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Brief Published: 9 Feb 2016

Milk Makeup: Influencer Cool

Milk Makeup influencer Zora Sicher

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.

See Sara Hill Make-Up for Humans for another brand tapping this youthful, expressionist attitude, and Teen-Targeted Beauty: Product for more on younger consumers’ approach to make-up.