- Mary Kay launched a social media series, titled “Miss Conceptions,” to deal with longstanding myths in regards to the cosmetics company and connect with millennial and Gen Z consumers, in keeping with a press release.
- “Miss Conceptions” brings “no filters, just facts” to debunking misunderstandings about Mary Kay, like “Isn’t Mary Kay only for grandmas?” and “Is Mary Kay still around?”
- “Miss Conceptions” will run through December and extend beyond organic channels like TikTok and Instagram through connected TV (CTV) and digital out-of-home (OOH) ads. The series joins other efforts by Mary Kay geared toward younger generations.
Mary Kay, the direct-selling skincare and cosmetics marketer founded in 1963, is introducing a fresh digital persona with “Miss Conceptions,” a content series meant to assist the brand speed up its growth with younger consumers. In 2024, nearly 30% of recent Mary Kay Independent Beauty Consultants were under the age of 35, and 38% of the brand’s current social following is made up of “next gen” audiences, per data cited in the discharge.
“Through ‘Miss Conceptions,’ we’re reintroducing ourselves to today’s consumer – while reminding the following generation that Mary Kay is a spot where beauty and opportunity meet,” said Candie Rodriguez, vice chairman, marketing and sales support at Mary Kay, in a press release.
The social media series includes short-form, shareable content meant to humorously “set the record straight” about Mary Kay myths, like the concept that the brand is just intended for older generations. The concept was inspired by rising beauty trendsetters who push boundaries and reframes Mary Kay as a contemporary, social-driven brand for younger consumers and entrepreneurs. Mary Kay has hundreds of thousands of independent sales force members in over 40 markets, the corporate says.
“Miss Conceptions” will run through December, and inventive will extend to paid placements across digital OOH and CTV, including ads on Hulu, Disney+, Peacock, HBO Max, Paramount and Discovery+. The series builds on other efforts by the brand to interact with younger consumers, including a refresh inclusive of recent packaging that mixes Mary Kay’s heritage with a more modern design. The marketer also launched an AI Foundation Finder, which it bills as a primary within the direct selling industry, to assist beauty consultants guide shoppers from their phones.
Mary Kay also released a customizable skincare line for younger consumers who aren’t ready for age-defying products, joining others who’re working to deal with Gen Alpha’s current craze over premium anti-aging products like Drunk Elephant.
Other beauty and cosmetics brands try to age down in hopes of constructing loyalty with younger consumers. Maybelline New York last yr brought back “Maybe It’s Maybelline” as a jingle tailored to social media. Prior to that, Clinique launched a “Protect Your Glow” campaign in support of its Moisture Surge SPF 28 product that included social media and in-person activations similarly geared toward Gen Z.
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