creating connections through personalized
digital experiences.

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MARY KAY

Independent Beauty Consultants are the heart of Mary Kay's operations. With millions of beauty consultants worldwide, streamlining the selling process would most certainly have profound effects on Mary Kay’s business outcome. But how could Mary Kay support these independent entrepreneurs more efficiently? Mary Kay needed to launch a new digital solution in order to help Independent Beauty Consultants meet customers where they are and provide customers a new channel to order their products quickly and on-the-go.

COMMERCE | B2B | SALES FORCE EFFICIENCY | CUSTOMER EXPERIENCE

B2B

SALES FORCE EFFICIENCY

CUSTOMER EXPERIENCE

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EMPOWER INDEPENDENT BEAUTY CONSULTANTS WITH ADDITIONAL PRODUCT-SELLING TOOLS

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STRENGTHENS THE PERSONAL INDEPENDENT BEAUTY CONSULTANT RELATIONSHIP THAT HAS ALWAYS DIFFERENTIATED MARY KAY

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ENABLES INDEPENDENT BEAUTY CONSULTANTS TO ADAPT AND BETTER MEET NEW TRENDS IN DIGITAL CUSTOMER EXPECTATIONS  

Founded in 1963 by Mary Kay Ash as "Beauty by Mary Kay," Mary Kay is now one of the largest direct sellers of skin care and cosmetics. The company also manufactures and distributes over-the-counter drugs and products, such as sunscreens and acne treatments. The company also manufactures and distributes products that are sold in nearly 40 markets around the world.

THE CHALLENGE

What began as an in-person and party-oriented direct selling opportunity, Mary Kay founded its business on building relationships and connections with customers. The need to connect with customers via digital is greater now than any other time in the company’s history. Mary Kay has always been eager to provide digital innovations and connections to help their Independent Beauty Consultants enhance their connection with their customers, proving themselves to be a leader in the direct selling space. But now, more than ever, the company turned to digital to create new ways of connecting. How can the beauty giant leverage the power of digital experiences to help its Independent Beauty Consultants create deeper, more personalized connections?

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THE APPROACH

Mary Kay knew that they needed to create a digital product that would better serve Independent Beauty Consultants and customers alike. The all-new Mary Kay™ App was born. The Mary Kay™ App allows for advanced personalized customer connections through a tailored, modern mobile app experience. The new experience meets the customer where she is and makes it easier to connect and shop with her consultant.

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The Mary Kay™ App allows consumers to find products quickly and efficiently, while maintaining their relationship with their Independent Beauty Consultants. Customers are able to view products and place orders with their Independent Beauty Consultants directly inside the app. For Mary Kay, the Independent Beauty Consultant is the center of the business model. The Mary Kay™ App is designed so that every screen keeps the Independent Beauty Consultant front and center and easily accessible for opinions and trusted advice.

In addition, the new experience allows for easier information flow between customers and beauty consultants. This new innovation allows beauty consultants anticipate their customers’ needs and build stronger relationships. Features include reorder reminders as well as guides allowing the customer to view order of application for their products. Independent Beauty Consultants are able to stay connected to their customers in a number of ways, including push notifications which lets their customers know about new products as well as upcoming special offers.

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