Dive Temporary:
- Mary Kay launched a social media collection, titled “Miss Conceptions,” to deal with longstanding myths concerning the cosmetics firm and join with millennial and Gen Z shoppers, in accordance with a press launch.
- “Miss Conceptions” brings “no filters, simply info” to debunking misunderstandings about Mary Kay, like “Isn’t Mary Kay only for grandmas?” and “Is Mary Kay nonetheless round?”
- “Miss Conceptions” will run by means of December and lengthen past natural channels like TikTok and Instagram by means of related TV (CTV) and digital out-of-home (OOH) adverts. The collection joins different efforts by Mary Kay geared towards youthful generations.
Dive Perception:
Mary Kay, the direct-selling skincare and cosmetics marketer based in 1963, is introducing a contemporary digital persona with “Miss Conceptions,” a content material collection meant to assist the model speed up its development with youthful shoppers. In 2024, practically 30% of latest Mary Kay Impartial Magnificence Consultants have been below the age of 35, and 38% of the model’s present social following is made up of “subsequent gen” audiences, per knowledge cited within the launch.
“By way of ‘Miss Conceptions,’ we’re reintroducing ourselves to at this time’s shopper – whereas reminding the subsequent era that Mary Kay is a spot the place magnificence and alternative meet,” mentioned Candie Rodriguez, vice chairman, advertising and gross sales help at Mary Kay, in a press release.
The social media collection consists of short-form, shareable content material meant to humorously “set the document straight” about Mary Kay myths, like the concept that the model is simply meant for older generations. The idea was impressed by rising magnificence trendsetters who push boundaries and reframes Mary Kay as a contemporary, social-driven model for youthful shoppers and entrepreneurs. Mary Kay has hundreds of thousands of unbiased gross sales drive members in over 40 markets, the corporate says.
“Miss Conceptions” will run by means of December, and inventive will lengthen to paid placements throughout digital OOH and CTV, together with adverts on Hulu, Disney+, Peacock, HBO Max, Paramount and Discovery+. The collection builds on different efforts by the model to have interaction with youthful shoppers, together with a refresh inclusive of latest packaging that mixes Mary Kay’s heritage with a extra fashionable design. The marketer additionally launched an AI Basis Finder, which it payments as a primary within the direct promoting trade, to assist magnificence consultants information consumers from their telephones.
Mary Kay additionally launched a customizable skincare line for youthful shoppers who aren’t prepared for age-defying merchandise, becoming a member of others who’re working to deal with Gen Alpha’s present craze over premium anti-aging merchandise like Drunk Elephant.
Different magnificence and cosmetics manufacturers try to age down in hopes of constructing loyalty with youthful shoppers. Maybelline New York final yr introduced again “Perhaps It’s Maybelline” as a jingle tailor-made to social media. Previous to that, Clinique launched a “Shield Your Glow” marketing campaign in help of its Moisture Surge SPF 28 product that included social media and in-person activations equally geared towards Gen Z.
