Mary Kay China’s mission to ‘enrich women’s lives’
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Mary Kay’s vision is to inspire women to transform their lives, and in doing so, help other women achieve success.
Mary Kay China’s business operation and business development closely embraces its corporate mission of “enriching women’s lives” and the sustainable development strategy of “continuing to create values for stakeholders.”
By benchmarking its business operations and sustainable development projects, taking into account the demands of its own development and social development, the company’s priority Sustainable Development Goals will be included in the framework of Mary Kay China’s sustainable development strategy. It has also created Mary Kay China’s Action Plan for Sustainable Development Agenda with four strategic directions — “empower, inspire, transform and preserve.”
The Girls’ Quality-Oriented Education Program pays special attention to teenage girls and hopes to offer a tailor-made quality education program for junior high school girls to help them broaden their mind and build a stable and positive self-consciousness, and then take the initiative to choose their own future.
The project team took nearly four months to do research and conducted field research in five cities as well as in-depth interview with girl’s education experts to collect their views and opinions about quality-oriented education.
It officially released “Teenage Girls’ Quality-Oriented Education Research Report” in April this year, providing a solid basis for the design of the training programs. The whole project has started trial opreration with 500 participants initially in the second half of 2017, and eventually a total of 5,000 teenage girls would benefit from the program.
Mary Kay’s extensive sales staff around the country have deep connection with local families and they hear from their family members as well as friends about the actual education demand for teenage girls. The sales force also has a deep understanding and rich experience about professional training in specific areas such as etiquette and behavioral training.
“We have been focused on creating value for our stakeholders, that include not only our consumers and beauty consultants but also our employees, the environment and also the whole society,” Paul Mak, president of Mary Kay China, said in a recent interview with Shanghai Daily.
“We also hope to combine our business capability and our experience in helping women achieving personal growth and to make our contribution to solving some of the social issues.”
To fulfill this duty, Mary Kay is joining hands with Shanghai-headquartered Adream Charitable Foundation, which has rich experience in educating underprivileged children in rural areas and urban inner-cities and has been carrying out programs designed to raise and cultivate their self-awareness and confidence.
As a company with the mission of “enriching women’s lives,” Mary Kay China deeply understands that implementation of the United Nations’ “2030 Agenda for Sustainable Development” will bring great changes and profound impact for the world and China.
The training program will cover four parts, namely, gender and physical education, diverse and positive aesthetic training, emotional expression and communication skills, and the cultivation of hobbies and interests outside of curriculum activities.
For Mary Kay China, education is its main approach to achieve women’s empowerment. It pours a lot of resources every year for the training of women’s sales force to help them improve their entrepreneurial capability comprehensively.
The company also pays close attention to the education needs of women in different stages of growth to carry out customized public welfare education programs.
For female college students, Mary Kay China has designed vocational skills training and at the same time it’s also devoted to helping junior high school girls to establish self-awareness through promoting the development of girls’ quality-oriented education.
It will recruit girls aged between 14 and 15 years through community centers in second and third-tier cities and will collect the feedback through summer camps in order to adjust and improve the training courses. The training program will be further refined in the second half of this year after it enters schools in five major cities.
In 2018, it will also expand the program to include more regions and to upgrade the training course into massive open online courses to allow more junior high school female students and their family to benefit from that.
The company is also seeking various ways to amplify the project’s influence, such as combining the education courses with Mary Kay’s online community neighborhood Huayang to allow the sales force and customers to benefit from that.
Mary Kay China continues to pay attention to the long-term and in-depth effects of charitable programs and hopes to push for more people and organizations to join the big trend to encourage gender equality and to support more women to improve their capability.
The program fits perfectly well with the two sustainable development goals laid out by the United Nations, which is “Achieve Gender Equality and Empower All Women and Girls” and “Quality Education”.
It has also generated heated public discussion after the communications team started a campaign in May this year to spread awareness about pushing forward gender equality as well as Mary Kay’s core brand value and its public welfare concepts.
The topic attracted viewership totaling 35.6 million on Sina’s social networking platform Weibo and an original video clip promoting the quality education of teenage girls also attracted viewership on online video websites totaling 17.8 million times.
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