# Athlete-Centric Beauty Campaigns Milani Cosmetics Partners with Female Athletes By Debra John | Published 2024-06-26 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/athlete-centric-beauty-campaigns References: [beautypackaging](https://www.beautypackaging.com/contents/view_breaking-news/2024-06-20/milani-cosmetics-launches-campaign-with-us-female-athletes/) & [milanicosmetics](https://www.milanicosmetics.com/)  Milani Cosmetics announced its latest initiative, an [athlete-centric beauty campaign](https://www.trendhunter.com/trends/made-for-athletes) in partnership with American female athletes. Central to this campaign is the empowering motto “Face Set. Mind Set,” which focuses on the importance of both inner and outer strength. This campaign highlights [Milani Cosmetics'](https://www.trendhunter.com/trends/americas-next-top-primer) 'Make It Last Original Natural Finish Setting Spray,' a product renowned for its longevity and flawless finish. The campaign features a lineup of accomplished athletes, including "[Team USA](https://www.trendhunter.com/trends/loral-paris-cosmetics) silver medal-winning artistic gymnast Jordan Chiles, WNBA professional player Sabrina Ionescu, Team USA volleyball gold medalist Chiaka Ogbogu, and weightlifting champion Mattie Rogers." By collaborating with these athletes, Milani Cosmetics aims to inspire consumers to achieve their personal best, both in their daily lives and in their beauty routines. The Face Set. Mind Set campaign celebrates the synergy between physical prowess and mental fortitude, reinforcing the brand’s commitment to supporting women in all their endeavors. Image Credit: Milani Cosmetics ## Trend Insights (Trend Hunter) - Score: 4.3/10 - Popularity: 52% | Activity: 51% | Freshness: 25% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) ## Key Themes ### Why This Trend Is Growing - **Athlete-endorsed Beauty:** Cosmetics brands are leveraging athletic partnerships to highlight the connection between physical performance and beauty. - **Empowerment-focused Campaigns:** Brands are adopting empowering themes to resonate with consumers on a personal growth level, combining mental and physical strength. - **Longevity-focused Beauty Products:** There is a growing emphasis on beauty products that promise long-lasting effects, catering to the needs of active consumers. ### Industries Being Reshaped - **Cosmetics:** The cosmetics industry is increasingly focusing on collaborations with athletes to market their products as essential for an active lifestyle. - **Sports:** The sports industry is seeing opportunities to partner with beauty brands to promote holistic wellness in athletes. - **Marketing:** Marketing professionals are exploring novel campaign strategies that encompass sport and personal empowerment to appeal to broader audiences. ## Related on Trend Hunter - [Athlete-Led Marketing Strategies](https://www.trendhunter.com/trends/athleteled-marketing.md) - [Olympian-Approved Makeup Products](https://www.trendhunter.com/trends/loral-paris-cosmetics.md) - [Basktball Athlete-Approved Makeup Ranges](https://www.trendhunter.com/trends/lauren-betts.md) - [Athlete Empowerment Programmes](https://www.trendhunter.com/trends/cc-league-programme.md) - [Athlete-Starring Cosmetic Campaigns](https://www.trendhunter.com/trends/glossier-5.md) - [Athletic Beauty Collabs](https://www.trendhunter.com/trends/rematch-debuted.md) - [Empowering Female Athlete Campaigns](https://www.trendhunter.com/trends/dove-and-sports-illustrated.md) - [Gymnast Beauty Brand Partnerships](https://www.trendhunter.com/trends/gymnast-shilese-jones.md) - [Influencer-Led Mascara Campaigns](https://www.trendhunter.com/trends/milani-cosmetics-and-the-lipstick-lesbians.md)