And it required partnerships with key partners both on the supply chain side, the supplier where we co-collaborate on formulations, really thinking about the role of innovation. Van Praag added: “I recognized that it probably just didn’t have the right execution on all of the key elements to drive what I call a vibrant growing mass color brand. Fast forward, and we’re the leading multicultural brand now in mass color.” And then secondarily, 22 years ago, having the insight of - Black women were, at that point, the most underserved consumer in the mass market from shade development. Milani Cosmetics was launched for two reasons, Lowenstein said: “One was to democratize prestige makeup, so giving access to high-quality formulas to everybody as opposed to relegating it to a specific channel. “For me, I look at brands as, ‘Why did they start?’ And ‘How do you go back and honor those core tenants and pillars?’” “What encouraged me to join the brand, similar to Mary, was there was a lot there that just needed to be relooked at and brought back to life,” Lowenstein chimed in. Our top 50 make up the bulk of our business even though we have 390 skus.” And then, really investing in core franchises. And there were big pivots early on, van Praag said, including changing the focus “from skin care and doubling down on our core competency. What Milani Cosmetics already had was a strong DNA and footprint, known as a quality yet affordable brand serving diverse consumers.īut it needed a shake-up. “I started much like everybody else behind the Zoom screen, actually trying to orient, build trust and collaboration with a team,” she said. Praag “reassembled the team” (now just under 100, globally), and a year into her role, she brought Jeremy Lowenstein on as chief marketing officer. “We’re having explosive hyper growth right now.” Sales are more than 20 percent since pre-pandemic times, she added. “We’re roughly a $200 million business, and our business is up over 30 percent on a 52-week year-over-year basis.” “I can share with you we aggregate all of our POS,” she went on.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |