TimeWise Vitamin C Activating Squares are a new vitamin C format, a thin film that’s activated with water. The dose is carefully controlled by the fixed square format. And this Mary Kay product seems like a more portable solution than similar liquid vitamin C add-ins and less messy than power versions on the market too.
Blend-it-yourself
Mary Kay’s new product promises not only to deliver pure, high-potency vitamin C but also keys in on consumers’ desire to co-create, customize, and blend their own beauty products.
To use the TimeWise Vitamin C Activating Squares, consumers place one of small, thin sheets of vitamin C on their palm, add a few drops of water to dissolve the sheet, then mix in their serum of choice, and apply as usual.
In Mary Kay’s promotional YouTube video for the new product, one of the women who participated in the company’s product trial even remarks, “I feel like a scientist!” as she is seen massaging the vitamin C sheet to dissolve it in her hand.
Science and sales talk
Commenting on the new product launch, Dr. Lucy Gildea, the chief scientific officer for Mary Kay Inc., explains that “Mary Kay is on the front lines of innovation and we're excited to announce a beauty industry first in the form of our TimeWise Vitamin C Activating Squares at our annual U.S. Seminar.”
Gildea goes on, in a company press release, to describe the squares and their function: “Pure vitamin C degrades and loses its power over time when exposed to air, light or water, but with the new Mary Kay dissolvable vitamin C square, a serum is enhanced and boosted with a fresh, pure and potent vitamin C elixir. It's a revolutionary skin care innovation in the palm of your hand.”
Facts and figures
The annual Mary Kay beauty consultant seminar is a 16 day event comprising 4 distinct conferences and bringing nearly 30,000 Mary Kay Independent Beauty Consultants to Dallas. “We love summers in Dallas because we get to welcome thousands of Mary Kay Independent Beauty Consultants from every corner of the country, as well as those traffic-stopping Mary Kay pink Cadillacs, who return to our hometown of Dallas for the company's annual Seminar,” Nathan Moore, president of Mary Kay's North America Region, tells the press. “As we celebrate the success of our Mary Kay entrepreneurs through recognition, education, inspiration and motivation for the year ahead, the event gives a generous boost to our local economy.”
The company takes great pride in its R&D team too. Globally Mary Kay holds some 1,300 patents. “Since the iconic beauty company was founded in 1963, Mary Kay Inc. has fostered a culture of creativity and innovation and invests millions of dollars in research and development,” according to the release. “The company conducts hundreds of thousands of tests each year to ensure Mary Kay products meet the highest standards of safety and performance.”