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 Mary Kay has
been one of the largest companies in the world by sales volume since September 1963.
Mary Kay who established this business invested only five thousand dollars into
this venture and soon after she managed to get bigger. In eight years she
opened the first branch of the company in Australia. In the consequent years
the company branched out in 34 countries.
An
assortment of cosmetic products of more than two hundred items were developed
and produced by the company. And the company succeeded greatly among the other
companies in production of Skin Care, Hair Care and Body Care products,
decorative cosmetics and perfume.
The company
adheres to the marketing policy when it does not need to cover costs for the
rent and salary for employees. The company sells its products dealing with independent
consultants instead who receive their commissions regarding the volume of sales
and «attracted» trading agents (consultants). That was the marketing pyramid built
and expanded thanks to the skills and attempts of «Mary Kay' consultants. ‘Independent
consultants' advise the population, in particular girls and ladies, presenting
the products by the catalogues and explaining that Mary Kay was thinking of
ladies only but not of its commercial goals creating catalogues. Either of profit
of its consultants, no more. They do need professional growth to sell the greater
amount of magnificent cosmetics to women, don't they? And wearing Mary Kay
cosmetics any woman feels confident and more attractive.
The advertising
policy of Mary Kay Company was based on general principles known to everyone
and therefore, Mary Kay cosmetics is highly respected and used by the vast body
of housewives thanks to reliability, safety and efficiency of products. Yet, good
attitude and closeness of the consultant to the wide public plays a role. The
consultant is one out of the crowd and s/he is supposed to test all the
products s/he advises on themselves but not on rabbits and rats.
By the way,
this is one of alternative testing methods this company sought since 1989 when it
quitted testing its products on guinea pigs.
The
consultants usually apply «the golden rule» saying that every woman should
believe in her beauty and think that she is the most attractive but only after she
tries Mary Kay cosmetics. No doubts that any woman wants to be like that while
entrepreneurs would like to have the same marketing policy with some elements
of hypnotism low-pressurizing the brains of ladies.
Nevertheless,
the efficiency of the policy is proved by the profit of owners of this company
that is rated in billions, followed by steady boost of sale (do you happen to
know among whom exactly?).
The Mary Kay
products should adhere to a particular quality for their products since Mary
Kay factories have been certified by ISO 9001 along with aerospace and automobile
industry.
Perfume of
Mary Kay Company deserves special words. Fragrances are poured into tiny
charming bottles with roll-applicator as if proposing to change your fragrance
any time you want. And who will resist?!
The company
spends a huge amount of funds and time for advocacy and publicity activity regarding
women from over world. On a continuous basis it conducts free-of-charge consultations
and make-up and care workshops demonstrating advances and efficiency of
cosmetics of their production.
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