Emily Parks, Charlene Thomas & Mary Mandeville

Objectives:

• Conduct a focus group to find out how girls in the United States ages 18-25 use makeup and skincare, including which brands and products they prefer, as well as where they prefer to shop for products.

• Uncover their awareness and attitude toward Mary Kay Cosmetics and direct selling.

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Top Makeup Products:

• Mascara

• Foundation

• Concealer

Pros of Department Store:

• Try makeup before you buy it

• Expertise of makeup professional

• Learn about new products and new makeup applying techniques

Pros of Convenient Store:

• Easy, no fuss

• Know what product you want and do not have to be bothered by salespeople

• Less expensive

Makeup Usage:

Amateur: wear makeup only on special occasions, usually purchase makeup from a convenient store and do not give much consideration to product choices

Intermediate: wear makeup two to three times a week, will splurge for products they think are worth it

Professional: loyal to one brand, wears makeup everyday and has all the essential makeup tools

Participants ranked themselves somewhere between amateur and intermediate.

Makeup Usage:

• Weekday makeup differs from weekend and special occasion makeup

• Prefer makeup that is easy to use and less time consuming

• Majority of participants said they would rather spend more time on their hair than makeup (however, none of the participants said they would rather spend more money on quality hair products versus quality makeup)

Makeup Usage:

• Habitual brand and product users

• Word-of-mouth is how they find out about new makeup brands and product

• Multitasking makeup: foundation with SPF

• Struggles: eyeliner and foundation

Skincare:

• Over-the-counter, convenient store brands: Cetaphil, Clean & Clear

• Makeup removers: Lancome eye makeup remover

• Older participants said they were concerned with anti-wrinkle products but have not sought any out

Impression of Mary Kay:

• Old ladies• Pink Cadillac• All of the

participants were not aware that Mary Kay had a website where merchandise can be purchased

Direct Selling:

• Direct sellers are pushy; just trying to sell you something

• Outdated

• None of the participants have sold or purchased products through direct selling

• Direct selling brands: Avon, Mark by Avon, Rodan & Fields, Body by Vi

Suggestions for Mary Kay:

• Virtual samples

• In-store products

• Change the name: spin-off brand