Mary Kay Inc. has launched its newest advertising campaign, “I CAN” – and it has been garnering impressive results, with 43.8 million impressions, 1.2 million engagements across social channels, and 40K+ uses of the “I Can” custom photo filter.

The campaign was created in direct collaboration with the company’s Independent Beauty Consultants, “leveraging the use of real people and their stories,” for the first time. Mary Kay’s Independent Beauty Consultants have been sharing their personal stories on social media since 2015 using the hashtag, #MyMKLife.

The campaign includes digital, broadcast, outdoor and print placements – plus, digital billboards in Times Square. Additionally, Independent Beauty Consultants are featured in the campaign’s first television commercial, which will be seen by more than 2M+ viewers during Season 15 Episode 6 of the hit show “Project Runway.”

Inspirational Stories

More than 500 women were photographed and interviewed during Mary Kay Inc.’s annual Seminar in Dallas just before the campaign launched, and are starring in it.

Mary Kay’s entrepreneurs’ stories illustrate how the Mary Kay business has positively impacted their lives, including “I can be me,” “I can make a difference, not just an income” and “I can be a good example for my kids.”

Sara Friedman, vice president of marketing for Mary Kay, commented, “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.”

See a video from the campaign below.