Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 1 of 1
Full-Text Articles in Business
Win Your Day: Mary Kay, Agency 345
Win Your Day: Mary Kay, Agency 345
College of Journalism and Mass Communications: Student Advertising Projects
EXECUTIVE SUMMARY The beauty market in which Mary Kay has succeeded for the past 50 years is changing. To ensure the continued growth of the Mary Kay brand, it is essential to create new relationships with the next generation of beauty product consumers and sellers. To do this, Mary Kay must connect to Generation-Y women and match their changing ideals of beauty. Above all else, findings show that Gen-Y women are passionate about what it means to be a woman today. As a group, they have diverse dreams and ambitions, but they share the same desire to be successful. They …