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Global Market Research On Milk Makeup - An expressive and inclusive positioning speaks to individualistic Millennials

Press release   •   Jul 14, 2017 03:57 EDT

"Success Case Study: Milk Makeup" is part of GlobalData's Successes and Failures research. It examines the details of and reasons behind the success of the brand. It delivers the critical "what?", "why?", and "so what?" analysis to teach you crucial lessons that increase your chances of launching successful products.

A lifestyle-focused positioning that combines functionality with unique style entices independent and individualistic Millennials. Their seek for unique products opens opportunities for independent beauty brands with an edgy yet minimalistic style that stands out from the commercial image promoted by big make-up and skincare players.
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- The make-up and skincare brand was started in the Milk photo studio - a hub for well-known photographers and designers. It initially launched in 50 US Sephora stores in March 2016 and, after just six months, tripled its presence, with a global expansion plan set for 2018.

- The lifestyle-focused brand image revolves around freedom, diversity, and inclusivity, allowing its users to express their personal brand and project their desired lifestyle or life principles.

- The products can be applied without any tools, do not require touch-ups, and come in wear-and-tear resistant packaging, catering to busy Millennials.

- Including fashion-forward shades, innovative application methods, or a fun positioning into trending product formats ensures strong differentiation.

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