Corporate Website Analysis

United States Mary Kay Home Page

United States Mary Kay Home Page

Korea Mary Kay Home Page

Korea Mary Kay Home Page

United State

  • The first image is of the Home page of Mary Kay’s United States website featuring their new Mary Kay @ Play line.
  • The home screen scrolls between different featured items
  • Very plain with color highlighting important parts
  • Multiple taps at the top of the page to navigate to different parts of the website


  • The second image is of the Home page of Mary Kay’s Korean website featuring their new Mary Kay @ Play line
  • The home screen also scrolls between different featured items but had different words on the screen light up in a flashing motion to draw attention to the readers eye.
  • Much more color compared to the US website pink is the main background and different things flash and light up.
  • Multiple tabs are at the top of the page just like the US site but there are also different pictures and words that you can click on at the bottom of the website too.


In comparing the two websites it is obvious that the Korean website is a lot more cluttered and has much more going on. This relates to Fletchers dimension of technology because according to him the dominance of English as the language used on the web  can effect how websites are laid out. Also there are more links, tabs, and pictures to click on the Korean website because according to Zaharna they are considered a high context culture which means words hold less meaning then pictures do. Koreans are more likely to want to click and do then to sit an read words on a web page.

Screen shot 2013-10-20 at 2.25.00 PM Screen shot 2013-10-20 at 2.25.21 PM Korea Make Up Page

Screen shot 2013-10-20 at 2.27.05 PMScreen shot 2013-10-20 at 2.25.49 PM United states Make Up

United States

  • US web page is harder to navigate. In order to get to where all the different make ups are you have to hover over the drop down menu at the top of the page
  • On the main page you just find the picture to the right of some different products that they offer
  • You don’t really know how to find what you are looking for unless you play around with the website and read everything


  • On the Korean Make up page everything is clearly laid out once you get to the page
  • They list all the different categories for the different make up that Mary Kay offers
  • they also provide clear pictures of what the category is so for example it says lip makeup and shows a women putting on make up


According to on of Fletchers studies “cultural differences impact on the style and content of promotion in media including the web, this impact can vary according to the form of promotion employed.” How the different websites are laid out proves this theory.

Fletcher says  “in high context cultures where much of the meaning is implicit in the context of the communication, more attention needs to be paid to ensuring that the web site graphics, layout and typefaces are selected with an eye to appealing to the ethnic group inhabiting the culture. In low context cultures this is not as important and the emphasis should be on ensuring the text is culturally sensitive to the ethnic group.”

I think that This comparison does a great job of proving this theory as well because in the Korean website they provide the reader with pictures of how to get to the product you want. Where as in the U.S. website you have to roll over the top tab to get all the different makeups and it is just listed with no pictures. It is not until you get to the certain topic that the website will give you pictures of the product.


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