Art Director / Milk Makeup
Submitted By Elena Miska
At Milk Makeup, it's not so much about the makeup you're wearing, but rather what you're doing in it that matters. By creating a brand that speaks to something much larger than beauty, Milk Makeup has found a way of communicating to people of all ages, genders and races; people who need on-the-go, high quality, ingredient-conscious products.
Because the beauty and cosmetics industry is so filled with the same unrelatable ideals, I wanted to be able to use this as a platform for giving people confidence in a way that the industry as a whole is not doing. Makeup is an accessory; a creative tool - not something one needs in order to "be beautifula". For this reason, the casting, concepting, design elements and of course the products themselves all work together to create the brand's unique voice and point of view.
The objective for this work was to create brand and campaign imagery that speaks to real people; girls and guys on the go who use makeup as a means of self expression rather than a tool to cover something up, and who care about ingredient-conscious products.
Makeup is always shown in the same way, and photographed on the same types of people, but Milk Makeup didn't want to follow in the industry's footsteps. Instead, we found ways to portray everything in a different light, from casting to website to photographic stye in order to come up with a unique voice that resonated with real people, and gave consumers something more genuine to connect with.
Cosmetics, Beauty Products and Perfumes