Long time Beauty Legend Finds New Meaning in 2018
Story has begun to work with iconic beauty brand, Mary Kay. Given the tipping point we’ve found ourselves in culturally, we are thrilled to align ourselves with a brand that has been empowering women for over 50 years. Story will play a vital role, not only in launching a long-awaited new product, but also help the brand refresh its own image and strengthen the connection between independent beauty consultants and their clients.
The challenge was to uncover the meaning behind their new product, beyond the scientific claims as “reasons to believe”. We used our battle-tested narrative techniques from our Discovery Workshop to find deeper meaning. What we uncovered about Mary Kay’s new product, was a modern evolution of larger beauty philosophy - a philosophy of preserving your best self, exactly where you are, wherever you happen to be.
We think that’s a bit more compelling than the typical anti-aging noise we continually hear in beauty.
Our rigorous approach of Storyfinding uncovered the “why” behind Mary Kay’s product and became the story’s foundation. This story is still unfolding so we can’t reveal it just yet.
But what we can tell you is: Mary Kay plans to defy the expectations of powerful women everywhere.
We can hardly wait!