Mary Kay's 'Beauty Is More Beautiful Shared' Marketing campaign Invites Everyone to the Get together
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Most of our introductions to the international stage of make-up and skincare concerned watching our mothers, grandmothers and different maternal figures utilizing their very own cosmetics. And for the previous 65 years — since Mary Kay Ash first based her eponymous magnificence model, Mary Kay — many people affiliate these early primping recollections with its nostalgic pink branding.
But Mary Kay is prepared for its subsequent period. On Sept. 1, the model unveiled “Beauty Is More Beautiful Shared,” its largest-ever world consumer-facing marketing campaign. Through daring imagery and cheekily inclusive slogans (“Beauty shouldn’t be a solo act”), it welcomes a brand new era to Mary Kay’s magnificence celebration.
Photo: Courtesy of Mary Kay
“If you are taking a step again and give it some thought, Mary Kay is the OG woman’s woman magnificence model,” the corporate’s Chief Brand and Scientific Officer Dr. Lucy Gildea informed Fashionista. “I don’t react negatively when individuals say, ‘Oh, I believed my grandma used to make use of that,’ or ‘This is for grandma.’ Well, you understand what? People might not understand that their grandmother was cool. She had all of it found out.”
Photo: Courtesy of Mary Kay
During New York Fashion Week, Mary Kay introduced the marketing campaign to life with an activation in Manhattan’s Meatpacking district. Featuring the international stage’s largest magnificence desk — a sprawling vainness lining ninth Avenue — the occasion invited style week showgoers and New Yorkers of all generations to swipe on the model’s Shimmer Eye Shadow Sticks, rating gifted merchandise, take part in a significant give-back effort and, after all, make the most of content material creation alternatives. (Mirrors abounded!)
Fashion designer Cynthia Rowley and her daughter Gigi Powers have been additionally in attendance to underscore each the occasion’s ties to NYFW and its celebration of intergenerational magnificence.
“We’re celebrating what I name the reintroduction of Mary Kay to the international stage,” Dr. Gildea stated on the occasion. “We’ve at all times recognized that magnificence is extra significant when it’s a shared connection.” Underscoring the “woman’s woman” ethos, the occasion additionally included a letter-writing station in partnership with Womankind, a New York City-based group that has supported and empowered survivors of gender-based violence since 1982.
In addition to this initiative, Mary Kay provides again via Pink Changing Lives Program, a philanthropic effort to enhance the lives of girls and their households. The program has donated $234 million globally via financial and in-kind donations since 1996. “This is about having everybody see the breadth of what we’re as a model,” Dr. Gildea defined. “At our core, we’re about giving again, we’re about ladies, we’re about neighborhood, we’re about supporting, and we’re a tremendous magnificence model with nice merchandise.”
Photo: Courtesy of Mary Kay
“Every time you purchase a product at Mary Kay, you’re supporting a lady startup leader,” Dr. Gildea added. “This is simply the beginning of this motion for the international stage to see our relevance and the truth that we will contact lives in so many alternative methods.”
Many legacy style and wonder firms have histories they’d slightly shrink back from, however it’s the exact opposite for Mary Kay, Dr. Gildea emphasised: “We are a model that didn’t have to alter who we’re. We are on the core, the identical Mary Kay that we’ve at all times been and we’re in a position to showcase these values.”
Photo: Courtesy of Mary Kay
Long earlier than the woman boss period, “Mary Kay [the person] was only a trailblazer and a transformational founder. She constructed greater than a magnificence model. She constructed a neighborhood and this neighborhood was constructed on serving to any particular person understand their dream, no matter that dream could also be.”
Ahead, see (and store!) some longtime Mary Kay favorites and thrilling new releases value making an attempt (and, after all, sharing).
Photo: Courtesy of Mary Kay
Mary Kay® Timewise Antioxidant Moisturizer, $34, available here
Photo: Courtesy of Mary Kay
Mary Kay® Unlimited Lip Gloss in Tawny Nude, $20, available here
Photo: Courtesy of Mary Kay
Mary Kay® Unlimited Lip Gloss in Nude Blush, $20, available here
Photo: Courtesy of Mary Kay
Mary Kay® Great Heights Mascara, $18, available here
Mary Kay® Oil-Free Eye Makeup Remover, $22, available here
Photo: Courtesy of Mary Kay
Mary Kay® Shimmer Eye Shadow Stick in Golden Sunrise, $20, available here
Mary Kay® Matte Eye Shadow Stick in Lunar Rose, $20, available here
Photo: Courtesy of Mary Kay
Mary Kay® Supreme Hydrating Lipstick in Black Cherry Spice, $22, available here
Mary Kay® Waterproof Lip Liner in Mauve Nude, $16, available here
Mary Kay® Hydrating Cream Mask, $24, available here
