Iconic cosmetic brand Mary Kay has brought beauty into the lives of women for decades with its unique direct selling model and trusted products. Nearing its 50th anniversary, the brand wanted to stay fresh and relevant for new millennial consumers. Coyne developed creative, exciting and impactful campaigns to elevate Mary Kay in the minds of media and consumers.

From aligning with top celebrity makeup artists and stylists, creating standout product launch events for beauty media and partnering with worthy charitable causes, the team created various programs to enhance Mary Kay’s modern features. As a result, top beauty and fashion editors saw Mary Kay at New York Fashion Week, Miami SWIM Fashion Week, at A Kiss For Country with the Country Music Association and spanning the globe in honor of Mary Kay’s 50th Anniversary.

To launch the new Mary Kay Lash Love Mascara simultaneously to consumers and short lead media, the team decided on a multi-tactic launch in Miami during SWIM Fashion Week by hosting a Lash Love Bar at a Lifestyle Retreat Lounge at the chic Gansevoort Hotel, where celebrity makeup artist Ashunta Sheriff created customized looks highlighting the new Lash Love Mascara for celebrity, media and consumer guests.
In honor of Mary Kay’s 50th anniversary, Coyne celebrated with a strategy that spanned the globe, from LA to the Sochi Olympics, back to NYC for a series of activations integrating media, influencers and consumers. The initiative culminated with social activations at Mary Kay’s record-breaking Global Makeover Day in NYC, LA and Dallas.
Coyne organized an intimate, multi-session event to provide a personalized experience for editors and the Mary Kay National Sales Director advisory board, during which Mary Kay’s Chief Scientific Officer spoke about the formulation and benefits; a celebrity Makeup Artist provided shade-matching tips; and data from a survey of real women on perceptions and concerns about foundation helped demonstrate the need for this new “foundation + skin care” product.
Coyne PR brought a new concept to life for the brand by recommending the creation of a Mary Kay® Glam Squad℠, specialists served as brand ambassadors and advocates, spreading the word about the all-encompassing offerings of the brand.
Coyne PR created A Kiss for Country℠ – a philanthropic campaign designed to leverage the popularity of top country music artists through the online auction of their kisses.
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