Mary Kay skin care stands out in the global beauty marketplace

By Deanna Utroske

- Last updated on GMT

Related tags Mary kay Skin care Innovation Brand management

Mary Kay skin care stands out in the global beauty marketplace
This week, the direct-sales beauty company celebrated being named a top skin care brand. Mary Kay believes innovative formulations and product benefits make the brand distinctive.

Market research firm Euromonitor International named Mary Kay to its 2015 list of the top 5 global skin care brands. “Vigorous product research and innovative patents are two of many factors that led to the Top 5 Global Skin Care Brand recognition by Euromonitor,” ​says the company in a press release announcing the honor.

The direct-sales company develops skin care and other personal care and cosmetic products with the help of both scientists and consumers: “From inspiration to formulation to distribution, each new Mary Kay product passes through a series of stringent research and consumer testing procedures,” ​notes the release.

It’s an expensive and extensive process. “Mary Kay Inc. conducts hundreds of thousands of tests each year and spends millions of dollars on research to ensure that every Mary Kay product meets the highest standards of safety, quality and performance.  To date, the company has more than 1,200 patents for products, advanced technologies and packaging designs in skin care and color cosmetics.”

Skin care specialists

When the industry ranks big beauty, Mary Kay isn’t commonly in the top five, which makes this appearance on the Euromonitor International list a particular honor.

“Skin care has always been at the heart of the Mary Kay product portfolio and the backbone of our business, so we are thrilled to be recognized as a Top 5 Global Skin Care Brand by Euromonitor,”​ Sheryl Adkins-Green, chief marketing officer for Mary Kay, tells the press. 

She recognizes that the company achieved the top 5 rank because of both innovation and the work done by the company’s immense roster of representatives.

“We are obsessed with skin care and are always combing the globe for the latest in ingredients, technology and innovation so our skin care scientists and product development teams continually deliver cutting-edge, high-performing products.  Today we celebrate the 3.5 million Independent Beauty Consultants who made this recognition possible through their hard work and devotion to the Mary Kay brand and their customers,”​ she says in the release.

Related topics Market Trends Skin Care

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