The new Women's Eau de Toilette (EDT ... - Mary Kay InTouch

Choose a new
scent everyday.
Fun Fact:
OUR GLOBAL BRAND DEVELOPMENT GROUP SAYS,
“
The new Women’s Eau de Toilette (EDT) Collection consists of four new
everyday, wearable scents that meet a wide range of fragrance
preferences and provide a lower cost alternative to fine fragrances.
WARM (Mary Kay®
Warm Amber TM)
FLORAL (Mary Kay®
Sparkling Honeysuckle TM)
PRODUCT FACT SHEET:
WOMEN’S EAU DE TOILETTE COLLECTION
CLEAN (Mary Kay® Simply
Cotton TM)
JUICY (Mary Kay® Exotic
Passionfruit TM)
The Eau de Toilette collection of fragrances provides a sense of low commitment due to the
price point and simplicity of the scents. As an analogy, fine fragrances are to “marriage”, as
the Eau de Toilette collection would be to “dating”.
June 2008
”

TARGET CUSTOMER
� Customers who want simple scents that are not as complex as fine fragrances.
� Customers who want reasonably priced fragrances they can wear everyday.
BENEFITS & CLAIMS
� The scent names are descriptive, clearly communicating what the different fragrances smell like
� Everyday wearable and simple scents
� Choose a new scent everyday
� The simplicity, wide appeal, and low purchase risk for this collection make these scents attractive for gift-giving.
� The scents are easily identifiable and offer a wide range of options:
- Mary Kay® Sparking Honeysuckle TM (Floral)
- Mary Kay® Warm Amber TM (Warm)
- Mary Kay® Exotic Passionfruit TM (Juicy)
- Mary Kay® Simply Cotton TM (Clean)
HOW IT WORKS
� Each of the scents was formulated to deliver a simplified, easy to understand and enjoyable fragrance
experience.
KEY INGREDIENTS & FUNCTIONS
� The difference between perfume, eau de parfum, cologne, eau de toilette, and mists lies within the
concentration of fragrance oil. Eau de toilettes are lighter versions of fragrance with a lower concentration of
fragrance oil (contains 8% fragrance oil).
Level of Fragrance Concentration:
Highest
Perfume
Eau de Parfum
Cologne
Eau de Toilette
Mists/Scented Body Spray Products
Lowest
APPLICATION INSTRUCTIONS
Apply to pulse points.
SELLING SUGGESTIONS
� Spray incense sticks or small squares of
cardstock with eau de toilette spray and display
for consumer to sample.
CROSS-SELLING OPPORTUNITIES
� Mary Kay® body care products
� Mary Kay® skin care products
� Mary Kay® color products
USE-UP RATE
� 2-3 months
PRODUCT FACT SHEET:
WOMEN’S EAU DE TOILETTE COLLECTION
PRODUCT POSITIONING:
Go ahead and indulge in life’s little luxuries. Simple, yet sophisticated – this is
the essence of Mary Kay’s Eau de Toilette fragrances. Carefree and easy-going,
you can choose a new scent everyday.
CHARACTERISTICS:
� Dermatologist Tested
� Clinically tested for skin irritancy and allergy
Fragrance-free
Oil-free
Non-comedogenic
Ophthalmologist-tested
June 2008