TiTle

“ MKing history ”

Activating The Next Generations Of Mary Kay WomenAt West of Fig, we believe great marketing is based on a deep understanding of target consumer needs, behaviors, lifestyle, hopes, and dreams. These insights are especially important when building brands with young millennial women. Our team is very excited to have the opportunity to leverage our understanding and insights about this target to help build the Mary Kay brand with this very important consumer cohort.

Mary Kay is an iconic brand founded on core values and a consumer centric purpose that are as powerful today as they were 50 years ago. However, Mary Kay brand recognition with our target is weak and they perceive the brand as being for older women. We believe Mary Kay’s guiding purpose …“Providing women the opportunity to be beautiful, inside & out, be confident and be connected.”… are powerful and can be made to resonate loudly and deeply with young millennial women. We also believe that Mary Kay IBCs can be a differentiating brand asset to our target.

We have defined a powerful brand essence for Mary Kay.

Inspiring and uplifting a new generation of young women to realize their full potential by confidently embracing their passion for beauty as a platform for personal success and fulfillment.

Our recommendations and plans are focused bringing this to life by leveraging Mary Kay’s assets and heritage in creative ways that will excite and engage our target.

We have developed a comprehensive plan for a purpose built brand experience that is cohesive and seamless in which our target will feel welcomed, understood, valued and can “realize” her potential and passion for beauty. We believe this will lead to a profitable and enduring brand franchise with next generation consumers.

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Table of ConTenTs

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Page 1 Executive SummaryPage 3 Research SummaryPage 4 Target ResearchPage 6 IndustryPage 7 InsightsPage 8 GoalsPage 9 ApproachPage 10 Concept TestingPage 11 CreativePage 20 Media StrategyPage 25 Future

WhaT We did

Mined all existing data about millennials & beauty.

Resources:AdologyExperianKantarNielsenLab 42Statista

Found specific studies related to our task:Nielsen plus Lab 42 Millennial Beauty StudyHorizon Media millennial segmentation studyMRI Consumer DataNielsen 2014 Millennial Report+many more

Conducted Primary Research:

6 Mary Kay Purchase Experiences

149 Interviews

16 IBC Interviews

2 Focus Groups

Sprinkr Social Listening Platform: Monitored & analyzed all social activity around the beauty cate-gory, Mary Kay, Mary Kay products, Mary Kay Events, and select competitors from January to March.

Hours:746 Research Hours

231 Creative Prep

977 Total

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Millennials 18-25 year olds

Goal orientedIndividualSocial-media savvyMobile75% see themselves as authentic and are not willing to compromise their personal values.

Nielsen:73% of cosmetics purchasers have attended some college.

Adology:Personal goals:49.8% improving their appearance, 41.1% included getting a new job, and 39.7% wanted to learn a new career skill.

Lab 42:30.3% are students while 42.2% are working either full-time or part-time

Primary (149 Participants):Top five things millennial females want to be associated with: 85% intelligent, 71% confident, 56% successful, 55% beautiful, and 53% friendly.

78% had or have a part-time job during college.

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Who We WanT To engage

Makeup Habits

63.4% wear makeup every day (Nielsen)

When they wear makeup:88% listed “socializing on weekends”, with “to go shopping”, “to go to a wedding”, “to go to work” and “to go to class” all having over 50% response rates (descending rates of response in the order listed) (Lab42)

67% of respondents said they would purchase a new makeup item based on a personal recommendation, with the next highest response being 18% for a sample. (Survey data)

Purchasing Habits

2x more likely to be driven to purchasing decision from a blog than magazine ads. (Adology)

84% report that website content influences what they buy. (Lab 42)

51% state that social opinions influence their buying decisions– both from friends and even more so from strangers. (Nielsen)

Attitudes towards purchasing makeup online were almost equally split, with 49.3% for and 50.7% against. (Lab 42)

Millennials & Makeup

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Natural 61% Smokey Eye 21% Bold Lip 6% No Favorite 6% Other 1%

What is your favorite makeup look:

*Survey Data

How did you learn to use makeup?

What is your favorite makeup article:

*Survey Data

*Survey Data

EssentialPersonalBeautySelf Confidence

Challenges

Current business model is not in line with target purchase behaviors. The distribution channel is complex and the value of purchasing through IBCs is not yet viewed as an asset, especially when purchasing from the website.

There is wariness of purchasing makeup without experiencing and/or testing first, so lack of samples or retailer space makes it more difficult to convince them of product quality.

Mary Kay is not in their evoked brand set. Other brands or retail outlets are more top of mind and have an effective social media presence and retail availability.

Opportunities

With preferences for quality and convenience, the target is open to trying new brands and quality products if provided with targeted incentives, peer recommendations, advice and trials or samples.

The IBC program can be leveraged as a driving force for engagement. The IBC’s give Mary Kay its personality and individualism that can be a key selling point and relevance booster. If repositioned as beauty experts, the IBCs can become a key point of brand engagement. IBCs should represent the personality of Mary Kay and the individualism Mary Kay celebrates; they should be everything Millennials will love about the brand.

Increasing social presence and surrounding the target with content that features high interest product categories like the eyes can generate interest and engagement

Market

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Mac Cosmetics 141.4k

von 96.8k

Urban Decay 67.1k

Nars 66.6k

Sephora 61.2k

Mary Kay 48.1k

Clinique 26.7k

Bobbi Brown 23.4k

Ulta 20.5k

Smashbox 13.9k

otal mentions:

The sTaTe of Mary Kay online

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*Sprinklr Data

Young women feel better and confident with makeup.56% strongly feel that makeup makes them feel confident.

When asked to respond with their agreement to the statement “I feel better about myself when I wear

makeup,” 52.8% completely agreed and 38.7% somewhat agreed.

57% strongly agree they wear makeup to enhance their features and that they enjoy wearing makeup, while close to.

39.4% strongly agree they don’t feel they look their best without makeup.

Most Millennials don’t know Mary Kay.

76% of those surveyed had never made a purchase from Mary Kay.

53% of respondents thought Mary Kay was geared primarily for middle aged women between the ages of 36 and 50.

86% had never heard of Mary Kay at Play.

There are two types of independent consumers in our target market: Confident Connecteds: Self discovers finding their passions and path for the future. Indie Dreamers:Independent, well adjusted, socially aware, eager to achieve their goals.

Key Insight:

For Millennials, independence starts now.Most 18-25 year olds are about to start their careers and are working, either in school or in their field, to pursue those goals. They have dreams and a personality that they want to convey in their daily lives.

Insights

WhaT We found ouT

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Raise awareness and rejuvenate brand image.We want to make Mary Kay a top of mind choice when Millennials are thinking about their makeup. But, we also want to make Mary Kay more than just a product. It is a community of big sisters that are a resource for beauty, advice, and collaboration.

Transform the IBC Program into a more effective and socially present entity.The MK IBC’s need to be more than just middle-women, but a mentor and friend that Millennials can socialize with. The attitude amongst IBC’s is more “make-money” instead of “make-friends”. The online presence of IBC’s is also very minimal and IBC’s should be utilized as a marketing tool.

Marketing Objectives: 1. Generate Awareness: Increase estimated awareness from 50% to 65% (+30%). 2. Increase positive sentiment from 50% to 65%3. Move Mary into the evoked brand set of 20% of aware consumers. 4. Increase Sales by 10% 5. Build a dedicated brand loyalist community across all digital platforms - Increase social engagement by 20%

Main Objective:

Transform Mary Kay into a new lifestyle brandLifestyle brands are those that best speak to this audience, as they share the values of the consumer. These brands are relatable, inspirational, and supportive; they take on personas of a person the consumer would consider a friend or the ultimate influencer.

We want the Mary Kay brand to be top of mind when Millennial are thinking about makeup. But we want this association to be about more than just the product. Mary Kay is about beauty, fashion, confidence, independence, self expression, empowerment. Even more, it is a community of moms, aunts, big sisters, and best friends that are a resource for beauty, advice, and collaboration. Mary Kay is about more than makeup, its about the lifestyle of empowered women.

Our Goals

WhaT We WanT To do

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our approaCh

Create A Unique Brand Experience that is linked and cohesive in which our target feels welcomed, understood, valued and discover her passion for beauty.

Campaign Strategy:Invigorating the core assets, values and heritage of Mary Kay. Three relevant emotional touch points…Inspiration, Beauty and Confidence.

Mary Kay provides exciting and accessible “points of inspi-ration” for young women to discover their beauty and build self-confidence.

Support: Mary Kay products & resources, a tailored on line/IBC experience, a connected community of peers.

Content driven communications to drive consumers to a custom microsite to create engagement and purchase.

Strategic pillars:A tailored, emotional unifying creative idea.

Re-imagined and invigorated “peer” IBC interface.

Enhanced “try before you buy” through greater use of samples and trial sizes.

A purpose built mobile optimized on-line experi-ence.

Content driven marketing communications.

PositioningInspiring and uplifting a new generation of young women to realize their full potential by confidently embracing their passion for beauty as a platform for personal success and fulfillment.

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“You make us look beautiful”Women who use Mary Kay make the product beautiful, never the other way around. The consumer breathes life into MK makeup. Their lashes make MK’s mascara pop, their skin makes MK’s foundations flawless, and their lips make MK’s glosses shine.

It’s All You.

Like Daughter, like MotherYou may see Mary Kay as an old “mom brand”, but that just means it has rich history. So instead of looking at Mary Kay’s long run in the business as a bad thing, we’re embracing it. Like a mom, Mary Kay comes with experience and knowledge, and used to be just like you.

Young women are searching for their identity and beginning to find a path and start their lives. They are independent but appreciate their supporters, especially their mothers at this time in their life.

Mary Kay connects young women to their role models and mentors and inspires them to build their own legacy today.

All of life’s momentsA little confidence goes a long way when dealing with all of life’s big moments. From your first day of college, to your first job interview, and even on your wedding day. Mary Kay has always been there to help you feel confident, and handle all your moments beautifully.

Each of the concepts had issues as tested but some positive triggers emerged. The linkage of personal beauty and self- confidence and the value of “heritage” and inspiration were viewed as intriguing and motivating.

our ideas

Concept Testing

Feedback

*original materials used in focus groups.

Key Creative Point

Show millennials how to start the next chapter in their lives and start MKing History...Our executions will make Mary Kay a top-of-mind name for our target audience by transforming the Mary Kay brand into a seamlessly accessible point of inspiration for women to build their confidence from. We will use a combination of traditional, out-of-home, and unique cross-promotion advertisements to have complete exposure with our audience and allow them to interact with the brand in conventional and non conventional places.

You define your own unique style and beauty. You draw inspiration from other women that help you discover your passion for beauty and path to an enriched and fulfilling life. Find your inspiration at MYMK. A vibrant community dedicated to your personal beauty and self-confidence. Amazing products and beauty expertise personalized for you, along with advice and mentorship about careers and entrepreneurship. Start making your own history. MYMK Inspiration. Beauty. Confidence.

From “a mom’s brand” to mk-ing history:Our campaign flips the notion of Mary Kay as “your mom’s brand” and turns moms, mentors, role models and IBCs into today’s inspiration for our target. We transform the “mom brand” perception of MaryKay into contemporary inspiration for the next generation’s take on makeup.

Creative Strategy

TaKing The nexT sTeps

11Objectives: - Increase awareness, positive perception and purchase consideration of Mary Kay among 18-25 yr old females. - Build A Sustainable Community Of Connected Brand Loyalists/Advocates- Recruit the next generation of digitally enabled IBCs

Selling Idea:Mary Kay provides exciting, accessible “points of inspiration” for young women to discover their passion beauty, build self-confidence and “live” their legacy.

Opportunity:Re-Introduce And Interpret MK’s Values and Beauty/Product Expertise To Inspire The Next Generations Of MK Women.

Challenges: Dispel the image of a “past generations” brand, refine the IBC model to be a differentiating MK asset, provide more relevant try before you buy options.

Target Audience Perception: From: An established, reliable cosmetics company that is popular with older consumers. Not top of mind and not really for me.

To: A trusted beauty/cosmetics company with innovative products made for my lifestyle with a valuable network of support and opportunity. Products Worth Trying And Entrepreneurial opportunities I should definitely explore.

PositioningInspiring and uplifting a new generation of young women to realize their full potential by confidently embracing their passion for beauty and using it as a platform for personal success and fulfillment.

Support: Support is delivered by Mary Kay products and resources, a tailored on-line and IBC experience and a connected community of peers.

Contact Strategy:A multi platform, content driven communications plan to build awareness of Mary Kay products and IBCs and drive consumers to a custom micro-site to create deeper engagement and purchase.

Tone: Youthful, Inspirational, Confident, Open, Up-lifting, Supportive

Creative Brief

How to keep IBCs relevant

Active on social media Interactive content Tutorials, how-to’s, product highlights

MeeT The neW ibC

IBC’s are unique...In a world where hundreds of beauty brands sit on shelves hoping to be picked up by eager millennials, Mary Kay stands alone as thesole beauty brand focused on giving each customer a personalized experience. Independent Beauty Consultants can offer support and help to our target by tailoring the skills, expertise and interactions of the IBC to their needs and lifestyles.

IBC’s can build brand image and relevance...IBC’s are a key brand asset with a powerful voice yet they are only discovered after customer consideration. IBC’s could be the voice and persona of Mary Kay at every stage of brand engagement loop, Mary Kay’s differentiating asset.

Build A Unit Of IBC Inspirers & CelebritiesIdentify and empower an initial core group of young millennial IBCs to be hyper active in the social streams of our target. Provide the tools, training and resources to be content creators and curators about beauty, fashion, entrepreneurship, careers, music, etc. Establish an IBC content publishing hub to enable constant blogging, video posting, social interactions about relevant products and experiences. IBC’s have a powerful voice that too few young millennials are hearing.

IBC Celebrity Requirements:Stage 1:3 active social media channelsDaily activity on social mediaDesire to increase beauty knowledge and selling experience Stage 2:Pass test on Mary Kay productsPass test on Mary Kay businessSubmit makeup tutorial test videoInterview (Skype or in-person) After being accepted:Set up Mary Kay IBC page, YouTube channel and begin creating beauty related content and interacting.

IBC Rejuvenation

What MK can give back

MK Internship Program

IBC Mentorship Conventions

IBC Festival Correspondents

IBC MotivesEarn extra income

Receive product discounts

Join a community of like-minded women

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Rachel LeilaMichelleAge: 22

Location: San Francisco, CA

When she isn’t working at a boutique PR firm or sweat-ing at Barre class, Rachel can be found roaming the streets of San Francisco looking for inspiration for her blog, grabbing brunch with her friends, filming tutorials for her YouTube Channel, or checking out a new exhibit at SFMOMA. Not only is she passionate about makeup and new trends, but she loves sharing her knowledge with others. Rachel is positive, approach-able, goal-oriented, and confident.

Age: 20

Location: Denver, CO

As a student and Vice President of her sorority, Leila is always on the move. When she isn’t attending classes as a Sociology major or going on hikes in the hills around her university, Leila holds Mary Kay events for her and other sorority houses and TAs for one of her professors. She enjoys participating in clubs on campus and making makeup tutorials to post on her Youtube channel. Leila is studious, outgoing, and always ready to have fun.

Age: 29

Location: Chicago, IL

Between work as an Account Executive at a Chicago advertising agency and teaching yoga classes at her neighborhood studio Michelle enjoys trying new bars and restaurants and taking her niece to the Field Museum. Michelle is inspired by the view of the city from the Signature Room in the Hancock Building and weekend afternoons she spends on the shores of Lake Michigan. She is always on the hunt for new makeup tricks that she shares with all of her blog followers. Michelle is organized, driven, and adventurous.

our ideal ibC CelebriTies

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.

Discover:YouTube tutorials, blog posts, guest posts, social media, campaigns, word of mouth, in-person makeup tutorials, makeup hauls, giveaway tweets, daily lifestyle tweets, product shout-outs. Explore:YouTube tutorials, blog posts, one-on-one com-munication with IBC’s, IBC’s advise and help potential customers. Engage:IBC’s develop relation-ships with potential consumers, continued social media interaction and creation of tutorials, distribution of samples, hosting of giveaways.

Purchase:Through trusted IBC’s, sam-ples lead to purchase, give-aways lead to purchase. Loyalty:Relationships with IBCs, communication via email and social mediaExecution ideas: Email newsletters, meet-ups with customers and other IBCs. Advocacy:Referral program, benefits for loyalty/repeat purchas-es, relationships with IBCs and company. Join:Relationship with IBCs and company, experience with company, experience with the products.

“You do learn a lot about entrepreneurship and you get out of it what you put into it. No one holds your hand so you really got to

work at it.”-Independent Beauty Consultant

IBC Objectives

IBC Engagement Loop

Delivering a personalized website experience is key to engaging our target. We recommend redesigning and building out “mymk” as a dynamic micro site “community” where young women can explore, realize and share their passion for beauty.

DashboardSeamless interactions via dynamic grid-like format that is self-contained and minimizes the number of clicks and new pages to build engagement.

Dashboard grid content can be personalized after registration and can be used to create relevant notifications about events, promotions, products, IBC news, etc.

IBC Engagement The IBC network is a powerful differentiating Mary Kay advantage. Registering on mymk can immediately connect consumers with IBCs based on preferences and life-stages.

Facilitating conversations with built-in messenger features for faster IBC contact and personalized responses, recommendations and content enhances the customer experience.

CartProvide a streamlined shopping cart feature within mymk that allows shopping while browsing content or products.

Featured products can be shown on the dashboard grid with special coupons and offers can be sent out by MK or by IBCs to their customers.

EventsCreate a “Dare To Dream” wall/feature that encourage users to share their personal stories and inspirations.

A hybrid blog of user submitted content and MK blog entries that encourages comments. 15

The neW

Online Experience

MK Mobile

MKmobileTakes the mymk© micro-site to the users hand and makes it easier to manage products, looks, updates, and all that Mary Kay has to offer.

The product page is easier to get to and your IBC is already set up upon registration, making it easier to go straight to purchase. You can also chat with your IBC and find Mary Kay wherever you are.

MKmobile will also link to facebook and other social mediums to encourage posts and interaction. 16

iT's TiMe To MK hisTory

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OutdoorBus shelter will be a mirror with the words “What’s your inspiration today?” and a call to action to visit my.marykay.com and “tell your story”.

Social MediaMary Kay doesn’t have enough people advocating for their brand in the channels where millennials are consuming media. IBCs will also use social media as a tool to increase sales and recruitment.

An instagram/facebook/twitter hashtag #mkinghistory will be used as a followup that calls for young women to take a photo of them and their inspiration and post it online.

EventMary Kay will set up a MKLounge that will have refreshment stations, makeup samples, water bottles, and speakers about new leaders in the industry both beauty and music related.

Storyboard1: Picture is taken of mother graduating college

2: Close-up of mother applying MARY KAY lipstick before a date

3: Mother meets man and falls in love with him.

4: Mother marries man and becomes pregnant with a daughter.

5: Mother waving away at daughter for first day of school

6: Flash-forward, daughter waves good-bye at mother for college

7: Mother holds up photo of herself next to daughter during daughter’s graduation

8: “MARY KAY - Helping women MK history”

VoiceoverYou define your own unique style and beauty.

You are inspired by other women who help you discover .

Your own beauty and self confidence.Mary Kay has a created community dedi-cated to your inspiration.

Start MKing your history at mymk.com

The commercial is aimed to visually bring us through the lives of both mother and daughter and show how similar they are. Older moments will be faded and reflect more historic events, and the entire spot will be made in a home-movie sort of feel.

Commercial

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Content Driven MarketingCreating and distributing relevant content that tells the MK story across paid, owned and earned media.

Choreographed To Target Interests & PassionsComplement & Leverage Paid MediaMatch and deliver digital and off-line content to key cultural, life and Mary Kay moments.

Digital Engagement HubTo connect with our target Mary Kay must become a part of their digital social conversations taking place 24/7 on all de-vices. This requires the deployment of a dedicated social net working management system that includes a listening plat-form, social CRM and publishing. Creating this “Command Center” will enable Mary Kay to listen to our target in real time, become part of their conversations, engage influencers and publish content. A robust resource staffed with dedi-cated Mary Kay millennial women can be the driver of Mary Kay’s content engine. The IBC celebrities can also access these tools.

We have been using the Sprinklr listening platform to mon-itor conversations around the Mary Kay Brand, individual products and competitors to help inform our recommenda-tions.

Paid Media StrategyUtilize a mix of traditional and digital media with an empha-sis on driving digital engagement. Traditional media must be highly skewed to our target, generate opportunities for social media engagement and buzz or provide or merchandising partnerships that can be leveraged on or off line.

Media Strategy

MK-ing an iMpaCT...

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Digital Entertainment Monitoring

MagazineAds will be strategically placed in magazines that emphasize beauty and fashion and deliver a high volume of impressions among beauty-conscious millennials.

TV ShowWe will optimize impressions and efficiency by placing 30-second televi-sion spots during premieres and finales of shows that generate buzz with our target. Premieres and finales show a sig-nificant increase in viewer interaction via social media and we believe Mary Kay can be part of these social interactions.

Internet Radio Our research shows that Spotify, an on-line radio service, has 24 million users, 40% of which are between the ages of 18-24. On average these users spend 110 minutes a day on these and similar platforms. We plan to tap this audience by placing pop-up ads on services like Pandora, Spotify, and Shazam.

DigitalPresence on digital media will be on-going with an emphasis on Facebook, Twitter, Pinterest, Instagram, Snapchat, Tumblr, Vine, and LinkedIn, These plat-forms that are considered essential by beauty-conscious millennials. Ads will also to build traffic to targeted make-up tutorials on the Mary Kay YouTube channel

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Partnerships & SponsorshipsTo build and strengthen brand image and create synergy within the Mary Kay brand, three major partnerships will be forged.

Pitch Perfect 2 - The sequel to a film popular among beauty-conscious millennials, which is coming out in the summer of 2015. This will help increase brand recognition among our target demographic and give Mary Kay an ex-tra boost in media. We can partner with the cast to create a viral video series that will align with the premier of the movie.

Beautycon - A yearly beauty convention which show cases both fashion brands’ and cosmetic companies’ newest products. This event will not only build Mary Kay’s brand image for our customers, but also beauty Youtubers and bloggers.

Uber - Uber is a black car taxi service with its main users being in our age demographic. By supplying small sam-ples (mostly eyeliner and mascara) accompanied with a IBC business card, we can supply women with makeup for a quick touch up before a night out, or a lunch date, and any other needs and raise awareness of Mary Kay’s products. Located in 39 North American Cities, and 33 countries we can also expand Mary Kay’s reach to a global audience.

OutdoorMary Kay will focus on billboards and bus shelter adver-tising in college towns and areas surrounding university campuses with emphasis on those schools hosting Mary Kay Events.

Search Engine Marketing Mary Kay can stimulate awareness and engagement through the purchase of targeted keywords on major search engines. We would use a mix of Brand, “Moments” and category keywords against which to schedule ads. All clicks would link to targeted landing pages in the new mymk micro-site.

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They have a busy sChedule...

MK-ing hisTory on a budgeT...

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looKing To The fuTure

We plan to track results with two measure-ments: ROI – Return On Investment and ROE – Return On Engagement.

Our recommended program is designed to deliver awareness and purchase intent in the short term, build a community of brand ad-vocates over time and convert advocates to IBC’s. The Mary Kay young millennial commu-nity will be built by diligent cultivation over a sustained period to reach a critical mass. We believe this community approach will yield substantial dividends over time.

Sales IncreaseUltimately, though our campaign seeks to raise awareness and buzz around the brand, our aim is to increase sales within our target segment.

Brand Tracking:

- Develop and field an ongoing tracking study with our target fielded at six month intervals to measure impact on: - Awareness And Perceptions of the Mary Kay Brand, @play, etc. - Evoked competitive set placement- Purchase Intent - Measure CPC and CTR of all SEM expendi-tures, refining and adjusting.

Social Media Interaction Throughout our campaign and during the 12 months that follow, we plan to track involvement of our target group with our social media platforms. This will involve monitoring the number of followers or fans that we gain on each platform and track num-ber of likes, re-tweets, shares, and pins. We will also examine interaction in the social stream. Utilizing the Sprinklr platform insights dashboards we will track all mentions, sentiment and impressions of Mary Kay and its competitors.

With our campaign, we feel that there will be a rise in perceptions associated with confidence, strength, beauty, and timelessness. We anticipate that there should be a decline in negative brand perceptions such as feeling outdated and being inaccessible.

IBC Recruitment and TrainingFinally, through deeper engagement by the IBC’s emphasizing entrepreneurship, beauty expertise and opportunities available to Mary Kay IBC we antici-pate tracking a rise in 18-25 year old independent beauty consultants. Additionally, we will monitor to see an increase in overall IBC participation and engagement.

We will also track each the new target-aged IBCs to confirm that they are attracting younger clientele via surveys. Lastly, we will distribute surveys after IBCs have been trained to measure their satisfaction with the program

Campaign ContinuationMKing History can continue in all forms and can be an umbrella campaign for the future. History is constantly being made by each new generation and Mary Kay is there at every step. Using the next gen-eration as the inspirers for the future will keep Mary Kay relevant and constantly gaining new younger consumers.

Measurements

MeeT WesT of fig...Account CoordinatorsKwynn ButtsNikita Prasad

Consumer InsightsNicole Morrison (Director)Vickie AhnKailin Rutherford

IBC InvolvementCarolyn McMahon (Director)Evangeline AlvaShakyra Moore

MediaJenny Chao (Director)Tiffany LukeJane ZhangHarrison Xu

Creative Vincent Ong (Co-Director)Tracy Rosen (Co-Director)Albert de Buen PuigCarlos CampsAnita ChenJennifer DerAngela YooJanice JiangAuri Mathisen

Pitch CreativeKelsey Iwaoka (Director)Maddie KirklandDrayton BenedictLuke Schunk

Faculty AdvisorHank Wasiak

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