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Photo: As Global Beauty Ambassador for Mary Kay, Luis Casco will advise Mary Kay and its independent salesforce on such topics as product development, color education, sales education and social influencer events.

Renowned makeup artist Luis Casco and one of the world’s largest direct sales companies are taking their partnership to the next level.

Mary Kay Inc. has appointed Casco as its Global Beauty Ambassador, a role it created just for him, said Chief Marketing Officer Sheryl Adkins-Green. Casco made his name on such well-known television shows as The View and Project Runway and has represented the cosmetics company in various capacities since 1996. In this new position, he will advise Mary Kay on product and color development and will work more closely with independent sales consultants on beauty trends, beauty techniques and sales education.

Adkins-Green said the synergy between Casco and Mary Kay, ranked No. 4 on Direct Selling News’ Global 100 list, has always been strong. This new position will further leverage their shared vision. “Luis has an amazing ability to make women feel very confident about wearing color and how to apply color—that’s essential to the success of a makeup brand like Mary Kay,” she continued. “Just as Mary Kay Ash said, everyone has an invisible sign around their neck that says, ‘Make me feel important.’ His value system makes everyone feel important.”

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