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Milk Makeup

Launching an Entirely New Brand Exclusively with PR

The Challenge

Introduce an innovative new makeup line from the creative masterminds behind the widely successful creative culture center, Milk Studios. Milk Makeup charged DeVries with developing a strategy that would not only reveal the brand and clearly communicate its multi-layered story to the masses but also establish Milk’s “right to play” in a new industry, with credibility.

Our Approach

In a category where new makeup brands are born everyday, Milk Makeup had an original story to tell. They looked inward for inspiration and created a line that fits the lifestyle of a new generation -- courageous, ambitious, busy girls and guys who have their own take on beauty and all have something to say -- called Generation Milk. Milk Makeup’s co-founders – including an award winning filmmaker and a renowned style expert/fashion editor – were given platforms to personally show and tell their brand’s story and demonstrate their unique role in creating this breakthrough new brand.

We partnered with DeVries and challenged them to support the launch of our line in an unconventional and very ‘Milk’ way. We expected big things, set the bar high, and we were not disappointed.
Paula Roberts,
Communications Director at Milk Makeup
90 %
of coverage featured 2-3 priority messages
1 B
earned media impressions in three months

The Results

More than 90% of launch coverage featured 2-3 communication priorities (mention of co-founder(s), unique componentry, formulations, ingredients, product or packaging imagery, Milk brand culture and community, drive to MilkMakeup.com). One month into launch, Milk Makeup had already seen repeat coverage in top-tier beauty press like Vogue, Refinery29, InStyle, PopSugar, Elle to name but a few. In less than two months, Milk Makeup generated more than 150 earned media placements and 420 million impressions. And finally, three months post-launch, the brand had 1 billion earned media impressions. Talk about an imprint!