Mary Kay Inc. is celebrating International Women’s Day with a new Global Day of Beauty initiative. On March 8, the iconic beauty brand will kick off a global effort to provide complimentary makeovers to women in need. The multi-month initiative will launch in the U.S., where Mary Kay consultants in Miami, Washington, D.C., New York and Los Angeles will host a day of beauty and pampering for local domestic violence survivors.
The international event is not Dallas-based Mary Kay’s first makeover rodeo. To commemorate its 50th anniversary in 2013, the brand introduced a global Makeover Day and rallied consultants in a world-record bid for the highest number of makeovers in 24 hours. After bringing back Makeover Day in 2014, the company is shifting focus with its Global Day of Beauty. The initiative ties Mary Kay’s celebration of women to the causes of dating abuse and domestic violence, the focus of Mary Kay’s Don’t Look Away campaign.
“For many of the women attending our Global Day of Beauty events, they are living in emergency housing or in transition after surviving unspeakable abuse,” Crayton Webb, Vice President of Corporate Communications and Corporate Social Responsibility, said in the company’s release. “Mary Kay hopes this Day of Beauty serves as a reminder that these survivors are special, beautiful and deserve, like all women, to be treated with respect and dignity.”
Mary Kay’s newest Don’t Look Away Cause Champions, actress and singer Debby Ryan and fashion designer Abi Ferrin, will also take part in Day of Beauty events. Ryan, who most recently starred in the Disney Channel TV show Jessie, shares her story in the campaign’s latest video, 1 in 4.
