Young woman lying on her side on a white surface, holding a spray bottle labeled 'Milk Glaze', with a glass and a bottle of milk on the surface in front of her, wearing a light blue shirt and blue checkered shorts. 
REPOSITIONING & CAMPAIGN

MILKY GLAZE 2025

SERVICE: PRODUCT STRATEGY · CREATIVE STRATEGY · 
360 CAMPAIGN concept & management · PR BOX ·

The former Pre-Coloration Primer was the weakest-selling product in the range. The use case lacked relevance to non-professionals, while the formulation had much wider possibilities, broad areas of application.

I repositioned the product from a niche item to a beloved everyday product, a leave-in conditioner for all hair types. New name, new category, new narrative, new visual world.

The idea was to connect the product to an essential nutrient: milk. This not only mirrored the texture of the spray, but also the formulation style: light, nutrient, and protein-rich, and essential to our daily routine.

Four months from idea to launch.

30× sales increase
+21,5% Margin increase
#1 bestseller
Close-up of pink and purple quartz crystals with a sparkly, glittery appearance 
FEATURED IN:
The image features the word 'REBEL' stylized in a bold, outlined font.
A woman holding a bottle and box of Milky Glaze skincare product, with text displaying 'Everyday is Milk Day' and 'Instant Hydration, Lasting Shine' in the background.

MY APPROACH

  • Interview professionals to define product potential

  • Defined and profiled the target audience

  • Renaming

  • Trend research to identify cultural and category opportunities

  • Creation of a 360 ° launch campaign including pre-heat, launch, and after-glow phase.

  • Developed a campaign narrative with hero claims

  • Created & executed visual direction

  • Ideation of an extra fun PR Box (Milky fridge, the Glaze and flakes) and selection of KOL’s

OUTCOME

  • 30x more product sold then the months before

  • 3325% revenue growth per product

  • +21,5% margin increase due to higher pricing

  • #1 bestseller during launch month

A milkshake with a straw on a white surface next to a bottle and box of Milky Glaze leave-in conditioner.
A wicker basket holding two glass bottles of milk with red caps and a box labeled "Milky Glaze," with a glass of milk and a small spray bottle with a nozzle in front.
Young woman with long, wavy blonde hair wearing a white tank top, black shorts, and black boots with socks, sitting on a black rolling stool, holding a spray bottle, in front of a basket of milk bottles on a white background.
Young woman with long wavy hair, wearing glasses and a light pink shirt, looking at a skincare product bottle in her hand, in front of neutral background.

Let’s Work Together