"Originally published on newsroom.marykay.com Social media, e-commerce, AI powered solutions and digital marketing have been making a huge impact on Mary Kay Independent Beauty Consultants (IBCs) all over the world, with Latin America paving the way for business transformation. Laura Hiros, Sales Education Manager at Mary Kay Inc. for the Latin America region (LATAM) recently spoke at a major direct selling conference to showcase how millions of Mary Kay Independent Beauty Consultants have embraced a "phygital" strategy. Whether in-person or online, Laura and her team empower Mary Kay small business owners to expand their reach and engage with confidence in a new era of social connection."
"The "Empowering Mary Kay Entrepreneurs to Maximize Social Media" initiative launched in 2023 in Argentina, Colombia, Peru, Mexico, and Uruguay, and in 2024, it expanded to Brazil."
"Phygital selling combines the personal touch of physical interactions - which is the hallmark of personalized service and attention our IBCs are known for - with the convenience, scale, and speed of digital channels."
Latin America is leading Mary Kay's business transformation through integration of social media, e-commerce, AI solutions, and digital marketing. The region launched an initiative to empower Independent Beauty Consultants to maximize social media, beginning in 2023 across multiple countries and expanding to Brazil in 2024. Phygital selling merges personalized in-person interactions with the speed, scale, and convenience of digital channels. Independent Beauty Consultants leverage these channels to reach wider audiences, nurture relationships, and grow small businesses. The combined use of physical and digital tactics supports confidence, community engagement, and broader customer access across LATAM markets.
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