Challenge

Mary Kay is more than just a beauty brand — it's a movement powered by thousands of Independent Beauty Consultants across Brazil. In 2023, the challenge was clear: how do we transform Mary Kay’s presence on social media into a dynamic, two-way street that not only reflects the brand’s identity but also empowers its consultants?

Insight

Independent Beauty Consultants are the heart of Mary Kay. They are brand ambassadors, salespeople, and community leaders — and they need tools, content, and a consistent voice to thrive in the digital world.

Solution

We created a centralized platform and strategic playbook for Mary Kay to guide all its social media communications — both with consumers (@marykaybrasil) and with consultants (@issoemarykay).

More than a campaign, this was a complete ecosystem.

What We Delivered

Market Research & Benchmarking

We began by diving deep into the competitive landscape, analyzing formats, narratives, and engagement tactics used by local and global beauty brands.

Tone of Voice Strategy

We developed a unique social tone of voice that captures Mary Kay’s aspirational DNA — feminine, empowering, contemporary — and translated it into actionable guidelines for copywriting, captions, and community interaction.

Content Strategy for Dual Channels

• @marykaybrasil: consumer-facing, lifestyle-oriented content

• @issoemarykay: a dedicated channel for Beauty Consultants, with practical tips, business inspiration, and motivational stories

Consultant Communication Platform

We built a custom playbook and content system to help consultants navigate social media, boost engagement, and feel supported by the brand in every post and interaction.

Influencer Interaction Strategy

From hiring guidelines to engagement rules and response protocols — we created a smart framework for collaborating with beauty influencers and content creators.

Storytelling Toolkit for Events

We crafted a modular storytelling guide so Mary Kay could consistently cover events in real-time while preserving its brand narrative.

Visual Identity Guide for Social

Every brand pillar was translated into a visual expression — from templates to iconography — ensuring consistency and elegance across every touchpoint.

The Result

359 pages of strategic content, social guidelines, and creative assets — thoughtfully designed to serve as the foundation for Mary Kay's long-term digital presence in Brazil.