Is Makeup that Bounces & Jiggles In?
With the texture of a bouncy gummy bear and a sheer burst of juicy color with every swipe, Milk Makeup is arguably delivering the most fun lip & cheek stain launch of the year.
The brand’s NEW Cooling Water Jelly Tints, retailing for $24 each and available in 4 vibrant shades, offer long-lasting sheer color and mess-free application with a cooling sensation.
While innovative and fun, this launch has got us thinking. Is Milk Makeup catering to “Sephora Kids” with this launch? The brand has only been showcasing adults on their socials, but with TikTok around, we all know what’s bound to happen with a product like this.
Younger girls are going to love playing around with this! Play makeup, who?
While it's cute in a way, it's also borderline gimmicky. Would you agree?
With slogans like “Pick Your Stick” and the “Tint That Won’t Quit” along with gummy candy visuals, this launch went VIRAL on social.
As part of the brand’s go-to-market strategy, MILK sent bright pink PR packages to influencers and gifted one on Instagram as well.
Milk also held a cool launch party and collaborated with @bobblehaus, placing the Jelly Tints in a claw machine at their New York location.
According to TikTokers, one downside is that it's easy to accidentally slice product off the applicator if you aren’t careful - Oooo, that’s not good….
We think this will be Milk’s biggest launch of the year and that they’ll continue to promote it alongside their bestselling Hydro Grip Primer and Matte Stick Bronzer.
What are your thoughts on a product like this going viral? And will you be giving into the rage and purchasing one for yourself?
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