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Milani Cosmetics Facebook Zealot’s Research Pilot
Summary
This research was conducted to study the “Zealots” of Milani Cosmetics and
to gain a better understanding about how they interact with Milani’s brand on social
media. By understanding Milani’s loyal consumers, we are able to communicate
with them in a more authentic manner. These loyalists, or zealots will in turn give
back to Milani through various forms of referral.
Objective
The objectives of this research project are to gain a better understanding of
core targets, to build better engagement and referral, and to develop cross-client
learning that can be used in internal GRM business development activities. It is also
to ascertain the basis of a more in-depth study or potentially launching a consumer
online panel.
This research was conducted between June 22, 2016 and July 26, 2016.
There were a total of 67 participants. Over 50% of the users were age 25-34 years.
About 40% were 35 and over. The other 10% were younger than 25 years. They
were mostly lower to middle class and represented a very diverse group of varying

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backgrounds. A little more than half of the participants had children. The
participants were recruited through two invitations posted on the Milani Cosmetics
Facebook page that offered the possibility of winning $100 worth of Milani
Cosmetics. The participants had to meet requirements of product usage and
Facebook interaction to participate in the pilot project. Each participant qualified as
a loyal Milani consumer (based on history of brand following and product usage)
and engaged with social media regularly.
The research was broken up into three stages:
 Stage one was an online survey. The survey contained 28 questions that were
geared toward the attitudes regarding Milani, social media habits, and
engagement levels. Most important were the questions that delved deeper
into brand/category loyalty. There were also questions about personality
traits in order to connect similarities between participants.
 Stage two was a social media diary. We asked participants to note and
record their daily social media habits for seven days. Participants recorded
what social media platforms they went on, how long they spent on each sites,
what they liked/shared/commented on and what prompted them to make or
share a post.
 Stage three was a final follow up question. We wanted to hear what each
participant might have discovered in through participation in the project.
What surprised them the most about their social media habits after tracking
their social media activities for one week? The purpose of this question was

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to gain insight into the difference perception and reality of social media
behaviors online.
Quantitative Results (see attached)
Participant Insights:
In analyzing the data, a few valuable points of interest are revealed. Even
though the Milani Zealots were diverse, they had common threads that connected
them together:
 Almost all of the participants had used Milani products for more than one
year.
 The main factor that drove the participants brand loyalty was that the
products are always of good quality and reasonably priced.
 The color selection of the products was an important factor that put Milani in
the forefront of the participant’s minds. They really enjoy the creativity in the
posts showcasing products.
 Participants stated they learn about Milani through social media, referral,
bloggers and store displays.
The primary reasons that the Zealots follow Milani on social media: the
giveaways; to express their love, enthusiasm and support for Milani; the ability to
connect with and share with fellow brand supporters.

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Zealots can be described as innovators. These respondents want to be the
first in line to try a new product and they thrive off of being the first ones to share
the post with others. Milani Zealots are obsessed with staying on top of trends and
have to be in the loop with what’s going on in the world in general.
Some commonalities among the personalities of the respondents are that
they are outgoing, happy, trendy, have a sense of humor and are adventurous. This
coincides with an earlier point that these people are willing early adopters and like
to try new and exciting things.
Social Media Insights:
The daily diaries provided additional insight into the social media habits of
the participants. Unsurprisingly, Facebook is the platform where participants spend
the most time. Instagram, Twitter, Pinterest, and SnapChat were logged into
occasionally throughout the week, but Facebook is logged into several times daily by
almost all of the participants. Facebook is a habit and perhaps an escape from
boredom.
The research participants are very engaging on social media. They like to
spread positivity and encouragement to others, give their opinion on a topic and to
stay up to date. The participants desire to connect with friends and family, as well
as the rest of the world.
Another intriguing insight is that the participants are easily influenced by
high profile beauty bloggers. At the end of the study, participants said that they
found it surprising how much they were actually influenced by prominent people on

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social media, including makeup bloggers. The participants consider themselves a
part of the beauty community and find satisfaction in staying in tune with what is
going on within the beauty world. Overall, they respond to posts that are creatively
different, yet relate to their lifestyle.
Implications for Milani
Despite the limited scope of this project, several implications are apparent:
 Facebook frequency should be examined separately versus other sites, due to
frequency and intensity of usage by most frequent followers
 A greater mix of posts is needed that prioritize ‘community engagement’
 The Milani social zealots want to be influencers , so access to insider
information they can share can be a powerful way to increase following
 The frequency of posts and engagement interests could be tied together in a
virtual serial. A revealing quote from one of the participants: “Milani is like
your favorite television show, if you miss it, you find it, so that you can catch
up!” Recognizing and playing to the commonalities within this community
will effectively engage the top zealots.
Recommendations
The online Milani zealots don’t need to be sold. Instead, they desire more
insider information. By letting them believe that they are at the forefront of the
makeup world with the new products and trends, they will be eager to share the
love with fellow zealots and spread the word to their friends.

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 Forum. One such idea is to develop a forum where Milani lovers can share
their favorite products, showcase different looks with each other, share
advance information. A consideration is an online panel that provides
reviews, posts – the voice of the consumer.
 How-to tutorials. A lot of the participants voiced their opinion that they
would like to see more how-to tutorials featuring Milani’s different products.
A significant amount of the participants said they could really benefit from
knowing how to apply the makeup properly. This could be an opportunity to
collaborate with beauty bloggers to help Milani to showcase new products.
 Facebook live. It is recommended Facebook Live be regularly posted. Some
live video feeds on Milani’s Facebook page could include make up tips and
how-to examples. Milani should advertise these upcoming live showings
through other channels including Instagram and Twitter.
 An ongoing Zealotry Panel. Milani zealots are self-described innovators and
desire to be at the forefront of the latest trends and products. They are ready
and willing to “spread the word.” Because they know the brand so well, they
are the ideal for testing new ideas, promotions and programs. Finally, like
any great enthusiast, they want the love and respect that goes with their
fervent support. A Zealotry Panel offers an integrated program of research,
social media outreach and rewarding Milani’s best followers.
By executing the above, Milani would gain first hand insights from the most loyal
customers and kick start the referral of any new product launch or promotional

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program. Conversely, reactions by a smaller group can help forestall problems
before they get to retail or a full market offering.