Mary Kay Comestics 'I Can' campaign gleans women's stories from the road

Mary Kay has launched its newest advertising campaign, 'I CAN', leveraging real people and their stories in its marketing campaign - a first for the company.

The campaign - which collaborated with independent beauty consultants - amplified stories shared by independent beauty consultants on individual and corporate social media channels,

As the campaign took shape, Mary Kay entrepreneurs shared inspirational stories and quotes illustrating how the Mary Kay business has positively impacted their lives, including "I can be me," "I can make a difference, not just an income" and "I can be a good example for my kids.".

Mary Kay seeded the hashtag #MyMKLife and created stories from it, using paid media to generate additional engagement.

During the activation stage of the campaign, more than 500 women were photographed and interviewed during Mary Kay's annual seminar in Dallas to participate as the fresh faces of the campaign.

The campaign, a multi-platform initiative, includes digital, broadcast, outdoor and print placements and is featured in national media outlets, digital billboards in the heart of ever-bustling Times Square, on the company website and on Mary Kay Inc.'s social channels.

Additionally, independent beauty consultants were featured in the campaign's first television commercial, which will be seen by more than two million viewers during Season 15 Episode 6 of 'Project Runway'.

"The 'I CAN' campaign gave us the chance to showcase, on a national stage, the heart of Mary Kay – our independent sales force. These inspirational women of all walks of life chose the Mary Kay business for many different reasons," said Sara Friedman, vice president of US marketing for Mary Kay. "However, through the campaign, it is evident that they are united by their love for the diverse opportunities their Mary Kay business allows them on a daily basis."

Since the campaign's launch in September 2016, it has garnered 43.8m impressions and 1.2m engagements across social channels, and 40K+ uses of the "I Can" custom photo filter. These results demonstrate the strong adoption rates of authentic campaigns by consumers nationwide.

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