MARY KAY BECOMES TOP-SELLING U.S. BRAND IN COMBINED FACIAL SKIN CARE, COLOR COSMETICS CATEGORY
Mary Kay said its information was drawn from, and cross-validated by, a variety of independent market surveys. The company said that, of its $735 million in total wholesale 1993 sales, U.S. sales in facial skin care and color cosmetics accounted for more than $400 million. The company said independent sources indicate that would be about $20 million more than the nearest competitor. The company added that its estimated 1994 wholesale sales had grown by more than 16 percent to over $850 million, indicating it had further enhanced its leadership position in these critical categories.
"We consider this a truly significant milestone for Mary Kay," said Curran Dandurand, executive vice president, marketing, who made the announcement to more than 6,000 Mary Kay sales directors gathered this week in New Orleans for the company's annual Leadership Conference. "These are our core product areas and we rise or fall with our success in these categories.
"Gaining the leadership position in these categories is more than just a statistical gain for us. It says consumers continue to choose our brand over the dozens of others available to them in today's increasingly competitive marketplace," Dandurand said. "It also recognizes the efforts of the more than 300,000 members of our U.S. independent sales force who have worked tirelessly to meet the needs of our consuming public," she added.
Dandurand attributed Mary Kay's momentum in these key product categories to several factors:
-- Offering a system of highly personalized skin care and color products in the formulations and colors contemporary women seek.
-- Pricing that offers customers outstanding value -- top quality
products at reasonable prices.
-- A teaching approach that couples product expertise with other
value-added services offered by the beauty consultant to her customers.
-- The continuing introduction of innovative, state-of-the-art
products, such as Skin Revival System, an alpha and beta hydroxy regimen that demonstrably combats the effects of aging, or the newly announced Triple Action Eye Enhancer, a patent pending formula which is the first alpha hydroxy product of its kind designed for use in the eye area.
-- Mary Kay's unique recognition and incentive programs that
combine to offer the company's independent sales force unparalleled and unlimited financial opportunity.
The company noted that no independent market survey directly tracks all products included in the facial skin care and color cosmetics category.
Accordingly, it said, the data on which today's announcement is based was derived by combining results of individual product sales, as reported in a number of independent market surveys.
Among the products Mary Kay offers in the facial skin care and cosmetics category are: a complete regimen of skin care products; advanced treatment skin care products formulated for specific skin care needs; foundations; cheek and eye colors; mascaras; lipsticks and lip glosses and others.
Mary Kay Cosmetics is a Fortune 500 company that manufactures, distributes and markets skin care and cosmetics products through more than 375,000 members of its worldwide independent sales force. Worldwide sales were $735 million at the wholesale level for 1993, up some 21 percent from 1992. The company operates in 23 countries around the world.
/CONTACT: Dwight P. Smith of Mary Kay Cosmetics, Inc., 214-720-0607/
CO: Mary Kay Cosmetics ST: Texas IN: HOU SU:
DW -- NY046 -- 3829 01/20/95 13:28 EST
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|Date:||Jan 20, 1995|
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