Milk Makeup
Color sales were declining across the beauty industry in 2019. “No makeup makeup” was at its peak, and the current obsession was a healthy, dewy glow—one of the top Google beauty searches that year.
Hydro Grip Primer also launched that same year. But it wasn’t skincare—it was a makeup primer. Positioning it to resonate with both the “full-face makeup” and the “fresh-face skin” enthusiast was critical to winning the market.
I owned the go-to-market strategy for Hydro Grip Primer, which became the #1-selling primer in Sephora. As GTM lead, I partnered with product to define USPs and differentiation, built the messaging framework to guide launch and sustain strategy, and aligned editorial, email, digital, and influencer teams to create channel-native content. I also oversaw all social content development, including end-to-end video production.
First-Week Sales
The launch generated $1.2M in first-week sales and became the #1-selling primer in Sephora, Sephora.com, and MilkMakeup.com. By the end of the year, it was named Best Primer of 2019 by Allure, cementing its top five ranking into 2020.