MILK MAKEUP : BLUR THE LINES
Creative strategy
MILK MAKEUP : BLUR THE LINES
Creative strategy
MILK MAKEUP : BLUR THE LINES
Creative strategy
MILK MAKEUP : EXTENDING "BLUR THE LINES" FOR THE MODERN MAN.
ROLE: CREATIVE STRATEGIST YEAR: 2026 ART DIRECTION & DESIGNER: SHRAVYA RAGHUPATHY
Driven Forward, Together
Angel City Fc X Toyota
YEAR: 2026
A strategic partnership between Angel City FC and Toyota Motor Corporation built on a shared belief in progress, equity, and community impact. The core insight was that women’s football has evolved beyond sport into a cultural movement, attracting a younger, values-driven audience.
The Ask
Extend Milk Makeup's "Blur the Lines" platform in a way that stayed true to the brand's ethos while unlocking new growth.
The Insight
Curious men aren't avoiding makeup because they don't want to try it — they're avoiding the stigma of being the one to start. That hesitation fades when the suggestion comes from someone they already trust: their partner.
Driven Forward, Together
Angel City Fc X Toyota
YEAR: 2026
A strategic partnership between Angel City FC and Toyota Motor Corporation built on a shared belief in progress, equity, and community impact. The core insight was that women’s football has evolved beyond sport into a cultural movement, attracting a younger, values-driven audience.
The Strategy
Rather than positioning makeup through aspiration or expertise, the campaign leverages peer and partner validation — using the people men already trust to destigmatize use and normalize makeup as a practical, everyday tool. This positions Milk Makeup as the trusted brand for men exploring makeup.
Driven Forward, Together
Angel City Fc X Toyota
YEAR: 2026
A strategic partnership between Angel City FC and Toyota Motor Corporation built on a shared belief in progress, equity, and community impact. The core insight was that women’s football has evolved beyond sport into a cultural movement, attracting a younger, values-driven audience.
Milk Makeup activates giveaways through candid interviews where men share how they look and feel their best, allowing makeup to be discovered through peer voices rather than influencers. By hearing directly from other men, the content builds trust, removes stigma.
Milk Makeup activates giveaways through candid interviews where men share how they look and feel their best, allowing makeup to be discovered through peer voices rather than influencers. By hearing directly from other men, the content builds trust, removes stigma.
To remove confusion around how to use makeup, Milk Makeup packaging features a QR code that links to a simple quiz and product guidance. This gives men clear, judgment-free direction at the moment they’re ready to try.
To remove confusion around how to use makeup, Milk Makeup packaging features a QR code that links to a simple quiz and product guidance. This gives men clear, judgment-free direction at the moment they’re ready to try.