Milani Cosmetics’ fan favorite “Make It Last Setting Spray” can stand up to any competition.
According to Nielsen U.S. x AOC sales figures (over 52 weeks ending April 2024), Milani’s original “Make It Last Setting Spray” is the number-one setting spray in America. The award-winning product has a rating of 4.9 out of 5 stars on MilaniCosmetics.com and promises up to 24 hours of wear. The lightweight setting spray is waterproof, sweatproof and multitasking, made with moisture-rich glycerin and 2 percent antioxidant-rich niacinamide to prep and hydrate skin and set makeup for a natural finish.
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Notably, when Milani’s setting spray was launched in 2017, claims for the product were a bit more modest, with promises to last just 16 hours. During the pandemic, however, the setting spray’s popularity soared, propelling it from the “makeup artists’ secret weapon” to a must-have for everyday makeup users. On social media, some users even began claiming that the “magic setting spray” lasted closer to 24 hours.
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Based on these bold claims from consumers, Milani set out to retest the product vigorously, and the results proved them right. To celebrate, Milani launched a small campaign and a partnership with Barry’s in New York and Los Angeles — giving others the chance to put the setting spray to the test.
Now, for its latest campaign, the beauty brand is exploring the sweatproof resiliency of its number-one product with number-one athletes. The campaign highlights not only the fact that Milani’s setting spray makes makeup last, but also why it’s important — tapping into the importance of self-confidence that makeup has always provided to women everywhere.
Called the “Face Set. Mind Set.” campaign, the collaboration marks Milani’s’ first partnership with athletes, who represent incredible power and endurance, just like the brand’s “Make It Last Setting Spray.” In partnership, four of America’s top athletes — Team USA silver medal-winning artistic gymnast Jordan Chiles, WNBA pro Sabrina Ionescu, Team USA volleyball gold medalist Chiaka Ogbogu and weightlifting champion Mattie Rogers — celebrate how a locked-in makeup look can help boost confidence and mentally prepare you for anything, whether that’s mastering the everyday or competing at the highest level on a global stage.
“We are absolutely thrilled to join forces with Jordan, Sabrina, Chiaka and Mattie for this campaign,” said Mary van Praag, chief executive officer of Milani Cosmetics. “Because our award-winning ‘Make It Last Setting Spray’ lasts for up to 24 hours, it provides the invisible staying power that helps makeup endure through anything, whether that’s a regular workday and night out or hours of endurance training, a game in 90-degree heat, a killer floor routine or a photo-finish moment.”
Jeremy Lowenstein, chief marketing officer of Milani Cosmetics, added that this is a golden age for women’s sports across the globe and that the brand’s team “couldn’t be more excited to partner with this diverse group of top American athletes at this moment. He added that the “Face Set. Mind Set.” campaign “highlights the connection between preparing ourselves physically and mentally for the day and the idea that when our face is set, our mind will follow. Each of these inspiring champions embodies determination, endurance and confidence and we’re proud to partner with and count them as part of our passionate Milani community.”
To bring the campaign to life in images and video, Milani asked the athletes what they would want to make last.
Chiles said, “To compete at the highest level, I need to have the confidence that I look flawless and that my makeup will stay put no matter how much pressure I might face. ‘Make It Last’ sets my look so I never have to worry about my makeup running and can focus 100 percent on my routine, my performance and
my competition.”
“When I prep for the day, whether it’s a training day, a game day or a rest day, I want to look my best and know I’m physically and mentally ready for whatever the day holds,” said Ionescu. “‘Make It Last’ offers the ultimate proof of performance, even in 90-degree heat in the gym or on the court. It’s sweatproof and waterproof and has the staying power to make sure my makeup holds up, no matter what.”
“In volleyball, ‘setting’ the ball means putting it in a great position for your teammate to be able to score a point,” said Ogbogu. “‘Make It Last Setting Spray’ works the same way: by setting your makeup, it helps put you in a great frame of mind, so you can compete without distractions. All of us on the court have to be fierce and focused to win, so knowing we’ll look great no matter what lets us concentrate completely on what we need to — winning the game.”
“Competing on the world stage is an incredibly intense experience and having self-confidence is crucial to succeeding when all eyes are on you,” said Rogers. “This campaign is dedicated to the idea that
when you prepare physically by setting your face in the morning, you also help set your mind and lock into the determination you’ll need to win.”
The “Face Set. Mind Set.” campaign will live across all of Milani’s channels and the athletes’ platforms on social media under the #SetWithMilani hashtag.