Milk Makeup and Online Communication

   

 This week I will be assessing Milk Makeup and how successful its attempts at online communication and marketing are. From what I have gathered from my research, Milk Makeup has a fairly successful online presence. An example of this is their Instagram. Their Instagram account has 2.2 million followers, and includes plenty of racial diversity, skin types, and overall have a very inclusive Instagram and marketing campaign. Another example of their success in online communication is their company website. After typing into the search bar "Milk Makeup", their own website is the first to pop up, meaning that they have successfully completed place in the marketing mix. When on their website, they have very professional photos of their products that clearly state and show what they are and how to use them, their website is organized with no extra ads or confusing links/photos, and they even have a "quizzes" section of their website to help you navigate which products will work best for you. 

    Referring back to their website, at the very top they promote their newest product (the Pore Eclipse Matte Setting Spray), and below that they have 8 tabs; these include a tab for their newest products, best sellers, skincare, makeup, exclusives, rewards, milk paper, and quizzes. If you scroll towards the middle of their home page, they include their mission statement and how they were founded in bold text that takes up the whole screen, and towards the bottom they have customer service contacts and a "who we are" tab that explains their ingredients, commitments, and sustainability practices. I believe that they organize their website this way so it is user friendly, and it highlights their products first, the reason most people go to their website, and as you scroll it opens up with more information regarding their company and their mission and commitment to inclusivity and sustainability. In my opinion, they have done this very well since it is user-friendly, organized, and it properly highlights what most people are looking for and then some. 

    As far as communicating their own online identity, I feel like they have done a great job since they have been the first company that has shown inclusivity and sustainability as its main mission from the beginning. In middle school and high school, it was rare that brands put high emphasis on these elements, and Milk always did which is why I personally gravitated towards them. They have also remained true to their online identity and identity as a company, which further solidifies their success in creating an online identity. Overall, I think Milk does a great job in creating its online identity, and I do not think it could do much more to be better in online communication. However, I believe that they could do more to transfer this identity into the stores where they are sold, like Sephora, and within their own stores. 

Song of the week - Mac Demarco Ive been waiting for her (https://youtu.be/yfRpk7fESPk)

Mac has been my favorite artist for five years now, and this amazing weather has kept him on replay all week for me