Photo: Darrell Overcash, President of Mary Kay US, reveals Mary Kay as the Official Beauty Sponsor of the 50th Academy of Country Music Awards. (Mary Kay)
Mary Kay got back to its Southern roots on Sunday as the Official Beauty Sponsor of the 50th Academy of Country Music (ACM) Awards.
The Dallas-based brand showcased its beauty products in six commercials that aired nationwide during the awards show, dubbed country music’s party of the year. Mary Kay also hosted a booth at the two-day ACM Party for a Cause festival leading up to the event.
The 50th anniversary show drew a record-setting crowd to North Texas, where the live broadcast took place for the first time. The Academy reported that all 65,000 tickets to this year’s event sold in just 18 minutes.
“The 50th ACM Awards is a landmark event, and we’re thrilled to be part of a historic country music experience at one of the biggest venues in the country in our own backyard,” Sara Friedman, Mary Kay’s Vice President of U.S. Marketing, said in the company’s release.
The cosmetics brand generated buzz among its customers and consultants with—what else?—a makeover contest. Mary Kay jetted the winner to Texas for an exclusive fan experience at the show, where country icons such as George Strait performed, Luke Bryan took home the fan-picked Entertainer of the Year award, and Taylor Swift accepted one of the evening’s Milestone awards.
As part of its “Beauty Loves Country” campaign surrounding the ACMs, Mary Kay also produced tutorial videos featuring some of country music’s young talent. The segments show Mary Kay makeup artists creating red carpet looks for a handful of the industry’s rising stars.