The beauty firm intends to offer women a product that is more customizable and one that tailors to specific beauty needs. The updated compact is designed to allow for some 18 million possible color combinations, said Yvette Franco, vice president of U.S. consumer marketing for Mary Kay.
"We wanted to change the packaging and find a more modern design that was sleeker and smaller in presentation which appealed to women today," said Franco. "Since a compact is such a visible item that you take out of your purse, it's important to have a design that enhances the brand's image. We wanted to take it to a new level of customization."
The redesigned compact has a glossy black finish that fades to pink near the clasp, which is a departure from Mary Kay's signature pink packaging.
The mineral makeup inserts for the compact include foundation, face powder, eye shadow, blush, bronzer and highlighters, in addition to a lip gloss or lipstick and applicator. The compact was launched earlier this month via Mary Kay's 650,000 sales representatives. The compact alone retails for $18, but when makeup components are added, the total cost ranges from $49.50 to $72.50.
In June, an additional 22 eye and cheek colors are scheduled to roll out. Franco said the firm anticipates the Mary Kay Compact will be one of the biggest launches in the company's history. Mary Kay would not discuss sales projections for the new compact, but industry sources said the item is expected to bring in $54 million in first-year sales volume.
The company has sold more than 64 million units of compacts, which could only hold a lipstick or lip gloss, eye shadows and cheek colors. Although advertising plans have yet to be finalized, the launch of the Mary Kay Compact will be supported by a print and TV ad campaign.