"One example of this hybrid approach could be found in the company's big marketing and product development pushes of the past year, Milani CMO Jeremy Lowenstein told AdExchanger. Last year, he said, the company launched blurring powders that give a filtered look, similar to in-app filters. The idea was inspired by and lived organically on social channels, but was meant to drive mass-market, in-store shelf sales. With new product launches this year, Milani has expanded on its blurring and blur-out products."
"Most [beauty] brands launch innovation twice a year. The bulk of that innovation happens in January in the first quarter, just based off retailer planogram resets (planograms are visualizations of store shelf layouts that retailers use for planning), and then most brands do a minor reset in the second half. When you say "innovation," do you mean new product launches or some kind of investment? Yes, new product launches. Those typically happen in Q1."
"Unlike when you think of Sephora, for example, for prestige brands. They can launch anytime. There are fewer doors - 1,000 to 2,000 doors for Sephora at this point - whereas Milani is in full distribution of Ulta, Walmart, Target, Walgreens, CVS. Those major retailers only reset the color cosmetics set in store one major time a year in the first quarter, and then they'll do minor updates in the second half."
Milani is a 25-year-old independent cosmetics brand competing in the mass-market retail category. The company combines old-school retail with digital-native marketing and uses social trends to inform product development. Milani launched blurring powders that provide an in-app filter-like look, which gained organic traction on social channels while targeting in-store shelf sales. The brand has expanded blurring and blur-out product lines. Product innovation cadence is largely driven by retailer planogram resets, with major launches in Q1 and minor updates in the second half. Milani is in full distribution across major retailers and operates in 25,000-plus U.S. stores.
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