Milk Makeup: Influencer Cool
Creative New York media brand Milk Studios has launched a new skincare and colour cosmetics line targeting young, cool, low-maintenance beauty consumers. Three years in the making, the ambitious 85-piece collection offers minimal, unisex packaging and multipurpose products – think eyeliners shaped like highlighter pens with marker tips and blotting papers that double as rolling paper for tobacco.
Milk Makeup targets a beauty consumer largely forgotten by brands catering to Instagram and YouTube beauty aficionados, who promote elaborate, multi-step make-up tutorials. By contrast, Milk’s consumer favours a more natural approach, caring for their skin and using make-up as a vehicle of self-expression.
Products are designed for speed, catering to this laid-back attitude and consumer desire for quick beauty solutions. Sticks, tubes, push-pens and rollerballs apply product without the need of a brush, and can be easily transported. Similarly, accessible price points (the most expensive item is a facial oil at $38) tap product development strategies we highlight in Rethinking Beauty: Fast Consumption.
Milk Makeup also aligns its brand messages with NY cool by profiling influencers – models and creatives, many scouted on Instagram – and the ways in which they use the brand’s products. For example, photographer Zora Sicher from Brooklyn (pictured) favours Milk’s light eye pigment and balm tint for lips.