Mary Kay, and its 30,000 independent beauty consultants are in Dallas July 20th through August 4th for the company's annual convention, where its latest skincare innovation is making its debut.

TimeWise Vitamin C Activating Squares are a "beauty industry first," the company says.

Dr. Lucy Gildea, Chief Scientific Officer for Mary Kay Inc., explains, "Pure vitamin C degrades and loses its power over time when exposed to air, light or water, but with the new Mary Kay dissolvable vitamin C square, a serum is enhanced and boosted with a fresh, pure and potent vitamin C elixir. It's a revolutionary skin care innovation in the palm of your hand."

Mary Kay's convention attendees this summer will pump $48 million into the North Texas economy, supporting 4,665 jobs, The Dallas Convention and Visitors Bureau estimates. The Kay Bailey Hutchison Convention Center in Dallas has hosted nearly 1.2 million attendees for the Mary Kay's annual convention since 1974.

Nathan Moore, President of Mary Kay's North America Region, adds, "We love summers in Dallas because we get to welcome thousands of Mary Kay Independent Beauty Consultants from every corner of the country, as well as those traffic-stopping Mary Kay pink Cadillacs, who return to our hometown of Dallas for the company's annual Seminar. As we celebrate the success of our Mary Kay entrepreneurs through recognition, education, inspiration and motivation for the year ahead, the event gives a generous boost to our local economy."

More about TimeWise Vitamin C Activating Squares and its innovative delivery system, to come, stay tuned.