin from harmful rays that may cause premature skin aging.
Helps sustain skin’s optimum moisture balance.
Firms, softens and reduces the appearance of fine lines to restore the look of younger skin.
Help keep dark spots from surfacing, helps even and brighten your complexion. This lightweight moisturizing formula contains ascorbyl glucoside. Protect your skin during the day from UV exposure. The potency of the formula is maintained in an airless pump. Use in the morning.
The formula, which contains ascorbyl glucoside, leaves skin feeling balanced and moisturized.
Formulated to address the multiple reasons why uneven skin tone develops.
Firms, softens and reduces the appearance of fine lines to restore the look of younger skin.
Absorbs quickly, leaving skin soft, supple and always fresh.
Use morning and evening.
Use morning and evening.
Formulated to address multiple reasons why uneven skin tone develops.
Hydrates for up to 10 hours.
Use morning and evening.
Absorbs quickly, leaving skin soft, supple and always fresh.
Hydrates for up to 10 hours while helping control excess oil.
WHEN TO USE
Customized Skin Care Mary Kay® For the face, the eyes and the lips, each area is targeted to help your customers feel and look their best.
42 56 67
For the Face
“We have a quality product
For the Eyes
– one that we can sell with
For the Lips
complete honesty and integrity. A product that each of us uses daily so we know that it works. A product that our laboratories, filled with scientists and whitecoated doctors, never cease to test for safety, purity and improvement. You can be assured that the product that you sell your customers is at the top of the state of the art of the cosmetic industry. No finer product can be purchased at any price. “ - Mary Kay Ash
For the Face While all of your customers can enjoy the anti-aging benefits of the TimeWise速 products featured here, some will need products to help control oil, and others will need additional boost to the skin. And you can provide them all!
TimeWise速 Microdermabrasion Set POWER STATEMENT:
Immediately fight fine lines, refine pores and achieve beautifully smooth skin with the two-step
Try it! Love it! Your customers can get instant results with the TimeWise速 Microdermabrasion Set. The benefits get even better after just one week of use.
After using the TimeWise速 Microdermabrasion Set for just one week*
85 % saw improvement in skin texture 73 % saw a reduction in fine lines 71% saw pores that looked smaller *In a consumer study conducted by an independent research facility
RESULT SHOWN IN THE CHEEK AREA
WHAT’S THE BUZZ IN THE MARKETPLACE? Microdermabrasion is currently the fourth most popular** nonsurgical procedure in the United States. Generally performed in a dermatologist’s office, consumers now want to get the same immediate results at home.
WHO ARE YOUR CUSTOMERS? The TimeWise® Microdermabrasion Set was developed for anyone with fine lines and visible pores or dry, flaky skin who wants to see healthier, younger-looking skin immediately. HOW DOES THE MICRODERMABRASION SET WORK? Step 1: Refine is an advanced exfoliator that immediately energizes the skin to reveal a more radiant, healthy-looking surface. This creamy white lotion with exfoliating crystals: - feeds and nourishes the skin from below through increased microcirculation. This brings oxygen to the top of the skin to stimulate circulation creating a healthy, more radiant glow. - reduces the appearance of pores by effectively removing the dead skin cells that naturally form inside and around the outer edge of every pore. Features/key ingredients: - It’s a supplemental super exfoliant to lift off the outer, rough layer of dead skin cells. - Non-invasive to the skin’s surface. - Aluminum oxide crystals are the scrubbing agent. - Caffeine helps protect the skin against environmental pollution. - Emollients and humectants aid in the application, slip and feel of the product. - Surfactants facilitate product removal. - Glycerin helps hydrate the skin, enhancing the efficacy of the Aluminum oxide crystals. • Polish and gently remove dull skin. • Immediate improvement in skin smoothness, firmness and clarity. • Energizes the skin and reveals a more radiant, healthy-looking skin.
customized skin care
**In an industry study reported by the Cosmeceuticals New Strategies and Development Seminar
Step 2: Replenish is immediately absorbed into the skin to instantly smooth and soften. This lightweight, opalescent lavender serum: - feeds and nourishes the skin from above with an exclusive Mary Kay ® triple tea complex.
- aids the rejuvenation process and protects against environmental pollutants. - soothes the skin and helps to bring it back in balance. - prepares the skin for the next step in skin care. Features/key ingredients: - A lightweight nourishing serum. - Triple Tea Complex (green, red, and black tea) anti-irritants and antioxidants. - Vitamin C and Vitamin E derivative antioxidant. - Emollients and humectants aid in the application, slip and feel of the product. - Timeron provides pearlescence appearance. - Boron nitride enhances skin smoothness and facilitates a rapid dry down. • Immediately absorbed to instantly smooth, soothe and soften skin. • Helps prevent the signs of aging with antioxidants, as it calms, smoothes and hydrates the skin.
HOW IS IT DIFFERENT FROM OTHER MICRODERMABRASION PRODUCTS ON THE MARKET? Many brands offer only one step. Others merely offer a moisturizer as the second step. Step 2: Replenish really separates Mary Kay® Microdermabrasion set from the competition. It is a rich serum, containing vitamins, antioxidants and anti-irritants that nourishes the soft, smooth skin revealed by Step 1: Refine. HOW OFTEN CAN YOU EXPECT YOUR CUSTOMERS TO REORDER? The use-up rate for Step 1: Refine is 4.0 months if used only on the face and 2.0 months if used on the face, throat and décolleté areas. The use-up rate for Step 2: Replenish is seven months if used only on the face and 3.5 months if used on the face, throat and décolleté areas. WHEN SHOULD MY CUSTOMERS USE TIMEWISE® MICRODERMABRASION? TimeWise® Microdermabrasion can be used in the morning or evening two to three times a week, allowing two days in between use. It can be used along with any of Mary Kay® skin care lines after your cleanser. Do not follow with acne treatment products. Delicate skin may require less frequent use.
WHAT OTHER PRODUCTS WOULD THESE CUSTOMERS BE INTERESTED IN? For your customers who love the TimeWise® Microdermabrasion and want even more anti-aging benefits, you could also suggest:
customized skin care
TimeWise® Miracle Set (see page 11) TimeWise® Targeted-Action ® Eye Revitalizer (see page 56) TimeWise® Age-Fighting Eye Cream (see page 65) TimeWise® Firming Eye Cream (see page 60) TimeWise® Age-Fighting Lip Primer (see page 67) TimeWise® Targeted-Action ® Line Reducer (see page 62) TimeWise® Plus+ ® Regena-Firm® Intensive Serum (see page 17) TimeWise® Plus+ ® Regena-Firm® Correcting Eye Cream (see page 20)
TimeWise® Replenishing Serum +C® ( TW Replenishing image LB-PH 0708-p.6 ) POWER STATEMENT:
This serum absorbs quickly to reinforce the production of collagen and elastin; leaving youthful contours restored. Skin will be firmer, and its resilience will be enhanced. Wrinkles will be noticeably diminished and reduced in length, depth and number. And your skin will be fortified against free radical damage.
WHAT’S THE BUZZ IN THE MARKETPLACE? Fighting the signs of aging is a primary concern for most women, and the starting point of using anti-aging products is becoming increasingly earlier. TimeWise® Replenishing Serum+C®, now enriched with Adenosine, an age-fighting ingredient recognized to help reduce fine lines is powered by multiple botanical sources of vitamin C from around the world, combined in a highly effective formula. HOW DOES THE TIMEWISE® REPLENISHING SERUM +C® WORK? TimeWise® Replenishing Serum+C® is formulated with Adenosine and multiple botanical sources of vitamin C to provide clinically proven benefits that can transform your skin by: • Reinforcing the production of collagen and elastin, leaving youthful contours restored • Lessening the appearance of fine lines and wrinkles, reducing them in length, depth and number • Improving skin clarity so the complexion looks brighter and illuminated • Fortifying skin against free radical damage that can result in skin looking older than it is With a daily dose of TimeWise® Replenishing Serum+C®, you can enjoy beautiful skin everyday. TimeWise® Replenishing Serum+C® gives: • Clarity – skin looks enhanced and brightened • Condition – contains ingredients known to protect collagen from deteriorating,
leaving youthful contours restored. Wrinkles will appear noticeably diminished. Contour – skin will look firmer, and its resilience will be enhanced Cover – skin will be fortified against free radical damage
WHO ARE YOUR CUSTOMERS? Anyone who wants their skin to have a more youthful look. IN WHAT ORDER SHOULD MY CUSTOMERS APPLY TIMEWISE® REPLENISHING SERUM+C®? TimeWise® Replenishing Serum+C® should be used after the Freshener/ Softener step and before applying Essence and Moisturizing products.
customized skin care
Features/key ingredients: - Kakadu Plum Extract, Camu Camu Extract, Acerola Cherry Extract, Black Currant Berry Extract and Pomegranate Extract – known as free radical scavengers, these ingredients are included to help protect the skin from
HOW SHOULD YOUR CUSTOMERS APPLY TIMEWISE® REPLENISHING SERUM+C®? To use TimeWise® Replenishing Serum+C®, smooth product evenly over face in an upward and outward motion after cleansing/toning/exfoliating, but before applying Essence, Day/Night Solution and a moisturizer. Use an equal portion morning and night for seven days before continuing with a new vial. Replenishing Serum+C features a product pump that ensures the correct amount is dispensed each time. With every use, dispense sufficient product to move the product level to the next line on the vial window. Because of the airless pump, you will notice that the product level moves from the bottom of the package toward the pump at the top of the package. If there is any product remaining in the vial after 7 days of twice daily use, please be assured that the residual product is safe to use as the airless pump package and the natural sources of vitamin C help to ensure product freshness. WHAT IS THE DIFFERENCE BETWEEN REPLENISHING SERUM+C® AND OTHER MARY KAY® PRODUCTS SUCH AS TIMEWISE® DAY SOLUTION, TIMEWISE® NIGHT SOLUTION, TIMEWISE® MICRODERMABRASION STEP 2? Replenishing Serum+C® contains unique sources of vitamin C that make this product different from other TimeWise® products in the Mary Kay® line. These botanical ingredients have shown to have such potent skin care benefits that Mary Kay® scientists are pursuing a patent on the complex. Existing TimeWise® products use a combination of ingredients to achieve a more specific benefit. For example, Day Solution helps prevent lines and discoloration before they occur by blocking damaging UVA/UBV rays. Night Solution specifically targets lines and wrinkles through encapsulated vitamins and antioxidants combined with collagen-enhancing peptides. Microdermabrasion Step 2:Replenish contains vitamins, antioxidants and anti-irritants that nourishes the soft, smooth skin revealed by Step 1:Refine.
TimeWise Moisture Renewing Gel Mask ®
Wake up to a beautiful morning. Boost age-fighting benefits while you sleep with a skin-renewing mask of hydration.
A new addition to the TimeWise age-fighting family and the perfect complement to the Miracle Set is formulated with scientifically studied ingredients that help quench your skin’s thirst overnight. In the morning, skin will look more resilient, feel firmer, softer and healthier, and appear plumped from within. ®
WHAT’S THE BUZZ IN THE MARKETPLACE? There are women who want to go beyond the basics of their traditional skin care regimen and believe in the benefits of a hydrating mask. Most women want to fight the signs of aging. They want a product that will make them look younger and a product that will prevent aging of their skin. WHO ARE YOUR CUSTOMERS? The TimeWise® Moisture Renewing™ Gel Mask is perfect for anyone who is interested in facial age-fighting and skin-nourishing benefits delivered in a luxuriously rich gel formula as well as current users of TimeWise skin care and are looking to add an extra dimension to their regimen. It also caters to current mask users who want to add the latest age-fighting benefits to their masking routine. This product also suits those who want an additional level of hydration or pampering in their skin care regimen and those who are looking for the “latest and greatest” in skin care products to help them look as young as they feel. ®
customized skin care
HOW DOES THE MOISTURE RENEWING™ GEL MASK WORK? This intensely hydrating gel mask is formulated to nourish skin whose moisture has been depleted using a combination of beneficial natural ingredients. • Formulated to attract and maintain moisture. This advanced formula contains sodium hyaluronate, which acts like a sponge on your skin — helping to attract vital moisture so your skin can use it more effectively. • Formulated to help balance moisture levels. The plant-derived glycerin in this formula acts as a humectant, attracting moisture to the skin. • Formulated to help firm and calm skin and strengthen skin barrier function. The formula contains chestnut seed extract said to have firming and calming benefits and believed to help strengthen the skin barrier function. It also contains niacinamide, one of the two principle forms of vitamin B3, and is scientifically known to fortify the skin’s barrier. • Formulated with an antioxidant superpower. The acai berry extract used in the formula is so innovative that it has a patent-pending use in cosmetic products. The acai berry has been reported to neutralize free radicals at a potency rate of more than 80 times that of Green Tea. WHEN SHOULD MY CUSTOMERS USE THE TIMEWISE® MOISTURE RENEWING™ GEL MASK? Gently massage into skin as the final step in your nighttime regimen. Avoid the eye and mouth areas as you would with any mask, leaving it on overnight. CONSUMER TEST RESULTS Women who used TimeWise® Moisture Renewing™ Gel Mask as a sleeping mask in an in-depth consumer study* overwhelmingly agreed that it not only enhanced the overall appearance of their skin but also delivered these skin-renewing benefits:
100% said it helped skin look smoother 98% said skin elasticity was improved 93% said their skin felt firmer 90% said their skin looked younger 87% said it helped minimize the appearance of fine lines 70% said skin was instantly hydrated *Results reported during a two-week independent consumer study.
TimeWise Moisture Renewing™ Softener ®
Soften, hydrate and prep your skin to drink in every drop of Timewise age-fighting goodness.
You can never do enough to fight against the signs of aging. TimeWise® Moisture Renewing™ Softener gives another opportunity to get younger-looking skin. During a two-week clinical study, women overwhelmingly agreed that TimeWise® Moisture Renewing™ Softener enhanced the results of their skin care regimen. Here’s what they had to say:
89% said it helped skin look smoother 87% said it felt nourishing 83% said skin looked brighter 77% said that it helps minimize the appearance of pores *Results reported during a two-week independent consumer study.
WHAT’S THE BUZZ IN THE MARKETPLACE? Women who are serious about fighting skin-aging will get another opportunity to achieve younger-looking skin with an alcohol-free softener adding an extra dimension to overall skincare regimen.
WHO ARE YOUR CUSTOMERS? TimeWise® Moisture Renewing™ Softener is perfect for women who can’t do enough in the fight of skin aging. With a product that provides additional level of hydration to basic skin care regimen, the skin will surely look brighter and silky.
It infuses the skin with moisture. It’s a fact that well-hydrated skin looks younger and brighter. TimeWise® Moisture Renewing™ Softener contains moisture-loving sodium hyaluronate, a powerful humectant that acts like a sponge on your skin, helping to attract moisture so your skin can use it more effectively. It helps minimize the appearance of pores. The appearance of pores can change as we age. As collagen begins to breakdown, it can lead to a loosening of the pore “walls” making them appear larger. TimeWise® Moisture Renewing™ Softener is formulated with myrtus communis, an extract of the flowing plant myrtle, and lentil seed extract, both of which help support the skin dermal matrix. It leaves skin looking brighter. Formulated with niacinamide, TimeWise® Moisture Renewing™ Softener also leaves skin looking brighter, luminous and with a healthy glow. Niacinamide has been shown to minimize the damaging effects of UV exposure that result in uneven pigmentation.
customized skin care
HOW DOES THE TIMEWISE® MOISTURE RENEWING™ SOFTENER WORK? TimeWise® Moisture Renewing™ Softener is formulated to leave your skin feeling silky soft, hydrated and ready to soak in the benefits of every step that follows.
CONSUMER TEST RESULTS Here’s what some women had to say:
90% said their skin felt soft and hydrated 89% said it helped skin look smoother 87% said it felt nourishing 83% said skin looked brighter 77% said it helped minimize the appearance of pores *Results reported during a two-week independent consumer study.
WHAT OTHER PRODUCTS WOULD MY TIMEWISE® MOISTURE RENEWING™ SOFTENER CUSTOMERS BE INTERESTED IN? • TimeWise® Miracle Set • TimeWise® Moisture Renewing™ Gel Mask • Mary Kay® Sun Care • Other TimeWise® Products APPLICATION INSTRUCTIONS Use twice a day, morning and night, after TimeWise® 3-in-1 Cleanser. Moisten cotton ball and apply with upward and outward strokes over face and throat. Repeat the process until cotton shows no trace of makeup or dirt. Avoid use in eye area.
Mary Kay Sun Protector SPF 35/PA+++ ®
Power up your skin care with SPF 35/PA+++, a beautiful defense against the sun.
customized skin care
WHAT’S THE BUZZ IN THE MARKETPLACE? While harmful UVA and UVB rays can be more intense during the summer, UV radiation reaches the earth even on cloudy days and in the winter months. Using an effective sun protection product is critical any time you go outside at any time of year, whatever the weather. WHO ARE YOUR TARGET CUSTOMERS? Any customer who desires SPF protection in a thin, lightweight formula that does not interfere with their skin care regimen or makeup application. Any customer who wants to use a product for sunscreen protection only. HOW DOES THE MARY KAY® SUN PROTECTOR SPF 35/PA+++ WORK? • This silky, lightweight lotion contains ingredients that protect your skin from uneven tone, age spots and other sun damage. • This broad spectrum protection guards not only against UVB rays, which cause skin to burn, but even more importantly it protects skin from UVA rays that can penetrate more deeply and cause visible signs of aging like wrinkles and uneven skin tone.
BENEFITS AND CLAIMS An in-depth consumer study showed benefits women saw after using Mary Kay Sun Protector SPF 35/PA+++. The results speak for themselves:
87% said foundation applied well over the facial sunscreen test product 87% said leaves a protective layer on skin 82% said skin looks healthier 80% said skin feels healthier 76% said skin looks younger 76% said skin feels younger 70% said leaves skin with matte, shine-free finish *Result reported during a two-week independent consumer study
Features/Key ingredients: - lightweight formula has a silky texture and absorbs well into skin - broad spectrum UVA/UVB protection - tested on Asian skin - Oxybenzone, Octylsalate, Homosalate, Avobenzone- sunscreen ingredients provides broad spectrum UVA/UVB protection - Glycerin - help condition and smooth skin - Vitamin E (Tocopherol Acetate - antioxidant that helps protect skin from the damaging effects of free radicals which cause oxidation HOW IS IT DIFFERENT FROM THE OTHER SUN PROTECTOR PRODUCTS ON THE MARKET? It is a silky lightweight, non-greasy lotion that glides smoothly, absorbs quickly and dries to a shine-free, invisible matte finish. Can be used as sun block and makeup base and has a gentle formula but with the higher degree of sun protection recommended for daily usage. WHEN SHOULD MY CUSTOMERS USE THE MARY KAY速 SUN PROTECTOR SPF 35/PA+++? Mary Kay Sun Protector SPF 35/PA+++ can be applied prior to sun exposure and as often as necessary. Smooth on liberally on the face after moisturizer. 速
HOW OFTEN CAN YOU EXPECT YOUR CUSTOMERTS TO REORDER? The average use-up rate is one month. For the average user the lifespan of this product is 58 days. For a light user it is 120 day and for a heavy user it is 44 days.
Oil Control Beauty Blotters速 Oil-Absorbing Tissues
These convenient tissues instantly absorb excess oil without disturbing makeup.
This lightweight formula dries to a natural, matte finish, instantly absorbing oil to control shine for at least eight hours.
Blemish Control Toner 2%
customized skin care
Some of your customers may need the added benefits of oil-control products. These targeted solutions help your customers maintain fresh-looking makeup all day long.
Blemish Control Toner 2% completes the cleansing process in your skin care regimen as it freshens and leaves your skin free of excess oil. It is 100% fragrance free, non-comedogenic, dermatologist-tested and clinically tested for skin allergy. It contains 2% active ingredient Salicylic Acid and is specifically used for the management of acne.
For the Eyes The skin around the eyes is the thinnest, most delicate area and needs a little extra attention. That is why Mary Kay has customized eye products that are specially designed to work around the eye area. These products are great for all skin types, so you can feel confident introducing them to all of your customers.
TimeWise速 Targeted-Action速 Eye Revitalizer After just two weeks, 7 out of 10 women said their dark circles and under-eye puffiness were less noticeable. Imagine a product so powerful it can reduce the appearance of both dark circles and undereye puffiness in just two weeks. No more cover up. Simply power up your eyes with TimeWise速 Targeted-Action速 Eye Revitalizer. This power-packed serum contains an exclusive blend of ingredients specifically formulated to address the multiple causes of dark circles and under-eye puffiness. Within seconds of applying it, your customers will feel a cooling sensation as the product begins to work. The end result? Eyes that look rested. Refreshed. Revitalized. 1 second. REFRESH & AWAKEN tired eyes. 2 weeks REDUCE DARK CIRCLES & PUFFINESS for beautiful eyes.
WHAT’S THE BUZZ IN THE MARKETPLACE? Dark circles and under-eye puffiness can be difficult to treat and appear due to environmental exposure, UV damage, aging, external irritants, and excess melanin. To deliver real results, a product must address these multiple causes. And women want one product that targets both dark circles and under-eye puffiness for youngerlooking eyes.
customized skin care
The reformulated TimeWise® Targeted-Action Eye® Revitalizer not only refreshes and awakens the eyes instantly, it has super-antioxidant Citrus Peel and other powerpacked botanical ingredients that help: - Reduce appearance of dark circles - Increases microcirculation to help keep excess fluid from settling under the eyes to reduce puffiness - Protect the skin and help maintain the natural support barrier - Reduce irritation caused by environmental elements
WHO ARE YOUR CUSTOMERS? Anyone who want to reduce the appearance of dark circles and under-eye puffiness – which can make a person look older than he or she is – and achieve a more rested, refreshed and revitalized look. Anyone with tired, fatigued eyes and want reinvigoration. HOW DOES TIMEWISE® TARGETED-ACTION® EYE REVITALIZER WORK? This power-packed serum contains an exclusive blend of ingredients specifically formulated to address the following multiple causes of dark circles and under-eye puffiness. Environmental exposure – Sun, smoke and other pollutants can cause the skin’s network of collagen and elastin fibers to deteriorate, and the delicate under-eye area is often the first place you see signs of damage. A special blend of botanicals helps to minimize the impact of environmental stressors, while peptide palmitoyl and soy protein help support the skin’s structural integrity, improving firmness and elasticity. Chronic environmental exposure – Chronic exposure to free-radical damage caused by UV rays can increase the size and number of the blood vessels underneath the eyes. This proliferation can lead to dark circles. Powerful extracts in TimeWise® Targeted-Action® Eye Revitalizer join together to make the microcapillaries just below the skin’s surface appear diminished, helping to reduce the appearance of dark circles. Aging – As part of the natural aging process, the layer of support under the eyes begins to break down. The result can be a shadowy, sunken look in the undereye
area. Southernwood extract, gotu kola and citrus peel help protect kin from the effects of degrading enzymes and aid in reinforcing the natural support barrier. Also, the capillaries that transport fluid within your skin can become inefficient, causing fluid to collect in the eye area and appear as dark circles and puffiness. Special ingredients increase microcirculation to help keep excess fluid from settling under the eyes. External irritants – Allergens, dust, pollutants and other irritants can cause the under-eye area to swell, resulting in puffiness. Rubbing only makes the problem worse and is even thought to contribute to the appearance of dark circles. Extracts of oat kernel, hibiscus flower and citrus peel have been shown to reduce irritation caused by certain environmental elements. Excess melanin – Often caused by hereditary factors , excess melanin in the skin can appear as dark circles. The TimeWise® Targeted-Action® Eye Revitalizer formula is infused with ingredients like cucumber extract and hibiscus flower extracts that have been shown to reduce the appearance of melanin on the surface of the skin. Features/Key ingredients: - Citrus Peel (Apigenen) – antioxidant. Helps reduce the appearance of dark circles. Protects the skin and aids in maintaining the natural support barrier. Reduces irritation caused by certain environmental elements. - Cucumber Extract (Cucumis sativa) – soothing agent. Reduce the appearance of uneven skin tone. - Oat Kernel (Avena sativa) –soothing agent. Condition skin and help counteract certain environmental elements. - Gotu kola (Centella asiatica) – conditioner and toning agent. Helps protect the skin and aids in maintaining the natural support barrier. Increases microcirculation to help keep excess fluid from settling under the eyes. HOW IS TIMEWISE® TARGETED-ACTION® EYE REVITALIZER DIFFERENT FROM SIMILAR PRODUCTS ON THE MARKET? Unlike some products, TimeWise® Targeted-Action® Eye Revitalizer addresses the multiple causes of dark circles and under-eye puffiness to maximize the results Also, some products target either dark circles or puffiness. TimeWise® Targeted-Action® Eye Revitalizer targets both.
HOW SHOULD YOUR CUSTOMERS APPLY TIMEWISE® TARGETEDACTION® EYE REVITALIZER? Because the metal rollerball allows the product to glide on so smoothly, there could be a tendency to apply more than is needed. Your customers should start by holding the bottle at an angle so that the serum is delivered to the rollerball. Then, before any other eye-area products are applied, place the rollerball at one corner of the eye and roll the applicator to the opposite corner and then back to the starting point. This will apply all the product you need. Hold the bottle at an angle to deliver the serum to the rollerball. Glide the rollerball under the eye area, without pressing. Gently pat into skin with your ring finger.
customized skin care
HOW DOES THIS PRODUCT WORK WITH OTHER EYE PRODUCTS IN THE MARY KAY® LINE? TimeWise® Targeted-Action® Eye Revitalizer is a serum, which is intended to target specific needs by providing an exclusive blend of key ingredients to obtain optimal results. It’s formulated specifically for reducing the appearance of dark circles and under-eye puffiness. TimeWise® Age-Fighting Eye Cream and TimeWise® Firming Eye Creams are creams, and therefore more emollient, so they cover a broader spectrum needs – such as firming, moisturizing and minimizing fine lines.
IN WHAT ORDER SHOULD MY CUSTOMERS APPLY TIMEWISE® TARGETEDACTION® EYE REVITALIZER? It should be applied in the morning and evening after moisturizer and before any other eye products. HOW OFTEN CAN YOU EXPECT YOUR CUSTOMERS TO REORDER? Based on the recommended usage of twice daily, TimeWise® Targeted-Action® Eye Revitalizer will last approximately 2.5 months for the average user.
TimeWise® Firming Eye Cream POWER STATEMENT:
Firms, brightens, moisturizes. You can help your customers get the younger-looking skin they want with TimeWise® Firming Eye Cream. It’s one product with multiple benefits, for beautiful eyes.
Just imagine a luxuriously rich eye cream so advanced it improves firmness, brightens, provides intense moisturization, plus minimizes fine lines and wrinkles. TimeWise® Firming Eye Cream delivers more benefit for younger-looking eyes. WHAT’S THE BUZZ IN THE MARKETPLACE? Women are looking for age-fighting products that do more than just fight fine lines and wrinkles. Mary Kay offers TimeWise® Firming Eye Cream to provide your customers with a broader range of the anti-aging benefits they want. Your customers can experience results like these:
96% saw an improvement in the overall appearance of the skin around the eyes* 100% s aw a visible reduction in roughness/dryness around the eyes* Up to 25% firmer skin around the eyes* Up to 40% reduction of dark circles under the eyes Up to 75% said their skin looked relaxed, giving then a more youthful look *Based on a 12-week clinical study
WHO ARE YOUR CUSTOMERS? TimeWise® Firming Eye Cream was developed for women who want a product that can deliver firming, brightening and intense moisturization benefits for the delicate skin around the eyes.
WHAT MAKES TIMEWISE® FIRMING EYE CREAM DIFFERENT FROM TIMEWISE® AGE-FIGHTING EYE CREAM? Now your customers can choose the benefits they need based on their age and skin type. TimeWise® Age-Fighting Eye Cream is a lightweight, age-fighting eye cream that minimizes the appearance of fine lines and wrinkles. TimeWise® Firming Eye Cream is a thicker eye cream that increases firmness, brightens and provides intense moisturization for the delicate skin around the eyes, plus reduces the appearance of fine lines and wrinkles.
customized skin care
HOW DOES TIMEWISE® FIRMING EYE CREAM WORK? As the skin ages, it loses moisture and becomes dry and porous. This weakens the natural barrier your skin has to guard against free radical and environmental damage. TimeWise® Firming Eye Cream works to better protect the skin around the delicate eye area while it counteracts this damage. The result is improved firmness, brighter appearance and intense moisturization. The combined power of a collagen-enhancing peptide duo works to build/restore the supporting structure to revitalize cells for firmer skin. Soothing botanical extracts and brightening agents are employed to condition and prepare the skin for moisturization resulting in a more even skin tone.
WHEN SHOULD MY CUSTOMERS USE TIMEWISE® FIRMING EYE CREAM? TimeWise® Firming Eye Cream can be used both day and night. Or some customers may choose to use the lightweight TimeWise® Age-Fighting Eye Cream in the morning and the thicker-consistency TimeWise® Firming Eye Cream at night. HOW OFTEN CAN YOU EXPECT YOUR CUSTOMERS TO REORDER? With an average use-up rate of four months when used once a day and two months when used twice a day, TimeWise® Firming Eye Cream can help you establish loyal customers by giving you a great reason to follow up. WHAT OTHER PRODUCTS WOULD MY TIMEWISE® FIRMING EYE CREAM CUSTOMERS BE INTERESTED IN? For your customers who want products that deliver even more anti-aging benefits, you could also suggest: TimeWise® Miracle Set (see page 11) TimeWise® Microdermabrasion Set (see page 42) TimeWise® Age-Fighting Eye Cream (see page 65)
TimeWise® Targeted-Action® Line Reducer POWER STATEMENT:
Firms and tightens lines and wrinkles. See results within minutes. See lasting results over time.
Up to Up to
Power up your skin care withwrinkles 33% fewer forehead lines and SPF 35/PA+++, a beautiful 50% crow’s feetsun. lines and wrinkles defensefewer against the
Shown to be effective in three separate studies
See results in just 10 minutes TimeWise® Targeted-Action® Line Reducer was shown to be effective in three separate studies. In one study, just 10 minutes after TimeWise® Targeted-Action® Line Reducer was applied, a leading dermatologist saw the lines and wrinkles on the forehead and around the eyes appeared less noticeable. In a second clinical study, after women used the product every day during the test period, a leading dermatologist saw a significant improvement in the appearance of lines and wrinkles on the forehead and around the eyes. And improvement was also seen in these other wrinkle-prone and often hard-to-treat areas: between the brows, from the nose to the corner of the mouth (sometimes called laugh lines), and between the mouth and chin (sometimes called marionette lines).
And Here’s What Women Saw
In an in-depth consumer study, within minutes of application, here’s what women said:
66% 62% 60% 61% 62
said lines looked smoother and softer agreed their skin felt tighter said their skin looked firmer said their skin looked relaxed, giving then a more youthful look
WHAT’S THE BUZZ IN THE MARKETPLACE? Women want to get rid of lines and wrinkles in specific areas – sometimes known as expressions lines. And they would like to do it without going to a doctor’s office for expensive, painful injections.
HOW IS TIMEWISE® TARGETED-ACTION® LINE REDUCER DIFFERENT THAN OTHER PRODUCTS ON THE MARKET? While there are plenty of products that promise to “erase” expression lines, many of these products offer only temporary benefits that disappear the second you wash your face. Mary Kay wanted to go beyond the temporary benefits to offer women more.
customized skin care
WHO ARE YOUR CUSTOMERS? Anyone who wants a fresher, more youthful look. And specially those customers already using other innovative TimeWise® age-fighting products.
TimeWise® Targeted-Action® Line Reducer is a highly effective product shown to deliver immediate visible benefits to the forehead and crow’s feet area, two places that are specially vulnerable to expressions lines and wrinkles. But it doesn’t stop there. With continues use over time, TimeWise® Targeted-Action® Line Reducer also delivers lasting benefits not only to the forehead and eye areas, but also to other places on the face where lines and wrinkles have a tendency to “settle.” HOW DOES TIMEWISE® TARGETED-ACTION® LINE REDUCER WORK? Because this is a targeted product, scientist at the Mary Kay Skin Care laboratories looked for ingredients that would deliver visible benefits to very specific areas on the face. Features/key ingredients: - Light-reflecting microspheres act like thousands of tiny mirrors, deflecting light away from lines and wrinkles so they look softened and visually less pronounced within minutes of application. - Gliadin, a rich source of amino acids, invisibly “fills in” lines and wrinkles, firming and tightening skin without inhibiting facial expression. - Three extremely effective antioxidants – pomegranate extract and vitamin A and E derivatives – deliver benefits day after day by neutralizing the free radicals that can cause premature aging of the skin and by helping to strengthen skin’s natural defenses against negative environmental effects. HOW DO YOUR CUSTOMERS APPLY TIMEWISE® TARGETED-ACTION® LINE REDUCER? The first time it’s used, just twist the base of the click pen repeatedly until the product flows toward the tip. The next time, you will need fewer clicks for the product to appear.
The applicator delivers a precise amount of product to specific areas that need it most. Place it directly on lines and wrinkles, then gently pat the product into place with your fingertips. Be careful not to “over pat” or you might lessen the effectiveness of the formula. And if the treated areas develop a “powdery” finish, that’s a sure sign too much has been used. HOW DOES TIMEWISE® TARGETED-ACTION® LINE REDUCER WORK WITH OTHER TIMEWISE® PRODUCTS? Beautifully. All Timewise® age-fighting products have been formulated to work together as an anti-aging skin care system. Additionally, TimeWise® Targeted-Action® Line Reducer was formulated to create a more flawless, youthful look when used before Mary Kay® concealers and foundations. WHEN SHOULD CUSTOMERS USE TIMEWISE® TARGETED-ACTION® LINE REDUCER? In the morning, immediately after eye cream. HOW OFTEN CAN YOU EXPECT YOUR CUSTOMERS TO REORDER? The average user will be ready to reorder TimeWise® Targeted-Action® Line Reducer in about a month. WHAT OTHER PRODUCTS WOULD INTEREST TIMEWISE® TARGETEDACTION® LINE REDUCER CUSTOMERS? Any TimeWise® age-fighting products.
Achieve the look of softer, smoother skin around the eyes with fewer lines and wrinkles. Formulated to help strengthen skin with collagenenhancing peptides.
customized skin care
TimeWise® AgeFighting Eye Cream
WHAT’S THE BUZZ IN THE MARKETPLACE? Consumers are looking for moisturizers that target the delicate skin around the eyes to fight or delay the signs of aging. WHO ARE YOUR CUSTOMERS? TimeWise® Age-Fighting Eye Cream was formulated for anyone who wants to fight the signs of aging around the eyes. HOW DOES IT WORK? TimeWise® Age-Fighting Eye Cream contains ingredients that give immediate and long-term benefits to reduce the signs of aging in the delicate eye area. It contains: - The same collagen-stimulating peptide found in TimeWise® Night Solution. - Light-diffusing ingredients to brighten the skin under the eyes. - Natural, vegetable-derived skin conditioners that bind water to the skin to hydrate and plump, making the skin look and feel softer, smoother, more moisturized. Feature: - Formulated specifically for the delicate skin around the eyes.
HOW IS IT DIFFERENT FROM OTHER EYE CREAMS ON THE MARKET? Many eye creams claim to “do it all,” but deliver only part of the promise. TimeWise® Age-Fighting Eye Cream delivers strongly on every claim: Minimizes the appearance of fine lines and wrinkles and improves skin’s softness and smoothness. WHEN SHOULD MY CUSTOMERS USE TIMEWISE® AGE-FIGHTING EYE CREAM? TimeWise® Age-Fighting Eye Cream can be used both day and night. Or some customers may choose to use the lightweight TimeWise® Age-Fighting Eye Cream in the morning and the thicker-consistency TimeWise® Firming Eye Cream at night. HOW OFTEN CAN YOU EXPECT YOUR CUSTOMERS TO REORDER? Based on recommended usage (twice daily), TimeWise® Age-Fighting Eye Cream lasts approximately three months for the average user. WHAT OTHER PRODUCTS WOULD THIS CUSTOMER BE INTERESTED IN? For your customers who love TimeWise® Age-Fighting Eye Cream and want to improve the look and feel of the skin around the eye, you could also suggest: TimeWise® Miracle Set (see page 11) TimeWise® Firming Eye Cream (see page 60)
You can offer your customers even more great products for their eyes:
Oil-Free Eye Makeup Remover This oil-free formula gently removes all types of eye makeup, including waterproof, without leaving skin feeling greasy. Note: Shake well in order for product to be effective.
Features/key ingredients - Cyclotetrasiloxane - asilicone which effectively removes waterproof eye makeup without leaving skin oily or greasy. - Poloxamer 184 - a gentle emulsifier which effectively removes non-waterproof eye makeup. - Opthalmologist - tested. - Top phase removes waterproof eye makeup and bottom phase removes non-waterproof eye makeup
For the Lips
TimeWise® AgeFighting Lip Primer
customized skin care
You can offer your customers everything they need for soft, beautiful lips from anti-aging benefits to long-lasting hydration.
Kiss lip lines goodbye. TimeWise® Age-Fighting Lip Primer creates healthier-looking lips by fighting fine lines and wrinkles while light-diffusing microspheres decrease their appearance. Use it to extend lipstick wear and prevent lipstick and lip gloss from feathering and bleeding.
Now you can have anti-aging benefits and lip-priming benefits in one product! And the stick form makes it easy to use throughout the day. WHAT’S THE BUZZ IN THE MARKETPLACE? Consumers want a lip product with multiple benefits including age-fighting ingredients that fill in the lines around the lip area, priming the lips for improved lipstick and lip gloss wear and the prevention of feathering and bleeding. WHO ARE YOUR CUSTOMERS? TimeWise® Age-Fighting Lip Primer was developed for anyone who wants anti-aging and lip-priming benefits from a single product.
After a 12-week clinical study, a dermatologist saw:
100% of women had an improvement of fine lines on the lips Up to 33% reduction in fine lines around the lips HOW DOES TIMEWISE® AGE-FIGHTING LIP PRIMER WORK? As the skin ages, lines can form around the mouth causing lipstick and lip gloss to feather and bleed. TimeWise® Age-Fighting Lip Primer has age-fighting ingredients that work to smooth out the lines for the future while filling in those lines and priming the lips for flawless lipstick and lip gloss application today. WHAT MAKES TIMEWISE® AGE-FIGHTING LIP PRIMER DIFFERENT FROM OTHER LIP PRIMERS? Other lip primers on the market come in a cream form that’s more difficult to carry and re-apply. TimeWise® Age-Fighting Lip Primer is packaged in a convenient stick for easy application throughout the day. HOW OFTEN CAN YOU EXPECT YOUR CUSTOMERS TO REORDER? The average customer will use up TimeWise® Age-Fighting Lip Primer in about three months. WHAT OTHER PRODUCTS WOULD MY TIMEWISE® AGE-FIGHTING LIP PRIMER CUSTOMERS BE INTERESTED IN? For your customers who love TimeWise® Age-Fighting Lip Primer and want even more products to enhance the beauty of their lips, you could also suggest: Satin Lips® Lip Balm (see below) Mary Kay® Creme Lipstick (see page 91) Mary Kay® NouriShine Plus® Lip Gloss (see page 92) Mary Kay® Liquid Lip Color (see page 92)
You can offer your customers even more great products for their lips:
Satin Lips® Lip Balm Clinical results show that a single application of Satin Lips® Lip Balm moisturizes the lips for at least six hours.
Symptoms of extremes in skin types, such as overly dry or oily, can be improved through proper skin care. It’s very important to remember that skin care products and cosmetics will help the skin look and feel good but will not
customized skin care
Understanding Special Skin Conditions and Other Considerations
cure skin disorders. If one of your guests has some type of skin disorder, ask if she is under a physician’s or dermatologist’s care. If so, give her information about the Mary Kay® product line for her to give to her doctor. Do not give a facial to a customer with severe acne or rosacea, since putting anything on the skin may worsen the condition. In addition, there may be other circumstances, such as pregnancy, which may need the guidance of a physician. For information about Mary Kay® products, you may contact Mary Kay Phils., Inc. at (02) 859 6211, Monday to Friday, from 9:00 a.m. to 6:00 p.m.
Sensitive Skin Sensitive skin is defined as skin easily irritated by topically applied products or environmental factors. Labels that say “suitable for sensitive skin” are reflected in the Mary Kay® product packaging for skin care, customized skin care and color products. The claim was substantiated by clinical tests which showed that these products are suitable for sensitive skin.
Blemish-Prone Skin Acne or blemish-prone skin is a remarkably common skin condition. While many adolescents may experience acne, this condition can also appear for the first time in adults in their 20s or 30s or even later in life. Generally, however, if you had acne as a teenager, you are more likely to have it again as an adult. Eighty to one-hundred percent of all teenagers have acne to some degree, and an increasing number of
adult women also have some acne. When questioning your customer about her need for our acne treatment products, find out if she is under a dermatologist’s care or if she uses any topical medications. Those who see a doctor for their condition are not your target market. Encourage customers with blemish-prone skin to limit the number of layers of cosmetics products they apply and to avoid any products containing oil. To determine if a product is oil-free, see “Product Descriptions” on Comparison Charts: for cleansers, see page 37; for moisturizers, see page 38; for foundations, see page 85. In addition, once acne is present, excessive scrubbing or frequent cleansing will not control it, and any rough manipulation of the skin may further irritate and inflame the lesions or even lead to the formation of new acne lesions.
Quality Skin Care Products You can feel proud that Mary Kay® products meet the highest standards of safety, quality and performance. And you can be confident that our products are rigorously tested and retested to deliver the results indicated. In addition, Mary Kay® does not conduct, or request on its behalf, any testing of products or ingredients on animals. And, unless otherwise noted, all Mary Kay® skin care products are: • • • •
Suitable for sensitive skin. Non-comedogenic and clinically tested for skin irritancy and allergy. Fragrance-free. Oil-free.
Products designed for the eye are are also opthalmologist-tested and suitable for contanct lens wearers.
Mary Kay® System for Acne-Prone Skin
Formula 3 Cleanse
All Skin ypes
Formula 2 Cleanse
STEP 1: Cleanse
Formula 1 Cleanse
Pore Purifying Serum
Formula 3 Hydrate
Botanical Effects® Formula 3 Mask
As needed. Any Mary Kay moisturizer.
STEP 4: Moisturize
Formula 2 Hydrate
Botanical Effects® Formula 2 Mask
STEP 3: Prevent
Formula 1 Hydrate
Botanical Effects® Formula 1 Mask
Day Moisturizer with SPF 15 OR Night Cream
STEP 5: Moisturize
Age-Fighting Moisturizer (Combination to Oily)
Age-Fighting Moisturizer (Normal to Dry)
STEP 5: Moisturize
STEP 3: Moisturize
Dark Spot Serum
STEP 4: Supplement
Replenishing Serum+C® AND/OR Day Solution with SPF 35 & Night Solution
STEP 4: Supplement
STEP 2: Exfoliate/Mask
STEP 3: Freshen
Microdermabrasion Step 1: Restore AND Step 2: Replenish
STEP 3: Exfoliate and Replensih
STEP 2: Control
STEP 2: Exfoliate
Moisture Renewing™ Softener
STEP 1: Cleanse
STEP 1: Cleanse
3-in-1 Cleanser (Combination to Oily)
3-in-1 Cleanser (Normal to Dry)
STEP 2: Soften
All Skin Types
Combination to Oily
Normal to Dry
STEP 1: Cleanse, Exfoliate and Freshen
Mary Kay Sun Protector SPF 35
TimeWise® Moisture Renewing™ Gel Mask
TimeWise® Age-Fighting Eye Cream
TimeWise Targeted-Action® Line Reducer ®
TimeWise Firming Eye Cream
TimeWise® Targeted-Action® Eye Revitalizer
Mary Kay® Foundation Primer with SPF 15
TimeWise® Liquid Foundation Luminous-Wear® or Matte-Wear®
Mary Kay® Sheer Mineral Pressed Powder
Mary Kay® Creme-to-Powder Foundation
Mary Kay® Mineral Powder Foundation
To help you achieve beautiful, healthy looking skin, here’s a step by step procedure for your daily skin care regimen. You may follow these procedures from left to right, according to the recommended frequency.
customized skin care
Skin Care Terms Clear, effective communication is an important part of developing a relationship with your customers. As an Independent Beauty Consultant, this list of common skin care terms can help you talk about the basics of skin care with confidence. Acne – a skin condition consisting of blemishes (blackheads, whiteheads, pimples or cysts) which is probably a result of a buildup of keratin proteins, bacteria and oils in some hair follicles. Adipose tissue – A type of connective tissue that contains stored cellular fat providing cushion support and energy storage for the body. Antioxidants – known to be defenders against free radicals. Collagen – fibrous protein in the dermis that gives skin its firmness and resiliency. Comedogenic – causes blackheads, whiteheads or other blemishes. Dermis – layer of cells beneath the epidermis. Elastin – A protein similar to collagen found in skin which provides skin the ability to stretch and return to its original shape. Emollient – an ingredient or product that “locks in” the moisture already in the skin, retarding its evaporation and making the skin feel softer. Epidermis – the outermost layer of skin that constantly regenerates itself. The top level of cells is dead skin cells, and underneath are living cells that push their way up to the surface, then die and flake off. Exfoliant – an ingredient or product (a grainy scrub cream, for example) used to remove dead skin cells from the surface of the epidermis. Free radicals – unstable, reactive molecules that are produced by normal chemical reactions in the body and are thought to attack cell structures, potentially affecting skin elasticity and firmness.
Humectant – an ingredient that helps skin retain moisture. Hydrate – to restore the normal level of moisture to the skin.
Keratin – a tough, fibrous protein that is part of the outer layer of the skin’s epidermis and of the hair and nails. Melanin – the dark brown or black pigment that helps give skin its color. Non-comedogenic – indicates a product has been shown through clinical testing not to clog pores.
customized skin care
Hypoallergenic cosmetics – used to describe products that do not contain ingredients known as common allergens (allergy-causing substances) like fragrance. Now that stringent allergy testing has become an industry standard, many products fit this description.
pH – a measurement of acidity or alkalinity. Since high (alkaline) or low (acidic) pH products can be harsh, Mary Kay® skin care products are pH-balanced so they’re compatible with the skin’s own pH level. Photoaging – fine lines, wrinkles and pigmented areas caused by overexposure to the sun, which are not related to chronological aging. Rosacea – a chronic and often progressive skin disease characterized by redness and acne-like lesions over the cheekbones and nose. Over-the-counter acne medications are not suitable for treating rosacea. This medical condition should be treated by a physician. Sebum – the natural oil substance produced by the sebaceous glands which is the skin’s natural moisturizer.
You can do it!
Shelf life – the length of time during which a product should be used before it expires.
As a professional Mary Kay Independent Beauty Consultant, your reputation is important. So gaining your customer’s trust is essential. These skin care terms can help you speak with confidence when you hold a skin care class or answer a customer’s question.
Color On the following pages you can learn about all the Mary Kay® color products, plus get application instructions, tips and techniques to help you deliver the best and help your customers look their best.
76 90 94 100 120
Flawless Finish Lip Color Products Eye Color Products Mary Kay® Mineral Colors Compacts, Applicators and Brushes
“Looking good makes you feel better. I believe that at Mary Kay, we are in the business of helping women turn these good feelings into more positive self-images. . . . As I have often said, ‘We’re not only in the cosmetics business we’re also in the people business.’” -Mary Kay Ash
Every woman wants flawless-looking skin. concealers, foundations and powders are the final steps in every Mary Kay® skin care program.
Mary Kay Foundation Primer Sunscreen SPF 15 ®
Perfects skin, extends the life of your makeup, plus adds a layer of sun protection
WHAT’S THE BUZZ IN THE MARKETPLACE? Foundation Primer has been a secret weapon used by professional make-up artists for years to give models and celebrities a flawless look. WHO ARE YOUR CUSTOMERS? The Mary Kay® Foundation Primer Sunscreen SPF15 was formulated to work with all Mary Kay® Foundations and all skin tones making the product IDEAL FOR EVERYONE. Since it can be worn alone, even those who don’t wear foundation can benefit from the complexion-enhancing and sun protection properties of the formula. HOW DOES MARY KAY® FOUNDATION PRIMER SUNSCREEN SPF15 WORK? • The formula of foundation primer contains silica, a mineral optical diffuser that helps skin look smoother by helping reduce the visible signs of skin imperfections. Its skin-conditioning agents provide a smooth canvas for foundation application while the formula helps extend the wear of make-up. • It also contains sunscreen ingredients that add a layer of sun protection under your foundation. The Sun Protection Factor provides UVA/UVB protection benefits to all foundations.
BENEFITS AND CLAIMS The foundation primer has a lightweight formula that glides on effortlessly and dries quickly, creating a perfect canvas for flawless foundation application. After applying, women love how the foundation primer makes their skin look. Here’s what they had to say about the product:
98% 90% 87% 85% 85% 81%
said it applies smoothly and evenly said it helped skin look smoother said it helped perfect the appearance of skin said it helped reduce the appearance of pores said it extended the wear of makeup said skin looks healthier and helps skin look firmer
*Results reported during a two week independent consumer study
HOW TO USE MARY KAY® FOUNDATION PRIMER SPF15? • The Mary Kay® Foundation Primer Sunscreen SPF15 should be the first product that is applied after the moisturizer. • To apply, blend gently using fingertips to create the perfect canvas for foundation application. WHEN SHOULD MY CUSTOMERS USE MARY KAY® FOUNDATION PRIMER SUNSCREEN SPF15? It is advised to use the foundation primer as part of the skin care protect process. Ideally, it should be applied after moisturizing and before applying foundation on one’s skin. HOW OFTEN CAN YOU EXPECT YOUR CUSTOMERS TO REORDER THE PRODUCT? The average use-up rate of the Mary Kay® Foundation Primer Sunscreen SPF15 is 1.8 months.
Conceal Mary Kay® Concealer This long-lasting, waterproof concealer is lightweight and creamy. Select a shade that best matches your customer’s skin tone to even it out and to hide darker undereye circles and blemishes. Available in two shades to match your skin tones. APPLICATION TIPS: 1. Before applying foundation, apply a small dot to the area to be concealed or under the eye area up to the lower lashes and on the innermost corner of the eye. 2. Gently pat with sponge or fingertips.
When the right shade is applied properly, a great foundation can make all the difference in the world. There are four great options to choose from. See the Foundation Comparison Chart on page 86 to help your customers find the formula that’s right for them.
TimeWise Liquid Foundations ®
Take age-fighting all the way with TimeWise Liquid Foundation. ®
The new addition to TimeWise age-fighting family make it simple for any woman to find her perfect match, with a variety of shades, a choice of Luminous-Wear® and Matte-Wear® finish, which caters to skin that is normal to dry or combination to oily, plus a formula with ingredients to help protect the skin from environmental aggressors that can contribute to the visible signs of aging. ®
Boost your confidence with TimeWise Liquid Foundations. Formulated with jojoba wax to provide moisturization and infused with vitamin E and a patented blend of collagen-building peptides for skin that instantly looks firmer, younger and healthier. ®
Luminous-Wear® (for Normal to Dry Skin) The TimeWise Luminous-Wear® Liquid Foundation is a moisturizing complex enriched with jojoba delivers lasting comfort and hydration. Upon using the product, skin looks luminous, radiant and immediately brightened as skin texture appears visibly improved. TimeWise Luminous-Wear® Liquid Foundation makes skin feel moisturized all day, with rich formula ideal for those with normal to dry skin. It is also suitable for sensitive skin. Available in Ivory 5, Beige 2, Beige 4, and Beige 5 shades. ®
Features/key ingredients: - Jojoba Wax Esters - Enhances the moisturizing benefits - Glycerin - help balance or maintain proper moisture levels in the skin - Dimethicone - provides a silky feel and helps protect skin and improve its appearance - Vitamin E - Acts as an antioxidant - Patented blend of collagen-building peptides Matte-Wear® (for Combination to Oily Skin) Special microspheres work all day to absorb oil and control shine. Infused with vitamin E and a patented blend of collagen-building peptides for skin that instantly looks firmer, younger and healthier. Skin looks matte-finish, and the appearance of pores is visibly reduced. Lightweight, oil free formula suitable for those with combination to oily skin and for those with sensitive skin. Available in Ivory 5, Beige 2, Beige 4, and Beige 5 shades.
Features/key ingredients: - Dimethicone - provides a silky feel and helps protect skin and improve its appearance - Vitamin E - Acts as an antioxidant. - Patented blend of collagen-building peptides - Silica - absorbs oil so skin can look matte without a heavy feel. - Specialized microspheres that maximize the formula’s ability to control oil. Application Techniques 1. Cleanse, moisturize, and protect your face. Allow your moisturizer and any other treatment products to become dry to the touch. 2. Smooth on foundation for a flawless finish. Foundation can be applied with fingertips, sponge applicator, or liquid foundation brush. 3. Mary Kay TimeWise Liquid Foundations were designed to offer buildable coverage. To achieve a fuller coverage, apply additional layers of the ®
foundation. If using the brush, squeeze foundation into hand, dip brush in foundation and apply evenly across the face using downward strokes. The Mary Kay Liquid Foundation Brush was specially designed to enhance application, with tapered bristles that grab foundation and easily reach facial contours. ®
IF I AM COMBINATION TO OILY, CAN I USE THE LUMINOUS-WEAR® LIQUID FOUNDATION FORMULA? Yes. While TimeWise® Luminous-Wear® Liquid Foundation was specifically designed for normal-to-dry skin because of its hydrating properties that comfort drier skin, it performed well when tested among combination-to-oily skin users. Please note that this formula provides a luminous finish, which consumers with more oily skin may perceive as shine. However, your foundation choice is totally up to you. IF I AM NORMAL TO DRY, CAN I USE THE MATTE-WEAR® LIQUID FOUNDATION FORMULA? Yes. While TimeWise® Matte-Wear® Liquid Foundation was specifically designed for combination-to-oily skin because of its mattifying properties that absorb oil and help control shine all day, it performed well when tested among normal-to-dry skin users. Please note that this formula provides a matte finish, which consumers with very dry skin may perceive as drying. However, your foundation choice is totally up to you. WHY DON’T THE TIMEWISE FOUNDATIONS CONTAIN SUNSCREEN? While some brands offer age-fighting foundations with sunscreen, we recognize that in some cases, these types of ingredients can be difficult to use with some consumers. In an effort to reach all consumers, we have opted to keep many of the Mary Kay Foundations free of SPF. We encourage the use of the TimeWise Day Solution Sunscreen SPF 35 so that skin will have the essential UVA/UVB protection it needs. ®
CAN YOUNGER CUSTOMERS USE THE TIMEWISE FOUNDATIONS? Yes. Women of any age can use TimeWise foundations. Research shows that it is becoming more common for younger women to choose age-fighting products in order to delay the signs of premature aging. Plus the TimeWise Foundations are liquid formulas, which are the most popular foundation form and will therefore attract women of all ages. ®
Mary Kay® Mineral Powder Foundation POWER STATEMENT:
It’s a foundation. It’s a powder. That’s the beauty of mineral powder foundation.
The secret to a perfect application is having the perfect brush, and that’s why we created one. The Mineral Foundation Brush is custom-designed to work with the foundation. They’re made for each other to deliver results like you’ve never seen or felt before. No other brush you own will even come close to the Mineral Foundation Brush. The bristles are soft, natural hair that are short and flat across the top, so you get the right amount of foundation and right level of buildable coverage.
It’s beauty made simple. A foundation that goes on with the sweep of a brush. A weightless powder that blends effortlessly for a flawless look. A skin perfecter that makes lines, wrinkles and other imperfections seem to disappear. And it’s transferresistant, so it won’t fade away midday.
WHAT’S THE BUZZ IN THE MARKETPLACE? Mineral-based products are the hot trend in cosmetics. Growing number of specialty brands as well as mass retail brands offer mineral makeup options to meet the ever-increasing demand by women worldwide. As more consumers strive to lead healthier lifestyles, being “natural” and using more botanicals or mineral-sourced ingredients in food and personal care products continue to gain huge popularity. WHO ARE YOUR CUSTOMERS? The Mary Kay® Mineral Powder Foundation provides an additional foundation option to the current Mary Kay® foundation line. This product can be used by women of all ages and all skin types. And it’s suitable for sensitive skin. WHAT MAKES MINERAL POWDER FOUNDATION DIFFERENT FROM OTHER FACIAL POWDERS? The Mary Kay® Mineral Powder Foundation is a foundation in powder form. This weightless formula blends for a flawless look and evens out skin tone while providing buildable coverage with the comfort of a silky powder. It’s transfer-resistant and won’t fade away midday. Other regular facial pressed and/or loose powders generally
have sheer luminous coverage or shine-control properties. These powders provide neither the coverage nor the benefits of a foundation. HOW DOES MARY KAY® MINERAL POWDER FOUNDATION SPECIFICALLY DIFFER FROM MARY KAY® LOOSE POWDER? In addition to the general differences above, Mary Kay® Mineral Powder Foundation contains a higher percentage of minerals than our loose powder. Also, the key function of our loose powder is to help control excess oil while setting makeup for a flawless look. WHAT DO DERMATOLOGISTS SAY ABOUT MINERAL POWDER MAKEUP? Many leading dermatologists recognize and approved of the benefits of mineral makeup, such as the ease of application, its good coverage and adhesion to the skin. However, dermatologists generally believe that mineral makeup is not a true treatment product for your skin, nor can a typical use provide the necessary amount of sun protection. WHAT IS THE ORDER OF APPLICATION WHEN USING MARY KAY® MINERAL POWDER FOUNDATION? Your customers should follow their normal daily skin care and makeup application regimens, applying mineral powder foundation in the same order as their current application. If using Facial Highlighting Pen, it’s recommended to apply it before Mary Kay® Mineral Powder Foundation. Mary Kay® Loose Powder is optional depending on the needs of your customers’ skin and can be used to freshen up their look during the day. WHAT’S THE BEST WAY TO APPLY MARY KAY® MINERAL POWDER FOUNDATION? 1. Your customers should cleanse and moisturize their faces, allowing moisturizer and any other treatment products to become dry to the touch. 2. With the jar lid on, gently shake the mineral powder foundation jar to dispense the foundation into the sifter. 3. Remove the lid and dip the Mineral Foundation Brush into the powder, tapping against the rim of the jar to remove any excess. It is not necessary to use all the powder that is in the sifter – a little goes a long way. 4. Swirl the Mineral Foundation Brush inside the lid so that the powder is worked into the bristles. 5. To apply, start in the center of the face and work out to either side toward the hairline and along the jawline, blending well. For a light, natural coverage, a single, thin layer should be enough. For increased coverage, repeat the application process, applying the Mineral Powder Foundation in thin layers until the desired coverage level is achieved.
WHY DO MY CUSTOMERS HAVE TO USE A SPECIAL BRUSH? The Mineral Foundation Brush is custom-designed to work with the foundation and provide the flawless results your customers expect. The bristles are soft, natural hair that picks up a precise amount of powder, releasing it evenly as your customers sweep and swirl. The bristles are also shorter and flat across the top, so your customers can easily customize the level of coverage. Plus, the handle is the perfect size for maximum control. No other brush will come close to delivering the optimum application results. HOW CAN I HELP MY CUSTOMERS CHOOSE THE RIGHT SHADE? You can use the chart below as a guide, but you may need to experiment to find the perfect shade.
Mary Kay速 Mineral Powder Foundation
Ivory 5 Beige 2,4,5
Ivory 2 Beige 1
TimeWise速 Luminous-Wear速 / Matte-Wear速 Liquid Foundation
HOW OFTEN CAN I EXPECT MY CUSTOMERS TO REORDER? The average user will be ready to reorder in about two to three months.
Finding the Right Shade The goals of foundation are to protect the skin from environmental damage and to even out skin tone. And the right shade can make the skin look smooth and flawless exactly what women want. Here’s how easy it is to find the right shades for your customers. Have your customer test a few shades on her jawline or cheek. The correct shade should literally disappear into the skin and blend with the skin tone of the neck rather than the face. Also, when trying a new shade, it is best to test it in natural light. Here are a few things to keep in mind while you’re testing: • Many customers with bronze skin tones have variances in undertone and may need to customize their foundation by mixing two shades together to even out their skin. • The formula and coverage should be based on personal preferences. Tips: • When your customers try a new shade of foundation, encourage them to wait a few minutes before making a decision, as the foundation needs to adapt to their skin. And always encourage them to try the foundation shade on their face; wrists and hands are almost never the same shade as the face. • Remember to tell your customers that they need to blend the foundation into their skin to get a true idea of how the shade will look. The color straight out of the tube is not always a good indicator of how it will look with their skin tone. • If your customers want more coverage, they can wait a few minutes for the first layer to dry and then reapply. They can touch up throughout the day if needed. • The best foundation shade for your customers is the one that seems to disappear on their faces. • If your customers choose a foundation shade that blends well with their neck, but they want added color, offer them a cheek color to brighten their face, depending on their skin tone. • When your customers have trouble choosing between two shades, recommend the darker of the two. • Yellow-based foundations work well on almost everyone. Foundations with a little yellow will even out almost every complexion. Yellow minimizes red, which may be inherent in skin’s coloring as a result of tanning, aging or broken capillaries.
Foundation Comparison Chart
Ivory 1 Ivory 2 Beige 1
Ivory 5 Beige 2 Beige 4 Beige 5
Ivory 5 Beige 2 Beige 4 Beige 5
Blends easily to even out skin tone.
Can be used as a light concealer. Choose one shade lighter than your foundation.
Contains Vitamin E which is known to defend against free radical damage and oxidative stress which prematurely ages the skin
Contains Vitamin E which is known to defend against free radical damage and oxidative stress which prematurely ages the skin
Can be used as a makeup or touchup.
Provides sheer-to-full buildable coverage.
Apply every morning to wear all day.
Contains a collagen building peptide that is known to address age-related apperance of the skin and improve skin’s elasticity.
Contains a collagen building peptide that is known to address age-related apperance of the skin and improve skin’s elasticity.
Apply every morning to wear all day.
Includes key ingredients that combat fine line wrinkles.
Includes key ingredients that combine fine line wrinkles.
Ivory 2 Beige 1
Apply every morning to wear all day.
Provides buildable coverage.
Makes lines, wrinkles and other imperfections seem to disappear.
Blend effortlessly for a flawless look.
Two-in-one product that glides on like a cream and then dries to a soft, powdery, matte finish.
Apply every morning to wear all day.
Fight visible signs of aging while providing a beautiful finish.
Fight visible signs of aging while providing a beautiful finish.
Lightweight, oil-free powder
All skin types
Mineral Powder Foundation
Lightweight, oil-free formula
WHEN TO USE
Offers anti-aging benefits.
Offers anti-aging benefits.
All skin types
Best for combination to oily skin
Best for normal to dry skin
Créme-To -Powder Foundation
Skin feels moisturized all day long All-day oil and shine control.
TimeWise® Matte-Wear® Liquid Foundation
TimeWise® LuminousWear® Liquid Foundation
Find the best foundation for your customers with this at-a-glance comparison chart.
Ivory 2 Beige 1 Beige 2
Apply every morning to wear all day.
Provides UVA/UVB protection.
Provides oil-free moisturization.
Provides sheer color.
Oil-free liquid foundation
All skin types
Tinted Moisturizer with Sunscreen SPF 20
Enhance Mary Kay® Loose Powder This fine-textured, talc-free, silky-smooth formula helps keep makeup fresh all day long. It controls excess oil and unwanted shine without drying the skin. APPLICATION TIPS: 1. Dip the powder brush into the powder. Tap off excess. 2. Using light, long, downward strokes, apply powder on forehead and work down to the chin, covering the entire face to set makeup and leave a soft, matte finish.
Mary Kay® Sheer Mineral Pressed Powder POWER STATEMENT:
Lightweight, ultrafine powder imparts an invisible layer of oil- absorbing coverage that keeps makeup looking fresh throughout the day.
WHAT’S THE BUZZ IN THE MARKETPLACE? Women are rediscovering the beauty of powder. After all, it is the ultimate multitasking makeup product. It gives the face a smooth appearance. It holds concealer in place. And it sets foundation. WHAT SETS MARY KAY® SHEER MINERAL PRESSED POWDER APART FROM OTHER POWDERS IN THE MARKETPLACE? Mary Kay® Sheer Mineral Pressed Powder is formulated to control excess oil for at least eight hours. WHO ARE YOUR CUSTOMERS? Women who want translucent, luminous, oil-absorbing coverage will love Mary Kay® Sheer Mineral Pressed Powder, as well as women who want convenience.
Since the Mary Kay® Sheer Mineral Pressed Powder fits into the compact, customers can pop it in their purses for quick, no- muss, no-fuss touch-ups throughout the day. HOW DOES THE MARY KAY® SHEER MINERAL PRESSED POWDER WORK WITH OTHER MARY KAY® PRODUCTS? Beautifully. It’s a perfect complement to Mary Kay® color products and Mary Kay® foundations. WHEN DO CUSTOMERS APPLY MARY KAY® SHEER MINERAL PRESSED POWDER? Mineral Sheer Pressed Powder should be applied after applying foundation and before applying color cosmetics. Then the pressed powder can be used for touchups throughout the day. DO CUSTOMERS STILL NEED TO USE MARY KAY® LOOSE POWDER? It depends on their skin care needs.
HOW OFTEN CAN YOU EXPECT TO REORDER MARY KAY® SHEER MINERAL PRESSED POWDER? The use-up rate for an average user who applies the sheer mineral pressed powder twice a day will be approximately two to three months. HOW CAN YOU HELP CUSTOMERS PICK THE RIGHT SHADE? For your convenience, we have designed a shade chart to use as a reference for helping customers find their perfect match.
TimeWise® Luminous-Wear® / Matte-Wear® Liquid Foundation
Mary Kay® Sheer Mineral Powder Foundation
Ivory 5 Beige 2,4,5
Ivory 2 Beige 1
Please note that the above chart is to be used as a guide. Remember, as everyone’s skin tones are different, you may need to experiment to find the correct shade. WHAT OTHER PRODUCTS WOULD CUSTOMERS BE INTERESTED IN? If customers like Mary Kay® Sheer Mineral Pressed Powder because of its oilcontrol properties, they might be interested in Beauty Blotters® Oil-Absorbing Tissues, Mary Kay® Mineral Eye Color, Mary Kay® Mineral Cheek Color, Mary Kay® Mineral Bronzing Powder, Mary Kay® Mineral Highlighting Powder and Mary Kay® Mineral Powder Foundation.
You can offer your customers even more great products for their face:
Mary Kay® Tinted Moisturizer with Sunscreen SPF 20 WHAT’S THE BUZZ IN THE MARKETPLACE? There are times when women want sheer color and/or lightweight, oil-free moisturization. WHO ARE YOUR CUSTOMERS? Any busy woman who wants to simplify her usual beauty routine by using a product that provides sheer coverage, a sunscreen and moisturization. IS MARY KAY® TINTED MOISTURIZER WITH SUNSCREEN SPF 20 MEANT TO REPLACE OTHER PRODUCTS IN YOUR CUSTOMERS’ NORMAL BEAUTY ROUTINES? Not at all. The tinted moisturizer simply offers customers an option for those times when their normal beauty routines don’t fit their schedules or when they prefer more sheer coverage. HOW DOES MARY KAY® TINTED MOISTURIZER WITH SUNSCREEN SPF 20 WORK? It provides customers with three fabulous benefits; sheer color, oil-free moisturization and UVA/UVB protection. In fact, the Skin Cancer Foundation recommends this product as a safe and effective UV sunscreen. WHEN SHOULD YOUR CUSTOMERS USE MARY KAY® TINTED MOISTURIZER WITH SUNSCREEN SPF 20? Customers should use Mary Kay® Tinted Moisturizer With Sunscreen SPF 20 anytime they might want a more casual, natural look. Or on days when they just want to streamline their usual beauty routines. HOW OFTEN CAN YOU EXPECT YOUR CUSTOMERS TO REORDER MARY KAY® TINTED MOISTURIZER WITH SUNSCREEN SPF 20? The average use-up rate is estimated at two to three months. WHAT OTHER PRODUCTS WOULD CUSTOMERS BE INTERESTED IN? Customers might like Mary Kay® SPF 30 Sunscreen. Additionally, customers who like Mary Kay® Tinted Moisturizer With Sunscreen SPF 20 might like any of the Mary Kay ® Foundations.
Mary Kay速 Facial Highlighting Pen Facial Highlighting Pen restores highlights, refreshes your makeup and brightens your complexion. Light correcting pigments help deliver maximum radiance with a sheer luminosity. This formula helps diminish the appearance of imperfections and creates light on the face. Use after foundation and throughout the day for touchups. APPLICATION TIPS: 1. Use it around and under the eyes, on either side of the nose, at the corners of the mouth or in the hollow of the chin, wherever you want to eliminate shadows leaving skin looking more even and toned. 2. It is applied after foundation and during the day whenever a quick touchup is needed. Apply and blend product to diminish minor imperfections.
Now that you’ve helped your customers achieve a beautiful complexion with the right skin care routine, it’s time to enhance that natural beauty with color cosmetics. As an Independent Beauty Consultant, you can have confidence that our color collections always reflect the latest trends, and our formulas are some of the most advanced in the marketplace. That means you’ll always be able to offer your customers the latest shades developed with the latest technology.
Lip Color Products The latest shades. The dreamiest formulas. It’s how Mary Kay makes it easy and fun for you to create the irresistible looks you love.
Mary Kay® Creme Lipstick POWER STATEMENT:
Long wearing, stay true color glides on with a lightweight, creamy texture and delivers maximum color impact that lasts.
Enriched with emollients and moisturizers, Mary Kay® Creme Lipstick provides a veil of protection against moisture loss. Plus, it’s enhanced with nourishing vitamin E and a vitamin C derivative, which help defend against wrinkle-causing free radicals and everyday environmental stress.
Mary Kay® Creme Lipstick has several tempting gorgeous shades in the classic formula women have loved for years. Your customers have choices for an even broader range of skin tones. It features an exclusive pigment blend in a creamy, rich formula that does not feather or bleed. And the ultrachic, custom-designed case feels as beautiful as it looks in a woman’s hand.
WHAT’S THE BUZZ IN THE MARKETPLACE? Our existing Mary Kay® Creme Lipstick formula has earned a very loyal following and continues to be extremely popular among Mary Kay customers. Yet women also want shade choices for a broader range of skin tones. So we delivered the best of both worlds. We kept the existing formula and updated our shades to give current and new customers alike lipstick every woman can love. WHO ARE YOUR CUSTOMERS? Any woman who wants delicious lips drenched in long-wearing, stay-true color. DOES THE MARY KAY® CRÈME LIPSTICK CONTAIN FRAGRANCE? No, it is fragrance-free, meaning no fragrance was added to the formula. The lipstick does have a scent, which is a natural characteristic of the new vanilla flavor ingredient. This concept is new, as there are other Mary Kay® products that are fragrance-free yet also impart a scent. The most recent example is TimeWise® Targeted-Action® Eye Revitalizer, which contains a botanical extract that smell like citrus.
WHAT IS THE DIFFERENCE BETWEEN A FRAGRANCE AND A FLAVOR IN A LIP COLOR PRODUCT? A flavor in a lip color product can provide both a taste and as well as a scent for a more pleasant sensory experience. A fragrance is added to a product to specifically provide a characteristic scent and only to impart a pleasant scent, not to impart a taste. HOW IS THE FORMULA FRAGRANCE-FREE IF I CAN SMELL THE VANILLA FLAVOR? Since the biological mechanism of taste involves both taste buds on the tongue and olfactory sensors in the nose, a flavor can provide both taste as well as a scent or “smell” to a product. HOW OFTEN CAN YOU EXPECT YOUR CUSTOMERS TO REORDER THE MARY KAY CRÈME LIPSTICK? It will depend on how often your customer reapplies and how many shades she alternates using. It’s always a good idea to check with her often to see if she’s ready to reorder or try new shades. ®
WHAT OTHER PRODUCTS WOULD YOUR MARY KAY® CRÈME LIPSTICK CUSTOMERS BE INTERESTED IN? For your customers who love beautiful lips, you might also suggest: TimeWise® Age-Fighting Lip Primer (see page 67) Satin Lips® Lip Balm (see page 68) Mary Kay® Lip Liner (see page 93) Mary Kay® NouriShine Plus® Lip Gloss (see page below) Mary Kay® Lip Protector SPF 15 (see page132) Mary Kay® Liquid Lip Color (see page below)
Mary Kay® NouriShine Plus® Lip Gloss NouriShine Plus® Lip Gloss is the latest product combining beautiful color and skin care using key ingredients to help lips feel healthy and look younger. It smoothes, protects and condition lips, providing a instant boost of moisture and serious, ultraglossy shine. It leaves lips feeling supple and nourished then it takes that moisture and locks it in, so they feel soft and soothed.
Mary Kay® Liquid Lip Color The finish of a lipstick, the ease of a gloss. The Mary Kay Liquid Lip Color provides rich, opaque color to your lips. Weightless and non-sticky formula instantly moisturizes your lips. And when applied, it glides on easily while soothing and smoothing lips. ®
It contains Shea Butter which helps condition, comfort, and prevents moisture loss. You’ll feel refreshed and energized with its fresh mint flavor. Apply evenly over lips. Use with or without Mary Kay Lip Liner. For a customized look, apply it evenly for a full-coverage, dramatic lip statement. And for a natural look, apply it thinly for a barely there natural look. ®
Mary Kay® Lip Liner Smooth, creamy, waterproof formula in a retractable pencils that never needs sharpening. It glides on easily with a clean, precise, line that perfectly defines lips.
LIP COLOR APPLICATION TIPS: 1. Apply TimeWise® Age-Fighting Lip Primer to prevent feathering and bleeding. 2. To help increase lipstick wear, create a matte base by lining lips with lip liner along the natural lip line and filling in lips with lip liner pencil. Then apply lipstick. 3. Your customers can multiply their color options by blending two or more lipstick shades and lip glosses to create a custom look. APPLICATION TIPS FOR THIN LIPS: 1. Apply TimeWise® Age-Fighting Lip Primer on the lips and outside the lip line to prevent feathering and bleeding. 2. Erase the existing lip line by applying concealer or foundation over it. 3. Use Mary Kay® Lip Liner to draw a line slightly above the natural top and around the bottom lip lines. Fill in lips completely with the lip liner to create a matte base. 4. Place a dab of light concealer in the center of the top and bottom lips. 5. Apply Mary Kay® Creme Lipstick. 6. Finish with Mary Kay® NouriShine Plus® Lip Gloss applied to the center of the lips over lipstick to help make lips appear fuller. APPLICATION TIPS FOR MEDIUM OR FULL LIPS: 1. Apply TimeWise® Age-Fighting Lip Primer to prevent feathering and bleeding. 2. Erase the existing lip line by applying concealer or foundation over it. 3. Use Mary Kay® Lip Liner to draw a line slightly inside the natural top and around the bottom lip lines. Fill in lips completely with the lip liner to create a matte base. 4. Apply Mary Kay® Creme Lipstick. 5. Finish with Mary Kay® NouriShine Plus® Lip Gloss applied in a light coat evenly over lips.
Eye Color Products Beautiful Eyes. You’ve got the best of everything here – from liners that define to colors that add shimmer and shine. How To Shape Eyebrows: 1. Hold the pencil upright along the side of the nose. The brow should begin at the line where the pencil intersects the inner corner of the eye. 2. Angle the pencil from the tip of the nose to the middle of the iris. The brow should arch highest at the point where the pencil crosses the brow. 3. Angle the pencil so it touches the outer edge of the nostril and intersects with the outer corner of the eye This is where the eyebrow should end.
Mary Kay Brow Definer Pencil Fill in sparse areas of the brow, use to line and define or actually create a browline. This wood-cased pencil features a long-wearing, creamy, waterproof formula that strokes on smoothly to create a well-defined look. APPLICATION TIPS: 1. Make short, light strokes with the pencil from the beginning of the brow to the arch. 2. Longer, feather-like strokes are used to finish the ends. 3. Brush again to soften and blend the strokes.
Mary Kay® Brow Gel This clear, translucent gel is designed to groom and shape eyebrow hairs into place. The built-in applicator applies just the right amount, giving brows a fuller and thicker appearance. The flake-proof formula conditions and locks in brow color. It fits into the lip well of both Mary Kay compacts.
Mary Kay速 Eyeliner This creamy, long-lasting formula glides on smoothly without tugging at the eye area. It is waterproof, smudge-resistant and fade-resistant. APPLICATION TIPS: 1. Advance mechanical liner by twisting up slowly. Be careful not to twist too far, as liner does not retract. Replace cap after use. 2. Lightly stroke a single, fine line at base of upper eyelid next to lashline from inner to outer corner. 3. Draw another fine line just under lower lashes, from outer to inner corner. 4. Apply only above upper lashes and below lower lashes, never on the inner eyelid.
Mary Kay速 Liquid Eyeliner This long-wearing, water-resistant formula dries in seconds to provide intense stay-true color that wears all day. Applies easily with a felt-tip applicator.
APPLICATION TIPS: 1. Tighten cap and shake well. 2. Use felt-tip applicator to apply Mary Kay速 Liquid Eyeliner along your top lashline. 3. You can also apply liquid eyeliner along your bottom lashline to create a very dramatic eye look.
Mary Kay® Lash & Brow Building Serum POWER STATEMENT:
Let lashes and brows live up to their fullest potential.
WHAT’S THE BUZZ IN THE MARKETPLACE? With so many facial products in the market today, women have amplified awareness on taking care not only of their skin but also of facial hairs. This includes the science of shaping brows and growing them if they are thin and sparse. Mary Kay® Lash & Brow Building Serum comes to the rescue in cases of shortened lash life and thin, sparse brows. WHO ARE YOUR CUSTOMERS? The Mary Kay® Lash & Brow Building Serum is for women who want to improve the appearance of their thin and sparse lashes and brows. Usage of the product will result to thicker and fuller-looking lashes and enhanced lash volume, as it reduces lash breakage and brittleness. HOW DOES MARY KAY® LASH & BROW BUILDING SERUM WORK? Mary Kay® Lash & Brow Building Serum has a gentle and safe formula. Its unique Lash Response® Complex contains amino acids, a peptide and red clover extract to help provide what lashes and brows need to stay healthy and strong. • Amino acids help provide essential nutrition - Since amino acids create keratin, a protein that makes up the majority of each hair strand, it makes sense that having even more amino acids would be beneficial. The Lash Response® Complex adds amino acids to the skin to provide nourishment • Tetrapeptide-3 helps strengthen the skin dermal matrix - This is considered a “biomimetic” peptide because although it was discovered in a laboratory, it “acts” like a protein produced in the skin, similar to how an artificial sweetener can taste like sugar but isn’t. When tested in vitro, this peptide promotes the production of collagen, fibronectin and laminin – key components in skin that are responsible for supporting specialized cells critical to the lifecycle of hair. Without a strong skin dermal matrix, the hair lifecycle maybe shortened. • Red Clover contains antioxidants - Free radicals are known to shorten the hair lifecycle. The Lash Response® Complex contains an extract derived from red clover, a botanical that is known to contain antioxidants that neutralize free radicals.
BENEFITS AND CLAIMS Women who used the Lash & Brow Building Serum have attested that their lashes appeared fuller and their brows significantly grew. Here’s what else they had to say about the product:
80% 77% 76% 65%
said it helped reduce lash loss during makeup removal said it reduced lash brittleness & breakage said the look of thin, sparse lashes was improved said the look of thin, sparse brows was improved
*Results reported during a two-week independent consumer study
HOW TO USE MARY KAY® LASH & BROW BUILDING SERUM? Before applying Mary Kay® Lash & Brow Building Serum™ each night, be sure your eyelids are clean and dry, and contact lenses have been removed. Then let beautiful and fuller eye lashes come to you in 3 easy steps! 1. Apply Lash & Brow Building Serum to the root of your upper lashline. It is as simple as applying a liquid eyeliner. 2. Then, evenly coat the upper lashes with Lash & Brow Building Serum to help strengthen the lashes. 3. Lastly, evenly coat the lower lashes to help fortify and grow your lower lashes as well. Build your brows with this simple step! • Apply the Lash & Brow Building Serum to your brow. Simply swipe through your brow from left to right.
Mary Kay® Lash Primer The Mary Kay® Lash Primer provides flawless, fool-proof application with its clear formula. It’s a colorless mascara that enhances the appearance of lashes while still looking natural. it has a special Dual-Action brush specifically designed for a primer formula to maximizethe benefits and deliver a natural look. The Mary Kay® Lash Primer was specifically formulated to contain Pro Vitamin B5 (panthenol) and phytantriol. When this vitamin is used in a primer, this adds moisture and enhances eyelashes and helps make the primer easier to apply. In a study conducted by an independent research company, 7 out of 10 women love Mary Kay® Lash Primer! Here’s what they said:
93% 87% 85% 84% 82%
said mascara glides on smoothly and easily. said lashes held their curl longer. said it improves mascara wear. said lashes are more visible.
said lashes feel healthy and conditioned as it fortifies every lash. *Results reported during a two-week independent consumer study
Mary Kay® Lash Lengthening Mascara The Mary Kay® Lash Lengthening Mascara formula features the Smart Wiper™ technology to deliver the exact amount of mascara your customers need for maximum plumping – without the clumping. So there is no need to pump the mascara brush in and out of the bottle or swirl it around. The Smart Wiper™ design does the work. It is also smudgeresistant, flake-resistant, clump-resistant, ophthalmologist-tested and suitable for contact lens wearers and sensitive eyes. This lightweight formula lengthens for natural-looking lashes. This mascara also penetrates each lash to nourish, condition and strengthen instantly as it lengthens. It’s a good idea to remind your customers to let any face cream they use fully absorb before they apply their mascara. Excess face cream that hasn’t fully absorbed can cause mascara to smudge. After opening, mascara should be replaced every three to four months to promote optimum product performance and to help ensure mascara is free from harmful bacteria. APPLICATION TIPS: 1. Pull wand straight out of the tube without swirling or pumping. 2. Lightly brush mascara back and forth across upper lashes, starting at the base of the lashes and working out. 3. Then brush on lower lashes, lightly brushing the tip back and forth across the lashes. 4. For longer, thicker-looking lashes, reapply one or two additional coats. Let mascara dry between coats. Note: The Mary Kay® Oil-Free Eye Makeup Remover makes removing it perfectly easy too.
Mary Kay Lash Love Mascara The Mary Kay Lash Love Mascara defines, defends and delivers four times the volume without looking overdone. When lashes are separated — literally fanned out from corner to corner — your lashes can look instantly fuller, thicker, multiplied in volume. ®
Designed to eliminate clumping, Mary Kay® Lash Love® Mascara has a flexible, sculpted designed brush that reaches every tiny, hard-to-reach lashes and wraps them in color. It features a single, sculpted piece with short and long “spokes” that are perfectly aligned to separate one lash from the next. The short spokes deliver just the right amount of the formula, while the long spokes comb it through, depositing it evenly on the lashes. It also contains Panthenol Pro Complex which include two widely known conditioning ingredients — Pro Vitamin B5 and Phytantriol, often used together in hair care products. Plus, it is also enriched with Vitamin E that helps condition our lashes.
In an independent customer study*, women who wore Mary Kay® Lash Love® Mascara for seven days loved it! In fact, the majority of women said it lasted 10 hours or more! And 3 out of 4 women said there were no clumps in sight! Testing also showed that the formula didn’t run when eyes watered of teared up — and it didn’t smudge even after a workout. ®
Mary Kay Lash Love Waterproof Mascara The Mary Kay® Lash Love® Waterproof Mascara defines, defends and delivers voluminous lashes in a waterproof formula. The unsculpted brush of the Lash Love® Waterproof Mascara separates and coats even fine, hard-to-reach lashes so volume looks instantly magnified. With this, lashes are sure to appear fuller, lifted and multiplied while looking naturally flawless, soft and healthy. Plus, it has none of that stiff look you get from other mascaras. Its formula contains the exclusive Panthenol-Pro Complex® and Vitamin E which helps moisturize, strengthen and condition lashes, defending them against breakage and brittleness. What’s more, the waterproof formula of the Lash Love® Mascara had been given outstanding reviews by users and said it held up through sweat, rain, tears, humidity, pool and saltwater. Here’s what else they said:
90% 90% 89% 85%
said it lasted all day without flaking or smearing said lashes looked defined and felt natural not heavy said lashed looked lifted said lashes were separated and looked multiplied
* Study conducted by an independent research company
Mary Kay® Mineral Color Mineral-based products are a hot trend in the cosmetics industry. As more consumers strive to lead healthier lifestyles, using more botanicals or mineral-sourced ingredients in food and personal care products continue to gain huge popularity. Minerals have also become popular in cosmetics because they have a lightweight texture and provide luminosity and radiance to the skin. WHAT’S THE BUZZ IN THE MARKETPLACE? Mineral-based products are a hot trend in the cosmetics industry. Growing numbers of specialty brands, as well as mass retail brands, offer mineral makeup to meet the ever-increasing demand by women worldwide. As more consumers strive to lead healthier lifestyles, being “natural” and using more botanicals or mineral-sourced ingredients in food and personal care products continue to gain huge popularity. Minerals have also become popular in cosmetics because they have a lightweight texture and provide luminosity and radiance to the skin. WHO ARE YOUR CUSTOMERS? Women who want color products that look fabulous on their skin — and that are good for their skin. Mineral-based formulas are famous for their oil-absorbing properties, ease of application, excellent coverage and adhesion to skin. Age-conscious customers will especially like the fact that the mineral products are formulated with vitamins A, C and E — antioxidants that help protect against wrinkle-causing free radicals. The Mary Kay® mineral products also resist settling into fine lines and wrinkles, so they’ll be especially appealing to more mature women. WHAT MAKES THE MARY KAY® MINERAL COLOR PRODUCTS DIFFERENT FROM CURRENT? There have always been moderate percentages of minerals in all Mary Kay® powdered color products. But with the growing popularity of minerals in cosmetics products, Mary Kay increased the amount of mineral ingredients in our powdered color products. Additionally, the Mary Kay® mineral makeup contains a combination
of minerals that are mixed with other raw materials to get the right texture. Due to the combination of these minerals, the texture blends evenly with a silky touch, providing a smooth and lightweight feel with a natural, luminous finish. SOME COMPETITORS ADVERTISE THEIR MINERAL COSMETICS PRODUCTS AS “ALL NATURAL.” ARE THE MARY KAY® MINERAL-BASED PRODUCTS ALL NATURAL? No ingredient used in mineral makeup is “all natural,” although the ingredient may be naturally sourced — meaning “from the earth.” Every ingredient used in a cosmetics product is of a chemical grade. Even the water used in cosmetics is treated. Likewise, all minerals found in nature undergo extensive purification and processing before they are incorporated into a cosmetics product. The truth is that even if you use a lot of natural ingredients or botanicals — which are good and Mary Kay does use them — it is not accurate to say “all natural” if the formula is not truly made of 100 percent natural ingredients.
WHAT DO DERMATOLOGISTS SAY ABOUT MINERAL MAKEUP? Many leading dermatologists recognize and approve of the benefits of mineral makeup, such as its oil - absorbing properties, the ease of application, excellent coverage and the way it adheres to skin. Minerals are also non-comedogenic because they don’t obstruct skin pores, and this makes mineral makeup good for customers with oily skin. However, dermatologists generally believe that mineral makeup is not a true treatment product for skin, nor can a typical use provide the necessary amount of sun protection for the skin.
Mary Kay® Mineral Eye Color POWER STATEMENT:
This mineral-based formula is known for its oil-absorbing properties, ease of application and excellent coverage WHAT’S THE BUZZ IN THE MARKETPLACE? Women want color products that look beautiful, feel natural and provide skinenhancing benefits. Mary Kay® Mineral Eye Color mineral based features oil-absorbing properties, ease of application, and provides intense coverage in one sweep. It includes vitamins A, C and E to help protect against wrinkle-causing free radicals. Mary Kay® Mineral Eye Colors were selected by a professional makeup artist to create very wearable every day looks for all skin tones. Steel pan fits perfectly into Mary Kay® Compact. WHO ARE YOUR CUSTOMERS FOR THE MINERAL EYE COLOR? Women who bought eye color from you in the past, since they are obviously interested in color. And any woman who wants the latest on-trend shades. (The shades were selected by a professional makeup artist.) From matte to shimmery, the long-lasting, fade-resistant shades look gorgeous on any skin tone. And they’ll give customers intense, crease-resistant color in a single swipe. Also, age-conscious women who are looking for color products that provide skin-loving benefits will be thrilled with the mineral eye color. WHAT OTHER PRODUCTS WOULD THESE CUSTOMERS BE INTERESTED IN? Women interested in mineral eye and cheek color may also want to hear about other Mary Kay® mineral-based products like the mineral bronzing powder, mineral highlighting powder and Mary Kay® Mineral Powder Foundation. Women interested in the mineral eye and cheek color will also probably find other color products like Mary Kay® Eyeliner, Mary Kay® Creme Lipstick, Mary Kay® NouriShine Plus® Lip Gloss. Also, if customers are looking for the anti-aging properties of the mineral products, they’ll probably want to try TimeWise® age-fighting skin care.
You can offer your customers even more great products for their eyes:
Oil-Free Eye Makeup Remover This oil-free formula gently removes all types of eye makeup, including waterproof, without leaving skin feeling greasy. Note: Shake well in order for product to be effective.
Features/key ingredients - Cyclotetrasiloxane - asilicone which effectively removes waterproof eye makeup without leaving skin oily or greasy. - Poloxamer 184 - a gentle emulsifier which effectively removes non-waterproof eye makeup. - Opthalmologist - tested. - Top phase removes waterproof eye makeup and bottom phase removes non-waterproof eye makeup
Highlighter, Midtone, Accent and Contour Eye Colors To create a gorgeous look on any eye shape, use a highlighter shade (a light, sheer color); a midtone shade (typically a neutral tone); an accent shade (a deep complimentary color); and a contour shade. A highlighter shade draws attention and “lifts” an area. The highlighter shade is commonly applied on the brow bone, lid and along the inner third of the lower lashline. The midtone shade is commonly applied over the eyelid and then blended well with the highlighter. An accent shade is used to add depth and help an area recede. The accent shade is typically applied starting at the outer corner of the eye and sweeping up into the crease and blended well. A contour shade adds extra definition and depth to create an alluring effect. It is typically applied in the eye crease and blended well. APPLICATION TIPS: 1. Using the eye color applicator, stroke across eye color and apply to lids. 2. Blend after each application of color. 3. If desired, use a dampened sponge tip or brush to blend and “set” color.
Three-Color Application • Apply the highlighter shade on the brow bone, lid and along inner third of lower lashline. • Apply the midtone shade over eyelid and blend well with the highlighter. • Apply the accent shade starting at outer corner of the eye and sweeping up into crease. Blend well.
Four-Color Application • Apply the highlighter shade on brow bone and along inner third of upper and lower lashline. • Apply the midtone shade over eyelid up to the crease. Blend well with the highlighter. • Apply the contour shade in the eye crease. Blend well. • Apply the accent shade in the outer edges of the crease. Blend with the contour shade. Also, apply it on the outer two thirds of the upper and lower lashline and blend.
Customizing Eye Color Shades: • To darken any shade, start by applying a dark eye color to the area you wish to darken. Then follow with the desired shade. • To lighten any shade, apply a light eye color on top of the shade you wish to lighten.
Eye-Dentify Creating a beautiful look for eyes starts with identifying their shape. Then your customers can customize how they apply highlighter, midtone and accent colors for eyes that captivate. For example, dark shades add depth while lighter shades create “lift.” Knowing how to bring out the best from these six common eye shapes can mean gorgeous results your customers will love!
When eyes are set about one eye width apart, they’re considered standard. You can play up the versatility of these eyes by changing the intensity of shades for more or less definition.
1. Highlighter shade: Apply on brow bone, lid and along inner third of lower lashes. 2. Midtone shade: Apply in crease starting at the outer corner and blend. 3. Accent shade: Apply and blend along top lashline and into outside half of crease. Apply along lower lashline. 4. Eyeliner: Glide on along upper and (if desired) lower lashline. Soften with the Eyeliner/Eyebrow Brush, if desired. 5. Mascara: Apply to upper and (if desired) lower lashes.
When eyes are less than one eye width apart, theyâ€™re considered close set. You can bring out the alluring attributes of these eyes while making them appear farther apart by concentrating the more intense colors at the outer corners.
1. Highlighter shade: Apply to brow bone and lid. Apply the highlighter shade to the inside corners of the eye to help the eyes appear farther apart. 2. Midtone shade: Starting at the outer corner of the crease, bring the color toward the inside corner to the brow but not all the way over to the nose. 3. Accent shade: Sweep it across the base of the upper lashline and up into the outer area of the crease. Sweep it underneath the lower lashline for definition, except for the inside corners. 4. Eyeliner: Glide on upper lashline and along lower lashline from the midiris to slightly past the outer corner. Soften with the Eyeliner/Eyebrow Brush, if desired. 5. Mascara: Apply on upper and (if desired) lower lashes, adding an extra coat or two to the outer top lashes.
You can spot these eyes as being more than one eye width apart. Theyâ€™re open and inviting, so try enhancing that quality while making them appear closer together by using stronger shades, particularly at the inner corners.
1. Highlighter shade: Apply to brow bone. 2. Midtone shade: Starting from the outer corner of the crease, bring the color toward the inside corner of the eye. Deepen the color on the inside corners and lid to help the eyes appear closer together.
3. Accent shade: Starting slightly in from the outer corner, brush color across the upper lashline and into the crease of the eye. Also sweep it underneath the lower lashline, being careful not to extend it beyond the outer edge of the eye. 4. Eyeliner: Glide a thin, soft stroke on upper and lower lashline just to the outer edge of the eye. Soften with the Eyeliner/Eyebrow Brush, if desired. 5. Mascara: Sweep evenly onto upper and (if desired) lower lashes.
Look for this shape when the brow bone appears more noticeable due to the deep setting of the eyes. You can draw attention to the magnetic quality of these eyes while bringing the visibility of the lids forward by avoiding dark shades in the crease.
color 1. Highlighter shade: Apply to the eyelid and along the inner corner of lower lashes and to brow bone. 2. Midtone shade: Bring the color up above the crease and sweep it across the brow bone. 3. Accent shade: Apply to the outer corner of the upper lashline, then up onto the corner of the brow bone. Sweep the accent shade underneath the lower lashline for definition. 4. Eyeliner: Glide a thin line along upper and lower lashline, thickening the line slightly on outer two-thirds of lid. Soften with the Eyeliner/Eyebrow Brush, if desired. 5. Mascara: Apply to upper and lower lashes.
Youâ€™ll notice these eyes are set so the natural crease in the eyelid is not readily seen. By creating a well-defined lashline, you can capture the charisma of these eyes while adding dimension to their appearance.
1. Highlighter shade: Apply to brow bone and along the upper lashline and inner corner of lower lashes. 2. Midtone shade: Apply color from the base of the upper lashline and over the entire hooded area to help the lid appear to recede. Blend. 3. Accent shade: Apply from the base of the lashline and over the entire hooded area to help it appear to recede and blend. Sweep the accent color underneath the lower lashes to define. Hooded eyes really benefit from well-defined lashlines â€” upper and lower. 4. Eyeliner: Glide onto upper lashline and along lower lashline from outside corner to inside edge of the iris. Soften with the Eyeliner/Eyebrow Brush, if desired. 5. Mascara: Apply to upper and (if desired) lower lashes.
These eyes are referred to as a single or vanishing eyelid â€” appearing as a flat surface when closed due to a lack of a natural crease. Your customers can accentuate the exotic beauty of their eyes while adding dimension by emphasizing the lashline and outer corners.
1. Highlighter shade: Apply to brow bone starting at the inner corner of the eye and sweeping out. Apply along lower lashline. 2. Midtone shade: Apply to the entire lid, blending into the highlighter shade. 3. Accent shade: Apply in the crease starting at the outer corner of the eye and finishing two-thirds of the way toward the inner eye. You want to keep the inner eye area lighter and emphasize the crease with a darker shade to help create the illusion of more of an eyelid. 4. Eyeliner: Glide on a thin line from corner to corner of upper lashline. A lighter shade of eyeliner or eye color applied wet can be used on the lower lashes to help the eyes appear more open. Soften with the Eyeliner/Eyebrow Brush, if desired. 5. Mascara: Apply to upper and (if desired) lightly to lower lashes.
From basic to colorfully expressive, eye makeup can take your total look to the next level. Need to shake up a tired look? Add a pop of eye color. Go for exaggerated lashes. Well-defined brows are an instant face lift. These insider tips and simplified how-to’s make made-over eyes easy.
Three Ways to Line Eyes color
1. Pencil = Defined line Pencils create a defined line so you have flexibility to draw a thick or thin line. They also have intense color pigment so the color will be rich when applied. 2. Liquid = Dramatic line For precise lining that can be more dramatic, liquid is an easy way to achieve the look you want. You can add a winged tip on the edge by gently ticking up the line at the outer edge. TIPS: You may find it useful to draw your line in pencil and trace over the same line with liquid liner. You can keep eye makeup remover nearby with a cotton swab to gently remove any mistakes. It’s best not to apply liquid eyeliner on the lower lashline as it can make eyes look narrow. Instead, line the lower lashline with a pencil or let the lower lashline go without eyeliner altogether. 3. Mineral Eye Color = Blended line Using the Mary Kay® Eyeliner/Eyebrow Brush, an angled flat brush, you can apply any shade of mineral eye color as an eyeliner. It’s fun to blend mineral eye colors over other eyeliner formulas to create rich effects or new color creations. When using along lower lashline, diffuse color with the angled brush and for a softened look.
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Three Steps to Lash Perfection 1. BUILD
3. PERFECT. CHOOSE YOUR MASCARA.
Mary Kay® Lash & Brow Building Serum
Mary Kay® Lash Primer
Mary Kay® Lash Mary Kay® Love® Mascara Lash Love® Waterproof Mascara
Apply before you catch up on your beauty sleep. See results in just
Apply one coat. Then before it dries, finish with desired amount of mascara.
Curl lashes first, holding the lash curler near the base of the lashline and gently squeezing for 10 to 20 seconds. Apply mascara by placing the brush as close to the base of the lashline as possible. Gently wiggle the brush back and forth while moving it toward end of lashes. Repeat. If needed, apply mascara with the tip of the brush to lashes that need a little extra coverage.
30 days (applied during nighttime only).
Mary Kay® Lash Lengthening Mascara
Finding the Perfect Eye Color
If you love an eye color, embrace it! After all, color is meant to be fun! It’s all about what you’re comfortable wearing and the application that suits you best. Pick your eye color formula •
MINERAL EYE COLOR has skin-loving benefits and is versatile to wear alone, as an eyeliner, or combined with cream eye color. It’s long-lasting, fade resistant, crease resistant, includes antioxidants. CREAM EYE COLOR is long wearing (for up to 10 hours), waterproof and can be worn alone or as a primer with mineral eye color. It’s lightweight formula makes it easy to wear and is great for new makeup users.
Pick your eye color shade: Basic Guidelines
1. Neutrals work anywhere on the eye and are perfect for blending with looks to create dimension. 2. Deep and dark shades work best as accent colors in eye crease, along lashlines and for smoky effects. 3. Light and shimmery shades are great for highlighting inner corner of eyes, along brow bones or blended with other colors for illuminating effects. 4. Vibrant shades add a fun touch to eye color and can be worn all over eyelid or just as an accent. FIND BALANCE. When in doubt, stick to one bold color and mix it with neutrals for color balance. BLEND, BLEND, BLEND. It’s the key for a seamless finish that looks best TERRIFIC TOOLS Use makeup brushes for best application. TRY BEFORE SHE BUYS The Mary Kay® Virtual Makeover is an excellent way for your customers to try new shades. Once they fall in love with a new look, you can help make it a beautiful reality.
Four Ways to Wear a New Eye Color Trying a new eye color is really easy! Show your customers how to feel confident when trying new shades. 1. As a wash of color
Apply eye color lightly from lashline to brow bone. Use the Mary Kay速 Eye Color Brush for mineral eye color and the Mary Kay速 Cream Eye Color/Concealer Brush for cream eye color. Blend a very light amount across the eyelid, starting in the middle of the eyelid and sweeping across back and forth. Add another wash of color to build color intensity. 2. As an accent
Apply a neutral eye color or a shade you are comfortable with as a base from lashline to browbone. Then apply the new eye color just to the crease of the eye, using the Mary Kay速 Eye Crease Brush. Sweep a light layer, starting from the outer edge of the eye crease inward. Then blend the two shades together, using the Mary Kay速 Eye Color Brush.
3. As an eyeliner
Apply neutral eye color or shades you are comfortable with as usual. Then, using the Mary Kay速 Eyeliner/Eyebrow Brush, apply the new mineral eye color to the upper and/or lower lashline and blend. You can apply it alone or over eyeliner. 4. As a dramatic finish
Apply a new shade as a smoky eye. Contrary to popular belief, you can use most any shade for a smoky eye, not just black. See an easy smoky eye application on the next page
Mary Kay® Mineral Cheek Color POWER STATEMENT:
This mineral-based formula is known for its oil-absorbing properties, ease of application and excellent coverage Mary Kay® Mineral Cheek Color mineral based formula is famous for its oil-absorbing properties, ease of application, excellent coverage and adhesion to skin. It includes vitamins A, C and E to help protect against wrinkle-causing free radicals. Mary Kay® Mineral Cheek Colors were selected by a professional makeup artist to create very wearable every day looks for all skin tones. Steel pan fits perfectly into Mary Kay® Compact. APPLICATION TIP: 1. Swipe cheek color brush evenly across cheek color, tapping off excess. 2. Begin applying color at the apple of the cheekbone. 3. Feather the color slightly upward and along the cheekbone, stopping at the top of the cheekbone, just below the temple. 4. Color should not begin before the pupil or extend below the nose. WHO ARE YOUR CUSTOMERS FOR THE MINERAL CHEEK COLOR? Women who bought cheek color from you in the past. And any woman who wants faderesistant, true-color shades that blend easily. Also, women who want cheek color that goes beyond beautiful to deliver benefits for their skin will love the mineral cheek color. WHAT OTHER PRODUCTS WOULD THESE CUSTOMERS BE INTERESTED IN? Women interested in mineral eye and cheek color may also want to hear about other Mary Kay® mineral-based products like the mineral bronzing powder, mineral highlighting powder and Mary Kay® Mineral Powder Foundation. Women interested in the mineral eye and cheek color will also probably find other color products like Mary Kay® Eyeliner, Mary Kay® Creme Lipstick, Mary Kay® NouriShine Plus® Lip Gloss. Also, if customers are looking for the anti-aging properties of the mineral products, they’ll probably want to try TimeWise® age-fighting skin care.
Mary Kay® Mineral Bronzing and Highlighting Powder POWER STATEMENT:
These products allow you to control the level of shimmer or matte pigment to create the perfect customized look for your skin. Because two shades, one light and one dark, are pressed together in one pan, you can also adjust the intensity of the shade when you apply it.
WHAT’S THE BUZZ IN THE MARKETPLACE? Women want customization that fits their individual needs and style. And they want products that do more than one thing. WHO ARE YOUR CUSTOMERS? Anyone who wants complete freedom to mix and match and customize the perfect look for their skin tone. HOW SHOULD THE MINERAL BRONZING POWDER AND MINERAL HIGHLIGHTING POWDER BE USED? They can be worn all over the face, on the cheeks only or to contour the face. Plus, each mineral bronzing powder and mineral highlighting powder can be used as an eye color. It’s about playing and creating your own look. WHAT IS THE DIFFERENCE BETWEEN THE MINERAL BRONZING POWDER AND THE MINERAL HIGHLIGHTING POWDER? The mineral highlighting powder works best for fair skin and provides a finished look that is brightening and illuminating. The mineral bronzing powder works for all skin tones, but provides a different look depending on skin tone. For ivory to beige skin tones, the bronzing shades provide a sun-kissed effect. For bronze skin tones, the mineral bronzing powder adds warmth to the complexion. WHAT IS THE DIFFERENCE WITH THE MARY KAY® MINERAL HIGHLIGHTING POWDER AND MARY KAY® FACIAL HIGHLIGHTING PEN? The mineral highlighting powder is a pressed powder, not a liquid like the facial highlighting pen. The mineral highlighting powder is designed to brighten the overall appearance of the face and can be used as eye color. It can be used to highlight
the temples, the tops of the cheek bones and the center of the nose. Mary Kay® Facial Highlighting Pen, however, contains special light-reflecting pigments and is intended to optically “lift” small shadowy areas of the face, such as under eyes, on either side of the nose, at the corners of the mouth or in the hollow of the chin. WHAT OTHER MARY KAY® PRODUCTS MIGHT THESE CUSTOMERS LIKE? Customers who like the mineral bronzing powder and mineral highlighting powder will probably like all of the other mineral-based products Mary Kay has to offer — especially the mineral eye and cheek color.
Get Glowing Highlighting Powder is perfect for all skin tones to contour or give skin a healthy, sunkissed look. Try applying it prior to cheek color for contouring around the temples and outer edges of the face. You can also dust it on cheeks for added shimmer, or use the Powder Brush to sweep it over the entire face and décolleté for a safe, fresh-from-the beach glow. But remember to apply sparingly, building on the color as needed and blending well.
Mary Kay® Cream Blush in Sheer Bliss Mary Kay® Cream Blush in Sheer Bliss can be used year-round. It gives you a natural look with its easy to apply lightweight formula infused with emollient white lily bulb extract plus peach extract that is rich in Vitamin C. The creamy dreamy, blush containing skin-protecting anti-oxidants glides on like a cream and then transforms to a natural powdery finish. It is non-greasy, non-oily, due to its creamy consistency. The Mary Kay® Cream Blush is best for dry or mature skin types, and it offers a soft, lit-from-within finish with or without foundation. It can be applied with either the fingers or a soft make-up sponge because it can be spread and blended into the skin easily, due to its creamy consistency.
Mary Kay® Makeup Finishing Spray POWER STATEMENT:
When makeup meltdown is not an option. Give it the staying power to last up to 16 hours!
WHAT’S THE BUZZ IN THE MARKETPLACE? Certain occasions demand for a fresh-looking and just-made-up look from the beginning to the end of the day. But several factors contribute to makeup meltdown. When women are too busy to worry about their makeup, a secret weapon that keeps celebrities looking flawless and picture-perfect all day long is now available. WHO ARE YOUR CUSTOMERS? Any woman who wants to give her makeup the staying power to last for hours, such as special occasions, a long day followed by a night out or just too busy for touchups. This product is also ideal for current Mary Kay Color customers and any woman simply looking for a great refresher anytime during the day. HOW DOES THE MAKEUP FINISHING SPRAY WORK? Mary Kay® Makeup Finishing Spray by Skindinävia® keeps makeup / foundation looking freshly applied for up to 16 hours. It feels completely breathable and works on any skin type, even oily skin. It dries up quickly from application and does not feel sticky on the skin. When washed off, it does as easily as when applied. IN WHAT ORDER SHOULD MY CUSTOMERS APPLY THE MAKEUP FINISHING SPRAY? For makeup users, Mary Kay® Makeup Finishing Spray is applied after all Mary Kay makeup has been applied to one’s face. This is the final step in applying color cosmetics, to allow makeup to stay for as long as 16 hours. For skin care users (who use the product without makeup), it is used right after putting on Mary Kay foundation.
WHEN IS IT BEST TO APPLY MAKEUP FINISHING SPRAY? It is best used during day time. It can prolong the quality of skin care and makeup applied to one’s face, for flawless and picture-perfect skin all day long. HOW SHOULD MY CUSTOMERS USE MAKEUP FINISHING SPRAY? Apply foundation and makeup. Once done, shake the spray bottle well. Hold the spray 8 to 10 inches from the face and close your eyes. Spray face 3 to 4 times in an “X” and “T”formation.
About Face When faced with applying cheek color — shape matters. Your customers can experiment with different shades of cheek color for their skin tone. But the key to enhancing a woman’s beauty comes from knowing where to apply the cheek color for her face shape. Here are a few techniques that can help.
Typically looking younger longer, a round face features shorter, wider, full cheeks and a rounded chin. You can give this shape more definition by applying contour around the outer areas of the face. 1. Highlight by dotting the Facial Highlighting Pen under the eyes, in the center of the forehead and on the chin to bring focus to the center of the face. Blend well. 2. Contour with Bronze Highlighting Powder on the temples and sides of the face. 3. Apply cheek color to the apples of the cheeks.
Strong and balanced, a square face is of equal width at the forehead, cheek and chin. To soften the “edges” of this shape, you can contour the outer areas and highlight the center of the face. 1. Dot highlight on the middle of the forehead and chin and brush highlight down the center of the nose to bring focus away from the outer edges of the face. Blend well. 2. Contour the sides of the forehead above the temples and on the sides of the jaw to help give edges a receded appearance. Blend. 3. Apply cheek color just to the apples of the cheeks, keeping attention on the center of the face.
The beauty of the oval face shape is its symmetry. And that’s great news! It means you can have fun exploring several different techniques to achieve the look you want. 1. If desired, add a little extra definition to the face by applying contour to the temples. 2. Sweep cheek color along cheekbones. Or for a natural, just-blushed look, apply cheek color to the apples of the cheeks. Or brush cheek color slightly higher on cheeks, just under the eye, for a youthful glow.
You can recognize this feminine face shape when the forehead is wider than the chin, and the chin tapers to relatively narrow or almost pointed. To help balance and enhance a heart-shaped face, it’s best to contour the forehead and along the eyes. 1. Apply several small dots of highlight on the chin and blend to make it appear wider. 2. Contour the sides of the forehead, down over the temple area and along the sides of the face. 3. Sweep cheek color along the center of each cheek, just below the pupil of the eye, to help cheeks appear slimmer and the jaw wider.
Mary Kay® Compact WHAT’S THE BUZZ IN THE MARKETPLACE? Women want to simplify their lives. And having their makeup organized is a way to do that. Women use, apply, carry and store their cosmetics in different ways. And they’re looking for ways to personalize and customize their makeup for day, night or weekend needs. WHO ARE YOUR CUSTOMERS? Customers who bought compacts in the past may be especially interested in the compact. And so will any woman who wants flexibility. The ultra sleek compact is ultra-versatile and can be customized with endless combinations of your customers’ favorite Mary Kay® products. WHAT PRODUCTS DOES THE MARY KAY® COMPACT HOLD? The compact was designed to hold the Mary Kay® Mineral Bronzing Powder, Mary Kay® Mineral Highlighting Powder, Mary Kay® Sheer Mineral Pressed Powder, Mary Kay® Mineral Eye and Cheek Color, Mary Kay® Creme-To-Powder Foundation, Mary Kay® Crème Lipstick, Mary Kay® NouriShine Plus® Lip Gloss, — in literally thousands of different color combinations. WHAT MAKES THE MARY KAY® COMPACT DIFFERENT FROM OTHER COMPACTS? There are many features that make the Mary Kay® Compact special. • Ultra
durable, purse-tested finish customizable with thousands of possible color combinations • Makeup organization has never been easier • Refillable, so it’s easy on the environment • Sized to fit perfectly into a woman’s hand • Revolutionary magnetic refill system • Patent-pending product release tab • Highly
WILL THE MAGNETS IN THE COMPACT INTERFERE WITH OTHER OBJECTS? The magnets should not desensitize credit cards, hotel room keys, parking lot tickets or gift cards in a purse. However, for added precaution, it’s best to keep cards with magnetic strips at least 1/2 inch away from the opening of the compact. Because the compact does contain magnets, it may attract metal objects, like paper clips, in a purse. It is also recommended that a pacemaker be kept at least 6 inches away from the compact — and any household magnet.
The compact magnet should not affect most shunts. However, if a customer has this concern, she should speak with her doctor to confirm. WILL THE MAGNET CAUSE A PROBLEM GOING THROUGH AIRPORT SCREENINGS? As confirmed by the Transportation Security Administration, the magnets in the compact can pass x-ray checks and should be allowed as a carry-on item. (You may need to remove your lipstick and lip gloss from the compact for security purposes.) Also available: Mary Kay® Compact Pro and Compact Mini.
Mary Kay® Applicators
CAN THE MARY KAY® APPLICATORS FIT THE MARY KAY® COMPACT? The Section 1 applicators have been redesigned to fit into the Mary Kay® Compact and to fit perfectly in a woman’s hand, so application is even easier. Additionally, the stylish black handles on the Compact Cheek Brush, Compact Powder Brush, Eye Applicators and Retractable Lip Brush are embossed with the Mary Kay® logo. HOW DOES THE CHEEK COLOR BRUSH WORK? The angle of the hair of the Compact Cheek Brush mimics the Cheek Color Brush from the Mary Kay® Brush Collection, which was designed for precise, even application. The Compact Cheek Brush offers great portability since it fits into the compact. In addition to applying cheek color, customers can use the Compact Cheek Brush to apply Mary Kay® Mineral Bronzing Powder and Mary Kay® Mineral Highlighting Powder. HOW DOES THE POWDER BRUSH WORK? The Powder Brush was designed to fit into the compact. Additionally, the hair of the Compact Powder Brush was shaped to sweep the product in the refill pans from corner to corner to ensure that the right amount of product is on the brush for even application. The Compact Powder Brush is recommended for applying Mary Kay® Sheer Mineral Pressed Powder, Mary Kay® Mineral Bronzing Powder and Mary Kay® Mineral Highlighting Powder. WHY ARE THERE TWO EYE APPLICATORS INSTEAD OF ONE? The Eye Applicators were developed as individual applicators to optimize application. The Eye Sponge Applicator was designed to provide buildable, even coverage for the mineral eye color on the eyelid and is recommended for application of highlighter and midtone shades. The Eye Brush Applicator provides sheer to buildable coverage of the mineral eye color and is recommended for application of accent shades.
HOW DOES THE RETRACTABLE LIP BRUSH WORK? The design of the lip brush provides a more precise lip color application. Utilizing synthetic hair, the bristles are designed to precisely shape and fill in the lip area while the bristles maintain their shape. The removable cap allows for maximum portability and protects the bristles when not in use. The Retractable Lip Brush can be used for applying Mary Kay® Creme Lipstick and Mary Kay® NouriShine Plus® Lip Gloss. HOW DOES THE COSMETIC SPONGES WORK? The Cosmetic Sponges have a unique contoured shape that provides maximum blendability for smooth and even application — especially in hard-to-reach areas of the face. The shape also allows for easy removal from the applicator well of the Mary Kay® Compact.
Body Care The Mary Kay® body care line has been scientifically formulated to pamper your customers and help them get healthy-looking, radiant skin all over.
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Daily Body Care Mary Kay Body Care Collection Sun Care Products
“You can fit self-care and self awareness into your daily life if you really want to. The key is not to think of this time as just an indulgence. Instead, consider it an important part of your life, necessary to keep functioning in peak condition”. -Mary Kay Ash
Daily Body Care Mary Kay has a great line of products made to pamper and care for your customers’ skin all over. With this great variety, your customers can always expect the very best in body care.
TimeWise® Body™ Hand & Décolleté Cream Sunscreen SPF 15 POWER STATEMENT:
Age-revealing hands? Sun-damaged décolleté? It’s time for TimeWise®, powered by superfruits
WHAT’S THE BUZZ IN THE MARKETPLACE? Dermatologists often call the hand and décolleté areas “giveaways” because they can so readily give away your age. It’s never too late to give the skin in these areas the special attention and protection it needs for a healthy, younger look. WHO ARE YOUR TARGET CUSTOMERS? Women who want to take the fight against aging beyond their face – reducing the appearance of dark spots, enhancing firmness, and fighting fine lines and wrinkles in the hand and décolleté areas. HOW DOES THE TIMEWISE® BODY™ HAND & DÉCOLLETÉ CREAM SUNSCREEN SPF 15 WORK? TimeWise® Body™ Hand & Décolleté Cream Sunscreen SPF 15 combines several
effective ingredients – including the superfruits acai berry and pomegranate – to deliver this impressive benefits. • Minimizes the appearance of crepiness and helps skin look firmer. • Hydrates and supports the skin barrier, helping to reduce the appearance of fine lines and wrinkles. • Helps reduce the appearance of dark spots. • Protects against UV damage. BENEFITS AND CLAIMS
80% said it softened the appearance of crepiness After 4 weeks: 80% said skin appeared firmer 78% said it helped reduce the appearance of fine lines After 8 weeks: 85% said skin felt tighter 80% said it visibly reduced the appearance of wrinkles 60% said it helped reduce the appearance of dark spots After 2 weeks:
Features/Key ingredients: - Quick-absorbing cream feels rich without leaving skin feeling tacky or greasy - Provides broad spectrum UVA/UVB protection - Acai Berry extract – antioxidant super power that neutralizes free radicals - Pomegranate sterols – helps strengthen skin barrier - ChroNoline Caprooyl Tetrapeptide-3 - helps boost collagen and elastin - Niacinamide (vitamin B3) – impacts the pigmentation process - Vitamin E (tocopehrol aceate) – antioxidant with skin soothing benefits - Shea Butter – provides moisturization - Glycerin – emollient that helps balance or maintain proper moisture levels in skin - Octisalate, oxybenzone, octocrylene, avobenzone – UVA/UVB broad spectrum defense WHEN SHOULD MY CUSTOMERS USE TIMEWISE® BODY™ HAND & DÉCOLLETÉ CREAM SUNSCREEN SPF 15? Apply the TimeWise® Body™ Hand & Décolleté Cream Sunscreen SPF 15 liberally and as often as necessary after using cleanser and prior to sun exposure. HOW OFTEN CAN YOU EXPECT YOUR CUSTOMERS TO REORDER? The average user is one month, heavy user is three weeks and light user is two months.
TimeWise® Body™ Targeted-Action® Toning Lotion POWER STATEMENT:
Skin that’s firmed. Toned. Defined. Hydrated for 24 hours.
WHAT’S THE BUZZ IN THE MARKETPLACE? Maintaining skin hydration is even more important than you might realize. In addition to improving how soft and smooth skin feels, skin that’s effectively moisturized can actually look smoother, minimizing the appearance of imperfections. WHO ARE YOUR TARGET CUSTOMERS? Women who want to take the fight against aging beyond their face. Current customers who want the multiple benefits of firming, toning and 24-hour hydration in one easy-to-use product and current TimeWise® skin care users. HOW DOES THE TIMEWISE® BODY™ TARGETED-ACTION® TONING LOTION WORK? The exclusive formula contains ingredients that target these areas of concern: • Formulated to fortify skin’s support structure, helping to tone and tighten • Formulated to help energize skin cells for optimal performance • Formulated with antioxidants to minimize damage from UV exposure • Formulated to hydrate skin for 24 hours BENEFITS AND CLAIMS After 2 weeks: After 4 weeks:
After 8 weeks:
94% said skin appeared smoother 81% said skin looks firmer 79% saw smoothed body contours 77% said skin looks toned 76% said skin appeared more defined 68% said body contours appear firmed
Features/Key ingredients: - Contains multiple botanical extracts that target areas of concern - Acai Berry extract – antioxidant that act as free radical scavengers - Vitamin E - antioxidant with skin soothing benefits - Pumpkin seed extract – helps stimulate collagen** - Argan seed extract – helps stimulate vital proteins** - Caffeine and Coffea Arabica Seed extract – helps boost cell’s energy levels - Hawthorne Berry extract – helps accelerate the breakdown of fat** - Glycerin – emollient that helps balance or maintain moisture levels in skin ** based on in vitro studies
WHEN SHOULD MY CUSTOMERS USE TIMEWISE® BODY™ TARGETEDACTION® TONING LOTION? Gently massage into skin over entire body, avoiding the face. Use morning and evening. HOW OFTEN CAN YOU EXPECT YOUR CUSTOMERS TO REORDER? For average user if used twice daily is one month, for light user is two months and for heavy user is two weeks.
Mary Kay® Body Care Collection POWER STATEMENT:
Nurture. Renew. Awaken.
The Beauty of nature. The wisdom of ancient traditions. The power of products that can transform an everyday experience into an extraordinary one. Cleansers not only purify and revitalize but are infused with botanical exfoliators that refresh and renew. Moisturizes not only softens and smoothens but is also enriched with antioxidants that help protectagainst free-radical damage and help strengthen the skin’s natural defenses. Body spritzers are light enough to be applied liberally throughout the day, whenever your customers want to feel refreshed. It’s the beginning of a whole new experience in body care.
Lotus & Bamboo Collection Imagine a delicate blue lotus floating on water. Or a majestic stand of bamboo, considered a symbol of long life. Breathe in the clean, crisp scent. This is the essence of the Lotus & Bamboo Collection. Loofah Body Cleanser The Lotus & Bamboo Loofah Body Cleanser is infused with tiny bits of natural loofah fiber that remove surface impurities and restore skin to its natural radiance. Gentle enough for everyday use, this exfoliating complex can also reveal smoother, fresherlooking skin. The formula contains mineral-rich bamboo powder traditionally used in Asian skin care treatments – and kiwi seeds from the highly nutritious fruit, brought together to revitalize and refresh. The anti-oxidant-rich extract of passion flower and exotic blue lotus help keep free radicals from damaging healthy skin. Nourishing Body Lotion The Lotus & Bamboo Nourishing Body Lotion is a refreshing, nourishing treat. This lightweight lotion is formulated with conditioning sunflower oil, a natural skin softener that’s rich in the essential nutrients your skin needs. The mildly cooling, moisturizing formula also contains vitamin E, a potent antioxidant known to shield the skin from free-radical damage that can ultimately overwhelm the skin’s natural defense system. Passion flower extract, brimming with protective antioxidants, and blue lotus extract, from the exotic flower that opens every morning as a symbol of renewal and longevity, shield skin from environmental stressors and leave it feeling nourished and claimed. Deo Body Spritzer The Lotus & Bamboo Deo Body Spritzers freshens and deodorizes the skin any time of the day or night. The refreshing formula contains extracts of blue lotus and passion flower that are rich in antioxidants to help guard against free-radical damage. This innovative complex is light enough to indulge in several times a day.
Mint Bliss® Energizing Lotion for Feet & Legs Moisturizes tired legs and feet and instantly helps them feel revived.
Feature: - Formula has a fresh, minty scent and will leave you feeling refreshed. APPLICATION TIPS: • Apply at the end of a long day or massage into feet at the end of a pedicure. • Reapply whenever legs need a lift. • Can be applied over sheer hosiery.
Peach Satin Hands® Pampering Set POWER STATEMENT:
What a fun, daily treat to share with your customers! The Satin Hands® Pampering Set is an easy, three-step system that helps keep hands feeling renewed, soothed and pampered.
The set includes: Fragrance-Free Satin Hands Hand Softener Helps maintain the natural moisture of the skin and replenishes hydration in dry areas. It’s also excellent for dry patches, especially on hands, elbows and feet. ®
Peach Satin Hands® Hand Cream - Provides instant hydration to condition and moisturize hands for hours.
Peach Satin Hands® Satin Smoothie® Hand Scrub - A treat your customers will want to use every day to cleanse and exfoliate in one step. It leaves hands feeling smooth and soft instantly. And it has a fresh peach scent.
Follow These Three Steps for the Softest Hands Ever Step 1: Fragrance-Free Satin Hands Hand Softener - Massage a small amount of cream into hands and between fingers, remembering the tops and palms of hands. For added hydration, dampen hands with water prior to applying. ®
Step 2: Satin Hands® Satin Smoothie® Hand Scrub- Over Extra Emollient Night Cream, dispense one to two pumps of scrub, massaging into hands and between fingers. Rinse hands thoroughly under warm, running water and pat hands dry. Step 3: Satin Hands® Hand Cream -Massage hand cream into hands and between fingers, remembering tops and palms of hands.
Sun Care Products
Mary Kay® SPF 30 Sunscreen Active Ingredients: - Homosalate, Octinoxate, Octisalate, Oxybenzone, Avobenzone. Enriched with antioxidant vitamins and free-radical scavengers, Mary Kay® SPF 30 Sunscreen helps protect your face and body from the damaging effects of the sun by providing UVA/UVB protection. It’s even waterproof and sweat-resistant for up to 80 minutes. The lightweight, oil-free sunscreen absorbs quickly, leaving your skin feeling soft and moisturized, but non-greasy.
Lip Protector Sunscreen SPF 15 Active Ingredients: - Octinoxate, Zinc Oxide, Oxybenzone Fragrance-free, waterproof formula helps protect your lips from the damaging effects of the sun by providing UVA/UVB protection. It also helps smoothen dry lips. Computing The SPF (Sun Protection Factor) To find out how long you will be protected by a sunscreen, multiply the SPF by the amount of time you are able to spend in the sun to produce a barely pink coloration (usually 6 to 12 hours later) without using sunscreen protection. For example, if it normally takes 20 minutes of sun exposure for your skin to turn just barely pink 6 to12 hours later without a sunscreen, and you use a sunscreening product with an SPF of 30, you will be protected for up to ten hours. 20 minutes x 30 (SPF) = 600 minutes (10 hours)
Fragrance Women who love fragrance can be passionate about their favorites. But sometimes a customer may look to you to recommend a scent for her or someone she loves. And with so many exclusive Mary Kay® fragrances to choose from, you have a lot to offer.
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Women’s Fragrance Men’s Fragrance Understanding Fragrance
“When a woman feels pretty on the outside, she becomes prettier on the inside too.” -Mary Kay Ash
From contemporary to classic, oriental blends to fruityfloral and more, it’s easy to help your customers discover their favorite Mary Kay® fragrances.
Women’s Fragrance Bella Belara® Eau de Parfum The senses are first treated to a delectable medley of apricot and red nectarine. At its heart, dew-covered rose petals and Moroccan jasmine unfold, while a delightful mix of creamy blond woods and cool moss linger.
Belara® Eau de Parfum An invigorating blend of luminous floral and creamy musk.
Journey® Eau de Parfum A sheer blend of white floral scent.
Velocity® Eau de Parfum An exhilarating fruity floral which features rare banana flower, tart mangosteen and dashing clementine.
Thinking of You® Eau de Parfum Each element of Thinking of You® Eau de Parfum is designed to capture the emotions and feelings that connect with women. The bottle inside includes a keepsake charm for the recipient to add to her own necklace, bracelet, zipper pull or purse. The box opens up with space for the giver to write her personal note of sentiment or gratitude. Categorized as ‘fruity floriental’ compiled of the different fragrance notes: • Top Notes – Sparkling Mandarin, Succulent White Peach, Juicy Plum • Middle notes – Creamy Jasmine, Pink Honeysuckle, Lily of the Valley • Bottom notes – Warm Tonka, Vanilla Absolute, Sugared Patchouli, and Soft Musk
Dance to Life™ Eau de Parfum* (Special Edition) Its soft, fruity floral scent captures the beautiful spirit of a woman. A fragrance inspired by Mary Kay Ash, who transformed her life and the life of countless others. * limited while supplies last
Each note in this special scent captures the dreams, triumphs and possibilities that are the rhythm of every woman’s life.
Mary Kay® Eau de Toilette
Each of the scent is formulated to deliver a simplified, easy to understand and enjoyable fragrance experience. These everyday wearable and simple scents are identifiable and offer a wide range of options: Mary Kay® Exotic Passionfruit® (Juicy) Mary Kay® Simply Cotton® (Clean) Mary Kay® Forever Orchid™ (Floral)
Men’s Fragrance Domain® Cologne A contemporary blend of fresh outdoor notes
MK High Intensity™ Cologne Spray
Velocity® for Him Cologne
The fragrance demands attention with notes of living dianthus, Darjeeling black tea and dreamy violet leaves. A powerful masculinity reveals itself when a vintage suede accord merges with smoldering amber. Royal king wood, a Mary Kay® exclusive, adds rich intensity.
An airy cologne with a clean, crisp scent for the extreme Velocity® guy.
True Original™ Cologne Spray A fresh, clean scent that’s not overpowering, perfect for a truly original man.
Understanding Fragrance Each Mary Kay® fragrance is completely unique. That’s because each one can include up to 1,000 different ingredients which vary not only in how they smell but also in their “staying power” on the skin. Different ingredients come into play in the fragrance at various stages of the perfume’s life on the skin. Perfumers distinguish between the various parts of the fragrance in the following way: The Top Note is the first impression of the fragrance. It is the initial impact of the scent on the sense of smell. The Middle Note, or heart of the fragrance, unfolds and develops a few minutes after the perfume is applied to the skin. The Bottom Note is the final impression of the fragrance. It is the most lasting part and can last several hours after the fragrance is applied. Even if two fragrances have identical odor descriptions, they will smell different from each other. The proportions of a fragrance vary to create a unique, complete and different blend. Here are a few terms that can help you talk to your customers about the different kinds of fragrance available in our collection. Perfume – (sometimes spelled parfum) The longest-lasting and strongest form of fragrance containing the highest concentration of fragrance oil. Eau de Parfum – (oh-du-parfum) A substantial version of fragrance with a lower concentration of fragrance oil than perfume. Eau de Toilette – (oh-du-twalette) A lighter version of fragrance containing a lower concentration of fragrance oil than Eau de Parfum. Scented bath and body products – Soaps, powders, lotions, creams, shower gels and other products that provide hints of fragrance. By layering these products on the skin before applying the fragrance, your customers can extend the wear time of the fragrance.
Product Presentation As a Mary Kay Independent Beauty Consultant, you can be proud of the high-quality products you offer. Your product knowledge and professional presentation can directly affect your guests’ confidence about both you and the products. Here are a few simple safety guidelines to help impress your customers with your professionalism.
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Product Promise Safe Demonstration of Retail-Sized Products The “No Touching” Policy Product Coding System
“We have a quality product – a product that our laboratories, filled with scientists, never cease to test for safety, purity and improvement. You can be assured that the product you sell to your customers is at the top of the state-of-the-art of the cosmetics industry.” -Mary Kay Ash
Product Promise Products You Can Trust. A Company You Can Believe In. In 1963, Mary Kay Ash founded her Company on the personal values that guided her life – integrity, honesty and an unwavering belief in the Golden Rule and in the power of touching lives. Today, these values remain at the heart of everything we do, including our passion for developing products that can awaken a woman’s true beauty inside and out. Our philosophy is simple – we will deliver on every product promise that we make. Because we proudly stand behind the quality of our products and the real benefits they provide, there are millions of women who can say, “I love my Mary Kay!”
We listen to what women want. Connecting with women around the world helps us understand what’s important to them and enables us to consistently deliver products that satisfy and delight. Every year, thousands of women use and evaluate Mary Kay® products worldwide, under the direction of skin science experts, so that we can measure the effectiveness of every product formula and ensure that it delivers the beautiful benefits women are looking for. These insights help us not only deliver what women want today, but also to develop the products they will want in the future.
Consumer safety is our first priority. Mary Kay Inc. invests millions of dollars in research and conducts more than onehalf million tests every year to ensure that every individual ingredient and finished product meets the highest standards of safety, quality and performance. We know that there can be differing points of view regarding ingredient safety and that some opinions can be the result of incomplete and inaccurate interpretation. We want consumers to know that at Mary Kay, every product decision is based on scientific fact, not opinion. We rely on in-depth scientific research and collaborate with impartial medical experts outside the Company to ensure the safety and efficacy of our products, and we regularly go above and beyond what is legally required by the healthy and safety authorities that regulate the industry worldwide.
Independent medical experts play a vital role in product development. Mary Kay Inc. has developed alliances around the world with leading dermatologists, ophthalmologists, nurses, and other medical professionals in academic institutions and private practice. Through collaborations with these experts and ongoing exploration and evaluation of advancements in technology, the scientists at the Mary Kay Research Center are able to deliver world-class products.
We want consumers to be 100 percent satisfied. We believe that customer satisfaction isn’t a one-time event; it’s a lifelong commitment. Mary Kay Inc. strives to provide clear, credible, concise information about product safety and performance so that consumers can feel confident in the choices they make. That’s why the Company stands behind its products sold by Independent Beauty Consultants with a 100 percent product satisfaction guarantee.
Mary Kay Inc. does not support animal testing. Mary Kay Inc. is committed to the elimination of animal testing and is a strong advocate of utilizing alternative methods to substantiate the safety of our ingredients and products. We do not conduct animal testing on our products or ingredients, nor ask others to do so on our behalf, except when absolutely required by law. For more than two decades, we have been a global leader in helping to develop alternative testing methods for product safety. This commitment continues today, in partnership with global regulatory agencies that manage cosmetic safety, with animal advocacy groups and with leading animal alternative researchers.
Mary Kay Inc. is committed to environmental sustainability. By promoting and implementing sustainable operations, we not only impact the quality of life of the people we touch today, but also of generations to come. We have committed ourselves to a positive legacy of environmental sustainability through pollution prevention, resource conservation, regulatory compliance and the continual improvement of our environmental performance.
When it comes to sharing product with your customers, there are a few important things in mind. When demonstrating from retail-sized products contained in the Starter Kit, you must provide unused, clean product from your separate inventory to sell to your customers. There are ways to demonstrate safely; you just need to pay attention to the details and think about what you are doing. If done correctly, your customers will always be impressed with the quality and safety of your procedures.
Safe Demonstration of Retail-Sized Products
Products in tubes, with pumps or in bottles with a small office can all provide a safe way to demonstrate products. Tubes, like foundations, can be squeezed onto the back of your customers’ hands or onto a disposable tray so they can sample the product.
The “No Touching” Policy The Company strongly recommends that Mary Kay Independent Beauty Consultants adopt a “no-touching” policy at alol appointments. Although Beauty Consultants use the term “giving a facial,” this actually means that they instruct and guide customers in applying Mary Kay® products themselves. From a practical standpoint, it is important that customers learn how to use the products themselves during a class or facial so that they feel confident about repeating the process on their own home. Although a customer may be insistent upon having a Beauty Consultant apply the cosmetics for her, our recommended response is a polite explanation that the Mary Kay concept is to teach the customer to do it for herself so that she can repeat the procedures when the Beauty Consultant is not there. The customer will appreciate this logical and professional response, and you will avoid any potential misunderstandings with licensing authorities. There are also legal and hygienic reasons why you should not touch your customers during the application of cosmetics. Touching is high risk for transferring microorganisms (and possibly infection) from person to person in the skin care class. We strongly recommend that even those Independent Sales Directors and Independent Beauty Consultants who are licensed cosmetologists avoid touching the customers or applying cosmetics at skin care classes, model makeovers, etc., because this practice can lead to misunderstandings in the minds of customers, other Beauty Consultants and licensing authorities about the usual practices of Mary Kay Independent Beauty Consultants in their normal businesses. Because laws governing the practice of cosmetology vary from one country to another, and because the Company wants to ensure that all customers have the opportunity to try Mary Kay® products themselves before they buy, we have always maintained the philosophy that Mary Kay Independent Beauty Consultants should not touch their customers.
Product Coding System Did you know that every Mary Kay® product is labeled with an easy-to-read code right on the packaging? That makes it easy to keep your inventory fresh and ensure that your customers always get the very best. The code consists of a shade name (if applicable), part number and day code located on the bottom of a container, the barrel of a pencil or the crimp of a tube of each Mary Kay® product. For example, an eye color refill tray might be marked “Crystalline #013044 3A02”. • “Crystalline” is the product shade name. • The six numbers (013044) indicate the part number • The second four characters (3A02) indicate the date of manufacture, which in this example would be January 2, 2013. This day code is useful in maintaining the high-quality standards of Mary Kay, as it is used to trace products returned for any reason. In addition, you can refer to this date to assure that you deliver the freshest possible product (particularly any product with a limited shelf life) to your customers. Remember to rotate your inventory with the first-expiry, first-out system.
You can interpret the day code using the following legend: Character 1: Letter representing the year in the decade in which the product was produced. Key to Year 1 – 2011 2 – 2012 3 – 2013 4 – 2014 5 – 2015
6 – 2016 7 – 2017 8 – 2018 9 – 2019 A – 2020
The following products have two-year shelf life: TimeWise® Day Solution Sunscreen SPF 35, TimeWise® Replenishing Serum+C®, TimeWise® Body™ Hand and Decollete Cream, TimeWise® Liquid Foundations, MK Men® Moisturizer Sunscreen SPF 25, Mary Kay® SPF 30 Sunscreen, Mary Kay® Lip Protector Sunscreen, Mary Kay® Sun Protection SPF35PA+++, and Mary Kay ® Tinted Moisturizer with Sunscreen SPF 20.
Character 2: Letter representing the month of year in alpha order, as follows (please note that the code skips some letters to avoid confusion and mistaken identification): Key to Month A – January B – February C – March D – April
F – May H – June K – July M – August
R -- September T -- October V -- November X --December
Characters 3 and 4: Numbers representing day of month
Make it happen!
Example: 3A02 = January 2, 2013 3 = 2013 A = January 02 = Second of month
Here’s a fresh idea! You can keep your inventory in order by using the first-in, first-out concept. It helps you deliver the freshest products to all your customers.
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Binder Literature May 2013, Printed May 2013
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