Breaking Boundaries
Rebranding Mary Kay for Gen Y
~ Fun, Playful, Natural, Timeless ~
What's your quirk?
"When creating the print advertisements for this campaign, our team strived to produce work that strongly differs from the monotony of today’s traditional makeup ads. By keeping it simple with black and white photography with pink accents, these Mary Kay ads effectively contrast with any of the competitor’s colorful copy. This campaign focuses on the company Mary Kay, and these advertisements purposefully do not highlight any of the brand’s products. Instead, we chose to concentrate on the singular quirks of the Millennials who love Mary Kay. By focusing on the idiosyncrasies of the target market, these ads can reach Generation Y in a more effective manner by speaking to their hearts and minds versus merely their wallets. "
Models: Sonia Isatu Antar, Natasha Ann Smith, Sheena-Jean Nicolay