The Mary Kay

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The Mary Kay System for Acne-Prone Skin Please
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Today were 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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Heres 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 Acne-Prone Skin is
  suitable for all skin types.

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If You Have Acne, You Want Results and You Want
Them
Fast!
In just 3 days,

• the
  appearance of acne-prone 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 Acne-Prone Skin, the sooner theyll
  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 skins 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 A
Q Why isnt 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 A
Q Can anyone use Mary Kay products for
acne-prone skin?
A Yes. They are suitable for all skin types.
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Q A
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 A
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 A
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 A
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 A
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 A
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 A
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 A
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

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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
  its how you build trust quickly while gathering
  valuable information.
• Step 3 Learn
• After youve discovered your customers 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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Announce
1. Announce the System for Acne-Prone Skin
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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Connect
2. Connect with customers
Who How
Start with existing customers on MK skin care who need more Were always innovating our product line weve added a new specialized skin care line that is more advanced than what youre currently using.
And existing customers on MK color only, but not using MK skin care due to their acne-prone skin Weve 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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Ask Listen Learn
2. Connect with customers

• 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 shes 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 Know the product / basic science and technology Share product benefits (available on MaryKay.com.my) Sell with 100 Satisfaction Guarantee
Allow your customer to buy their way Let her customize her MK experience by shopping her way in person, on the phone, or at home.
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Sell
3. Sell the product
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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Ask Listen Learn
3. Sell the product

• Sell with Golden Rule Service

Ask Listen Learn
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. She might ask why she cant 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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Ask Listen Learn
3. Sell the product

• Sell with Golden Rule Service

Ask 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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Ask Listen Learn
3. Sell the product

• Sell with Golden Rule Service

Ask Listen Learn
Converting Hesitant Customers Ask her if she is open to try something new. 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. Learn from her response and acknowledge her concerns. Share with her the 100 Satisfaction Guarantee and reference the product benefits. You dont have to be the expert, utilize tools available Look Book Product brochure MaryKay.com.my
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. 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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Ask Listen Learn
4. Grow your business

• Grow with Golden Rule Service

Ask 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 222 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 re-orders.
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