In March 2024, Mary Kay made a splash in Folha de São Paulo newspaper with an editorial ad celebrating the brand’s impact on the lives of thousands of Brazilian women.
The challenge was bridging the appeal of traditional media with digital audiences and new generations.
The solution was a retro-inspired campaign, featuring teasers, a special launch, and sustained digital engagement, captivating both followers and Mary Kay’s global team.
The campaign’s success, embodied by the impact of the “Pink Newspaper,” earned recognition all the way at the brand’s headquarters in Dallas.
Creative Director Giulio Pinotti, Chico Veron + Art Director Bruno Guimarães, Felipe Ávila + Copywriter Bruna Bonzatto + Planning & Production Patty Dominguez
