Mary Kay seeks to dispel ‘Miss Conceptions’

Global beauty retailer Mary Kay is going all out to connect with Gen Z and millennial consumers. A new social media campaign called “Miss Conceptions” seeks to dispel myths and stereotypes about the 60-plus-year-old brand via humorous short form and shareable content. The campaign playfully debunks misconceptions such as “Isn’t Mary Kay just for grandmas?” and “Is Mary Kay still around?” The company, founded by Mary Kay Ash in 1963, notes that nearly 30% of new Mary Kay independent beauty consultants are under the age of 35. “We’re reintroducing ourselves to today’s consumer,” says Mary Kay Vice President Candie Rodriguez, “while reminding the next generation that Mary Kay is a place where beauty and opportunity meet.”