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  • July 2021 (Revised February 2022)
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Mary Kay Inc.: Enriching Women's Lives while Embracing Change

By: Elie Ofek, K. Shelette Stewart and Julia Kelley
  • Format:Print
  • | Language:English
  • | Pages:25
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Abstract

In December 2020, Mary Kay Inc. Chief Marketing Officer Sheryl Adkins-Green considered several strategic dilemmas. Founded in 1963 by Mary Kay Ash, Mary Kay was a direct sales company whose Independent Beauty Consultants purchased its beauty and cosmetics products at wholesale and sold them to end-consumers at retail. As the coronavirus pandemic spread in 2020, Mary Kay worked to equip its Consultants with digital tools and strategies to help them run their businesses remotely. Adkins-Green and the Mary Kay team were now looking for ways to continue refining the company’s digital approach and product sampling strategy. Looking beyond COVID-19, Adkins-Green and her team had several other big questions to consider around product innovation, the competitive landscape, navigating the digital world and its implications for retail, and communicating its brand values to the next generation—all while honoring and staying true to the rich history, heritage, and culture that had served as the foundation of Mary Kay for the past 57 years.

Keywords

Advertising Campaigns; Demographics; Marketing; Brands and Branding; Marketing Channels; Marketing Communications; Marketing Strategy; Product Marketing; Product Positioning; Social Marketing; Salesforce Management; Organizations; Mission and Purpose; Organizational Change and Adaptation; Innovation and Invention; Innovation Strategy; Competition; Competitive Strategy; Competitive Advantage; Beauty and Cosmetics Industry; North and Central America; United States; Europe; Asia; Texas

Citation

Ofek, Elie, K. Shelette Stewart, and Julia Kelley. "Mary Kay Inc.: Enriching Women's Lives while Embracing Change." Harvard Business School Case 522-004, July 2021. (Revised February 2022.)
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About The Author

Elie Ofek

Marketing
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Related Work

    • February 2022
    • Faculty Research

    Mary Kay Inc.: Enriching Women's Lives while Embracing Change

    By: Elie Ofek and Julia Kelley
    • July 2021 (Revised February 2022)
    • Faculty Research

    Mary Kay Inc.: Enriching Women's Lives while Embracing Change

    By: Elie Ofek, K. Shelette Stewart and Julia Kelley
Related Work
  • Mary Kay Inc.: Enriching Women's Lives while Embracing Change By: Elie Ofek and Julia Kelley
  • Mary Kay Inc.: Enriching Women's Lives while Embracing Change By: Elie Ofek, K. Shelette Stewart and Julia Kelley
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