Mary Kay hosts a Beauty Circuit at Parque Villa-Lobos with outdoor classes, self-care and sensory skincare, fragrance and makeup stations.
Well-being, movement and beauty outdoors
São Paulo, December 2025 – The Mary Kay Beauty Circuit 2025 arrives at Parque Villa-Lobos, in São Paulo, from 5 to 7 December. The initiative turns the weekend into an open-air celebration of well-being, self-care and beauty as experience. All activities are free and open to the public.
Throughout the three days, the event offers classes, relaxation moments and a full journey to try the brand’s skincare, fragrances and makeup lines. In this way, the space invites visitors to slow down and reconnect with their own pace. The proposal is fully aligned with the park routine and its natural setting.
Dance and yoga sessions for well-being
The project was designed to match the lifestyle of those who value health, movement and outdoor activities. In the well-being area, visitors find dance and yoga/stretching classes. Groups are organized by sessions to ensure comfort and more personalized attention.
Activities take place throughout the day, following the natural rhythm of the park. People looking for energy can choose more dynamic classes, while those seeking balance and relaxation have gentler options. Thus, the Circuit adapts to different profiles and daily routines.
Three sensory beauty stations
In the beauty circuit, three sensory stations present Mary Kay’s main lines. “Glow & Flow” is focused on skincare. “Scent & Balance” highlights fragrances, and “Make & Move” is dedicated to makeup and daily mood.
Each station invites visitors to explore textures, scents, finishes and product combinations. This creates a moment of discovery and guided experimentation. In addition, the experience mirrors what customers usually live with an Independent Beauty Consultant from Mary Kay.
Guided path, check-in and special kits
To guide the journey, participants receive an event-only check-in pass. It brings a QR Code for registration, directions for the route and space for station stamps. Consequently, visitors can easily follow their progress through the Beauty Circuit.
After completing the tour through the three stations, each visitor receives a special product kit and a Mary Kay water bottle. This gesture reinforces the idea of turning contact with beauty into a tangible experience. The action also extends the event’s impact into everyday routines.
Concept, design and brand experience
The event concept and full experience were developed by agency Innova AATB, in partnership with the brand. The agency signed the spatial design, visitor flow, signage and on-site activations. The layout blends Mary Kay lifestyle elements with the park’s visual atmosphere.
Highlights include open areas, photo spots, a bike DJ in the late afternoon and scenography in the brand’s iconic pink palette. As a result, the Circuit becomes an immediate invitation to join, explore and share. The experience reinforces both the visual identity and emotional essence of the company.
“Desde o início, quando buscamos essa parceria, tínhamos total clareza sobre a experiência de marca que queríamos proporcionar e que essência Mary Kay precisava estar presente em cada detalhe. Foi a partir dessa visão que criamos o Circuito de Beleza. A Innova AATB entrou como parceira para traduzir, com sensibilidade e precisão, as experiências que desenhamos, ampliando o impacto do projeto nos conectando com nossos consumidores de forma memorável,” says Rafaella Malta, Communication and Branding Manager at Mary Kay.
Organized classes and focus on comfort
In the Beauty in Movement area, Mary Kay promotes outdoor classes with organized groups. Dance sessions host up to 40 participants, while yoga/stretching classes are limited to 20 people. Attendance is subject to prior booking.
This structure ensures a light and comfortable experience, fully aligned with the park atmosphere. The format balances collective energy with individual care. Visitors are encouraged to enjoy the activities at their own pace.
Beauty as a complete experience
With the Beauty Circuit, Mary Kay closes the year by valuing beauty as a complete experience. The initiative embraces movement, discovery, open-air living and the sense of community. It also positions well-being and self-care as part of everyday life.
The partnership with Innova AATB helps turn this vision into a memorable and sensory event. Moreover, free access makes the Circuit inclusive and open to a wide audience. In this way, the brand strengthens its connection with consumers who prioritize self-care and quality of life.