top of page
mmu-logo.png

Milk Makeup Business Expansion Proposal

This project proposal aims to furnish, install, manage, and host a pop-up shop experience in New York City for one week from July 4th until July 10th, 2020. Setting up in a cosmopolitan and high-traffic city would be a strategic marketing plan in growing the business, especially on international grounds as this company is based in the United States. After the success of both the pop-up and retail store, we intend on using the same business model to expand to other cities and countries

Project Description

Project: Milk Makeup Pop-up Store
Date & Time: July 4th, 2020 - July 10th, 2020
Venue: Soho, New York
Event: The first day of the pop-up store will be a launch party with influencers, food, drinks, gift bags, and decorations. The aim of this party is to add media attention and buzz to attract even more potential customers to visit the pop-up and post about the event on social media

milk-makeup-epzeq.jpg
Screen-Shot-2018-03-28-at-11.54.03.png

Purpose

The purpose is to grow the business locally and internationally from a small company to a medium-sized company by 2025. The aim of opening a pop-up store is to validate the need and to gage the potential success of opening a retail store in New York in the future


Setting up the pop-up store in a cosmopolitan and high-traffic location would ensure a higher customer footfall and visibility. We will also receive direct customer feedback and profiles for more accurate qualitative and quantitative data. After the success of both the pop-up and retail store, we plan to expand Milk Makeup to other cities and countries


We aim to push forward Milk Makeup’s brand image as a company that uses sustainable ingredients and cares about consumers’ health. The pop-up will feature a new system of sustainable waste management

SWOT Analysis

Strengths

  • Strong brand identity

  • Popular products

  • Good marketing

  • Eco-friendly product ingredients

  • Good footfall location to start with

Weaknesses

  • Lack of awareness in the international market

  • Limited distribution of current retail channels

Opportunities

  • Growing industry to tap into international markets

  • Viral marketing from social media influencers

  • Development of eco-friendly packaging

  • Sustainability initiatives

Threats

  • Saturation of the domestic market

  • Niche market (female-dominant)

Objectives (KPIs)

Customers

  • Foot traffic on the first day (launch party): 50,000 people

  • Conversion rate: 20-25%

  • Time spent in-store per customer: 10-20 mins


Financial

  • Sales during the event: $400,000

  • Average check-out amount per person: $40

  • Increase in online sales during the pop-up week: 180-200%

​

Customers Experience

  • Customer satisfaction: 4 out of 5 stars

  • Sign up with their email: 20,000 (40% of customers)

  • Bring and recycle used Milk products/packaging: 2,000 customers

Social Media

  • Instagram profile tags per day: 100

  • Instagram & Twitter hashtags per day: 500

  • New followers on Instagram & Twitter: 25,000 each

milkmakeup_--__w_760_.jpg

Sustainability Impact

People
The ingredients used in Milk Makeup products are the reason the brand is very popular. The pop-up will give the customers a chance to test the products and learn more about the ingredients


Planet
The pop-up store will further promote the new standard of beauty and skincare brands. We promote the benefits of sustainable ingredients, recycling packaging, and sustainable store materials


Profit
The pop-up store will expand the customer base, brand awareness, and sustainability initiatives, which would ultimately increase Milk Makeup’s revenue, sales, and profit


Culture
Milk Makeup’s brand image conveys inclusivity. The products and advertising cater to all genders, skin color, sexuality, cultural backgrounds, and personal expressions. By reaching new audiences, we can foster a stronger culture of diversity and freedom of expression

UN Sustainable Development Goals

E_SDG goals_icons-individual-rgb-05.png
E_SDG goals_icons-individual-rgb-11.png

Gender Equality
Milk Makeup encourages every gender to embrace makeup, not limiting the use of makeup and skincare only to women. This project would help amplify this perspective globally


Sustainable Cities & Communities
The pop-up and future retail stores would use ecological materials, technology, and decor. This promotes the benefits of building sustainable cities and communities globally

​

​

E_SDG goals_icons-individual-rgb-08.png

Decent Work & Economic Growth
By growing the business locally and internationally, Milk Makeup would be contributing to economic growth and increasing employment opportunities in the US and other countries

​

Implementation Plan

ๆๆๆๆๆๆ.png

Gantt Chart

Milk Makeup Gantt Chart
bottom of page