To give a dead, dying or defunct brand new life. Research the brand's history to capture its roots and essence while moving it into new possibilities. Develop brand guidelines in a comprehensive brand book.
Mary Kay was a once coveted skin care and beauty brand that seeks to empower women to follow their dreams and enrich their lives. Keeping with the soul of the brand, the new mission statement is “giving women the power to dominate”. Mary K—now customizable to any woman—provides woman with the access of different services that allow them to succeed in all aspects of life.