Company Background

Mary Kay is a brand of color cosmetics sold by Mary Kay Inc. Mary Kay World Headquarters is located in the Dallas suburb of Addison, Texas. Mary Kay Ash founded Mary Kay Inc. on Friday, September 13, 1963. Mary Kay entered the Chinese market in 1995 and has experienced steady growth over the years; in 2005 the country was responsible for three hundred million dollars ($300 million) in sales. To better its position in the Chinese market, the Company has had to revamp some of their products to meet Chinese’s cultural demands. In keeping with the great value placed on white skin in the Chinese society, the Company sells skin whiteners instead of bronzers, and has began experimenting with native herbs.

Marketing Mix

Products

Mary Kay Inc. produces more than 200 premium products in its state-of-the-art manufacturing facilities in Dallas, Texas, and Hangzhou, China.The products are selling like hotcakes in china are products which claims to prevent and remove wrinkles and also the reduction of premature aging, absorption into and the effect upon functions of the skin, environmental protection, making skin snow white, smooth and more elastic, healing acne and purifying pores. Those products mentioned are the general products where abundant sales are generated. It is advised to have a packaging program which follows trends in China. As for packaging wise, it is more basic compared to other markets such as in the USA. The packaging on products for Chinese market has both English and Chinese labels on it. Instruction papers are clearly defined in Chinese character.

Packaging

Pink was selected as the corporate color because Mary Kay thought that attractive pink packages would be left out on display in the white bathrooms. The entire product line, however, had recently been repackaged.

Join now!

Every item was changed to make graphics consistent, to be up to date, and to have individual identity but still look like it was part of the Mary Kay family of products. A new corporate logo, a mix of gold and hot yellow to symbolize the heat of the sun and its eclipse, was featured on the new packages. A new shade of pink, one which was more mauve and less yellow, was selected to compliment the logo. It was considered to be more subtle, more current, and more upscale than the shade pink that had become the corporate color.

...

This is a preview of the whole essay