Mary Kay at PlayTM features bold new colors for the next generation of Mary Kay
December 2013-Millennials. Gen Y. Echo Boomers. Generation Next. There is no denying the social influence and purchasing power of the most talked about generation since the Baby Boomers. Gen Y women ages 18-25 boast a global population of an estimated 571 million with a purchasing power of $170 billion each year. These women are smart and savvy and expect their favorite brands to meet their needs.
Looking to engage with the next generation of Mary Kay brand lovers, Mary Kay has created a new line of color cosmetics, Mary Kay At PlayTM, specifically for younger consumers. The product line includes four new color products for eyes and lips with plans to expand the line in 2014.
The powder-based Mary Kay At Play Baked Eye Trio combines three shades of eye shadow in one convenient package available in four unique combinations. Paired with the smooth and creamy Mary Kay At Play Eye Crayon, also available in four colors, the possibilities are endless for blended, custom looks. For lips, Mary Kay At Play delivers high-impact, lasting color with the Mary Kay At Play Lip Crayon in four colors or an ultra-shiny layer with the Mary Kay At Play Jelly Lip Gloss which can be paired with the Lip Crayon or worn alone for a sheer wash of color.
“The diversity across our 3 million Independent Beauty Consultants and their customers around the world constantly challenges us to create new and relevant products like Mary Kay At Play,” said Sara Friedman, Vice President of U.S. Marketing for Mary Kay Inc. “We are seeing more and more young faces turn to Mary Kay both for the enriching business opportunity alongside Mary Kay’s irresistible color, skincare and fragrance products women love and trust.”
Thirty five percent of new Independent Beauty Consultants in the U.S. are from the Gen Y segment (18- 30 years old) while approximately half of the Mary Kay independent sales force in the U.S. is aged 35 or younger.
“Gen Y has a unique set of talents and career expectations that go beyond the 9 to 5 setting,” said Friedman. “These women are tech-savvy and digitally connected and appreciate the education, flexibility and community a Mary Kay business offers as they look to enrich their lives in meaningful ways.”
Mary Kay At PlayTM products have been available for sale since August 2013 exclusively through Mary Kay Independent Beauty Consultants.
About Mary Kay Irresistible products. Positive community impact. Rewarding opportunity. For 50 years, Mary Kay has offered it all. With 3 million Mary Kay Independent Beauty Consultants and $3 billion in global annual wholesale sales, Mary Kay is a top beauty brand and direct seller in more than 35 markets around the world. To learn more or to locate a Mary Kay Independent Beauty Consultant in your area, please visit marykay.com.