Milani

Challenge


Milani Cosmetics is a mass audience beauty brand focussed primarily in cosmetics. For over 25 years Milani Cosmetics have been making superior cosmetics establishing a name in beauty industries all around the world.

The pandemic hit the whole industry hard, and had the potential to change customer attitudes forever. Milani decided they needed support re-imagining their brand position, and regaining their footing.

The brand leadership team comprised mostly of industry veterans and needed an alternative approach to reposition the brand.

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Vision


The journey has well and truly started for evolving Milani Cosmetics into a brand with Purpose.

Three different possible brand positions have been developed, considered through market research, and at least one of them is a viable option to move forward with.

All Milani & AT stakeholders:
  • Believe in the Brand Positioning options that have been developed.
  • Are committed to bringing the evolved brand position to life.
  • Are left with an understanding of the current and future needs of cosmetics consumers.

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Approach


One of the most important team members for this project was a copywriter who had a deep understanding of the global cosmetics marketplace, could sync with our team and could work to our dynamic approach.

Once our copywriter was in place, we decided to do a deep immersion with a variety of sub-teams from inside Milani’s wals. We identified that this challenge has ad much to do about internal alignment as it did brand position.

Fully immersed, we begun parallel work streams: developing concepts and establishing test format that would give genuine responses to the brand positions without dilution.

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Results


Our last interaction with the Milani team on this project was hearing the research team deliver the results.

The research went into a lot of depth and audience segmentation to understand how each concept performed
in detail.

Each of the 3 positioning concepts scored ‘outstanding’ ratings in the research, giving Milani a choice of direction rather than just one option to move forward with.

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Thursday March 31 2022