Milk makeup is a New York brand which has a good reputation within the beauty industry with there modern pop art style packaging., they are particularly Instagram friendly. The brand prides themselves on being honest and only create products which have good ingredients and epic payoff. They're cruelty-free, paraben-free, and 100% vegan; currently very relevant due to the vegan and environment trends.
There new launch was recently teased on there Instagram, they used the picture below to create excitement around the idea of there new launch and range.
The range that launched soon after this post was realised was a "Kush" range which contains cannabis oil. Cannabis oil is currently been used within the pharmaceutical industry, as the well known drug has a lot of positive benefits when extracted. Its not as surprise its now in the beauty industry, there has been a range of similar products released at stores such as The Body Shop and Holland and Barrett.
Milk makeup said "Ever since the inception of Milk Makeup, we wanted to create a product that showcases the amazing properties of cannabis oil". There is no surprise me to that the makeup brand has caught on to the micro trend.
It's not a surprising move but it might be a clever one? I personally have no issue with the brand using the cannabis oil, if theres a nature resource that has potential to have a positive impact or resolve health problems then go ahead and use it.
My issue with the launch itself was the basic, typical promotion, maybe even controversial image choice. The photo is covered in small bags, typically known in the urban dictionary as "baggies" small plastic bags used to store and sell weed in. I think this is a touchy topic due to the large amount of deaths within young people around recreational drug use, they are on purposely using a object which could drawn or interest to a young consumer who sees it as there own aesthetic.
I think its a low and basic method of targeting a consumer and actually very morally poor. I have no issue with the brand creating a range around the cannabis oil but what I do have a problem with is the use of temptation. The brand is trying to market themselves as a friend to the consumer and by using the "baggies" they are showing they have insights into the interests of there possible consumer? and possibly playing along with making drug use cool and accepted. While everyone else in the industry would not promote the idea of using recreational drugs, Milk feel they have gone against the grain and tapped into the market by basically saying were with you and were also one of you, rather than slating a generation for something they are sort of accepting it and saying its okay. Using reassurance to target a consumer.
Basic marketing by a very successful brand, a brand that markets themselves as morally aware.
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