Challenge
Milani Cosmetics was entering a pivotal stage of growth and needed to articulate its transformation and differentiate its brand within the crowded mass beauty category. The company sought to position CEO Mary van Praag as a visionary leader whose turnaround plan had reshaped the 22-year-old brand into a $200 million indie powerhouse.

Strategy
We designed a leadership visibility architecture anchored in Milani’s transformation story and van Praag’s impact. This included developing a clear, compelling narrative about the brand’s reinvention and deploying it through a highly curated mix of executive profiles, business momentum stories, industry mainstage appearances and credibility-driving awards.

Results
Our strategy resulted in profile and feature coverage of van Praag in Forbes, Business of Fashion, CEW and other prominent publications, reinforcing her position as a transformational leader. Milani was also named to Fast Company’s Brands That Matter list and van Praag was recognized on Glossy’s 50 People Shaping Fashion and Beauty list. We further increased van Praag’s executive visibility by securing speaking engagements for her at major industry conferences, including a fireside chat at the WWD Beauty CEO Summit and mainstage appearances at Shoptalk and the World Retail Congress.