Just as AVON has been branching out of the "direct sales box" with its celebrity pairings and television ads, Mary Kay has now thrown its mascara into the ring. Mary Kay was just announced as the 2007 CMA's official beauty sponsor.
The CMA's and Mary Kay consider this a mutually beneficial relationship as the awards show can tap into Mary Kay's network of more than 700,000 beauty consultants and their customers, expanding their viewership and the Mary Kay brand will gain more exposure through the female CMA viewers nationwide. You may remember that Mary Kay had some indirect exposure on The Apprentice Season 3 through finalist Tana Goertz, who was a top beauty consultant for the company.
This is a smart move on Mary Kay's part, as it will generate buzz leading up to the CMA's and possibly for some time after the CMA's air. To maximize the potential of their sponsorship, Mary Kay has started a national consumer sweepstakes and will be advertising during the event.
