case study
MILANI
Authenticity is a non-negotiable in beauty. Consumers demand it, brands covet it, but it doesn’t come from thin air. We love Milani because they’ve never lost sight of where they come from.
They were born in a melting pot* and create for the melting pot — real people living real lives. But what do you do when the mission you were founded on, creating beauty for communities that others overlook, gets swept up in the industry’s push to finally get its shit together? You go back to your roots. You drill down on what has always been true. And you raise your voice.
Antonym worked with Milani to reignite that voice. We crafted their new mission statement, the script for their brand video, advertising and social media campaign concepts, new messaging for key product launches and packaging, and developed a brand-new tone of voice strategy and digital style guide. Each piece ensured that the core tenets of their mission remained relentlessly consistent throughout all messaging platforms.
*East LA. The anti-Beverly Hills.
THE ANTONYM EFFECT
“Diversity, and the representation of all skin tones and body types, is the number one issue facing the beauty industry today. That doesn’t mean that you craft clever messaging, feature a wider array of skin tones, and call it problem solved.
If you want to be diverse in your messaging, you can’t divine a voice and impose it on your audience. You have to listen to what they’re telling you, and reflect that back to them in a voice that validates theirs. What they’re into, who they idolize, what makes them feel confident, how they deserve to be seen.
We got the know the Milani muse first, and the voice naturally followed. If they wouldn’t say it, we don’t. Overselling relatability is the easiest way to be unrelatable. Not a good look.”
THE LEXICON
Daring, Fearless, Audacious, Defiant, Unrestrained, Captivating, Universal, Electric, Magnetic, Hypnotic, Attitude, Smart, Unexpected, Truthful, Universal
THE MILANI MUSE
Doesn’t care about conventional wisdom.
Relentlessly tests the limits.
Radiates with authenticity.
Embraces diverse cultures, personalities, and self-expressions.
Is urban, luxe, and everything in between.
Values accessibility and affordability.
Breaks all the rules.
Covets adventure.
Blazes through life with a modern edge and youthful spirit.
Lives bravely.
Eyes the future.
