You’ve heard this over and over: Mary Kay is America’s Best Selling Brand.
We know Mary Kay isn’t the “best selling brand” and so does Mary Kay. They get away with this charade because they use the wholesale sales to consultants, double the number to suggested retail, and pretend it’s all sold to customers at full retail price. First of all, we know that a very small fraction of Mary Kay products are actually sold to real customers. And second, we know that a lot of discounting goes on, based upon our personal experiences with trying to sell the products at full retail.
This lie has been perpetuated over the years with a variety of publications. Each time some outlet dubs Mary Kay the best “this” or “that,” it supports the claim of being the “best selling brand,” and consultants have new reasons to resurrect the lie. A couple of examples include:
A 2015 study by something called Euromonitor International:
A 2012 survey by Brand Keys:
A November 2007 newsletter, “Direct Selling News”:
You don’t even have to read “America’s Best Selling Brand” proudly displayed on the car. But the designation, earned for 12 of the last 13 years and representing sales in the combined categories of skin care and color cosmetics, demonstrates that Mary Kay is much more than just pretty in pink.
The family-owned company reported record results in 2006, with $2.25 billion in wholesale sales, generated by 1.7 million Mary Kay Independent Beauty Consultants in more than 30 markets worldwide. The company is one of the largest sellers of skincare and color cosmetics in the world.
Here’s another fantasy provided by the article:
Holl says that a common thread connects all Mary Kay beauty consultants, no matter where they live.
“It’s their desire to improve things for their families, and they can do that through the economic opportunity that Mary Kay provides,” he says.
If consultants “can” make life better for their families, I wonder if David Holl (Mary Kay executive) would care to explain to the world why over 99% of women in Mary Kay lose money. That’s not making things better for their families.
A Mary Kay executive got one thing right, though:
There’s a huge groundswell of discontent among female consumers about the constant change that cosmetic companies go through,” she says. “When a woman has found a product she likes and the company pulls it out from under her, she gets angry. She has to take the time to search for something else. And what’s the one thing women need more of? Time!”
They know women hate the changes, yet they change their entire line of color cosmetics, foundations, and powders on a regular basis???? Well of course they do. It’s all about selling more to the consultants, and product line changes ensure a new round of ordering by the consultants and directors.