Date of Award
5-2025
Document Type
Thesis
Degree Name
Master of Arts in Digital Marketing
First Advisor
Andrew Smith
Second Advisor
Chajuana Trawick Ferguson
Third Advisor
Erica Blum
Abstract
This project is taking the brand Mary Kay and turning it into a new brand that would be enticing to younger generations and become a staple in everyone and anyone’s routines. Mary Kay was a huge makeup brand in the 1990s and early 2000s, but the cosmetic industry has grown tremendously, and Mary Kay has fallen behind. They mostly target the older generations, the generations that were supporting them in the 1990s and 2000s. They need to expand their target range and get younger consumers to pay attention to them. With updated packaging, new marketing and a new way to reach consumers, Mary Kay has the chance of becoming a big name in the makeup industry again.
Recommended Citation
Terveer, Allison, "Mary Kay Reimagined" (2025). Theses. 1388.
https://digitalcommons.lindenwood.edu/theses/1388
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.