Grey New York has won the global creative account for skincare and cosmetics brand Mary Kay, the agency told ADWEEK.
The pitch was run by Mary Kay’s procurement team and later on by its marketing leadership. Grey’s scope includes integrated brand strategy and a new global brand platform, with first work expected to debut in early 2026. North America will be the initial focus before expanding to other markets.
Mary Kay declined to share its annual media spend. COMvergence, which only tracks advertisers spending $3 million or more, does not report figures for the brand.
According to Agnes Fischer, CEO of Grey New York, the agency leaned on its beauty expertise with brands like Pantene and CoverGirl to demonstrate how it can help heritage brands in the category evolve.
