Milk Makeup has unveiled 'Shades of Femininity,' a video campaign with Elle magazine that entourages women to be experimental and authentic with their makeup.
Milk Makeup is known for being an inclusive cosmetics line that encourages Millennial and Gen Z consumers to express their true selves through the makeup they wear. The video interviews six women who sport a variety of makeup looks ranging from natural to eccentric and fun. Shot by Milk Makeup's co-founder, Georgie Greville, the women are asked to discuss what feminine presentation means when delivered through makeup. The overarching theme of the video is to convey the idea that makeup is meant to empower women and give them the strength to be their best and most true selves.
Gen Z consumers in particular identify will strongly with the message in the Shades of Femininity campaign. With a growing exposure to inclusive marketing, and socially conscious initiatives, this group values brands that align with its ethical values.