Pure Beauty

New chapter for Milani Cosmetics

Published: 13-Feb-2014

The US cosmetics brand outlines new leadership team, marketing plans and product launches for 2014.

Milani Cosmetics has outlined the brand's new leadership team, re-worked brand platform, and new marketing and communications plans to enter its next phase for 2014 and beyond.

Launched in 2002, the brand has become a leader in multicultural colour cosmetics, while laying the foundation for significant and sustainable growth. The brand, inspired by Italy's cutting edge fashion and unique looks, use extensive research to find the most advanced ingredients to work for women of all skin tones. The brand was launched “to mirror the growing diversity in the US market and offer a world of colour cosmetics with technologically superior formulas to empower every woman to be bold and beautiful.”

The new leadership is as follows: Rhonda Baron as Vice President of Sales and Business Development, Cindy Cirlin as Senior Vice President of Product Development, Gina Hagen as Chief Financial Officer, Surawati (Lia) Tirta as Vice President of Regulatory, and Mona Monaghan-Kelliher as Chief Marketing Officer.

CEO Ralph Bijou said: “This dynamic and unique group of industry leaders is the key to strengthening our core business and preparing us for growth through strategic initiatives and product innovation”. Milani will kick off the spring season with widespread print advertising, digital and social initiatives, promotional activities at retail, a revamped website and public relations campaign across multiple media channels. Through this strategic integrated approach, the brand intends to augment sales, ignite consumer awareness and bolster buzz in the US.

This month Milani introduced a portfolio of products including lip and brow beauty essentials. Two product launches in the nail and eye categories are planned for the second half of the year, combining patented technology with daring colour palettes.

Milani Cosmetics is currently available in all CVS and Kmart stores and select Walmart and Walgreen stores, but the brand plans to expand exponentially in both domestic and international markets in 2014.

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