PR 525 Midterm

In 2025, Milk Makeup launched the Glow in the Cold campaign to reintroduce the brand as a leader in hydrating, skin-loving makeup that keeps consumers radiant and confident during the winter season. The campaign aims to solve the problem of winter dryness and dullness, which often makes makeup look patchy and uncomfortable. The campaign highlights hydration, protection, and bold self-expression as essentials for surviving and thriving in the cold months.

This midterm project aims to position Milk Makeup as the first choice for hydration-focused makeup among Gen Z and young professionals, promote everyday use during the winter season, and strengthen Milk Makeup’s image as a bold, skincare-driven brand that champions self-expression.

What Is Hydro Grip, and Why Do I Need One This Winter?

12-hour grip. All-day hydration.

When temperatures drop and the air gets dry, skin often feels tight, flaky, and thirsty. That’s where Hydro Grip comes in. Milk Makeup’s Hydro Grip Collection is not only about keeping your makeup in place, but also about keeping your skin hydrated, fresh, and radiant through the toughest winter days. Let’s dive into what Milk Makeup’s Hydro Grip Collection is and why it’s the secret weapon your skin craves this winter season.

Lock in Moisture: Hydro Grip Hydrating Primer

The original Hydro Grip Hydrating Primer is a cold-weather must-have. A clean, 13x award-winning hydrating face primer that grips makeup up to 12 hours and hydrates skin with hyaluronic acid and niacinamide to prevent makeup from caking, fading, and creasing. Think of it as a tall glass of water for your skin plus a strong adhesive for your foundation. In the winter, when skin tends to lose moisture fast, this primer ensures your complexion stays plump and your look stays put all day long.

Radiant in Winter: Hydro Grip Hydrating Gel Skin Tint

When cold weather dries out your skin, heavy foundations can feel cakey and uncomfortable. The Hydro Grip Hydrating Gel Skin Tint is the perfect winter solution. This clean, non-comedogenic, hydrating skin tint is clinically proven to last up to 12 hours without fading, caking, or settling into fine lines. Packed with triple-powered hyaluronic acid and niacinamide that’s wrapped in a weightless gel base, this first-of-its-kind formula delivers buildable light coverage and a natural dewy finish that looks like you just put it on—even at the end of the day. This is a perfect icon item of makeup-meets-skincare, giving you a dewy, healthy glow even when the weather is working against you. Pair it with the Hydro Grip Hydrating Primer for the ultimate combo of hydration and staying power.

Refresh On the Go: Hydro Grip Hydrating Setting Spray

Cold winds outside and dry indoor heat can leave skin feeling thirsty and makeup looking dull, which makes the Hydro Grip Hydrating Setting Spray a must-have. This multitasking mist locks in your look at the start of the day and revives it whenever your skin feels dull. Packed with skincare ingredients like hyaluronic acid and niacinamide, this viral cult fave is clinically proven to lock in makeup up to 12 hours with a glassy, glowy finish. And because it’s alcohol-free, you can trust it won’t dry out your skin. Becoming the priority for tossing in your bag, it’s hydration and glow in every spritz.

Choose Milk Makeup’s Hydro Grip Collection for hydration that goes beyond makeup — it’s a choice that nourishes your skin while keeping your look flawless in this winter season. Hydrate with confidence and glow strong with Milk Makeup. 

Disclaimer: All content included on this webpage was created by Yuxin Tao for a class project in Multimedia Content Creation for Brand Storytelling II (PR525) through the University of Southern California’s Public Relations and Advertising Master’s program. Tao has no official affiliation with Milk Makeup or Instagram.