Milani Cosmetics partners with top female athletes for "Face Set. Mind Set." campaign

By Cassandra Stern

- Last updated on GMT

"The 'Face Set. Mind Set.' campaign highlights the connection between preparing ourselves physically and mentally for the day and the idea that when our face is set, our mind will follow," said Jeremy Lowenstein, CMO of Milani Cosmetics. © Serhii_Yushkov Getty Images
"The 'Face Set. Mind Set.' campaign highlights the connection between preparing ourselves physically and mentally for the day and the idea that when our face is set, our mind will follow," said Jeremy Lowenstein, CMO of Milani Cosmetics. © Serhii_Yushkov Getty Images

Related tags Marketing Social media Advertising Cosmetics

The new campaign focuses on the intersection of beauty and athletic excellence as a marketing strategy by tapping top tier female athletes as brand representatives to showcase the efficacy of one of Milani Cosmetics best-selling products.

Milani Cosmetics has announced its first-ever collaboration with four of America's top female athletes for its new "Face Set. Mind Set." campaign. This initiative features Team USA artistic gymnast Jordan Chiles, WNBA star Sabrina Ionescu, Team USA volleyball gold medalist Chiaka Ogbogu, and weightlifting champion Mattie Rogers in a campaign highlighting the brand's Make It Last Setting Spray, aiming to emphasize the confidence and mental preparation that comes with "setting your makeup – and your mindset."

Behind the campaign

"This campaign marks Milani's first-ever partnership with athletes, and we are absolutely thrilled to join forces with Jordan, Sabrina, Chiaka, and Mattie for this launch," said Mary van Praag, CEO of Milani Cosmetics, in a company press release. "Because our award-winning Make It Last Setting Spray lasts for up to 24 hours, it provides the invisible staying power that helps makeup endure through anything, whether that's a regular workday and night out, or hours of endurance training, a game in 90-degree heat, a killer floor routine, or a photo-finish moment," she explained.

The partnership focuses on a pivotal time in women's athletics. Jeremy Lowenstein, CMO of Milani Cosmetics, noted in the same release, "This is a golden age for women's sports across the globe, and we couldn't be more excited to partner with this diverse group of top American athletes at this moment."

He further explained that "the 'Face Set. Mind Set.' campaign highlights the connection between preparing ourselves physically and mentally for the day and the idea that when our face is set, our mind will follow," adding that "each of these inspiring champions embodies determination, endurance, and confidence, and we're proud to partner with and count them as part of our passionate Milani community."

Since its launch in 2017, Milani's Make It Last Original Setting Spray has been named America's #1 setting spray, based on Nielsen US xAOC sales figures for the 52 weeks ending April 20, 2024, the release detailed. "The "Face Set. Mind Set." campaign will feature the four athletes in photos and videos across Milani's and the athletes' own social channels, including the Meta platforms and TikTok, as well as on streaming TV platforms beginning mid-June 2024," the release confirmed.

About the initiative's athletic partners

The campaign's representatives are all stand-out athletes in their respective sports who have earned numerous accolades. This includes USA Women's National Gymnastics team member and Olympic silver medalist Jordan Chiles, the first WNBA player to record over 500 points, 200 rebounds, and 200 assists in a single season, Sabrina Ionescu, US Women's National Volleyball team member and Olympic Gold Medalist Chiaka Ogbogu, and four-time World Weightlifting Championship silver medalist Mattie Rogers.

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