In 2019, Sephora turned to VASS to launch and activate Milk Makeup on the Swedish market. The project included a dinner, event and extensive PR that resulted in qualitative exposure and valuable networks.
VASS designed a dinner and event aimed to launch and activate Milk Makeup on the Swedish market, while also pushing Sephora as the exclusive retail partner. VASS created a multifaceted strategy where we partnered with market-specific musical creators. This gave the local audience a greater understanding of the type of brand that Milk represents – a diverse, culturally cool, and on-trend brand.
Besides bought content on Instagram, VASS reached out to media, gifted key influencers and held two events that communicated both the variety of the product offerings and showed the brand culture; an intimate dinner with the founder Rassi and a fun party showcasing our musical partners.
This resulted in more than 250 clippings in print magazines as well as the social channels of Icona Pop, Rebecca Stella, Felicia Aveklew, Evelina Forsell, Linda Hallberg and more.
clippings in print and social channels