Hi all! I have again prepared for you a detailed review of a company from the world of network marketing.

This time, Mary Kay, which is known to many women who prefer high-quality decorative and caring cosmetics, as well as luxurious perfumes, fell under the scope.

Let's try to understand its features.

The name Mary Kay was not chosen by chance - it is the name of the founder of the brand. In 1963, she decided to create a cosmetics company on the principles of giving women the opportunity to build their own beautiful business and gain independence.

Now the company's products are in demand in different countries. More than three million sales assistants collaborate with the cosmetics brand. The annual turnover exceeds three billion dollars.

The company's production facilities are located in Dallas (producing cosmetics for the US market) and in Hangzhou, China (manufacturing and packaging products for the Chinese market).

When entering the European market, it became necessary to organize production in Switzerland, but this plant did not last long. Therefore, now the main production is still concentrated in the United States.

Official website of the company www.marykay.ru.

What the company offers

Compared to other cosmetic brands, for example, which work on a network marketing system, Mary Kay's range is quite modest.

There are basic positions that hardly change from season to season. Sometimes they are updated with new items.

In addition to the regular line, there is also a limited series. It is released constantly, changing the composition of cosmetic products in it.

Note that the products from this series are limited and after a complete sale, they will never be repeated again.

Mary Kay offers luxurious men's and women's fragrances with rich and intense notes. Components for perfume choose only natural and high quality.

In addition, the brand offers caring cosmetics for the face, hands, feet, and body. The line of goods for make up deserves special attention. By the way, many professional makeup artists use them in their work.

Decorative cosmetics is presented:

• ink
• glitter and lipstick
• foundation creams
• rouge
• loose and compact powder
• concealer and highlighter
• masking agents.

The Mary Kay line has everything you need to create flawless makeup for any occasion.

Business with Mary Kay

I can say that the business with Mary Kay looks quite promising.

1. Firstly, the products are of high quality and are hypoallergenic. It is in demand in different countries of the world.
2. Secondly, the company offers a good consultant discount (from 30% immediately after registration), an interesting marketing plan, various competitions for consultants that allow you to win numerous valuable gifts.

Given the high quality of products, it definitely will not be lost from the one who purchases it.

Get instructions

How to make money with Mary Kay

To register with the company, you must purchase a starter kit. Standard layout...

After that, you will need to sign a cooperation agreement and create an account on marykayintouch. This site was created specifically for consultants so that they can get acquainted with the company's news online, place orders, track their activities using reports.

The company constantly holds webinars and offline meetings. They allow you to get all the necessary knowledge about products and methods of its promotion.

Beginners are actively assisted by Leaders who are interested in their rapid advancement. Consultants invite people to beauty classes, where they offer day or evening make-up using Mary Kay products.

Such meetings allow people to try cosmetics and choose the right shade.

In addition, the dissemination of information about companies in social networks is encouraged. The company makes regular mailings with tags to promote products, ideas for social media challenges, and offers real sales tools.

Immediately after registration, it becomes possible to order products from the site with a 30% discount, but only if the order is placed for a basic unit (this is a set amount in retail prices).

If you buy products constantly, you can keep a discount of 40%. In addition, constant interesting promotions allow you to increase both the overall discount and the discount on individual products.

Company consultants have the opportunity to move up the career ladder, receive recognition and awards, for example, leaders can receive a gift in the form of a status car or a luxury trip. The reward system is obviously not new either :)

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Mary Kay SWOT Analysis

SWOT - analysis is one of the most common types of strategic management analysis at present. In order to identify the strengths and weaknesses of Mary Kay, its potential opportunities and threats, we compare the internal strengths and weaknesses of the enterprise with market opportunities.

Table 1. SWOT analysis of Mary Kay

Extensive experience in organizing personal sales High level of organization of management accounting Availability of highly qualified production personnel Established system of supply of raw materials, materials and equipment	Insufficient level of customer service Insufficient level of development of distribution channels Average position in market share Leadership style and company structure inappropriate to the market situation Lack of strategic planning system
Possibilities: Changing public stereotypes in relation to advertising Increasing the number of housewives (decrease in employment among women) Increasing the purchasing power of the population Increasing the number of business structures	Expansion of the range of cosmetic products Development of a personal sales system for wholesale buyers of cosmetic products Increasing production capacity for the manufacture of cosmetic products	Creation of a unified marketing service at the enterprise Increasing the company's market share by creating new products and conquering new market segments
Economic slowdown Increasing tax pressure Development of electronic communications technology	Creation of a system of accounting and cost reduction The use of natural raw materials Creation of an electronic sales system	Expansion of distribution channels Creation of a feedback system with the company's customers Development of technologies and products without the use of paper raw materials

STEP - Mary Kay Analysis

We will track changes in Mary Kay's macro environment in four aspects, such as political, economic, social and technological, and identify trends, events that the company is able or unable to control. Which, in turn, will help you understand what strategic decisions you need to make to change Mary Kay. To do this, we will. STEP - analysis.

Table 2. Mary Kay STEP analysis

	STEP factors
	Political and legal factors State policy in training personnel for the industry Recognition of the Russian Federation as a country with a market economy Customs policy of the state - Political stability in the state - The nature of the attitude of the state to the industry	The popularity of Russian cosmetics The balance of supply and demand	Real relations between the Russian Federation and the United States can lead to negative consequences for a company in Russia	Active government intervention. Strengthening the action of market levers is necessary to ensure the conditions for the priority development of the network business.
	Economic forces - decrease in purchasing power; - unfavorable (for production) monetary policy of the government - unfavorable business climate Market size and rate of change Sizes and growth rates of market segments in accordance with the interests of the company	Thanks to the network marketing of the company and the popularity of the brand, the market size is increasing	- decrease in demand - decrease in profit - struggle in the market/competition - depreciation of the ruble against world currencies	Application of systems of discounts/promotions. Cooperation with other companies.
	Social factors Creation of new jobs Qualification characteristics of the labor force Low income level of the population of the Russian Federation as a whole	Decrease in unemployment (especially women)	- decrease in profit - decrease in demand for products	Improvement of the credit system of payment. Promotions and discounts.
	Technological and technical factors Implementation (use) of advanced technologies based on modern computer systems for research and development of new products Use of modern technologies by competitors	Increase in the number of consumers Profit increase Opportunity to improve your technology Improving efficiency and attractiveness for consumers	Extra costs for the development of modern technologies	Constantly develop and look for new ways to attract consumers.

Mary Kay Target Audience Identification

The Mary Kay company in its marketing activities tries to focus on all market segments. Depending on what special properties this or that group of consumers is looking for in this or that cosmetic product, Mary Kay offers the appropriate series of products. Obviously, people living in almost any climate use cosmetics - from the point of view of this factor, a cosmetic product is universal. To identify its potential client, the company will be able to significantly reduce the cost of advertising and promotion of the Mary Kay business for some clients and increase for others.

Table 3 Mary Kay Target Audience

Name of target audience (type)	Description of target audience	Main motives
1. Women 18-99	They like to take care of themselves, have an average income	Skin care, craving for quality cosmetics. Search for high quality products.
	A group of people united by family ties	An ordinary purchase or a special occasion (for example, a gift for a holiday). Because there are products for the whole family.
3. Men 30-50 years old	Men, middle class, married	Personal care, search for suitable cosmetics. Gifts for wives.
4. Population with an average income of the Tomsk region	People living in Western Siberia, where there is a continental climate and a long, harsh winter.	Due to the harsh climate, high-quality cosmetics are necessary for everyone, at any age.
5. People over the age of 50	People with average or above average income who pay attention to their appearance.	Taking care of your health, fighting the signs of aging.

Table 4 Market segmentation factors by consumer groups

		Meaning
1. Geographic Administrative division population population density	Western Siberian Tomsk region 500-700 thousand people continental
2. Demographics family size life cycle stage occupation nationality	family, single Housewives Doesn't matter
3. Psychological social layer life style personal qualities	middle class - high urban ambition, striving for leadership
4. Behavioral degree of purchase readiness degree reason to buy	ordinary nature of the acquisition high quality products everyday purchase
	1. Geographic Administrative division population population density	Western Siberian Tomsk region 500-700 thousand people doesn't matter
2. Demographics family size income level occupation nationality	35 or more doesn't matter. low to high Doesn't matter
3. Psychological social layer life style personal qualities	middle class - high urban doesn't matter.
4. Behavioral degree of purchase readiness degree reason to buy	random nature of the acquisition product quality sometimes needed ready to buy a special case
TO population		Meaning
1. Geographic adm. division population population density	Western Siberian Tomsk region 500-700 thousand people continental
2. Demographics family size life cycle stage occupation nationality	doesn't matter. doesn't matter. low to high Doesn't matter
3. Psychological social layer life style personal qualities	middle class - high urban/rural doesn't matter.
4. Behavioral degree of purchase readiness degree reason to buy	possibly random acquisition high quality, good service, uniqueness sometimes needed ready to buy

An analysis of Mary Kay's market segmentation tells us that women are the main consumer of products, which is not surprising, because cosmetics are created by them and for them.

Identifying Mary Kay's Competitiveness

The success of the functioning of enterprises in modern conditions also depends on the level of competitiveness of the products they offer to consumers. Only entering the market with a competitive product enables the company to survive in the market. Enterprises that invest in an uncompetitive product are doomed to failure.

To determine the competitiveness of Mary Kay, we compared it with network companies such as Avon and Oriflame. The competitiveness of companies was determined by the method of evaluative comparison of companies on such factors as: product, price, distribution channels and product promotion on the market. We see the results in the tables below.

Diagram 1 Competitiveness analysis

Factors of competitiveness

Table 5 Factors of competitiveness

Quality Package Product uniqueness Brand prestige;
free negotiable
Sales channels: Degree of market coverage; Sales form: Sales Representatives Warehouse placement
Demo trading Media promotion

Mary Kay is the leader in almost all indicators that we took for the study. But there are exceptions. Mary Kay is inferior to other companies in terms of price and promotion of the product on the market. In order to fix this, you need to pay more attention to this area. You need to launch a new, more interesting advertisement, make a presentation of your products. And to prove to potential customers that the price depends on quality and focus on it, explaining the price of your product.

A close friend of mine has been in network marketing for Mary Kay (cosmetics) for 10 years. Her status is Independent Beauty Consultant, Senior Business Group Leader. I want to state how much of my observations that I have accumulated over these 10 years (I note that we have been friends for 25 years, since school). I will try to state only the facts. I will mark my comments as "from myself".

Lack of taste

The first thing I noticed about my friend was that she lost her "sense of taste" (they say "no taste", and first of all in make-up and wardrobe). Having gone through all kinds of make-up training, every morning she puts on herself a 100% “paint”, completely seeing “what suits her” (in the sense of “to her face”). The main thing is that it should be in line with the "makeup trends of this season" and the rules for applying makeup: for example, shadows, at least three shades. And the presence at home of a warehouse of cosmetics of various colors and shades (for $ 6,000) tempts you to try everything for yourself.

From myself: personally, I (I'm 40 years old) see that with age it is necessary to apply as little makeup as possible so as not to emphasize wrinkles, especially in the eye area.

Bad taste in clothes. This is especially true of the corporate color, which changes every season. For example, this season the company announces the corporate color "crimson" (the colors are always bright), the fabric is also dictated by the company, the models may differ slightly, but must be chosen from those offered. Each adept must buy fabric from the company and sew (by himself or to order), of course, all for his own money. And so every year (or season - I did not go deep).

Crazy network house: trainings and seminars to "improve" moral and spiritual degradation

Even at the dawn of my work, a friend invited me to a presentation. In the cafe hall, (rented for the money of the invited), women gathered, about 20 people. In the beginning, everything was as usual: applause, introduction of newcomers, sincere joy for them, instructions that "you will succeed."

Then they announced a new product - a new lipstick (or a new shade of lipstick - I don’t remember). Got a tube. All contestants had to apply lipstick on their lips. After that, each woman had to stand up and tell how she felt after applying this lipstick? Women stood up one by one and spoke utter nonsense about extraordinary freshness, deep moisturizing, etc. And since there are 20 of them, it is not convenient to repeat, the fantasy is not limited.

From myself: personally, I can only say one thing about lipstick: either it suits me or it doesn't.

We are sitting with a friend in a cafe. She shares with me. I was at a seminar (I don’t remember the name, what is connected with a woman, her success, health, tone). Imagine, she says, it turns out that a woman needs to have at least three men for health (roughly speaking, three biological materials). Then she will be healthy both physically and psychologically, and therefore successful.

From myself: I thought: there was a normal woman, wife, mother. Now she believed that she was not living correctly (it would not have occurred to her before, but now she thought). The problem is, you need to find two more men somewhere, healthy, and probably to be liked.

After another seminar (about the same topic).

A friend says to me: you know, it turns out that a man during intimacy loves a woman to tell him "dirty words" about "it." I, she says, checked with my husband - it works. From so "wound up." And, he continues, at first I was offended that they called me a "bitch" at the same time. And now that I understand everything, I'm not offended - it's normal. Yes, I'm a bitch.

Seminar (something about how to properly understand people, their classification and character traits).

A friend calls me and says: she was at such a cool seminar. In general, you see, we are all gods! Do you know the gods from Greek mythology (Aphrodite, etc.)? So, you just need to determine the type, which god you belong to, i.e. what you are. To do this, you need to understand the nature of a person. There is a lot of information, I need to put everything on the shelves. Now I want to understand about you and me - what kind of gods we are.

I ask: "how much money did you pay for this horoscope?". A friend was offended (for a while).

stupidity

Relatively recently... My friend was pregnant with her second child. During pregnancy, she was admitted to the hospital for 2 weeks. When leaving the hospital, she says: while she was in the ward, she sold cosmetics for 5,000 rubles. This child is divine (points to his belly). Even in mommy's stomach he knows how to do business with her.

All this happened to my girlfriend (and continues to happen) under the "flag" of the network company Mary Kay.

I note that my friend graduated from the Pedagogical Institute with honors and was a quite popular speech pathologist-defectologist and, in my opinion, a sober and adequate person. What happened to her when she handed out all her manuals, techniques, materials to her colleagues and bought the first suitcase with Mary Kay cosmetics (a necessary condition) for 6,000 rubles? For me it remains a mystery.

Sofia Styazhkina

Mary Kay Network Marketing Analysis

Description of the enterprise under study

Mary Kay Cosmetics ended its first decade of existence with an annual income of $18 million. Its shares were listed on the New York Stock Exchange in 1976, and by 1978 the firm had 45,000 independent consultants with a turnover of $54 million and a net an annual income of $4.8 million. In 1983, the firm, celebrating its second decade in business, boasted a turnover of $324 million and an army of 200,000 sales consultants.

By 1993, Mary Kay had become the largest skin care retailer in the United States, with more than 250,000 independent consultants in nineteen countries. The firm was recognized as the second largest cosmetics firm of its kind (behind only the older Avon), and the third largest of all cosmetics companies, and now Ash's main desire was to see her company become the No. 1 company in her lifetime.

Since 1987, Mary Kay has partially retired and acted as the honorary chairman of the company she created. Since that time, her son from her first marriage, Richard Rogers, took the reins of government. The founder of Mary Kay died November 22, 2001.

Today, Mary Kay Cosmetics is one of the largest direct selling cosmetics companies in the world. In 2009, the Company's turnover reached a record $2.5 billion in wholesale prices. Mary Kay is led by President and Chief Executive Officer David Hall, while Mary Kay's son Ash Richard Rogers is Chairman of Mary Kay's Board of Directors. The company headquarters is located in Dallas, Texas, USA.

The first branch outside the US opened in 1971 in Australia, and the most recent in Armenia in 2010. Mary Kay has seen significant growth since 1990. Thus, over the years the Company has opened new branches in more than 20 countries. Currently, branches are located in 39 countries: in Europe, America, as well as the Asia-Pacific region. The largest markets are China, Russia and Mexico.

The Russian branch of the Company opened its doors in 1993. The Company's representative office in Russia is headed by Alla Sokolova, General Director. Mary Kay (Russia) is not limited to Moscow alone, the Company's regional centers are open in Tyumen, St. Petersburg, Khabarovsk, Krasnoyarsk and Yekaterinburg.

· financial resources

Since Mary Kay is a CJSC, information on financial resources is not available in public sources. However, it is known that today the company's income is $1.3 billion in wholesale prices, which is equal to more than $2.6 billion in retail prices. We can also provide a reconciliation certificate to one of the St. Petersburg business groups (see Appendix 1).

technical resources

Today, Mary Kay designs, tests, manufactures and packages most of its products at its state-of-the-art manufacturing facility in Dallas. This 430,000 square foot facility has 35 processing machines and 27 packaging lines capable of producing about a million items per day. The production lines operate 24 hours a day, 6 days a week, with safety and superior quality being top priorities for the company. In 2006, Mary Kay opened a second manufacturing facility in China that manufactures products for consumers in the region.

technological resources

The Company's scientists, engineers, and marketing staff collaborate with beauty technology experts, top ingredient suppliers, and research scientists around the world to ensure that Mary Kay products are the result of the latest and greatest technologies, including packaging innovation, that increasing the efficiency of funds.

Mary Kay has invented a water-based solvent -- it's a proprietary secret. This solvent breaks down the coloring pigment into a molecule. And then the liquid medium is sprayed into vacuum chambers. In a vacuum, the liquid evaporates instantly, and the molecules collect into particles that are close to a ball in shape and are exactly the same. If you compare Mary Kay products with the decorative lines of other companies, solid colorants are made by very fine and fine grinding. And the particles of decorative cosmetics are obtained as fragments of granite: uneven, of different sizes.

Mary Kay makeup is very easy to remove from the face, while the makeup of other lines is sure to leave a mark on the face. This suggests that these fragments, these particles are fixed in the upper layer of the skin. Mary Kay products do not injure the skin.

Mary Kay is committed to doing more than the law requires when it comes to product safety for women's health. The Mary Kay Company's reputation is constantly supported by the cosmetic products it offers, which in a short time won the trust of millions of women around the world. Mary Kay was one of the first companies to stop animal testing of its products and ingredients in 1989, and is one of the largest cosmetics companies to sign a Consumer Information Coalition memo pledging never to test on animals in the future. The company is also an active participant in programs to find alternative testing methods.

· human resources

The business concept of Mary Kay Ash was that in business there is nothing serious, boring, inaccessible to women's understanding - money in Mary Kay is literally earned effortlessly. The business philosophy of Mary Kay Cosmetics was created to ensure that a woman can work and run a household at the same time. Mary Kay focuses on classic housewives who have not had time to get a good education and are torn between the kitchen and kindergarten.

The Company has more than 2 million Independent Beauty Consultants worldwide. During the 47 years of the Company's existence, more than 600 women around the world have achieved the status of Independent National Leader - the highest rung on the Ladder of Success. There are currently approximately 37,000 women worldwide who are Independent Business Group Leaders. More than 5,300 of them are women living in Russia. According to the Wall-Street Journal, the number of women at Mary Kay Cosmetics earning more than $50,000. annually, more than any other company in the United States. And there are more than 150 female millionaires in the company.

spatial resources

Mary Kay is headquartered in Edison, a suburb of Dallas, Texas, USA in a 13-story building covering an area of ​​54,000 m2, where more than 1,200 employees currently work. Corporate office area - 992 sq. m. There are branches in 39 countries, employing 850,000 beauty consultants.

The total area of ​​Mary Kay manufacturing facilities around the world is more than three million square meters. Mary Kay has two of the best and most modern factories: one in Dallas, Texas, USA, where the Company's Headquarters is located, and the other in Hangzhou, China. They feature state-of-the-art packaging lines, production halls, laboratories and warehouses. While efficiency and functionality are key factors in meeting demand, issues of image and pride are also carefully considered. For example, a museum has been opened in the lobby of the main office building in a company in Dallas, and an observation corridor has been equipped at a manufacturing plant in China, passing through which visitors can see all stages of the production process. Similar zones exist in many Mary Kay offices around the world.

Mary Kay factories are certified to ISO 9001 standards - this is an undoubted recognition of the Company's merits in maintaining the highest quality standards.

organizational resources

"Ladder of Success"

The organizational structure of Mary Kay is based on network marketing. Sales are usually made at the buyer's home or Mary Kay offices. The beauty consultant sells the company's products directly to the consumer through free beauty classes. Having sold a certain product to the buyer, the consultants offer him to find new buyers for a fixed percentage of the sales volume; those, in turn, are offered to find new buyers on the same terms, etc. Thus, a multi-level network of buyers and sellers is created.

Ladder of success.

A beauty consultant is the first step in the Ladder of Success.

The senior consultant has 1-2 active personal group consultants. Can earn income from selling products in beauty classes.

The organizer has 3-4 active personal group advisors. Can earn income from sales of products in beauty classes, as well as receive a commission of 4% of personal group sales.

The Lead Organizer has 5-7 active personal group advisors. Can earn income from product sales in beauty classes, as well as receive an 8% commission on personal group sales.

The Future Leader has 8 or more active Personal Group Advisors. Can earn income from product sales in beauty classes, as well as receive a commission of 12% of personal group sales.

A candidate for the position of a Business Group Leader enters the qualification program for obtaining the status of a Business Group Leader.

The Business Group Leader can:

• - receive bonuses from 1300-40000 rubles from the total sales of their Business Group;
• - participate in trips to different countries with your spouse.

The Lead Leader must have at least 5 Business Group Leaders.

An Elite Lead Leader must have at least 8 Business Group Leaders. He can:

• - receive income from the sale of products in beauty classes;
• - receive a commission in the amount of 4-12% of the sales volume of the personal group;
• - receive 9-13% commission from the total sales of their Business Group;
• - receive 5-6% commission from the total sales volume of the subsidiary Business Group;
• - receive bonuses from 1,300-40,000 rubles from the total sales of their Business Group;
• - be a Mary Kay University Coach;
• - participate in the Auto Program for Business Group Leaders;
• - to participate in trips to different countries together with the spouse;
• - Leading and Elite Leading Leaders have the status right to attend the annual Assembly of Leading Leaders.

National Leaders

• - gains the right to wear the National Leader Suit;
• - receives the right to participate in the National Leaders Auto Program;
• - is not required to place a monthly order to be considered an active consultant;
• - takes part in special meetings and events organized by the company for National Leaders.
• · informational resources

The main source of information about Mary Kay official website is www.marykay. com. The information on it gives an idea about the company itself, its principles, history of creation, available products, special offers and you can find a lot of advice and feedback or ask questions to experts. There is also a virtual make-up service, where you can create your own unique look with the help of Mary Kay products from the catalog.

Regular customers learn about new products and master classes from their beauty consultants in any convenient form (by e-mail, by phone, by mail or in person).

Each independent beauty consultant can access the company's database, which contains individual business files: they include sales data, as well as information on goal achievement and employee incentives. With the help of this program, the consultant can create a schedule of contacts with his clients and systematize their preferences regarding the offered goods. Also, all information, from the latest company news to training materials, is available online. 380,000 consultants use this internal ordering system. In addition, 24% of consultants have a personal website for their clients.

marketing resources

Mary Kay's motto is "Try before you buy!".

Using the American-famous direct selling technique, Ash presented the arrival of the salesperson as a mini-spectacle, almost a cult performance. The consultant comes to your home and arranges a free beauty session, chatting with you about the latest in fashion, men, children, recipes. Such meetings are more like gatherings of old friends who have not seen each other for a long time. At the same time, independent consultants independently plan their working day. The arithmetic of work is simple: the more buyers, the higher the income, and the higher the income, the more titles and gifts.

The best at Mary Kay are called queens and ladies-in-waiting. Mary herself proudly bore the title of "Queen of Queens". One of the most honorable prizes for distinguished managers and consultants is a pink Cadillac, like Mary herself. The consultant awarded such a high award must justify the trust placed in him: the new owner of the pink Cadillac is promoted to manager for six months, but on the condition: at least 15 newcomers for the company plus mandatory deliveries of $ 600 a month in the next six months.

Another Mary Kay symbol is the bumblebee. Mary considered this insect a symbol of her own success: “Because of its tiny wings and heavy body, according to all the laws of aerodynamics, a bumblebee should not fly. But the bumblebee does not know this and somehow manages to fly.” Bumblebee-shaped gold and diamond pins, each with twenty-one diamonds, worth about $4,000, are awarded to the Sales Queen at the end of each financial year.

Not every woman visits a personal beautician, but Mary Kay consultants successfully replace their services. Every Mary Kay consultant is a professional who knows everything about cosmetics. Moreover, Mary Kay provides every woman with a unique opportunity to receive competent professional advice on skin care for the face, body, hands, professional makeup rules and many other useful nuances. Free Mary Kay workshops are a great opportunity for every woman to choose exactly the cosmetics that suit her perfectly, learn how to properly care for her skin, learn all the secrets of attractiveness and youth. And also, before purchasing products, you can get a full consultation on its use and test the entire range of products before buying.

The company, through its work system, protects customers from fakes, since Mary Kay cosmetics are not sold in stores, but are distributed only through Mary Kay consultants. Only Mary Kay cosmetics provides a quality guarantee for all products. If for some reason the purchased cosmetics do not fit, it is possible to return it within two weeks.

positive market characteristics

Mary Kay products are constantly mentioned in Russian ratings of leading marketing companies such as Gallup Marketing Index, Evromonitor, Comcon, and are among the leaders of the Russian cosmetics market.

In 2006, the company was awarded the "Golden Diploma of the Maecenas" for its contribution to charitable activities and to the revival of the high ideals of spirituality and mercy. In particular, Mary Kay supports the Dermatology Foundation and the Skin Cancer Foundation.

On April 7, 2008, a solemn anniversary ceremony of awarding the winners of the competition "BRAND OF THE YEAR / EFFIE `2007" took place. In 2009, 287 projects competed for the title of the best in 28 categories. Mary Kay became one of the winners of the competition, receiving the third prize in the Perfumery and Cosmetics category.

For 10 years, the BRAND OF THE YEAR/EFFIE competition, the only one in Russia with international recognition and a license from the American Marketing Association (AMA), has been highlighting the most successful projects in the field of brand building on the Russian market. The range of categories evaluated in the competition is very wide and includes the promotion of goods and services, as well as the image of corporations. "BRAND OF THE YEAR/EFFIE" evaluates projects implemented in the Russian market, guided by the requirements for effective marketing strategies around the world.

Becoming the winner of the "BRAND OF THE YEAR" contest is not just an honor and prestige, it also means public recognition of the brand. Authoritative experts of the advertising community choose the best of the best, honoring the brightest and most successful advertising projects. And in 2007, Mary Kay won a well-deserved award, becoming the winner along with such brands as Olay Regenerist, Clean & Clear, Roc and Diadem. The award is a recognition of the achievements of the American company in the Russian market.

Mary Kay is a member of the Russian Direct Selling Association. This means that the company complies with the code of honor and conduct of the members of the Association. The Code regulates an honest attitude towards the buyer, compliance with the established standards for the sale of products.

Mary Kay has close relationships with leading dermatologists and ophthalmologists around the world. These specialists advise the Company's research scientists. Mary Kay assists the Department of Dermatology at one of the most respected medical research institutions, the University of Texas Southwestern Medical Center.

Today, there are not so many women who have not even heard of the Mary Kay company. Someone loves her products, becoming a regular customer, someone has built a business in Mary Kay, having already , and someone is still cautious, does not trust, and even rejects wonderful cosmetics. And after all, there is no smoke without fire: apparently there is a reason for that ... or maybe it's gossip ... or black PR, low-quality criticism? .. Let's try to figure it out, let's start with how it all began:

The name of the company comes from its founders: Mary Kay Ash, which opened a small cosmetics store in Dallas in 1963. The principle of work from the very beginning was in the heart-to-heart format, which is at the heart of network marketing. However, it was only thanks to the personal philosophy of Mary Kay Ash that the company grew at a rapid pace, so much so that in 2011 it broke into 6th place in the world among large network companies in terms of sales: net profit was about 3 billion dollars.

The peculiarity and policy of the company is that "beauty consultants" only women can be, as Mary Kay Ash's philosophy is designed to improve women's lives, help them achieve career success, while maintaining the ability to fully care for their families.

On the one hand, Mary Kay arranges special schools, master classes, training seminars, motivating holidays to improve the professionalism and personal growth of its consultants. On the other hand, it develops a system of gifts, bonuses, incentive events to increase motivation, self-esteem, self-esteem of independent consultants. For each step of the work done, the Mary Kay company encourages at first with small, and as you climb the career ladder, with more and more large gifts, starting with a handbag, a branded suit, then precious jewelry, trips to exotic countries, and, in the end, a car.

Thus, the Mary Kay company took a leading position, in addition, it became the first company on the New York Stock Exchange, headed by a woman - Mary Kay Ash. When successful male businessmen around showed doubts about the development of the company, Mary Kay Ash liked to repeat:

So The bumblebee has become the symbol of Mary Kay., and is now one of the gifts for women who have achieved career success.

However, today it is not so easy for novice consultants to succeed, despite the classic marketing plan of the company. At Mary Kay, you have the opportunity to climb the following steps:

As you grow at Mary Kay, you will earn an increasing turnover of up to 13%. However, you do not receive it immediately: you need to rise up to the level of the main organizer to get the first 4% of the profit from the turnover of their structure. Business Group Leader Candidate– already receives 8% of remuneration for his work, and, starting from business group leader, you have the right to claim 12% or more of the profit from your structure.

You also have the opportunity to receive 40% of the profit for retail sales, especially since Mary Kay is more focused on the direct sales method, and their training system is completely focused on this important skill - the ability to sell. This has both their advantage (a worthy turnover of $ 3 billion) and a disadvantage, because network marketing is not only sales, it is constant personal growth. I do not want to say that Mary Kay does not have it, but still, this company focuses on turnover, and not on building a network and managing it, which in fact is real network marketing.

Another significant drawback of the Mary Kay company is its age. The most optimal entry into the company is considered from 3 to 7 years. If you entered in middle age - between 10 and 20 years old you also still have a chance to succeed in business. But when you have a veteran company that is over 20 years old, and consultants are already stalking you around every corner, you are unlikely to achieve the level of "National leader»With such competition, unless you move to another country where the wholeness still reigns.

As for the company's products, 2 main lines should be noted here: This is a cosmetic series for face and body skin care, as well as decorative cosmetics. To be honest, I am personally very enthusiastic about decorative cosmetics, and I am a regular customer of Mary Kay. Indeed, the price justifies the quality, which, in my opinion, is at a fairly high level. And here is a series for face and body skin care: what is not a remedy is a complete disappointment. When comparing the quality of other MLM cosmetics companies such as , , Tian Di, then Mary Kay loses significantly.

Rumor has it that their cosmetics contain animal hormones, which causes the skin to become addicted to cosmetics. And although officially in America, and in other countries, it is forbidden to use hormones, nevertheless, Mary Kay has such a reputation that they are afraid to use their cosmetics.

However, many of those who still risk using the cosmetic series are most often dissatisfied due to various side effects: skin irritations, redness, allergies. In my case, nothing like this happened: I just had something to compare with, so I am happy to remain a consumer of decorative cosmetics, and with the same pleasure I refuse the face and hand skin care series.

Thank you for your attention!

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