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Mary Kay Marketing Strategy

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Introduction
Mary Kay was founded in 1962 and is currently one of the largest direct sellers of skin care and color cosmetics in the world with worldwide wholesale sales of $3 billion. The products are sold in more than 35 countries, and there are more than 2.4 million Mary Kay Independent Beauty Consultants around the world. (Mary Kay, 2012) Since the rising of E-Commerce, Mary Kay has uses E-Commerce as its marketing strategies by setting up its own website where consumers can acquire a list of beauty consultants within their reach. Nevertheless, consultants and sales persons are forbidden to create own webpages to sell the products online since it is a violation of Mary Kay’s terms of service. (McFarlin, K., 2015) Q1 Business Pressures …show more content…

As a result, Mary Kay had introduced more than 200 products into the cosmetic and beauty market to capture the hearts of consumers as well as fulfill the demands of consumers. Its products can be classified into 6 major categories which are color cosmetics, sun protections, body care and skin care products, nail products as well as fragrances. Furthermore, the competitions have also driven revolution and modernization in Mary Kay’s business strategy. For instance, Mary Kay has adapted to E-Commerce as their extended strategy as direct selling from door-to-door or home meetings will be wiped out in the coming years. (Greenberg, E., …show more content…

Shopping and social networking web sites gather a lot of information about online users, and have become tremendously useful to Mary Kay to track the model consumer behavior. These websites provide a low cost and convenient way for consumers to stay connected with the members of the web site. These online social networking platforms also allow Mary Kay to publish and control content about them easily. The data bank of digital information has also helped Mary Kay to have a better and more quickly find information about others around the world. The social networking activities are Mary Kay involved in EC platform within the company are:
MySpace Jobs
MySpace has already announced technology that use profile data to create market segments for advertisers to promote their products. For Mary Kay, the company posts job announcements on several sites, including MySpace Jobs (classifieds.myspace.com/job). By this way, Mary Kay is able to convene more and more beauty consultant to expanse its business worldwide. Since Mary Kay is a direct sales company, there is no fix salary needed to pay for the beauty consultant. Therefore, the high cost of human resource can be

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