Mary Kay has launched its largest global consumer-facing brand campaign in Spain, using beauty experiences and community initiatives to highlight the importance of women supporting one another.
The campaign, titled Beauty Is More Beautiful Shared, is rolling out across 40 markets worldwide. It aims to introduce the beauty company to a new generation of consumers while reinforcing its focus on confidence, connection and opportunities for women.
In Spain, the campaign includes consumer events and collaborations designed to encourage conversations around beauty, self-expression and shared experiences.
One of the first initiatives was the Mary Kay Café, an immersive event held in Madrid in September. It brought together journalists and content creators to exchange beauty tips, discuss self-expression and take part in a make-up workshop led by professional make-up artist Mara Fervi.
Further activities include a planned collaboration with Cosmopolitan’s Book Club, intended to create opportunities for young readers to connect and exchange perspectives. Mary Kay Spain is also featuring in an episode of VIBENAT, a videocast hosted by journalist Ana de Santos. The episode, scheduled for 29 October, features Olympic gold medallist Sandra Sánchez, whose sporting journey reflects themes of perseverance and self-belief.
Ryan Rogers, Chief Executive Officer of Mary Kay Inc., said the campaign reflects the company’s longstanding commitment to women supporting women. He described it as part of the company’s efforts to engage both independent beauty consultants and customers.
Gema Aznar, General Manager of Mary Kay Spain, said the relationships between independent beauty consultants and their customers remain central to the brand. She highlighted the role of conversations, encouragement and trust in creating a more meaningful beauty experience.
The campaign will be supported by an integrated marketing strategy incorporating social media, influencer partnerships, media outreach, in-person brand experiences and consumer engagement initiatives.
Founded by Mary Kay Ash in 1963, Mary Kay operates across 40 markets, offering skincare, colour cosmetics, fragrances and wellness products. The company says the campaign builds on its longstanding focus on enriching women’s lives while connecting with younger consumers.
