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Marketing in Brief: Mary Kay

This article was originally published in The Rose Sheet

Executive Summary

Mary Kay: Spring 1996 line-up includes three new products -- I Define Inkwells, Mary Kay Brow Gel and Powder Perfect Bronzing Powder. I Define Inkwells are "versatile liquid eyeliners which can craft a dramatic bold line or be lightly applied for finer definition," Mary Kay stated. Available in Brown or Black, a 10 oz. bottle of I Define costs $9. Mary Kay's Brow Gel "conditions as it grooms, leaving brows decisively defined," the company said. The clear Brow Gel retails for $8.50. According to Mary Kay, Powder Perfect Bronzing Powder "conditions skin as it glides on, resulting in a warm glow." The bronzer is priced at $7.50. For the spring, Mary Kay additionally is offering: two new eyebrow pencil shades -- Soft Auburn and Chestnut, -- for $7 apiece; Sheer Sensation Creme-to-Powder Cheek Colors in Rumored to be Rosy, Talk of the Town Toffee and Caught Blushing shades for $7.50 each; and four new colors for the company's Lasting Color lipstick and Nail Color Shields -- Kiss and Tell Shell, Cinnamon Scoop, Positively Pink and Unbelievable Burgundy -- priced at $9 and $5, respectively. The spring collection will be available mid-February....
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