• Login
    • Join
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Formulary
    • Exclusives
    • Top Companies
    • Raw Materials
    • End-User
    • Packaging
    • Directories
    • Events
    • Jobs
    • More
  • Magazine
  • News
  • Formulary
  • Exclusives
  • Top Companies
  • Raw Materials
  • End-User
  • Packaging
  • Directories
  • Events
  • Jobs
  • Current / Back Issues
    Features
    Columns
    Editorial
    Digital Edition
    eNewsletter Archive
    Our Team
    Editorial Guidelines
    Subscribe Now
    Advertise Now
    Top Features
    Stepping into the Spotlight for 2021

    The Independent Beauty Association Supports Sensible Reform

    Essential Workers

    A Clean Commitment

    Deliver & Delight
    Online Exclusives
    Association News
    Breaking News
    Financial News
    Industry News
    International
    Marketing News
    New Products
    News Front
    Packaging News
    Patents
    Personnel
    Regulations
    Snapshots
    Top News
    Live From Shows
    Top News
    Associations Congratulate Biden & Harris

    David Stanko Joins JPMS

    Ross Introduces Double Cone Tumble Blender

    Colonial Chemical Announces New Facility

    Ashland Acquires Schülke & Mayr's Personal Care Business
    Blog
    Online Exclusives
    Infographics
    Podcasts
    Whitepapers
    Videos
    Expert's Opinion
    HappiTV
    eBook
    Surveys
    International Top 30 Report
    Top 50 Report
    Top Companies
    16. Young Living

    48. State Chemical

    8. Coty

    10. Diversey

    13. GlaxoSmithKline
    Actives
    Functional Ingredients
    Pigments
    Polymers
    Preservatives
    Surfactants

    Associations Congratulate Biden & Harris

    Ashland Acquires Schülke & Mayr's Personal Care Business

    FDA Issues New Guidance On Pharmaceutical Alcohol

    No7 Adds At-Home Resurfacing Peel

    A Surge in Interest for Supplements & Vitamins
    Air Care/Environmental Fragrance
    AP/Deo
    Color Cosmetics
    Disinfectants
    Fine Fragrance
    Hair Care
    Household Cleaning
    I&I Marketplace
    Laundry Care
    Oral Care
    OTC/Medicated
    Packaging
    Personal Cleansers
    Skin Care
    Sun Care
    Testing

    David Stanko Joins JPMS

    Ashland Acquires Schülke & Mayr's Personal Care Business

    FDA Issues New Guidance On Pharmaceutical Alcohol

    State Announces First SARS-CoV-2 Kill Claim

    No7 Adds At-Home Resurfacing Peel
    Lab Equipment
    Mixing
    Packaging
    Testing

    Ross Introduces Double Cone Tumble Blender

    Happi Talks: Overnight Labels

    Three Form Vertical Beauty Alliance

    Logo Design Trends for 2021 & Beyond

    Coming Clean About Stink
    Contract Manufacturing / Private Label Directory
    Buyer's Guide
    Add New Company
    Corporate Profiles
    International Buyers Guide Companies
    KLK OLEO

    LipoTrue Inc.

    Vantage Specialty Ingredients

    Praan Naturals

    Siltech Corporation
    Live From Shows
    Meetings
    Webinars
    Snapshots
    • Magazine
      • Current / Back Issues
      • Features
      • Editorial
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Formulary
    • Directories
      • Buyer's Guide
      • Contract Manufacturing / Private Label Directory
      • Corporate Profiles
      • Add Your Company
    • Raw Materials
      • Actives
      • Functional Ingredients
      • Pigments
      • Polymers
      • Preservatives
      • Surfactants
    • End-User
      • Air Care/Environmental Fragrance
      • AP/Deo
      • Color Cosmetics
      • Disinfectants
      • Fine Fragrance
      • Hair Care
      • Household Cleaning
      • I&I Marketplace
      • Laundry Care
      • Oral Care
      • OTC/Medicated
      • Packaging
      • Personal Cleansers
      • Skin Care
      • Sun Care
      • Testing
    • Packaging
      • Lab Equipment
      • Mixing
      • Packaging
      • Testing
    • Top Companies
      • International Top 30 Report
      • Top 50 Report
    • Online Exclusives
    • Experts Opinion
    • Slideshows
    • HappiTV
    • Videos
    • Podcasts
    • eBook
    • Infographics
    • Blog
    • Whitepapers
    • Surveys
      • R & D Salary Survey
      • Sales & Marketing Salary Survey
    • Job Banks
    • Events
      • Industry Events
      • Live from show Events
      • Webinars
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms of Use
    Online Exclusives

    Q&A with Milani’s New CMO

    Evelyn Wang will be leading the charge at this masstige beauty brand.

    Q&A with Milani’s New CMO
    Evelyn Wang
    Related CONTENT
    • Who Wants To Be a Millionaire?
    • Mood Booster
    • A Fresh Take on Cleansing
    • Milani Cosmetics Hires New CMO
    • J&J To Buy Japanese Skin Care Firm
    11.12.18
    Coming from Wet ‘N Wild, where she was senior VP of marketing, Evelyn Wang has recently taken the top marketing post at Milani Cosmetics, the Los Angeles-based masstige beauty brand with a reach that extends to 75 countries through key US retail partners including Walmart, Walgreens, Target, Ulta and CVS.
     
    Grace Ray, CEO of Milani Cosmetics, pointed to her new executive’s experience to help further drive Milani’s growth. That experience also includes senior leadership positions at L'Oréal Paris, Johnson & Johnson and The Estée Lauder Companies. 
     
    Soon after her appointment was effective in late October, Happi checked in with Wang about her new role and goals for the brand.
     
    HAPPI:What has you most excited about taking on this new role at Milani?
    Wang: I love the process of unlocking a brand’s personality and then connecting it to the right audience. It’s tremendously exciting to be tasked with exactly that as the brand’s first CMO. Milani has an amazing brand story to tell about dedication to artistry and craftsmanship, and how that enables you to express your individuality.
     
    HAPPI:What do you see as the core strengths of the line currently?
    Wang: This is a brand that already has a high degree of organic traction from consumers discovering its luxurious product quality at surprisingly affordable prices. There is a tremendous opportunity to amplify that process of consumer discovery and take Milani’s growth to the next level. I believe Milani has great potential to resonate with a diverse range of consumers as their next must-have cosmetics brand 
     
    HAPPI:How is the “masstige” segment of the beauty space different now than it was just a few years ago? What challenges are out there?
    Wang: Consumers are becoming more channel agnostic, and respond more to a brand’s digital positioning versus its channel of sale. Similarly, their expectations of quality have shifted. They no longer believe it’s necessary to lower their expectations when it comes to products sold at a drugstore or mass retailer. They expect rapid, on-trend innovation inspired by what they see on social media. Milani is well-poised to meet this expectation, while also delivering uncompromising quality to the consumer.
     
    HAPPI:One of your areas of expertise is tapping into Millennials’ marketplace. Do you see this group as a core customer base for Milani?
    Wang: Milani is already resonating well with Millennials and there is opportunity is to amplify that.  When I look at brands that are relevant today, I think they are brands that are tapping into key cultural moments and telling relevant brand stories. Millennial consumers are buying into a brand story, promise, aesthetic and identity and the tasks and the focus with Milani is to amplify and sharpen that aspect 
     
    HAPPI:What role will digital and social play in the brand’s marketing strategy moving forward?
    Wang: Digital and social will be central to Milani’s marketing strategy going forward, but at this point, those should be the building blocks for any beauty brand. The key is understanding and coordinating an integrated momentum among all aspects of the marketing mix from product launch timing, compelling content, influencer relationships and social. Fundamentally, it will always come back first and foremost to ensuring the relevancy of your brand story.
     
    Related Searches
    • wang
    • social media
    • digital
    • brand
    Related Knowledge Center
    • Color Cosmetics
    Suggested For You
    Who Wants To Be a Millionaire? Who Wants To Be a Millionaire?
    Mood Booster Mood Booster
    A Fresh Take on Cleansing A Fresh Take on Cleansing
    Milani Cosmetics Hires New CMO Milani Cosmetics Hires New CMO
    J&J To Buy Japanese Skin Care Firm J&J To Buy Japanese Skin Care Firm
    High Ratings  High Ratings
    In The Know In The Know
    ABBA-Solutely Successful ABBA-Solutely Successful
    Gryphon  Takes Stake in Milani Gryphon Takes Stake in Milani
    Start Them Young Start Them Young
    Milani Names CEO Milani Names CEO
    The Power of Preservatives The Power of Preservatives
    Register for FounderMade Register for FounderMade's Show Today
    Milani Gains Gryphon As Investor  Milani Gains Gryphon As Investor
    2018 R&D Salary Survey 2018 R&D Salary Survey

    Related Online Exclusives

    • Actives | Color Cosmetics | Functional Ingredients | Hair Care | Personal Cleansers | Pigments | Polymers | Preservatives | Skin Care | Surfactants
      Coming Clean About Clean Beauty

      Coming Clean About Clean Beauty

      Experts weigh in on the pros and cons of this controversial term.
      Tom Branna, Editorial Director 01.14.21

    • Color Cosmetics | Hair Care | Personal Cleansers | Skin Care
      Indie To Indie

      Indie To Indie

      Happi’s monthly “Indie Inc.” feature profiles have enabled founders to speak about their brands and to each other.
      Christine Esposito, Managing Editor 12.29.20

    • Color Cosmetics | Hair Care | Skin Care
      Let the Gifting Begin

      Let the Gifting Begin

      With shopping underway, a look at special gift sets created for this unprecedented holiday season.
      Happi Staff 12.01.20


    • Color Cosmetics | Hair Care | Household Cleaning | Skin Care
      Clean Beauty Rises at Grove Collaborative

      Clean Beauty Rises at Grove Collaborative

      The certified B Corp. is shaking up its beauty strategy. CMO Lilian Tomovich provides details.
      Happi Staff 11.30.20

    • Actives | Color Cosmetics | Functional Ingredients | Hair Care | Personal Cleansers | Pigments | Skin Care | Sun Care
      IBA Offers a Broad Range of Benefits

      IBA Offers a Broad Range of Benefits

      The Independent Beauty Association (formerly ICMAD) provides technical, legal, regulatory and business expertise to its members.
      Tom Branna, Editorial Director 11.22.20

    • Color Cosmetics | Hair Care | Packaging | Packaging | Skin Care
      Packaging & the Pandemic

      Packaging & the Pandemic

      Paul Day explains the challenges facing suppliers during COVID-19.
      Tom Branna, Editorial Director 11.10.20


    • Actives | Color Cosmetics | Functional Ingredients | Hair Care | Personal Cleansers | Skin Care
      The Eco-Conscious Consumer

      The Eco-Conscious Consumer

      Mintel expert explains how beauty companies can get in her head...and heart.
      Tom Branna, Editorial Director 11.05.20

    • Color Cosmetics | Hair Care | Skin Care
      Pitch Perfected

      Pitch Perfected

      Chris Hobson answers questions about this month's Black Girl Ventures-Rare Beauty Brands Pitch Competition.
      Christine Esposito, Managing Editor 11.02.20

    • Color Cosmetics | Hair Care
      Joy Ride

      Joy Ride

      Sisters behind an on-the-go hair and makeup company shift pampering beauty services into overdrive.
      Christine Esposito, Managing Editor 10.12.20


    • Color Cosmetics | Hair Care | Skin Care
      Keeping in Touch

      Keeping in Touch

      Perfect Corp and Estée Lauder discuss how AI/AR can keep a brand connected to customers even when counters are closed.
      Christine Esposito 09.11.20

    • Color Cosmetics
      Makeup Museum Opens in New York…Finally!

      Makeup Museum Opens in New York…Finally!

      Delayed by the pandemic, this new beauty mecca is now ready for its close-up with visitors.
      Christine Esposito, Managing Editor 09.04.20

    • Color Cosmetics | Hair Care | Skin Care
      Beauty Transformed

      Beauty Transformed

      CEW reworks its “State of the Industry” event for these rapidly-changing times.
      Christine Esposito, Managing Editor 07.27.20


    • Air Care/Environmental Fragrance | AP/Deo | Color Cosmetics | Disinfectants | Hair Care | Household Cleaning | Laundry Care | Oral Care | Personal Cleansers | Skin Care | Sun Care
      Cosmetics, Cleaners, Consumers & Coronavirus

      Cosmetics, Cleaners, Consumers & Coronavirus

      Coronavirus is impacting attitudes toward personal and home care purchases, and the overall shopping experience, according to Provoke Insights.
      Tom Branna, Editorial Director 07.25.20

    • Color Cosmetics | Household Cleaning | I&I Marketplace | Skin Care
      Virtual Living

      Virtual Living

      The pandemic has only ramped up the speed in which consumers are embracing artificial and virtual reality.
      Tom Branna, Editorial Director 06.02.20

    • Color Cosmetics | Functional Ingredients | Hair Care | Pigments | Skin Care
      Keys to E-Commerce During COVID-19

      Keys to E-Commerce During COVID-19

      Listen, plan, innovate and listen some more, says Simone Xavier.
      Simone Xavier, Sigma Beauty 06.01.20

    Trending
    • Nu Skin Launches ‘Clean’ Formula Line
    • L'Oréal Bans Animal Hair In Brushes
    • Honest, Refillable Cleaners
    • Formulating Liquid Laundry Detergents
    • P&G & The Post-Pandemic Shopper
    Breaking News
    • Associations Congratulate Biden & Harris
    • David Stanko Joins JPMS
    • Ross Introduces Double Cone Tumble Blender
    • Colonial Chemical Announces New Facility
    • Ashland Acquires Schülke & Mayr's Personal Care Business
    View Breaking News >
    CURRENT ISSUE

    January 2021

    • Stepping into the Spotlight for 2021
    • The Independent Beauty Association Supports Sensible Reform
    • Essential Workers
    • A Clean Commitment
    • Deliver & Delight
    • Reusables for Consumables In the Pandemic and Beyond
    • A Rebound for Beauty
    • Beauty Brands Must Prepare for a 'Decade of the Home'
    • A Societal Shift
    • View More >

    Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
    You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

    • About Us
    • Privacy Policy
    • Terms And Conditions
    • Contact Us

    follow us

    Subscribe
    Nutraceuticals World

    Latest Breaking News From Nutraceuticals World

    Ingredient Manufacturers Discuss the E-Sports Market
    Euromonitor Names Top Ten Trends for 2021
    Study Highlights Differences Between EPA's and DHA's Effect on Sleep
    Coatings World

    Latest Breaking News From Coatings World

    IGL Coatings Launches Graphene Reinforced Dual System Ceramic Coating
    Miller Paint Declares Simple Serenity its 2021 Color of the Year
    TAUBMANS Paint by PPG Releases ‘Chromatic Joy’ Palettes
    Medical Product Outsourcing

    Latest Breaking News From Medical Product Outsourcing

    Eitan Medical Receives FDA Clearance for Sapphire Infusion System
    Researchers Successfully ‘Fine Tune’ New Thermoplastic Biomaterial
    RSIP Vision Announces Versatile Medical Image Segmentation Tool
    Contract Pharma

    Latest Breaking News From Contract Pharma

    Global Biosciences Co. Selects ValGenesis VLMS
    Eisai Appoints Chief Clinical Officer of Oncology Biz
    Nexelis Acquires GSK Vax Lab in Marburg
    Beauty Packaging

    Latest Breaking News From Beauty Packaging

    Top Beauty Brands in the World—And Most Loved Fragrances
    P&G Reports Q2 Results
    A Lacquering Technique Makes Very Good Girl by Carolina Herrera Shine
    Happi

    Latest Breaking News From Happi

    Flow Launches Collagen Waters
    Associations Congratulate Biden & Harris
    David Stanko Joins JPMS
    Ink World

    Latest Breaking News From Ink World

    Morancé Soudure France Adds Comexi F2 MC 10-color Flexo Press
    THIMM Group Installs 1st Koenig & Bauer CorruFLEX
    Cowan Graphics Adds Fujifilm Inca OnsetX3 HS
    Label & Narrow Web

    Latest Breaking News From Label & Narrow Web

    Domino grows installation and service teams
    ABG keeps pace with demand with recruitment drive
    Acucote expands FSC-certified portfolio
    Nonwovens Industry

    Latest Breaking News From Nonwovens Industry

    First Quality Launches Incognito by Prevail
    Essity Launches Reusable Underwear Product
    Honeywell Delivered 225 Million Masks in December
    Orthopedic Design & Technology

    Latest Breaking News From Orthopedic Design & Technology

    DJO Acquires Trilliant Surgical
    FDA Breakthrough Device Designation Granted to Spiderwort's Spinal Cord Technology
    Bioventus Appoints SVP of Operations
    Printed Electronics Now

    Latest Breaking News From Printed Electronics Now

    UDC Subsidiary Adesis' Website Wins 2020 MarCom Platinum Award
    Roadsimple Modernizes Warehouse Ops with Zebra Technologies
    Graphene Flagship Launches Redesigned Website

    Copyright © 2021 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

    AD BLOCKER DETECTED

    Our website is made possible by displaying online advertisements to our visitors.
    Please consider supporting us by disabling your ad blocker.


    FREE SUBSCRIPTION Already a subscriber? Login