Milani asks beauty fans for their 'beauty identity'

LOS ANGELES -- Milani Cosmetics is launching a new campaign that aims to inspire brand fans and beauty enthusiasts to tap into their individuality through unique makeup looks.

Milani's "What's Your Beauty Identity?" campaign kicks off with an interactive digital contest on Facebook and Instagram that runs through March 31.

Milani also introducing a new Spring 2016 collection inspired by the streets of Milan, the company says.

"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 31, 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.