ISSUE:
Mary Kay wanted to launch the new Mary Kay Compact to key beauty editors in an exciting, innovative way.

IDEA:
Coyne PR fashioned and executed a Mary Kay Compact launch event in Manhattan that offered beauty editors a sneak peek into the fashion world while reinforcing key characteristics of its new beauty product, the Compact – customization, sleekness and convenience. The revolutionary Mary Kay Compact was unveiled with help from renowned celebrity makeup artist Brigitte Reiss-Andersen, whose work has graced the covers of more than 200 top fashion and beauty magazines. Brigitte offered application tips and used makeup from the Compact to design four distinct looks, including “Fresh Faced” and “Modern Glam,” on models in vignettes on a rotating stage. The head-turning set, which allowed the models to strike a pose, was created by industry-regarded set designer, Stefan Beckman, while visionary wardrobe stylist, Cannon – known for his work with E!’s “Fashion Police,” Style Channel’s “Look for Less,” Entertainment Weekly and Elle – perfected the models’ couture. Following the fashion-forward presentation, the editors were invited to experience the Compact for themselves at specially designed “playstations,” and choose shades from the 18 million available combinations to customize their own prêt-à-porter Compacts.

IMPACT:
The Mary Kay Compact launch was one of the season’s must-attend events! More than 50 top beauty editors sought front-row seats for the fashionable unveil to experience the Compact for themselves. Coverage included Allure, O, The Oprah Magazine, SELF, Fashion Wire Daily, AOL.com and BiZBash, to name a few.