Mary Kay has launched its first campaign, ‘I Can’, featuring its own entrepreneurs.
The campaign was said to be developed in direct collaboration with the company’s Independent Beauty Consultants and has a goal of pushing the stories behind its employees and how the business has ‘positively impacted their lives.’
Sara Friedman, Vice President of US marketing, “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.
“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.”
More than 500 women were photographed and interviewed for the campaign, which will run across digital, broadcast, outdoor and print placements. Launched last month, it has had 43.8 million impressions and 1.2 million engagements across social channels, with over 40,000 uses of the ‘I Can’ custom photo filter.