BusinessWorld Online:
Mary Kay, Inc., one of the largest direct selling skin care and cosmetic companies (it has a presence in 40 countries), has hipped up its brand colors to black and a vibrant pink and diversified its product line to add anti-aging products to a skincare line that is being marketed to women of all ages, and not just the expected target of women of mature years.
The TimeWise Miracle Set is a complete skincare regimen that claims to help women achieve an 83% reduction in fine lines and wrinkles, up to 25% improvement in skin elasticity, 46% improvement towards a more even skin tone, and 100% softer, more supple skin. The set includes a cleanser (P1,175), “age-fighting†moisturizer with SPF 15 (P1,280), SPF 25 sunscreen (P1,700), and a night solution (P1,700) — sold individually, or as a set for P5,560.
All of which are not exactly different from the claims of other beauty products out there, but the brand’s advantages include being a pledge member of PETA (People for the Ethical Treatment of Animals), and a streak of altruism that in 2008 compelled the company to donate just under $2 million from the worldwide sale of Beauty that Counts Mary Kay Crème Lipstick in Apple Berry to women and children’s charities — this year, for every purchase of the Mary Kay Crème Lipstick in Pink Passion and Apricot Glaze through May 12-Aug. 15 in the Philippines, a dollar was donated to Welcome House of Good Shepherd, a local shelter for abused women, through its program Project: Talent Share.
Logo from Mary Kay