This project was a group collaboration for the National Student Advertising Competition (NSAC). Our client was Mary Kay and the task was to help Mary Kay best appeal to a younger demographic. Our work was cut out for us, if the target had even heard of the brand, their image of the company was very poor. We developed a fully-integrated approach and created a millennial sub-brand that was built upon Mary Kay's current infrastructure. You can, and you should, read the entire plans book here.