Milani executives aim to take the multicultural cosmetics brand to the “next level” in 2007, complete with new products, its first print ad campaign and an entry into the hottest category in mass beauty: minerals.
“We’re going for the gold,” said Christine Scillieri, Milani’s vice president of marketing. “We have four new models to represent the brand for a new in-store look,” she said of the display headers that will adorn each merchandising assortment beginning in February. The models, she said, have a “whole different feel,” one that’s more upscale and relevant to today’s trends. Two headers were created featuring models of varying ethnicities so retailers can choose which is most appropriate for their stores’ demographic mix. Newly shot brochures describing Milani’s color items and face products have been created to help educate consumers on application and shades. Brochures will be available at shelves.
A $500,000 print ad campaign in consumer magazines is scheduled for the first half of the year.
“It’s time we put more behind this brand to bring it to the next level. We have the distribution now,” Scillieri said. Approximately $1 million has been budgeted for the year.
Milani is sold in more than 16,000 doors, including CVS (in 4- to 5-foot display sections), Walgreens (3- to 4-foot sections), Kmart and Target. The company plans to increase distribution by 10 percent in 2007.
New products include Milani Minerals, a new subbrand, offering loose powder and compact makeup. The loose powder is talc free — except in three darker shades, to deliver a less ashy finish to darker skin tones — and is packaged with a twist brush and a deep well. In addition to the eight shades offered, there will be two “Radiance” shades, or finishing powders, to be used on top of the loose powders to seal the “flawless look,” Scillieri said. Compact items are also talc free and are available in eight shades, and come with a microsheen puff. Milani Minerals’ formulas, like those of all mineral makeup, aim to be safe for acne-prone and sensitive skin. Recently, Jane & Co. announced it was entering minerals with Jane Be Pure, joining Physicians Formula, Neutrogena’s Mineral Sheers and Bare Naturale by L’Oréal Paris.
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Other new face items include Sunset Duos Blush and Bronzer, which combines blush with a bronzer; Glimmer Stripes, color shimmers for eyes, cheeks and faces; and Powder Mosaics, multicolor blush and bronzers. Sunset Duos and Glimmer Stripes come in six color combinations each and Powder Mosaics comes in eight. Glimmer Stripes is promotional for the month of October.
Lipstick is returning to the forefront, according to Scillieri, and Milani is launching Velvet Lips, a new lipstick formulated for high-impact color with a sweet, raspberry flavor. There are also four new neon lacquers for nails planned for next year.
Milani’s’ marketing executives estimate all of the new items could generate $10 million in sales for 2007. According to Information Resources Inc., Milani generated $40.9 million in sales for the latest 52-week period ended Sept. 10, up 15 percent from the previous period, excluding Wal-Mart.
To make next year’s first- half ad campaign really click, Scillieri said the brand spent a lot of time with Walgreens’ beauty advisors, educating them on the brand and new products, and providing them with thousands of samples. Makeup events in Walgreens stores are scheduled during the first half of the year.