Milk Makeup – Multifunctional & High Tech
My winning selection this week, is for a makeup brand called ‘Milk Makeup’, it is a multifunctional, high tech collection of makeup built for the girl on the go. The company, Milk, is based in downtown NYC and resides in a cultural hub that sits at the crossroads of fashion, music, photography, art and film.
Imagery, Tone of Voice & Storytelling
Firstly, I was taken aback by the power of the imagery on the landing page; it is a striking close up image of a model, on top of which is a small selection of ‘Eye makeup’ products. The page does not scroll, instead you use the left slider navigation to view five other product slides each with stunning images of the range such as lips, face, skin, kits and the all important “Are you on the list?” sign up form.
The photography instantly sets the tone, the packaging of the products and branding is very strong; it’s minimal but punchy. The models that have been selected to represent the brand are really important here, they are all very different, androgynous, cool and interesting. It’s not often you see a model cover shot wearing a mouth brace, this is intentional; they want to be and are different. The creative art direction throughout the site is edgy and really showcases the product range of makeup.
Navigate to the shop, which is a simple parallax slider with the products, I really like the titling and smooth transitions between the product elements. Click on a product, and you are taken to a white page with minimal text and a small auto-play video of the product in use. It has a slick user journey, no fuss, quick to load and engaging.
For me the stand out for this website is the strong storytelling and tone of voice, the team behind the products are cofounder Mazdack Rassi, seasoned Milk Girl and creative director Georgie Greville, beauty and fashion editor Zanna Roberts Rassi, product developer and COO Dianna Ruth and makeup artist, Frank B.
That team, have a very clear vision of their target audience and know exactly how to appeal to them. They have selected specific users of their products to tell us how and why they use ‘Milk Makeup’, the videos are interviews that are snappy, urban, creative, stylish and definitely aimed at a particular age group and demographic.
They state:
“Milk Makeup is a fun, eco-conscious and cool, built for the girl on the go who spends less time getting done up, more time getting stuff done.”
I like their different take on getting their brand and message out there, there is no high gloss, cheesy strap lines like “You’re worth it”. You are buying into a culture, a lifestyle, you are made to feel like you are part of something that’s left field, which is always a winner in my book.
You can view the Milk Makeup website here.
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