Case study
Milani engaged Antonym to reignite its positioning with a new brand and voice strategy, an overhaul of their brand story,* and provocative, playful messaging for their inclusive portfolio of bestselling beauty products.
*Milani was born in a melting pot and creates for the melting pot — real people living real lives. But what do you do when the mission you were founded on, creating beauty for communities that others overlook, gets swept up in the industry’s push to finally start embracing inclusivity?
The Lexicon
Attitude, Audacious, Captivating, Daring, Defiant, Electric, Fearless, Hypnotic, Magnetic, Smart, Truthful, Unexpected, Universal, Unrestrained
The deliverables
Strategy
Over a three-month engagement, we led Milani senior leadership through our full tone of voice strategy process, complete with a digital voice style guide to ensure the core tenets of their messaging and mission were expressed consistently across all platforms.
Copywriting
We crafted their new mission statement, the script for their brand video, advertising and social media campaign concepts, and new messaging for product launches and packaging.
The challenge
Diversity, and the authentic representation of all skin tones and body types, is one of the biggest issues facing the beauty industry today. That doesn’t mean that you craft clever messaging, feature a wider array of skin tones, and call it problem solved.
“If you want to be diverse in your messaging, you can’t divine a voice and impose it on your audience. You have to listen to what they’re telling you, and reflect that back to them in a voice that validates theirs. What they’re into, who they idolize, what makes them feel confident, how they deserve to be seen.”
Muse-driven dialogue
We got the know the Milani muse first, and the voice naturally followed. If they wouldn’t say it, we didn’t. Overselling relatability is the easiest way to be unrelatable. Not a good look.
Doesn’t care about conventional wisdom.
Relentlessly tests the limits.
Radiates with authenticity.
Embraces diverse cultures, personalities, and self-expressions.
Is urban, luxe, and everything in between.
Values accessibility and affordability.
Breaks all the rules.
Covets adventure.
Blazes through life with a modern edge and youthful spirit.
Lives bravely.
Eyes the future.
The Milani Muse
The Antonym effect
“Having referred Antonym to so many of my clients, I'd like to think I am Antonym's most "frequent flyer." But while this may or may not be factually true, much like an excellent airline, if the service is reliable and if they provide an enjoyable experience, of course, you stay loyal.
The Antonym team are true professionals and brand savants. They work tirelessly to understand your brand DNA and voice and deliver their copy projects without a hitch. They understand deadlines and how to plan for them, plus the entire team is a pleasure to work with.
I can strongly recommend the team for a variety of tasks: website instructional copy, emails, naming, brand guidelines, internal editorial projects, and more!
Thank you for everything Antonym! (I'll be back, obviously!)”
Amelia Trumble, Digital and E-commerce Consultant
