During the time of all of the new laws set in place, there was a development in technology which allowed for a greater understanding of skin physiology.
The consumers of Mary Kay products were relatively "white collar" and professionals with moderate to high incomes. Many were college educated. The people on the lower end of the market were being neglected. Consultants were up-scaled and needed to sell down to lower levels. Senior Vice Present of Mary Kay Barbara Beasley created a triad of new ideas: makeup for blacks, Hispanics, and mature woman. By changing their products and their intended audience, they revamped their corporation (Camerius 7).
Their marketing strategies also changed as a result to the change of makeup. The initial change was the product line. There were new products being created. The company repackaged the entire product line (Camerius 9).
When the company started growing again at a very fast rate, they began experimenting with consumer advertising. They started creating magazines and television advertisements. The reaction from the sales turned out to be very positive. They overall created a very positive, important message that the consumers were receiving (Camerius 10).
After management had started using advertisements, they had incorporated a a new public relations and publicity program. They PR was publicizing the events and the products and giving press releases. Due to the PR program, the company was releasing new products in fashion magazines.
Consultants began sending out brochures and direct mailing their costumers providing information on new products and upcoming sales. The consultants would then follow up with the customer through a direct telephone call (Camerius 11).
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