Ch. 10 - Product Concepts

Mary Kay has been a part of the cosmetic industry for over 50 year (since 1963). The company has been created by one woman
Mary Kay Ash who thought of keeping women's beauty by fighting age.

The primary goal of Mary Kay company is to fight against age

 Mary Kay Ash term product is "age fighting."
Its product item is the product line Time Wise.
Two

      Time Wise Miracle Set.

 

Time Wise Miracle Set is a customized collection of age-fighting products. It offers 11 age-defying benefits: cleanses, exfoliates, freshens, hydrates, smooths, visibly firms, softens, protects, energizes, renews and reduces the appearance of fine lines and wrinkles for a younger-looking you.

                                                                                       Time Wise Repair

As Mary Kay Inc. goal is to keep women beauty younger-looking,  the company develops a product line extension which is an Advanced Age-Fighting.                         

 


The Time Wise Repair regimen fights the advanced signs of aging, including loss of skin volume and loss of firmness, two of the most visible signs of advanced skin aging.

 Time Wise Repair combines extensive research, innovative ingredients and comprehensive testing to deliver the benefits that target the advanced signs of skin aging. Think of it as a new beginning for your skin. Suitable for all skin types. Time Wise has a countless product line depth of aging.

 


Today, the company offers more than 200 products mix width in six categories products mix: facial skin care, body care, sun care, nails care, make up, fragrance, Men's personal care products. In addition, the company has countless of products mix.



Skin Care included facial and  body are the main product item. Cosmetic color is the customer product in the range of Mary Kay product. Fragrance make perfect scents. It’s no wonder that finding the perfect perfume for any occasion is as essential as selling. All its products has a brand name Mary Kay that identifies and differentiate in market place.
Once Mary Kay consumer favors the product, it becomes his/her brand loyalty.

 One of Mary Kay competitive advantage is that the company develops a product line extension so it encourages customer loyalty and helps new products succeed.

Mary Kay has adopted a packaging adapted for each of its products. The packaging serves as a tool for promotion for some products and all of products are identified by the company brand "Mary Kay." In order to fight against brand piracy in international market, the company frequently changes its packaging.                    Most Mary Kay cosmetics are fragrance free and offer stabilizing packaging. Mary Kay Inc. offers a 100% satisfaction guarantee for all of its products.