How it Worked Out at Mary Kay

Sheryl and her team chose Option #2, and they developed a new color line specifically for Mary Kay China called Pink

Young.

Pink Young was created with three adjectives in mind: professional, fashionable, and international. It is positioned as the answer for the woman who wants to show her femininity along with her

fiercenessa

woman who knows what she wants and pursues it. The name and the packaging paid homage to Mary Kay's signature color, while conveying that this was targeted to a younger demographic. Once the product strategy was agreed upon, specific products were selected by the Mary Kay China team in order to leverage their understanding of local market trends and preferences.

How Mary Kay Measures Results

Year 1 was a year of building brand awareness and trial. It was also a year of learning. In 2019, following the launch of Pink Young, Mary Kay's average monthly color makeup sales increased more than 60 percent. Several items sold out in less than one month, so potentially, the increase in sales could have been greater. An initial analysis of independent sales force orders suggests that the Pink Young products do resonate with the younger target demographic. Going forward, the Mary Kay China team will be tracking key performance indicators, which will include brand awareness, engagement, and repeat order activity. It will also analyze order patterns to understand whether Pink Young is an effective strategy to introduce younger consumers to the Mary Kay skin care portfolio.

The Pink Young product line

Question content area bottom

Part 1

The cosmetic items in the Pink Young product line that sold out in one month were likely purchased by

A.

late majority.

B.

laggards.

C.

early majority.

D.

innovators.