Transcript Introduction

The Mary Kay®
System for AcneProne Skin
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Today we’re going to talk about….
• What causes acne
• How the Mary Kay® System for Acne-Prone
Skin works
• Product benefits
• How to sell the system to target customers
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Global Acne Product Launches
2002 – 2007
Source: Mintel Global New Products Database
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What Causes Acne?
Healthy Skin
Acne Blemish
• Pores become blocked.
• Oil gets trapped inside pores.
• As the skin continues to produce oil, the
blockage grows.
• Acne blemishes and irritation appear.
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Interrupt the Acne Cycle
•
•
•
•
The Mary Kay® System for Acne-Prone Skin
helps interrupt the cycle of events that can
cause acne.
The products, formulated with 2% salicylic
acid, penetrate pores to unblock trapped oil
and debris, helping to clear acne blemishes
and control excess oiliness.
There are three products in the system:
Clarifying Cleanser for Acne-Prone Skin,
Pore-Purifying Serum for Acne-Prone Skin,
and Spot Solution for Acne-Prone Skin.
All products contain the botanicals Canadian
willowherb, sea heather and burdock root.
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Here’s How The Mary Kay® System
for Acne-Prone Skin Works
• It helps keep pores from becoming blocked.
• It helps reduce excess oil.
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Who is the Target Customer?
• People with mild to
moderate adult acne.
• The Mary Kay®
System for AcneProne Skin is suitable
for all skin types.
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If You Have Acne, You Want
Results and You Want Them
the appearance of acneprone skin will improve.
*Results seen in overall severity of acne blemishes during a clinical study conducted in an independent
laboratory under the supervision of a dermatologist.
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See the Benefits*!
• The Mary Kay® System for Acne-Prone Skin
helps skin look and feel healthier.
• Clarifying Cleanser helps remove excess oil and
leaves skin feeling clean.
• Pore-Purifying Serum and Spot Solution help
control oil and shine without leaving skin feeling
uncomfortably tight.
• Pore-Purifying Serum and Spot Solution also help
minimize the appearance of pores.
*Results seen during a consumer study conducted at an independent research facility.
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Believe in the Benefits!
• During a clinical study* a
dermatologist saw a reduction in
overall acne severity.
• With regular use, the results continued
to improve.
• The sooner a customer starts using
the Mary Kay® System for AcneProne Skin, the sooner they’ll see
results.
*Conducted at an independent research facility under the supervision of a dermatologist.
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Clarifying Cleanser for
Acne-Prone Skin
• Helps remove excess oil
• Keeps surface dead skin from
collecting in pores
• Leaves no residue
• Contains salicylic acid and
botanicals
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Pore-Purifying Serum for
Acne-Prone Skin
• Helps control oil that may result in
pimples and irritation
• Helps minimize the appearance of
pores
• Helps reduce shine
• Contains salicylic acid and
botanicals
• Formulated to be applied to the
entire face, avoiding the eye area
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Spot Solution for
Acne-Prone Skin
•
•
•
•
•
•
Targets existing blemishes
Helps reduce future breakouts
Absorbs quickly
Leaves no residue
Contains salicylic acid and botanicals
Formulated to be used on individual
blemishes, instead of being applied to
the entire face
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Ingredient Highlights
Salicylic Acid
A beta hydroxy acid that helps remove dead skin cells from the surface
of the skin, helping to keep pores clear and clean.
Retinyl Palmitate
A vitamin A derivative, this ingredient has been shown in laboratory
testing to help reduce oil production.
Canadian Willowherb
Extract
A botanical that has been shown in laboratory testing to soothe skin.
Sea Heather Extract
A botanical that has been shown in laboratory testing to soothe skin.
Burdock Root Extract
A botanical that has been shown in laboratory testing to soothe skin.
Boldo Plant Extract
Laboratory testing has shown that this botanical extract can enhance
skin’s natural defense to help control surface bacteria.
Avocado Pear Extract
Active compounds derived from avocado pears, the fleshy part of an
avocado, have been shown in laboratory testing to help reduce oil
production.
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Order of Application
•
•
•
•
Clarifying Cleanser for Acne-Prone Skin
Pore-Purifying Serum for Acne-Prone Skin
Spot Solution for Acne-Prone Skin
Any Mary Kay® product that offers sun
protection
• Any Mary Kay® oil-free moisturizer (if
needed)
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?
Q: Why isn’t there a moisturizer included in the
Mary Kay® System for Acne-Prone Skin?
A: Different people have different needs, and not
everyone will feel the need for a moisturizer. But if
they do, they can choose any of the oil-free
moisturizers that Mary Kay® offers.
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Q: Can anyone use Mary Kay® products for acneprone skin?
A: Yes. They are suitable for all skin types.
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Q: Since the three products all contain salicylic acid,
what makes them different from one another?
A: Each product has a specific role and is formulated
to deliver very specific benefits.
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Q: Does a customer have to use all three acne
products to see results?
A: Yes. For the best results, all three products
should be used together since they were
formulated to work as a team to fight acne.
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Q: After using the products for a few days my skin
feels tight. Is this normal?
A: It is fairly common for skin to go through a period
of adjustment after starting any new skin care
routine.
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Q: Does stress, diet or humid weather cause acne?
A: Although stress does not cause acne, it can trigger a
breakout. Research has also shown that food has
little or no effect on the development of acne. And
since acne is caused primarily by hormonal
fluctuations and excess oil, humidity does not play a
significant role in causing acne. In fact, skin can
actually produce more oil in colder, drier weather to
compensate for the lack of humidity in the air.
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Q: Can the Mary Kay® System for Acne-Prone Skin
be used with prescription acne medication?
A: Maybe. But the customer should discuss this with
their doctor before beginning use.
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Q: Why is Spot Solution for Acne-Prone Skin green?
A: The pale green color of this product helps
counteract the visible redness associated with
blemishes.
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Q: When using Mary Kay® products for acne-prone
skin can I use Oil Mattifier?
A: Yes. This product can be used as needed for
additional oil removal and control.
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Q: Can Spot Treatment for Acne-Prone Skin be
reapplied during the day?
A: Yes. But after it is applied you may have to
touch-up your foundation.
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Before You Can Sell…
• Complete the Product Knowledge Workshop
– Product Modules
– How to Sell Module
• Familiarize Yourself with the Products
– Understand what the products do and how they
work
– Touch, feel, try them yourself
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Knowing Who Your Customer Is:
Target
• Primary:
• Women 20 – 54
• With mild to moderate adult acne
• Secondary:
• Men and Teens
• With mild to moderate adult acne
• Mary Kay has conducted clinical
studies with teens and when used
as recommended, the 12 week
results are similar to the results of
the adult study.
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Knowing Who Your Customer
Is NOT:
Not a Primary Candidate for Mary Kay System for
Acne-Prone Skin
• Cystic or severe acne
• Under 12 years old
• Currently receiving treatment for acne (or
another skin condition, like rosacea)
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Selling Approach
1. Announce
the System for
Acne-Prone
Skin
4. Grow
your business
+ Golden
Rule Service
Ask │ Listen │ Learn
2. Connect
with existing
and new
customers
3. Sell
the product
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+ Golden
Rule
Service
Golden Rule Service
Ask | Listen | Learn
Step 1: Ask
Asking questions means discovering your
customers’ beauty needs or concerns.
Step 2: Listen
Listening is the most important step because it’s
how you build trust quickly while gathering valuable
information.
Step 3: Learn
After you’ve discovered your customer’s true needs
and interests, you will have a better idea of what
products to offer and demonstrate.
The key is to ask questions and let your
customer do the talking.
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1. Announce
the System
for AcneProne Skin
Announce
Spread the word:
What to use:
Email, Mail, and Phone
Look Book
Product Brochure
Facial, Skin Care Class, and Party
Announce that we have expanded our line:
Customer Profile to identify their need
Look Book and Acne Brochure to share
clinical claims
Out and About
Share brochures to introduce our new line
Product Brochure
Look Book
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2. Connect
with
customers
Connect
Who:
How:
Start with existing customers on MK skin care
who need more
“We’re always innovating our product line;
we’ve added a new specialized skin care line
that is more advanced than what you’re
currently using.”
And existing customers on MK color only, but
not using MK skin care due to their acne-prone
skin
“We’ve added a new advanced specialized
skin care line that might address your needs
better than what you have tried in the past.”
New customers
Utilize success with above to reach new
customers.
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2. Connect
with
customers
Ask | Listen | Learn
• Connect with Golden Rule Service
Ask
Listen
Learn
Skin Type:
Are you pleased with the
results you are seeing
from your current acne
regimen?
She might mention that she has seen good
results, but that she feels there is still room for
improvement.
Learn from her response if the Mary Kay
System for Acne-Prone Skin is the
appropriate match to meet her needs.
Skin Type:
How would you describe
your skin type?
She might mention that she has combination
to oily skin and is looking for products to help
clear and prevent the occasional blemishes.
Learn from her response if the entire Mary
Kay System for Acne-Prone Skin is the
appropriate match or if just supplementing
her current regimen with the Spot
Treatment would be a better solution.
Incorporating other MK
Products:
What other skin care
solutions are you looking for?
She may tell you that she’s interested in a few
of our anti-aging products such as the
Targeted Action Line Reducer or Targeted
Action Eye Revitalizer.
Learn from her response and acknowledge
her interest in the anti-aging products.
Share with her that we recommend she
allow time for her skin to acclimate to the
Mary Kay System for Acne-Prone Skin
before adding additional products. A
good rule of thumb is to wait approximately
4 weeks before adding additional products
to the regimen.
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Sell
3. Sell
the product
How:
Suggestions:
Sell to existing and new customers



Allow your customer to “buy their way”

Know the product / basic science and
technology
Share product benefits (available on
MaryKay.com.my)
Sell with 100% Satisfaction Guarantee
Let her customize her MK experience by
shopping her way: in person, on the phone,
or at home.
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3. Sell
the product
Sell
Modify to Meet Customer Needs
- Acne Severity:
Suggested Regimen:
Occasional Acne
Clarifying Cleanser
and/or Spot Treatment
Mild and Moderate Acne
3-Step Mary Kay System for Acne-Prone
Skin
Severe Acne
Consult a physician
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3. Sell
the product
Ask | Listen | Learn
• Sell with Golden Rule Service
Ask
Sampling:
Reassure her of the
success she will see with
the new Mary Kay
System for Acne-Prone
Skin and ask her to try
the new line.
Listen
Learn
She might ask why she can’t try a sampler for
free.
Learn from her response that she is
interested in a low-cost trial. Share with her
the 100% Satisfaction Guarantee and
explain to her that single use trial sampling
work best when the product provides an
immediate experience. Also explain to her
that due to the nature of acne-prone skin,
an extended testing period is needed to
truly see results.
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3. Sell
the product
Ask
Ask | Listen | Learn
• Sell with Golden Rule Service
Listen
Learn
Moisturizer:
What, if any, moisturizer
are you using today?
She might tell you that she has a moisturizer
that she absolutely loves and feels she has to
use it to avoid the dryness that often results
from the use of acne treatment regimens.
Learn from her response why she feels it is
necessary to add the moisturizer. Share with her
that she can either (1) try the Mary Kay System
for Acne-Prone Skin without adding her
moisturizer at first, and then can add it later if
she chooses, or (2) if she feels strongly about
not eliminating the moisturizer from her
regimen, she can go ahead and start the Mary
Kay System for Acne-Prone Skin and continue
use of her moisturizer. Take this opportunity to
introduce her to the Mary Kay oil-free
moisturizer that is right for her.
Toner:
Are you currently using a
toner?
She might say that she does use a toner for a
complete clean feeling and for the
ingredient benefits. And she might wonder
why our acne line does not include a toner.
Learn from her response why she feels it is
important to have a toner and
acknowledge her interests. Share with her
that our recommendation is to stop the use
of the toner when starting the new Mary
Kay System for Acne-Prone Skin . However,
if after finding success with the new acne
products she still feels she wants a toner,
she may add the toner after the cleansing
step.
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3. Sell
the product
Ask | Listen | Learn
• Sell with Golden Rule Service
Ask
Converting Hesitant
Customers:
Ask her if she is open to
try something new.
Listen
She may be:
Loyal to acne regimen currently using
Hesitant to try something new
Very inquisitive and curious
Most who have acne-prone skin will have
many questions as they consider trying a
new product or regimen.
Shop Your Way:
Ask her how she prefers
to be contacted. Via
phone, mail, or email?
She may express to you that email is the best
way for you to keep in touch with her.
Learn
Learn from her response and
acknowledge her concerns. Share with
her the 100% Satisfaction Guarantee and
reference the product benefits. You don’t
have to be the expert, utilize tools
available:
Look Book
Product brochure
MaryKay.com.my
Share with her that you have that flexibility
and will be glad to keep her in the loop
via email. Learn that great customer
service is personal service, contact her
how and when she prefers.
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Grow
4. Grow
your business
Steps:
Details:
Follow-up



2 days
2 weeks
2 months
Ask for Referrals


Ask satisfied customers for referrals
Through referrals, introduce the new
Mary Kay System for Acne-Prone Skin
and grow your business
Ask for Testimonials

Ask satisfied customers for
testimonials
Testimonials are excellent tools to use
as you are meeting new prospective
customers

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4. Grow
your
business
Ask
Ask | Listen | Learn
• Grow with Golden Rule Service
Listen
Learn
Follow-up:
Two days after the sell,
contact her and ask her
how the new products
are working for her. And
ask her if she has any
questions for you at this
time.
She may tell you she is thrilled with the
products so far, but is concerned because
she is already seeing some dryness.
Learn from her response that she may
need to adjust the regimen. Share with
her that drying is common when fighting
acne. If needed, be sure to introduce her
to the MK moisturizer that would help
manage the dryness. Always remember
the 2+2+2 approach. Be sure to follow-up
with her in 2 days to check that the
moisturizer is meeting her needs; then be
sure to follow-up with her again in 2 weeks
to confirm she is still satisfied. And lastly,
follow-up again in 2 months for continued
customer service and to check for reorders.
Referrals and
Testimonials:
After confirming she is
satisfied with the Mary
Kay System for Acne
Prone Skin, ask her if she
has friends/family who
may be interested.
She may tell you she is thrilled with the
improvements she has seen and that she
does have a couple of people in mind that
may be interested in trying the products.
Learn from her successes to grow your
business. You may say “I build my business
with satisfied customer like you. Do you
have any friends or family who might
benefit from our new line?” Or you may
ask her she would be interested in holding
a party and earning free products.
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Selling Strategies
1. Announce
4. Grow
– Email, Mail, Phone
– Facial, Skin Care Class, Party
– Out and about
– Follow-up
– Ask for Referrals
– Ask for Testimonials
+ Golden
Rule Service
Ask │ Listen │ Learn
2. Connect
– Start with existing “skin care”
and “color” customers
– Use success stories to reach out
to new customers
3. Sell
– Retail size to existing customers
– Allow customers to “buy their
way”
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