The Brief
Create a breakthrough 360° campaign that leverages Make It Last Setting Spray's proof of performance to establish product superiority. Drive awareness, trial and conversion of America's #1 setting spray, while upholding Milani's reputation for meeting and exceeding the needs of its multicultural customer base.
The opportunity
Women's sport is reaching unprecedented levels of success and visibility, and with the 2024 Paris Olympics set to be one of the biggest press cycles of the summer, athletes are emerging as beauty's biggest talent and influence opportunity. Make It Last's key benefit is its invisible staying power that helps makeup endure through anything. This, combined with its #1 category leadership, made top US athletes the perfect partners to bring the setting spray's unique performance to life.
What we did
We partnered with four female Olympians: Jordan Chiles, Sabrina Ionescu, Mattie Rogers and Chiaka Ogbogu. Who each embodied Milani's authentic and inclusive beauty philosophy. Shot by Alexandra Gavillet in NYC and Houston #MakeItLast was conceived to empower women; celebrating skin, free from retouching. Instead, empowering and elevating the beauty that’s unique to them – in their own way – made possible with Milani. Comprising digital, social, OTT, the campaign spotlights our four athletes in a showcase of product endurance to give confidence mentally and physically. Embracing each talent’s unique beauty look, along with the endurance of Milani’s #MakeItLast setting spray.
