MARY KAY wants to create a 360 omni-channel campaign aimed at a younger market 20-25 year olds.

The challenge is to deliver a campaign within brand’s aesthetic and vibe with a goal to make the younger consumer interested and involved with Mary Kay.

The key aspects, which I had to deliver through the competition was to focus on the global reach of Mary Kay, brand’s focus on empowering women and celebrating business owners.

Mary Kay Pen Pals makes the younger demographics more involved, interacting with the brand and the other consumers through writing messages, promoting kindness and creating an online community. 

Being less formal and more appproachable is the route which many brands decide to take to be accessible and desirable to Millenials and Gen Z.