Milani Cosmetics Inspires #BeautyID Discovery

Leading Cosmetics Brand Incites Fans To Reveal Their Beauty Identities

Jan 22, 2016, 08:04 ET from Milani Cosmetics

LOS ANGELES, Jan. 22, 2016 /PRNewswire/ -- The leader in multicultural, technologically advanced color cosmetics, Milani announces today the launch of its "What's Your Beauty Identity?" campaign to inspire brand fans and beauty enthusiasts to tap into their individuality through unique makeup looks. In an effort to drive awareness and excitement for Milani's new 2016 product launches—a collection designed for every woman, and any style—the brand kicks off the campaign through an interactive digital contest on Facebook and Instagram starting today through March 31, 2016.

From bold matte lip colors and innovative lip oil treatments to lash enhancers, brow fiber gels and pore-minimizing face primers, Milani introduces a new collection of spring 2016 line extensions inspired by the streets of Milan that will bring eyes, lips and complexion to the forefront of every look. 

"Milani Cosmetics speaks the language of confidence and beauty. We understand that beauty is individual," says Milani President, Laurie Minc. "With our new 2016 line-up, we continue to give our customers the tools they need to express confidence through different looks. The 'Beauty Identity' campaign sets the perfect stage to celebrate each individual and the diversity of our audience. We want to share our admiration for all Milani users by creating looks that resonate with them and educate them on how to elevate their true beauty through the use of these cosmetics."

Every Thursday, through March 31st, 2016, Milani will post a themed beauty identity along with the brand's recommended 2016 products to achieve the look on the Milani Cosmetics website as well as via a newsletter to all of the brand's subscribers.  Each post will encourage fans to channel their inner persona from the Romantic to the Innovator to the Naturalist, to name a few. Social media fans can enter the contest via Facebook and Instagram; additional contest information can be found here.

Two winners will be chosen each week per platform and will be notified via direct message; winners will be announced on Facebook and Instagram every Wednesday and product bundles featuring the products highlighted within the look will be shipped out to the winners the following week. 

For more information about the "What's Your Beauty Identity?" campaign visit Milani Cosmetics, and for additional details on Milani's 2016 launches please contact Linsey Tilbor or Julia Buttitta of Behrman Communications via or

Founded fourteen years ago, Italian inspired Milani is the destination brand for women who love vibrant color, experimenting with new looks and shopping in better drug stores and mass merchant retailers. These women seek innovative products, in richly pigmented colors, that are formulated to work together on a range of ethnicities to complement universal skin tones and all ages. Milani delivers a vast range of technologically superior formulas at value pricing for the woman who seeks creativity in cosmetics. Ralph Bijou, CEO and Laurie Minc, President have a twenty eight year track record in building strong brands, including Milani, both domestically and internationally. They are passionate about the cosmetic industry and are deeply committed to innovation, quality products and sustainable, long term growth.  All of Milani Cosmetics are certified by PETA and the Leaping Bunny Program as cruelty free. 

SOURCE Milani Cosmetics