About Conceal + Perfect Blur Out Skin Tint Stick:

Soft-filtered skin is just a swipe away. This ultra-blurring, nourishing formula melts onto skin delivering buildable light-to-medium coverage with a natural soft-matte, second skin finish. Infused with Murumuru Butter, Vitamin C-rich Guava Fruit Extract & antioxidant Vitamin E, Conceal + Perfect Blur Out Skin Tint is designed to effortlessly blur lines, even tone, & help moisturize skin. Available in 25 flexible shades made to flatter all tones. 

• Ultra-lightweight, silky formula melts onto skin
• Buildable light-to-medium coverage with a natural finish perfect for no-makeup makeup
• Natural soft-matte blurred finish for a second skin look 
• Infused with Murumuru butter to moisturize & nourish skin while supporting the natural barrier  function
• Vitamin-C rich Guava Fruit extract
• Antioxidant Vitamin E
• Easy-to-use, on-the-go format—no tools required
• Available in 25 flexible shades designed to flatter all skin tones
• Vegan & Cruelty-free Formula
• Made in Italy

Milani Cosmetics has always been a trailblazer in the "masstige" beauty category, holding the belief that everyone should have the opportunity to enjoy luxury beauty, and they do this by delivering prestige quality at an accessible price point. Milani cares deeply about the details, the nuances, and the craftsmanship of their products - it's what continues to set them apart in the marketplace. In a beauty landscape filled with dupes and fakes, Milani walks the talk. Milani creates prestige-quality products that are accessible to their core customer, and they've always been ahead of the curve when it comes to inclusivity, offering products that meet the needs of the often-underserved multiethnic consumer with more precise pigment levels and shade ranges. 

Milani's looking to create a breakthrough social campaign, focused on their Conceal + Perfect Blur Out Skin Tint Stick, that elevates the brand by focusing on the product's Italian heritage, its quality ingredients, and its superior craftsmanship - but in a way that's quite unexpected and unique. Their goal is to shake up how they've done things in the past and get people excited, so that they're talking, buying, and sharing Milani online. Your concept should be tailored to a Gen Z and Millennial audience and feel "out-of-the-box," while staying relatable and confident in what the brand stands for. 

Milani is NOT looking for a detailed breakdown of all the product attributes,  similar to what you might see in a skincare ad. Instead, they are looking for concepts with a strong point of view that'll leave an impression on the viewer. We want viewers to come away thinking that Milani is a need-to-know brand offering something unique and must-have. 

In short: high concept with purpose. Think: clean aesthetics, deliberate camera movements, symmetry, and balance, all working together to grab the viewer's attention. You can also check out this Jacquemus x Apple campaign. It's elevated - yet still cheeky and approachable. It makes you curious about the brand and want to learn more. Another example is Asics "Hectic Thoughts, Comfy Shoes" campaign. Notice the tracking shot on the shoe that highlights the product while the video itself isn't bogged down by specific product attributes? By nature, these types of elevated concepts are more visual than verbal, and the execution of these concepts still manages to feel approachable to a social-first audience. 

Maybe you take us into the life of cool Italian girl from Milan - what's her beauty routine? What does her life look like? How does the Milani Conceal + Perfect Blur Out Skin Tint Stick make her life easier? Don't think of this as a directive but rather a way to frame your thinking - we don't want to limit your creative ideas. To help illustrate your idea, we highly encourage you to submit helpful reference links to give us a sense of the aesthetic you're going for. Milani's ultimately looking to create a suite of social videos centered around one of these concepts - with runtimes that range from :60 to :06 - so your concept MUST be flexible enough to work for all those runtimes. 

To learn more about the product, checkout information in the Background. For any questions or other project updates, check out the Project Forum.

EXPOSURE: YouTube, TikTok, Meta, DTC, and OTT

TARGET AUDIENCE: Multiethnic Gen Z and Millennial consumers. Milani is for the Gen Z who's looking to trade up in quality and the Millennial who knows they want better. 

TONE/FEEL: Humorous and approachable, with an element of unexpected, unconventional

EXECUTIONAL MANDATORIES: 

• Must mention: Brand & product name
• Must Avoid: Content that is overtly sexual or related to divisive topics (politics, religion,

  sexuality, etc.)

In order to be considered, include the below materials in your submission.

• CONCEPT (REQUIRED): Tell us your Concept using up to 250 characters. Remember, a concept is not a detailed script - it is a spark of inspiration or distillation of what will happen when your concept is brought to life. As always, concepts should be clever and engaging.

• HELPFUL REFERENCE LINKS (Optional): Have you seen another idea, video or marketing activation that you think makes for a helpful reference? Feel free to include a link to any existing content that'll be useful when trying to understand your Concept.