Monthly Archives: December 2009

Branding Brilliance from Mary Kay

My daughter and I were on a drive for a college visit. I was in the center lane of a three-lane Westchester County parkway. Before I knew it I was passed on the left by a most unusual SUV. At first, I thought that the sun was affecting my eyes, but, yes, driving along in distinctive splendor was a pink Cadillac Escalade.

My daughter gasped and said, “Is that a pink car?”. “Yes”, I replied, “it belongs to a super salesperson for Mary Kay”. Susannah immediately asked whether anyone could buy a car that color, and my response was that it was unique to Mary Kay.

I had always heard about the pink cars, but had never seen one. I had assumed that they would be awful-looking, but that was the wrong assumption. Pink the Escalade was, but it was tasteful, and believe me, it stood out from every other car on the road. It conjured up so many positive attributes as well:

  • Cadillac is an American car, and Mary Kay embodies the American dream. Good for her for not handing out a Lexus to her top salespeople
  • Pink is Mary Kay’s signature color, and this particular shade was so special that it remains in my mind over a week later
  • This is a business that encourages and–better yet–rewards the entrepreneurial spirit. Whoever was driving must be an incredibly successful person and clearly an advocate for the Mary Kay brand

All of those associations came crowding in within seconds. Although there was a discreet “Mary Kay” on the rear of the vehicle, it was unostentatious. Bravo!

Mary Kay doesn’t advertise. It is sold on a one-to-one basis. I have no idea how to calculate the collective impressions each time the vehicle is seen in the area, but I bet it’s worth a lot.  You gotta love the clarity of purpose and creativity behind this program. And my guess is that it grew organically, not as an overt way to “raise awareness of the brand”. Mary Kay was a woman ahead of her time in more ways than one!

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Filed under Brand strategy, Employee Brand Engagement