Make a Chic Combo - Pink Truth

Concealed
to perfection
New regular-line Mary Kay ® Concealers provide powerful
coverage with seven shades and dynamic packaging.
Concealers have been made over! The same creamy, waterproof concealer formula provides
powerful coverage now in seven shades – six new natural, skin-toned shades for easy identification
and matching, and the same yellow shade your customers love. Plus, the new black
tube features a larger flat cap. $10 (new suggested retail price)
Quick Q&A
Q: Why are we launching new shades?
A: Based on feedback, the new concealer shades have been modifi ed to better
match our foundation shades and correspond with our current shade matching system.
Q: Why has the packaging changed?
A: We heard you! The new larger, fl at-top cap is easier to screw on and not so easy to lose. Plus, the new black
packaging is part of our rebranding strategy for all products. You’ll also want to note that the new Mary Kay ®
Concealer tube now holds .3 oz. of product, instead of .5 oz., to increase use-up rates and reorder frequency.
Q: What is the new use-up rate?
A: The current use-up rate can range from four to seven months, depending on the consumer. The previous
use-up rate was approximately nine months.
Q: What can I say to my customers who ask about the new size and price?
A: Mary Kay ® Concealers, at $10 each, are an excellent value. The Mary Kay ® Concealer category has not had
a price increase since 1996. Also, concealers offered in the competitive marketplace range from $14.50
to $25 for prestige brands and $5.49 to $10.39 for mass brands.
Shade Conversion Chart
You can use this chart to suggest a new
Mary Kay ® Concealer shade to your customers.
MK Signature ® Concealer New Mary Kay ® Concealer
Yellow* Yellow* or Ivory 1
Light Ivory Ivory 2
Ivory Beige 1
Beige Beige 2
Light Bronze Bronze 1
Bronze Bronze 2
* The Yellow shade can be used to help
reduce the appearance of red in skin tone.
Also, customers can mix a little of their
favorite Mary Kay ® foundation with their
concealer to help get a perfect match.
yellow
4 Applause January 2009
ivory 1 ivory 2 beige 1
beige 2 bronze 1 bronze 2
Samplers Are Coming
You can look forward to Mary Kay ® Concealer Samplers in
all seven shades coming in March! Check future issues of
Applause ® magazine and the Mary Kay InTouch ® Web site
for details.
as shown in thelook
Perfect Match for Foundations
As you begin introducing new Mary Kay ® Concealers,
you also can remind your customers about the amazing
foundation options you offer as a Mary Kay Independent
Beauty Consultant. In fact, your customers may need to
revise their foundation shade and type for the winter
months. Why not turn to the Mary Kay InTouch ® Web site
to enhance your foundation knowledge? Go to Products >
Product Central to learn more. You’ll also fi nd a helpful chart
that matches concealer, foundation and powder shades.