Milk Makeup 2.0 by Bethany Mbuzia

Conten 6

The Brand

10 4

The Consumer

The augmented reality concept

The Economic commerce

nts: 24

The SMART Aims & Objectives

The AIDA Model

The ATL & BTL Marketing

The References

Milk Makeup is a contemporary makeup brand that was founded by Mazdack Rassi, Zanna Roberts Rassi, Georgie Greville, and Dianna Ruth and is based in downtown New York. Milk makeup is a brand that believes in in self-expression and encourages experiment to their customers, they are a brand that champion diversity, inclusivity and unique per-

sonal style. At Milk Makeup, there are no rules, Milk Makeup believes it’s not just about how you create your look; it’s what you do in it that matters (Rassi, Roberts Rassi, Greville, & Ruth, 2017). Milk Makeup only sells products that are cruelty-free and only contain natural prod-

“Genderless beauty is the future.” (Georgie Greville, 2017)

ucts that allow minimal to no preservatives. (Milk Makeup, 2017). As this is the first contemporary makeup brand, they have advertised their products with both men and women and the Milk Makeup cofounder Georgie Greville are giving everybody the opportunity to own their beauty, no matter their gender identity or sexual orientation. So they are a makeup brand that is focused on creating a genderless makeup which is important as genderless makeup is one step closer to people understanding genderless people, “Genderless beauty is the future.” (Georgie Greville, 2017). Milk makeup have also started a campaign with Very Good Light, a male beauty blog that focuses on normalising male beauty created by David Yi, called blurred lines that is all about the normalisation of genderless beauty and promoting that neither femininity or masculinity is better than each other but they actually run along one another, and your femininity doesn’t determine your masculinity and vice versa (Baragona, 2016). “Milk Makeup is all about freedom of expression. The brand has also always touted that it can be used for anyone and everyone, not just for women. I loved that they were so forthright about their mission to create a more beautiful world” (David Yi, 2017).

Gender is a socially constructed normality that stems from the feminine and masculine characteristics that are taught how to act and behave a certain way due to their sex (Kari, 2017). This is where the sociological term hyper gender, meaning the exaggerated and extreme gender roles, stems from. Hypermasculinity is a belief that men should in no way resemble a women they should be stripped of all femininity so they strive and be successful as a man, they must not convey any of the feminine traits; tenderness, compassion or empathy but should instead portray lust, rage and bravado as this is the only way to keep their masculinity intact (Michael, 2016). Hyper-femininity is the exaggeration of the feminine gender roles, these women believe that their success in life is measured and determined by creating and maintaining relationships with men, and are constantly seeking approval from what they believe as the dominant gender, the man (Porter, & Bent, 2014). People that do not conform in with the established genders “There is so much more to everyone that their reproductive organs and the societal expectations that surround them!” (Michael, 2016)

will face stigma and social exclusion these non-binary individuals who do not fit into the male, or female gender norms however 56% of people know of someone that goes by gender neutral pronouns (Tidbury, 2017) so this genderless way of living is becoming part of the mainstream, and this is the consumer for the Snatched app. The consumer is non-binary people, that don’t identify with the male and female genders or binary codes. They are a consumer group that do not have a constructed gender they do not conform to society’s constructed male or female domain and they do not dovetail to the social norms. In society today the Generation Z consumer are less focused on this idea of gender, there is a shift in the labels of male and female and people are associating their gender with their personality and their character traits. Today’s society are focusing on personality and who they are as a person, they are not “describe someone by their race and gender is not simply to describe their appearance, but to situate them in a framework of meaning and indicate the social

“Hello My Name Is Please Don’t Gender Me”

norms” (Haslanger, 2004) this is something that the Gen Z consumer is disenchanted with they want to put an end to it. “The idea is that gender is not a classification scheme based simply on anatomical or biological differences but marks social differences between individuals. Sex differences are about testicles and ovaries, the penis and the uterus” (Haslanger, 2004) non-binary people want show there are more to people than what they were born with and they shouldn’t be put in women or men box because they were born with that particular sex. “World Health Organization, gender is "the socially constructed characteristics of women and men." It goes on to emphasise the importance of sensitivity to "different identities that do not necessarily fit into binary male and female sex categories." (Escobar, 2016) due to gender being socially constructed there are people who do not fit in these norms and they go against everything that society has known and this is something that needs to be celebrated, these people have been liberated of their labels from society and how do people repay them? But calling it fake and make belief, it needs to change there needs to be global awareness and acceptance of non-binary people, because gender is not as black and white as it was once before (Ferris, 2017). Non-binary people face issues

every day, they are constantly made to feel as if they are a joke or they make up the way they feel because there is no medical term or medication or anything in the world to enforce that there are non-binary people, they don’t even have their own toilet they are forced to choose between going into the man's or women’s and are pressured into conforming into their sex (Ferris, 2017). People don’t understand the full the struggles of a non-gendered person, but what would it feel like to feel as if you don’t belong anywhere, like you can’t go to the toilet in public not knowing what clothes to buy or not knowing how you feel in your gender and no one in the general public knowing that they don’t identify to he or she yet people continue to call you mam or sir, but there isn’t much that they can do about it because they can’t wear a name tag that says “Hello My Name Is Please Don’t Gender Me” it is hurtful and they will feel like their identity is being constantly undermined (Crothers, 2016). This is the consumer that we want to reach out to we want them to feel like they are a part of something which is why this virtual reality concept is not only an app that uses virtual reality makeup using genderless makeup brand Milk Makeup but it is also a social media platform for the none conforming individuals, and it won’t use words that identify with a gender.

Social media is a basic and regular part of day to day life it has become a lifestyle now and even a job for some lucky people, but for business, it has become a platform that distributes information to consumers efficiently and on a budget. Social media now is one of the primary ways in promoting business (Siricharoen, 2012), so how can this be utilized in a way that also crosses over into the virtual and augmented reality world to create a new and exciting platform that has the convince of social media but the innovativeness of augmented reality (University of Exeter, 2011). Introducing the Snatched app that is targeted at non-binary people that add a virtual makeup layer over photos, selfies and videos using Milk Makeup products. The reason for this app is because non-binary people change their look and change how they want to look depending on how they feel so this app allows them to change it up even days after the initial photo has been taken. It also helps non-binary men play with makeup who don’t feel comfortable with it yet. The app is connected to Milk Makeups website and if the user of the app like a product that is used in the virtual makeup layer all they have to do is click and it will get sent straight

to the consumer’s house. The concept is a fun, playful and interactive way for those that don’t know how makeup is applied it is a great platform to share different looks and promote the non-binary makeup world. The app will work in a way that the user will add details on how they feel and what type of look they want to portray and the app will create the look it believes is most appropriate whether the person is feeling more masculine or feminine for that day or will even use the skin care products to just brighten and perfect the complexation if the user doesn’t feel makeup for that day. The app will also contain a full inventory of Milk Makeup and tutorials on how it can be used. The app will also contain a social media platform where the users can communicate and follow people and their different looks and share their own images and selfies, much like Instagram but more interactive and virtual and with the main feature being based on makeup. The app will not use gendered pronouns it will be a completely genderless platform that can be used for anyone no matter their gender identity or sexual orientation, the app is just about fun and a sense of belonging and this app shares the same morals and aims as Milk Makeup.

The Internet has massively changed the conduct of business. Information technology now drives businesses and markets, the Internet has become a powerful and ubiquitous communication mechanism to facilitate the consummation and processing of business transactions (DeLone, & McLean, 2004). The E-Commerce is the approach that businesses take to address the needs if the consumer to improve the quality of the service, the cost and the speed of the delivery, the EC is the paperless exchange from business to consumer (Kaushik, 2015). The strengths of the E-Commerce environment is the 24/7 availability which means that company have the opportunity to be makeup money every minute of the day with minimal overhead costs, and is also convenient for the consumer as they can just shop wherever and whenever they want, which ultimately improves customers services which go in hand with improving sales as it is a fast, efficient and reliable platform for consumers and businesses (Kaushik, 2015). Having an E-commerce presence is valuable for Milk Makeup as they are a small and independent makeup brand based in New York however by having this online presence has expanded their market internationally with minimal investments, and for this virtual reality app, it is important to reach

everyone as social media is all about connectivity and communication. It is also important for Milk Cosmetics as they are an environmentally friendly, so by choosing to go pure EC they are helping reduce air pollution as their consumers need not travel to the shop and they havenâ&#x20AC;&#x2122;t got the lights from a shop on 24/7 also helping reduce costs (Kaushik, 2015). Milk Makeup has a powerful online presence, which is the conquering purpose for its success. They have an inviting website that portrays different looks and demonstrates tutorials on how to use their makeup. Milk Makeup also has an Instagram racking up over 200 thousand followers. By launching a virtual and augmented reality app it is the most contemporary and appropriate way to penetrate and lead the now massive and most popular way of doing business. The E-Commerce environment has plenty of competition and so by launching an app that is interactive and augmented it gives Milk Makeup an edge over their internet competitors (Medi, 2013). Virtual reality is the next big step in technology and so companies need to follow this to cater for the new consumer and Milk Makeup is doing this by releasing an app that lets its non-binary consumers change their look with minimal effort.

â&#x20AC;&#x153;We wanted to present as many angles of gender as possible with a focus on ambiguous, line-blurring individuals. I wanted to show the spectrum of individuality through the lens of gender, and everyone we selected had to have a fresh, positive perspective on the subject,â&#x20AC;? -Georgie Greville Cofounder of Milk Makeup

Aims and objectives are targets that are set by businesses that they aim to achieve, the SMART acronym stands for; specific, measurable, achievable, and realistic and time bound. Specific all refers to the clear and precise aim of the said target. Measureable includes a monitored process to ensure the business is on track for their objective. Achievable ensures that the objectives challenge the business but do not end in failure the company have to fully commit to the aims in a bid to achieve them. Realistic focuses on the outcome from the aims and objectives, and time bound is the date in which the business hopes to achieve the objective by (CMI, 2014). The main objective for the Snatched virtual reality app aim to achieve is to drive sales in the gender fluid market and to be the leading brand of makeup for the non-binary consumer within the first year of the app being launched. To do this Milk Makeup have to work on making genderless makeup the norm

and socially accepted and to do this there will be print and social media campaigns with various gender fluid celebrities that share similar beliefs as Milk Makeup, such as Miley Cyrus, Amandla Stenberg and Jaden Smith. Once this gendered stigma on makeup has been diminished that is when Milk Makeup can work on tapping into the market and the use of the exciting new augmented reality social media app will do this quickly. The importance of the app is because it is new, fresh and exciting and itâ&#x20AC;&#x2122;s the next big step in technology much like genderless makeup. Virtual reality has always been something of a myth or just something seen in films but now that is not the case it is real and it is happing, the times are changing and with it need to be traditional gender codes, society cannot fall behind like it did in the 80â&#x20AC;&#x2122;s. The objective to be the leading non-binary makeup brand can be measured by the downloads the app gets and the interactive statistic of the app to the consumers.

above-the-line

below-the-line 26

marketing “Above-the-line” marketing focus on reaching a broad population with no emotionally-oriented appeals, and example of ATL marketing would be TV advertisement, as it is it can be targeted at anyone there is no specific audience. “Below-the-line” marketing approach stresses advertisement that’s targeted, customer-centric communications, measurable results and concrete return-on-investment, this could include brand endorsement through social media stars or celebrity’s, which is targeted at that specific demographic (Winterberry Group, 2006). For the augmented reality App, Snatched, the best approach to Marketing would be a combination of both ATL and BTL marketing. Above the line marketing would be to reach out to a mass audience, in a bid to raise awareness about the new app for Milk Makeup, this will be done via print advertisement (Perrin, 2015). The print advert will be promoted in selected indie independent fashion that will be in selected magazines, such as ID, Dazed and Confused, Love, WAD and Another as these magazines embrace change difference

and accept all while keeping fashion forward and edgy, much like Milk Makeup as a brand. This form of advertisement is not to necessarily drive sale but to raise awareness that Milk Makeup has created an augmented reality app that includes a social network. By reaching out to a mass market first that will give the audience who sees it time to utilise the information that have on the app and decide if they want to be part of it or may tell someone they know who might like it instead, this stage of marketing is all about raising the interest for the new hyper-reality social app. Below the Line advertisement, will be the main communication strategy for Milk Cosmetic’s augmented reality app as the app is aimed at a particular consumer group so the best way to reach them is through targeted marketing. This marketing technique is seen to be more personal to the consumer group (Jabbour, 2009) and therefore will enforce people to download and use the app, the best way for this Gen Z demographic is through social

marketing

networking, endorsement and an event this will most entice and spark interest in the decoded binary gender market. There will be a launch party for the app that will include guests such as Jaden Smith, Hari Nef, Miley Cyrus, Olly Alexander, Andreja Pejicm, Amandla Stenberg, Angel Haze, Matty Bovan and social media stars that support the gender fluid movement. The whole event will be photographed and shared on both Mail Makeup and various celebrities Snapchat to quickly communicate the event to the Gen Z consumer the whole event will also be filmed for a virtual reality 360 degrees video that will be put on the Milk Makeup website for consumers to watch, which will help further the hyper-reality aspect of the app. At the event, there will be trials of the app as it will be the first time it can be used by the public and it will also explore more into the hyper-reality world. The launch will have a futuristic feel to it while still keeping classy and fun. All the stars that attend the event will then go on to become advocates for the app, there will be so many different celebrity endorsers because Milk Makeup embraces all no matter race, gender or sexual orientation so the best way to communicate that message is to have a combination of different endorsers (Freeman, 2015).

AIDA MODEL The AIDA model is the four step process that the consumer goes through to help them make the final purchase of the product or service. The steps are; awareness, releasing information about the app and Milk Makeup and what they stand for. Interest; generate an interest for the app to create a hype to get consumers intrigued by what it is. Desire, create a want and need for the app, what makes the app desirable so that the consumers want to use it and finally action, the consumer actually downloading the app and using it (Hanlon, 2013). Milk Makeup will use the Aida model a guide to drive downloads of the app and ultimately purchases of makeup. Milk Makeup will first spark up awareness of the new app by posting sneak peeks into the construction of the app on their Instagram account, which has over 200 thousand followers (Milk Makeup, 2017) they will also post Instagram and Snapchat stories and also live snap stories of the app in production. Not only will Milk Makeup make the app is known all over social network they will also create a print campaign article in selected indie fashion magazines such

as ID and Dazed and Confused, this is first off to initiate the first impressions of the new form of social media. Secondly, Milk will spark up personal interest this will be done by sending out the print advertisements to all of the customers that have a registered account on the Milk Makeup website this is send out interest and to intrigue existing consumer of the next thing for Milk Makeup. To create desire for the app there will be an A-List event which will include celebrities such as Jaden Smith, Miley Cyrus and Amandla Stenberg, this event will be the pre-launch party and to make it even more desirable and create an even bigger hype milk will give the opportunity for five of their followers to attend the party and get given a goody bag with the bestselling Milk Makeup cosmetics and tickets to attended the events after party. Finally, the action part of the AIDA model is to release the app for public download and to ensure that all of Milk Makeups customers feel as if they are part of a big non-gendered community they will receive a personalised 10% off discount code with every first order using the augmented reality app.

â&#x20AC;&#x153;what is amazing is their awareness of the male and female balance inside themselves. That balance is different in everyone and is ultimately what we all have in common. We are all part of the spectrum of gender and hopefully this piece will help people understand that.â&#x20AC;? -Georgie Greville Cofounder of Milk Makeup

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