For this week’s assignment, I chose to put together an influencer mix for one of my favorite makeup brands, Milk Makeup. I started learning about all things beauty, fashion, makeup and skincare when I was twelve years old, so I actually had a ton of fun putting this mix together. Influencers have, well, influenced my interest in the beauty world for years, so spending a few hours at a coffee shop scouring social media to curate a collection of beautiful people who share my interests wasn’t all that bad.
According to my light Wikipedia research, Milk Makeup was launched in 2016 and is based in New York. The line includes several makeup and skincare products, including foundations, eyeliners, mascaras, bronzers, moisturizers, and my personal favorite, the Lip + Cheek in the shade Werk. So good. The vibe of the brand has been relatively consistent since the launch – it has a natural, fresh, urban feel, so I focused my attention on influencers who match that. Here are five influencers who I believe could help Milk Makeup grow:
Influencer #1: Chessie Domrongchai
Chessie Domrongchai is a 23-year-old woman from North Carolina who uploads makeup tutorials and reviews to her YouTube channel. With more than 28,000 subscribers, Chessie is considered a micro-influencer, but she has already collaborated with brands that see her potential. Her videos feature makeup brands that are similar to Milk Makeup, and the fresh-faced looks she creates coincide nicely with the glowy, clean feel of Milk’s line of products. In this mix, I allocated $3,500 of my $10,000 budget to Chessie. In return for the compensation, I would request two YouTube videos and an Instagram post. In the first video, she will do a full face of makeup using Milk Makeup products. This fits in nicely with her typical upload style, as she frequently does full-face looks from individual brands. The Instagram post will be a photo of her wearing all of the Milk Makeup products. In the second video, she will review the skincare products from Milk’s line. She has the largest audience size of all of the influencers I chose, so she will receive the most compensation for her work.
Influencer #2: Sarah Novio
Sarah Novio is a young woman who makes short skincare and makeup videos on the platform TikTok. She is also a micro-influencer with a reach of just over 16,000 people. She has also collaborated with other brands similar to Milk Makeup, and her MO is also gorgeous, glowing skin and clean beauty. I chose to compensate Sarah with $1,000 of the $10,000 budget in exchange for two TikTok videos. In the first video, Sarah will use skincare products from Milk Makeup’s line like the new Vegan Milk Moisturizer and Vegan Milk Cleanser. In the second, she will use products from Milk’s makeup line to create a unique makeup look. Her followers specifically look to her for skincare and makeup recommendations, so she is the perfect influencer to choose as part of this mix.
Influencer #3: Katie March
Katie March is a 20-year-old woman who creates gorgeous makeup looks and posts them to her Instagram account. Her creativity and artistic ability, in my opinion, will gain her a lot of attention online in the months and years to come. She is an extremely talented makeup artist, so I knew I had to include her in the mix. Katie will be compensated $1,500 for two Instagram posts using Milk Makeup products and promoting them in the caption of the photo. She fits the vibe of Milk Makeup well because she expresses herself uniquely through her artistry. Katie represents a different type of beauty consumer in comparison to the first two influencers I chose, so she adds a unique, creative element to the mix.
Influencer #4: Yadira Marquez
Yadira Marquez is a young Chicana woman who influences through both her Instagram account and her YouTube account. She, similar to Katie March, is also a creative makeup artist that expresses herself through her work. In this mix, Yadira would be compensated $2,500 for a YouTube video and an Instagram post. In the YouTube video, Yadira would integrate products from Milk Makeup into a creative look and then review the products. In the Instagram post, Yadira would use Milk Makeup products, tag the brand in the photo, and promote the products in the caption. Her presence on two platforms rather than just one is helpful, which is why she is compensated more than some of the other influencers.
Influencer #5: Ken Valdejueza
Ken Valdejueza is a young man from Melbourne, Australia, who is interested in skincare and makeup. He expresses himself through his gorgeous makeup artistry on his Instagram page. There, he posts both photos and short videos of himself testing and using makeup and skincare products. I chose Ken to be a part of this influencer mix because I think that he uniquely attracts both women and men who are interested in skincare and makeup, so he diversifies the demographic a bit more than the others. I would compensate Ken $1,500 for an Instagram photo and a short video utilizing Milk Makeup products. I think that the style of his page is a little different than the others, so he brings a unique element to the mix.
I had a really fun time searching for smaller influencers to promote Milk Makeup in this mix. I now have a few more people to follow on my social channels, and I learned a lot more about skincare and makeup in the process of reviewing their content! Creating the introduction slides for everyone provided me a chance to be creative with my design skills, too, which was a new experience for me! I look forward to learning more about putting together influencer mixes and how influencers can work with brands to simultaneously achieve success.
Welcome! 