Evelyn Wang has joined Milani as chief marketing officer.
Wang, who was most recently senior vice president of marketing for Wet ‘n’ Wild at Markwins, starts at Milani on Tuesday. There she will oversee all things related to brand, digital, e-commerce, communications and creative, starting with a “huge digital push.”
“Milani is an amazing brand in that it already has such high product quality — obviously with a color cosmetics brand, it starts with the product,” said Wang. “As a result of that, there’s already so many consumers and influencers who have been organically discovering the brand. That’s kind of a great moment when you have a brand who already has this upward traction on its own.”
At Milani, Wang plans to focus on amplifying the brand’s organic growth, such as YouTube videos influencers have posted without payment from Milani.
“I was watching YouTube and there are these one-branded tutorials from Jackie Aina and MannyMUA, and the crazy thing is if you look at the amount of viewing time on these videos, the Jackie Aina video equates to 80 years of continuous viewing time and the MannyMUA is over 60 years on this one tutorial.”
Milani’s masstige positioning is an area where Wang has