Mary Kay Inc. announced its largest-ever global consumer-facing campaign and long-term brand strategy. The campaign, Beauty Is More Beautiful Shared, will launch across 40 markets worldwide as it reintroduces the brand to a new generation of consumers. With this strategy, the company hopes to address what it calls a “profound cultural longing for community and connection that the world, and generations of women, are feeling more than ever.”
“In a world where beauty has often resonated as a solo act, we’re reclaiming beauty as a shared experience, celebrating the power of sharing, supporting and uplifting one another,” said Dr. Lucy Gildea, Mary Kay Chief Brand and Scientific Officer. “Beauty Is More Beautiful Shared brings the enduring power of womanhood and shared connection into the way Mary Kay approaches beauty. Through this master brand campaign, we are sharing the emotional connection and timeless purpose at the heart of our brand with consumers around the world, celebrating the transformative power of our iconic products and the difference our brand makes in women’s lives and communities. This campaign is an invitation to rediscover what has always made Mary Kay different, and to experience the beauty of what’s possible when we share it.”
The global campaign will address recent shifts in beauty through a comprehensive media mix tailored to the preferences and needs of next-gen beauty buyers. Specifically, the campaign will blend online amplification through digital platforms, shared media, influencer partnerships and “real world” out-of-home placements and events, as well as experiential consumer events designed to bring Gen Z together face-to-face.
“Beauty Is More Beautiful Shared is a reflection of who we are and what we have always stood for: women supporting women,” said Ryan Rogers, Mary Kay Chief Executive Officer. “As we enter our next era of growth, we are celebrating and empowering every Mary Kay woman, from our Independent Beauty Consultants to customers, expanding our reach and impact and bringing our promise of confidence, opportunity and human connection to life in bold, relevant and compelling new ways.”
