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Brief Published: 10 Apr 2018

Milk Makeup Launches Stick Serum

Milk Make-Up

Edgy New York skincare and colour cosmetics brand Milk Makeup is tapping into demand for fast, on-the-go beauty solutions by creating a stick serum that is easy to apply.

The Watermelon Brightening Serum is a compact, multifunctional product that aims to brighten and hydrate the skin in a few swipes. Hero ingredients – including watermelon and vitamins A, C and E – restore the skin’s glow.

Users are encouraged to forego bulky glass bottles and droppers and use the brand’s travel-sized twist-up stick instead – showcasing a convenient way to apply serums without the added mess. This approach has also been implemented in Milk Makeup’s skincare and colour cosmetics packaging.

The launch feeds into millennials’ enthusiasm for time-saving solutions. The brand’s efficient delivery system ensures the product isn’t wasted. It also simplifies lengthy skincare routines, which is ideal for time-pressed consumers.

Other savvy brands have also adopted this concept. Japanese luxury skincare brand Decorté produced a stick serum that reduces the appearance of pigmentation – with pen-style packaging allowing for precise, targeted application. For deeper insights into time-saving beauty and portable packaging solutions, see Agile Beauty and Packaging Futures: Fast Consumption.

In an era of athleisure, products that are packaged compactly tend to be popular among active consumers. For more on strategies that target the active community, see Millennial Fitness Update: Tech Tones Up and Beauty 360. Also look out for Stylus’ Macro Trend Active Lives, which charts the latest cross-category sports innovations.