Mary Kay’s Catalog Offers a Makeup Makeover
A direct mail catalog uses a variety of tactics to showcase the latest offerings from a major cosmetics brand.
Mailer Name: Mary Kay
Date Mailed: May 2016
Mary Kay is one of the biggest direct sellers of women's cosmetics in the world. Through beauty consultants, who are independent distributors, it sells directly to consumers. This catalog, “The Look”, is published quarterly, and is one of its channels.
The front cover uses a large image to show several products worn by the model. All of them are identified on a later page in the brochure. To get the reader inside, several headlines draw attention to new, seasonal, or limited-edition products.
Across the catalog’s pages, numerous goods demonstrate the latest body and face trends, as well as favorite and classic looks. Numerous tactics are deployed to accomplish this task, including:
- Before and after comparison photos
- Short list of steps to use a product, and achieve a look
- Tips from makeup artists
- 4-color illustrations of available colors and shades
- Callouts focusing on benefits
Another feature common to each edition of the catalog is a peel-back perfume sample. This encourages the customer to interact directly with the product. And to order, a panel on the back cover includes the consultant’s contact information.
Make it easier for your customers to order by providing them with as much information and inspiration as possible before they contact you.