Dive Brief:

• Mary Kay launched a social media series, titled “Miss Conceptions,” to address longstanding myths about the cosmetics company and connect with millennial and Gen Z consumers, according to a press release. 
• “Miss Conceptions” brings “no filters, just facts” to debunking misunderstandings about Mary Kay, like “Isn’t Mary Kay just 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.

Dive Insight: 

Mary Kay, the direct-selling skin care and cosmetics marketer founded in 1963, is introducing a fresh digital persona with “Miss Conceptions,” a content series meant to help the brand accelerate its growth with younger consumers. In 2024, nearly 30% of new 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 release. 

“Through ‘Miss Conceptions,’ we’re reintroducing ourselves to today’s consumer – while reminding the next generation that Mary Kay is a place where beauty and opportunity meet,” said Candie Rodriguez, vice president, marketing and sales support at Mary Kay, in a statement. 

The social media series includes short-form, shareable content meant to humorously “set the record straight” about Mary Kay myths, like the idea that the brand is only intended for older generations. The concept was inspired by rising beauty trendsetters who push boundaries and reframes Mary Kay as a modern, social-driven brand for younger consumers and entrepreneurs. Mary Kay has millions of independent sales force members in over 40 markets, the company says. 

“Miss Conceptions” will run through December, and creative 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 engage with younger consumers, including a refresh inclusive of new 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 first in the direct selling industry, to help beauty consultants guide shoppers from their phones.

Mary Kay also released a customizable skin care line for younger consumers who aren’t ready for age-defying products, joining others who are working to address Gen Alpha’s current craze over premium anti-aging products like Drunk Elephant. 

Other beauty and cosmetics brands are attempting to age down in hopes of building loyalty with younger consumers. Maybelline New York last year 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.