Mary Kay has revealed its latest advertising campaign, created in collaboration with some of its independent beauty consultants.
The campaign was created in response to a hashtag created by Mary Kay in 2015. Consultants shared the story of starting their own businesses with the brand using #MyMKLife.
These stories were then used to help create the “I Can” campaign as part of a new social-first strategy. Mary Kay is using paid media to generate additional engagement.
The adverts will feature in print, digital and TV formats. The campaign’s first TV commercial is due to air during hit show Project Runway.
During Mary Kay’s annual seminar in Dallas, more than 500 women were photographed and interviewed for the campaign.
Sara Friedman, Vice President of US Marketing for Mary Kay, explained: “The ‘I Can’ campaign gave us the chance to showcase, on a national stage, the hear of Mary Kay – our independent sales force.”
She added: “Throughout the campaign, it is evident that they are united by their love for the diverse opportunities their Mary Kay business allows them on a daily basis.”
The advert has already generated 43.8 million impressions and 1.2 million engagements on social channels.