ISSUE:
Mary Kay called on Coyne PR to launch the new Mary Kay Compact to key beauty editors.

IDEA:
The Coyne PR Beauty Team applied their skills to execute a glamorous Mary Kay Compact launch event in Manhattan for top beauty editors, reinforcing the attributes of the new product – customization, sleekness and convenience. The revolutionary “new face of beauty” was unveiled with help from renowned celebrity makeup artist Brigitte Reiss-Andersen, who revealed some of the hottest looks in makeup using just a few of the 18 million color combinations available for the Mary Kay Compact. Brigitte provided tricks of the trade to editors while flawlessly creating each “look” on models seated in four vignettes on a rotating stage. The event reflected the new face of Mary Kay to the national beauty press, as well as beauty editors from Canada and Mexico. Following the aesthetically striking presentation and aligning with the “customization” theme, editors created their own charm bracelets while enjoying light refreshments, and were invited to experience the Compact for themselves at specially designed “play stations,” while customizing their own Compacts.

IMPACT:
Media could not brush aside the Mary Kay Compact launch – one of the season’s must-attend events! More than 50 top beauty editors sought front-row seats for the colorful unveil. The Compact swept the beauty world with coverage in Allure, O, The Oprah Magazine, Marie Claire, Ladies’ Home Journal, SELF, AOL.com, Fashion Wire Daily, Woman’s Day and BiZBash.