Mary Kay hires Grey New York for global advertising

Mary Kay has selected Grey New York as its global advertising agency as the cosmetics brand prepares a master brand campaign intended to guide its next phase of growth. The appointment marks a significant moment for the sixty-year-old company as it develops a unified creative platform for international markets.

Regena Pipkin, vice president, global brand, said Mary Kay chose Grey New York for its cultural insight, creativity and strategic focus.

Regena Pipkin: "We knew that Grey New York was the right agency for us. They brought cultural value, creativity, and strategic clarity to match our ambition. As we move confidently into the next chapter of our bright future, we look forward to our partnership with a women-led team that truly understands our unique business model and the power of purpose-led storytelling on a global scale."

Grey New York’s approach to reimagining the brand

During the pitch, Grey New York developed an immersive reimagining of Mary Kay’s brand experience. The agency explored new directions for creative product storytelling through a human-centred lens, engaging directly with the products and the company’s heritage.

Agnes Fischer, CEO of Grey New York, said the collaboration reflects Mary Kay’s appetite for reinvention.

Agnes Fischer: "Mary Kay is an iconic brand ready to shake up the beauty world with a distinctive vision, we're honoured to partner with Mary Kay to reignite their powerful brand. There’s real ambition here, and a shared belief in the power of Famously Effective creative to drive business and cultural relevance. We’re thrilled to help shape the next chapter of this global beauty and direct selling leader."

Long-term brand strategy in development

The partnership takes effect immediately. Grey New York will lead the creation of an integrated brand strategy and global advertising campaign scheduled for launch in late 2026.

www.marykay.com

www.grey.com

Follow Marketing Report on LinkedIn