succeed at showcasing Mary Kay products such as, Mary Kay At Play, Botanical Effects, Clearproof Acne products, and other Mary Kay products. This digital tool allows for the Mary Kay consumer to look through quarterly and specialty catalogues. These catalogues are available through the website as well as the Mary Kay mobile app (F’2012, MRI, Beauty Health Report, Mary Kay, pg. 35). Another digital tool that the website offers with their companion mobile app is the “virtual makeup” tool. With this tool, customers have the option to upload a photo from their phone or choose a model’s photo. The app allows for the user to try on different looks, try on different foundations and different hairstyles. From there, users can then save the look they created to their mobile device. The consumer can save the Mary Kay products that she liked the best for later purchase, or she can buy the entire look she has just digitally created. The consumer can go another step and show of their look on the social media platform of her choice. The Skincare Regimen Advisor Digital Tool allows for users to handpick a model that closely mirrors her actual appearance, click on a button and instantly receive a daily skin care regimen tailored to her needs (F’2012, MRI, Beauty Health Report, Mary Kay, pg. 34). In an effort to have more of an expert viewpoint on the experience of the Mary Kay website, PZTS interviewed Ms. Sherri Taylor, Coordinator for Scholastic Programs and Adjunct Professor at Syracuse University. She teaches beginning, intermediate and advanced graphic arts classes as well as developing and coordinating workshops in software training for beginner graphic design courses. One of the statements that stood out the most throughout the interview with Professor Taylor was when she said, “They (Mary Kay) are showing their face to the world through their website.” This is significant because a brand’s website (should) speak with some validity of how the brand wants to be positioned to its consumers. She went on to say that the abundance of white space on the website connects to the notion of how everyone wants to think of their makeup as being “clean.” Professor Taylor explained that many designs are often dark and crowded and therefore ineffective. On the home page for the US website, there is a lot of information included about the product that does not require the website’s visitors to scroll through any pages to find it. Professor Taylor says that the Mary Kay website does a good job of covering their bases at the bottom of the page and that overall it is an above average site. Professor Taylor also made a point to mention that Mary Kay products are in her opinion usually purchased by women older than 18-24. Professor Taylor said, “I think they are aiming to capture this market (18-24), but they are not exactly capturing their older market either”(S. Taylor, 2013). One great thing to notice is that when one looks through the different pages of the site, he or she can see models of different ethnic backgrounds and skin tones. The use of different types of models is very uplifting and hopeful for customers of different ethnic backgrounds and races. It is evident that the website is definitely making an effort to capture a young and diverse market, but their efforts may be proving futile.
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