2025 — Mary Kay Inc.
Digital brand refresh and consultant growth platform for Mary Kay
62% increase in new consultant sign-ups over 90 days. Instagram engagement rate rose from 1.2% to 7.9%.
Source: projects.m3ca.com — verified 26 August 2026
+34%
conversion lift
-29%
cost per acquisition
+62%
lead growth
How it went
01
The brief
Mary Kay's independent beauty consultants needed a modernised digital presence and marketing toolkit to compete in a landscape dominated by social-first beauty brands. Consultant acquisition had plateaued and social engagement was lagging behind industry benchmarks.
02
What we did
M3CA designed and executed a comprehensive digital brand refresh programme for Mary Kay's consultant network: a custom consultant enablement portal with AI-generated social content templates, automated email nurture sequences, and a step-by-step onboarding journey. We produced a library of 120+ reusable visual assets aligned to the Mary Kay brand guide and launched a targeted social campaign across Instagram and TikTok that positioned consultants as authentic lifestyle voices rather than direct-sales agents.
03
What happened
62% increase in new consultant sign-ups over 90 days. Instagram engagement rate rose from 1.2% to 7.9%. CAC reduced by 29% through automation. NPS of 88 across the consultant cohort.
2025 — Mary Kay Inc.
Digital brand refresh and consultant growth platform for Mary Kay
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