Future Advertising Execs Discover What They Love About Mary Kay

06-05-2014 3:37 PM

With 25 percent of the U.S. population being Millennials, this group creates a very lucrative market for advertisers. As we look at the future of Mary Kay, we thought, “What better way to engage this generation than having them share their ideas with us?”

Recently, Mary Kay sponsored the 2014 National Student Advertising Competition, hosted by the American Advertising Federation. This competition tapped into more than 140 American Advertising Foundation college chapters where students developed a national marketing proposal for Mary Kay targeting women ages 18-25 and potential Gen Y Independent Beauty Consultants. After district and semi-final competitions, eight teams were chosen as finalists and pitched their campaign to a team of senior marketing executives.

The judges and I were thoroughly impressed by the creativity and professionalism of each team’s presentation! Throughout the competition, students conducted research, including interviewing Independent Beauty Consultants and hosting Mary Kay skin care classes and color make-up parties. They discovered what they loved about Mary and that passion was evident in their proposals. 

After 12 hours of competition and deliberations, Purdue University Calumet was selected as the 2014 national champion at the finals in Boca Raton, Florida with their “Beauty Goes Soul Deep” campaign. We loved how this campaign reflected the importance of inner beauty and captured the heart of Mary Kay.

We congratulate all of the teams that participated and thank them for their hard work. We are also grateful to the American Advertising Federation for the opportunity to support the aspirations of many talented college students and for a glimpse into this growing generation.

 

Today’s blog post is from Mary Kay Chief Marketing Officer Sheryl Adkins-Green. Sheryl leads Mary Kay Inc.'s global marketing strategy, brand positioning, new product development, advertising, digital marketing, social media, product education, and customer insights to drive long-term growth and to support the more than 3 million Mary Kay Independent Beauty Consultants around the world. Follow Sheryl on Twitter @SherryAG.

 

 

 

 

 

The 2014 NSAC winners from Purdue University Camulet.

 

 

 NSAC 2nd place winners from the University of Miami

 

NSAC 3rd place winners from Texas Tech University

 

 

Sheryl Adkins-Green, Jamie Schott and Madhu Nathan show their #MKgameface at the 2014 NSAC in Boca Raton, FL