Mary Kay announced Beauty Is More Beautiful Shared™, its largest-ever global consumer-facing campaign and a long-term brand strategy designed to drive its next era of growth.
Launching across 40 markets worldwide, the campaign reintroduces Mary Kay to a new generation by celebrating a timeless truth at the heart of the brand and bridging the love for Mary Kay across generations.
ThroughBeauty Is More Beautiful Shared™ Mary Kay directly addresses the shift in beauty, tapping into a profound cultural longing for community and connection that the world, and generations of women, are feeling more than ever. The campaign champions connection, sisterhood, and community in an increasingly digital world, reinforcing Mary Kay’s unique point of view and modern relevance as a beauty brand built not only on products, but on relationships.
Dr. Lucy Gildea, Chief Brand and Scientific Officer of Mary Kay, said, “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.”
Beauty Is More Beautiful Shared™ was intentionally designed to support the success of Mary Kay Independent Beauty Consultants. With a message that amplifies community and transformation, this bold campaign will broaden awareness and foster a desire to purchase Mary Kay products and to connect with Independent Beauty Consultants through their personal digital storefront at Mary Kay.
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