Does Your Skin Got Milk?

Ilia Beauty Launches The Base Face Milk 

Remember when we were told that meals should always be paired with a tall glass of milk? 

While today's youth might opt for non-dairy alternatives, some of us may recall the iconic 'Got Milk?' campaigns of the 90s. 

Ilia Beauty is nodding to nostalgia marketing with the launch of The Base Face Milk, a creamy essence-moisturizer hybrid that seeks to soothe and hydrate. 

The name of their Base Face Milk launch game is SENSUAL. 

The visuals on their website are up close and personal with the models’ faces and hands, as well as clips of milk sliding down a neck. 

Launching at the start of 2024 strategically tapped into consumers' New Year's resolutions for healthier skin. Their social media channels teased blurred product images and stylized shots of the product being poured into a glass, driving anticipation. 

Hydration is inherently associated with consuming liquids. Duh. Applying that concept to their campaign visuals locks in audience recognition of the ~hydrating~ benefits of the Base Face Milk. 

You may not be able to drink it, but the videos make you want to drink it up. 

Influencer marketing boosted the launch with creator Addison Rae (88.6 million followers) posting a TikTok using the product in her everyday makeup routine garnering 21.7 million views. While their socials teased and promoted the new product, media coverage so far is quiet amongst major outlets… But that’s not to say there aren’t reviews on the horizon given how young the product is. 

Time will tell! 

So… what differentiates them in a rather saturated market? 

In their eyes, beauty and skincare are a unified concept. While that’s not a revolutionary perspective, their formulation challenges the rise in brands going au naturel. 

Contrary to the wave of brands pushing all-natural organic ingredients, Ilia recognizes the benefit of blending heavily researched natural AND synthetic ingredients. Their products are self-proclaimed “clean” but not entirely natural. 

Key Ingredients:

• Hyaluronic Acid

• Barrier Renewal Complex

• Microalgae Extract

• Prickly Pear Flower Extract 

For consumers who are hesitant to commit to a large bottle, The Base Face Milk conveniently comes in two sizes: Full 3.4 oz ($58) and Mini 1 oz. ($28). 

Bonus points for their “How to Recycle” instructions. They have capitalized on consumers’ growing demand for sustainability in ingredients AND packaging. Buyer’s regret begone. 

So, is your skin thirsty? 

And did their sensual visuals pique your interest in taking a sip?