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Milani Cosmetics: Marketing Plan

Milani Cosmetics is launching a new 2-in-1 foundation and concealer available in 42 shades to reduce makeup application time. The formula is skin-identical, alcohol-free, fragrance-free, and contains soothing allantoin. The product aims to perfect and conceal the complexion in one step for busy office workers. While Milani faces threats from competitors like Urban Decay and MAC, the new product has potential for success due to Milani's commitment to diversity and accessibility at drugstore prices.

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AYUSHI SONI
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0% found this document useful (0 votes)
228 views8 pages

Milani Cosmetics: Marketing Plan

Milani Cosmetics is launching a new 2-in-1 foundation and concealer available in 42 shades to reduce makeup application time. The formula is skin-identical, alcohol-free, fragrance-free, and contains soothing allantoin. The product aims to perfect and conceal the complexion in one step for busy office workers. While Milani faces threats from competitors like Urban Decay and MAC, the new product has potential for success due to Milani's commitment to diversity and accessibility at drugstore prices.

Uploaded by

AYUSHI SONI
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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MILANI COSMETICS

MARKETING PLAN
COMPANY OVERVIEW

• Lauri Minc, a former art teacher in East Los Angeles, founded Milani under one principle:
“Beauty is something that is alive, real, and should be accessible to everyone.”
• Best Known For: High-quality, melanin-friendly cosmetics at a drugstore price point.
• Targeting the multicultural makeup enthusiast who believes diversity and beauty are
intertwined
• For nearly 20 years, Milani has been the drugstore go-to for all things diverse, inclusive, and
representative—all buzzwords to sell makeup in 2021. But Milani has never wavered in its
commitment to inclusivity and diversity, while also offering high-quality products at an
accessible price point.
INTRODUCING PRODUCT

• Milani Conceal + Perfect 2-In-1 Foundation + Concealer

Will be available in 42 shades.


Gives medium to full coverage for complexion perfection
that goes hard all day, every day.
VALUES

• Meet the hardest working multi-tasker which combat under eye circles, redness and other
skin imperfections with our water-resistant, foundation + concealer in one flawless,
perfecting step.
• This lush, creamy rich formula applies evenly to perfect and conceal with a natural looking
finish. #alcohol-free #fragrance & essential oil-free
• Key Ingredients
Skin-identical ingredient: Glycerin
Soothing: Allantoin
GOALS

• To ‘Reduce’ the ‘TIME’ on getting flawless makeup look.


• It's both a foundation and concealer, which sounds counterproductive, but not here:
Milani knows you're busy, and they want to cover your undereye circles and even out
your skin tone without the need for multiple products.
• Basically, A Makeup Multitasker
CORE CUSTOMER AUDIENCES

• Office going girls.


• This medium-to-full coverage product is exactly what your face needs on the days you
want a five-minute face.
COMPETITOR ANALYSIS

• Threats from brand like- MAC, Bobbie Brown, Smashbox, Urban decay, NARS, tarte,
SEPHORA.
• Though Urban Decay is seen as one of Milani Cosmetic's top competitors. Urban Decay
generates $328.9M more revenue vs. Milani Cosmetics.
• But our product will be new in the market, which will definitely gonna work for good for
the brand.
SWOT ANALYSIS

• Wide product range with good quality.


Strengths •
Partnered with Salt-N-Pepa.

Weakness • LIMITED DIVISIONS.

• Increase in the number of working women.


Opportunity • Increase in per capita income.
• Focus on personalization.

• Competition from brands like Urban decay, NARS, tarte, SEPHORA.


Threats • Negative Publicity.
• Covid-19 situation.

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