Milk Makeup

‍

Milk Makeup built its name by being everywhere: Sephora shelves, TikTok feeds, word-of-mouth, and more. But there comes a point when even the strongest DTC and social channels are talking to the same audience on repeat. So Milk Makeup put itself on the biggest screen in the house and waited to see what happened.

"I’ve spent my entire career in fashion and beauty, and one thing I know for sure: this category is visual. Texture, color, movement – it’s rich. TV is one of the only places you can show all of that full-screen and you can’t skip past it." – Zanna Roberts Rassi, Co-Founder Milk Makeup

‍

The Challenge:

Milk Makeup partnered with WorkMagic to answer a more complex question than “did people see our ad?” They wanted to know if TV could move sales–not just on their own site, but everywhere else their customers already shop.

How the campaign worked:

For five weeks, Universal Ads, with the help of measurement partner, WorkMagic, put Milk Makeup on TV in key markets and then tracked what happened everywhere else the beauty brand sells: DTC, TikTok Shop, Sephora, Amazon, Ulta. All of it. It was catching the impact of TV wherever a customer decided to buy.

TV also gave Milk Makeup something new: a way to test A/B creative to see what was resonating with viewers and then double down on what was driving results.

The results? TV didn’t just build brand recognition. It drove sales across their ecosystem.

4.4%

total sales lift across every channel measured

5.1%

order lift on Sephora (Milk Makeup’s largest distribution channel)

5.9%

order lift on Amazon

$1.34x

incremental ROAS

“What really stood out was how many of these customers were brand new to Milk Makeup. TV gave us the scale to reach people we couldn’t reach any other way and turned that into real growth.” – Zanna Roberts Rassi

Takeaway:

TV didn’t replace what Milk Makeup was already doing on social and DTC. It supercharged it. The campaign found new customers that social alone couldn’t reach, drove sales on Sephora and Amazon without ever linking to either channel, and gave Milk Makeup a real testing ground for their creative. On the biggest screen in the house TV isn’t just for awareness. It’s a growth engine that makes every other marketing channel work harder.

Support

FAQs

Why did a social-first beauty brand test TV?

Milk Makeup had grown through Sephora, TikTok and word-of-mouth, but its DTC and social channels were reaching the same audience over and over. TV gave the brand a way to reach new customers at scale, on a full screen where viewers can’t skip past the texture, color and movement that sell beauty products.

Did TV reach new customers or the brand’s existing audience?

Many of the customers TV reached were new to Milk Makeup. Co-founder Zanna Roberts Rassi said TV gave the brand the scale to reach people it couldn’t reach any other way.

Can I test different creative on TV?

Yes. Milk Makeup used the campaign to A/B test creative, see what resonated with viewers and put more behind the versions driving results.

How Milk Makeup Turned a TV Test into a Growth Channel

The Challenge:

FAQs

What are you waiting for?