Mary Kay Targets Millennials

The customers are younger, the sales force is younger and Mary Kay Cosmetics is targeting its audience with an expanded line of color cosmetics that is set to debut next year. Mary Kay At Play is specifically for younger consumers—Millennials. Gen Y. Echo Boomers. Generation Next, well, you get the idea. The product line already includes four new color products for eyes and lips with plans to expand the line in 2014.


“The diversity across our three 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, VP-US 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, skin care and fragrance products women love and trust.”


Gen Y women ages 18-25 boast a global population of an estimated 571 million with a purchasing power of $170 billion each year. Mary Kay can relate to them since, according to the company, 35% of new independent beauty consultants in the US are from the Gen Y segment (18- 30 years old) while approximately half of the Mary Kay independent sales force in the US is aged 35 or younger.


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.


“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.”