Mary Kay Brand review

Mary Kay is an American privately owned multi-level marketing/direct sales company that sells cosmetics products. They have a strong presence on Facebook; with over 2 million and growing likes on their page. They post on average every 9 hours which could be considered moderate, still they could be more active and post every two hours. As it relates to their response time this I found to be weak. For instance it was observed that they took up to two or four days to respond to questions about their products and services; let’s be honest at least 80 percent of their target market is active online around the clock. Therefore who has time to wait four days to get a proper feedback from any company.............not me? Lol. This could pose a potential problem if it hasn’t already for them. Companies like Mary Kay needs to understand that their entire business revolves around their consumers and thus “We want what we want! And we want it the time we want”.

    Mary Kay’s persona online is very sincere and far from generic. Although their response time is slow, when they did reply it came off as pleasant and honest as if they really wish to help. From this I can say that the companies over all goals does align with their online presence. 

   They frequently post photos of a human’s face depicting the correct way to apply cosmetic. As well as they give tips and cute tricks for their audience to benefit from. In addition they have look books for makeup looks such as Smokey eyes, flirty/fun look, natural looks and they post the exact products they use to accomplish the looks. I found this to be very helpful to people who are new to makeup. However they could step their game up and offer some discount codes for popular products or an actual follow along video for their followers.

     As far as if they benefit from earned or paid media, I did see evidence that supports that they benefited from both but more from paid. There were only a few tags of customers raving about their foundation or powders, while the extent were paid.

    For a page with over 2 million likes! There were only thousands of actual likes or comments on the material they shared. On average it was 8 thousand per post which is kind of sad when you think about it. They clearly have the awareness and has positioned themselves as a solid cosmetic company in their consumer’s mind however they lack real presence and the ability to engage their target audience to be considered a brand which is trending. For this weakness I recommend them to be more active on their page and post more follow along videos.

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