Milani Cosmetics: Marketing Plan
Milani Cosmetics: Marketing Plan
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
• 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
• 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