With Mary Kay’s Global AOR, Grey Sets Out to Modernize a Pink Icon

Gray New York has received the worldwide inventive account for skincare and cosmetics model Mary Kay, the company advised ADWEEK.The pitch was run by Mary Kay’s procurement workforce and in a while by its advertising and marketing management. Gray’s scope contains built-in model technique and a brand new world model platform, with first work anticipated to debut in early 2026. North America would be the preliminary focus earlier than increasing to different markets.Mary Kay declined to share its annual media spend. COMvergence, which solely tracks advertisers spending $3 million or extra, doesn’t report figures for the model.In keeping with Agnes Fischer, CEO of Gray New York, the company leaned on its magnificence experience with manufacturers like Pantene and CoverGirl to reveal the way it may help heritage manufacturers within the class evolve.