Mary Kay Embarks on a New Journey With Gen-Z and Millennial-Focused Campaign

In today’s beauty landscape, it’s easier than ever to get pigeon-holed, with just a simple social media post or misconstrued campaign placing a versatile brand into a hyper-specific subcategory, whether it’s a “Sephora tween” empire or “your grandma’s” beauty brand. Once the larger beauty zeitgeist has decided where a brand lives, it can be hard to shake that reputation, but that isn’t stopping legacy brand Mary Kay. Determined to prove itself to the public as an effective, diverse beauty brand fostered over the past 60 years, Mary Kay’s new Miss Conceptions campaign is directed at a younger audience and is totally reshaping the way we view the long-standing cosmetic empire.

Mary Kay Launches Miss Conceptions Campaign Aimed at Gen Z and Millennial Audiences

Nothing if not self-aware, Mary Kay’s latest campaign was born out of a desire to prove wrong the stereotypes placed on the company for years. While it couldn’t be further from the truth, Mary Kay knows that “pyramid scheme,” “just for grandmas” and the like are all common phrases associated with its 60-year-old beauty brand, and its just-launched Miss Conceptions campaign is stopping that pattern of thinking right in its tracks.

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Launched just yesterday, Miss Conceptions is a digital-based series directed at Gen Z and Millennial beauty consumers who crave authentic, social, trend-forward brands. The first video drop, “No Filters, Just Facts,” features a radiant, relatable, youthful spokesperson—Miss Conceptions herself—who uses humor and honesty to address some of the long-standing myths surrounding Mary Kay’s products. “Mary Kay is for everyone, not just your Nana, but shoutout to her anyway,” Miss Conceptions begins. “There’s a lot of rumors swirling around out there about our products and our company, and I’m here to set the record straight,” she continues. “Mary Kay is for the bold, the bougie, the booked and busy.”

While Miss Conceptions’ hilarious, bubbly on-screen persona is a key component of Mary Kay’s new campaign, the digital series kicks off a larger brand refresh, all aimed at honing in on younger audiences, from the launch of a customizable skin-care line for younger consumers who aren’t ready for anti-aging products yet to an AI-powered foundation finder and even a sleek refresh on all of its packaging. “Mary Kay has always been about more than makeup—it’s about changing women’s lives,” says vice president of marketing and sales support at Mary Kay, Candie Rodriguez, in a press release. “Through Miss Conceptions we’re re-introducing ourselves to today’s consumer—while reminding the next generation that Mary Kay is a place where beauty and opportunity meet.”