Miss Conceptions

Mary Kay had a Gen Z problem.

The brand wanted to connect with a younger audience, but Gen Z viewed it as old and out-of-touch. To help shift these perceptions, we created a campaign that addressed them head-on.

Enter Miss Conceptions: a bold, witty insider who’s not afraid to serve looks and spill the real tea about the brand. She showed up across social to call out the rumors, clear up confusion, and give the next generation a fresh take on what Mary Kay is all about.

The result? A candid, playful, scroll-stopping campaign that captured Gen Z’s attention – and grew Mary Kay’s following by 65% in just one month.