Submit concepts for a suite of playful and irreverent social videos that drive awareness of Milani's Conceal + Perfect Blur Out Skin Tint Sticks while reinforcing the brand's prestige quality and craftsmanship. 

For over 20 years, Milani Cosmetics has approached makeup with the passionate belief that everyone should have the opportunity to own and enjoy luxury beauty. Luxury that’s born inclusive, not exclusive. In fact, long before inclusivity became table stakes in the beauty space, Milani developed products that met the needs of the often-underserved multiethnic consumer via pigment levels and shade ranges designed for their diverse needs. To this day, Milani continues to innovate for and with their diverse community with a commitment to deliver high-end yet accessible luxury while championing inclusivity, self-expression and experimentation, through makeup. 

In mid-March 2025, the brand launched the America’s Next Top Primer (ANTP) campaign supporting Conceal + Perfect Blur Out Smoothing Primer. The digital/social campaign spoofed an iconic Y2K reality TV show, leaning into comedic edutainment to story-tell around the superior blurring of the Blur Out Smoothing Primer while humorously poking fun at competitive formats.

On the heels of the ANTP campaign, Milani is looking for a breakthrough concept for a sticky social content campaign that can drive awareness, trial, and conversion while establishing the superior quality of the Italian-made Blur Out Skin Tint Sticks and educating consumers about Milani's prestige craftsmanship and ingredients. The concept for this Gen Z/Millennial-centric campaign should be fun and irreverent and adapt as easily to a :60 video as it does to a :30, :15, and :06 cut-down. Your concept MUST be flexible enough to work for all those runtimes. 

While keeping a realistic execution in mind, it's crucial that your concepts have a strong creative hook that feels "out-of-the-box" and culturally relevant. Don't play it safe. In fact, unexpected and slightly unhinged ideas are encouraged! And when we say "unhinged,"  we mean inviting the audience in on the joke. We should NEVER make fun of the audience themselves. While Milani's products say luxury, they do not want the stuffy, old-fashioned makeup commercials of yore—keep it funny and approachable. Ask yourself, what would make you stop scrolling and tune into a makeup ad? What type of playful, cheeky social video would make YOU want to actually go out and try the product?

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, Millennial and Gen Z consumers

TONE/FEEL: Humorous, approachable, irreverent. Unexpected and slightly unhinged ideas are encouraged.

EXECUTIONAL MANDATORIES: 

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

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

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.

Five concept submissions will be selected and receive $300 each. Five additional concept submissions will be selected for Honorable Mentions and will receive $50 each. Submissions selected for Honorable Mention will not be used by the client, and not all submissions identified as Finalists will receive an Honorable Mention.

Should your submission be selected, you must complete the Winner Affidavit and IP Assignment forms in order to receive payment. All submitters will also receive an automated email notification when a selection has been announced. To ensure that you’re receiving project updates, review your email settings to check that you haven't unsubscribed.

1. Creators of selected submissions must provide the standard Tongal W-9, Winner Affidavit, and IP Assignment.
   
   
2. Unless provided otherwise, all work must be your own original creation and free of any copyrighted material. You shall provide detailed information of your work regarding the source, the creator and background information as requested by Tongal.
   
   
3. BY SUBMITTING AN ENTRY, YOUR SUBMISSION IMMEDIATELY BECOMES THE SOLE PROPERTY OF TONGAL OR ITS ASSIGNEES - SEE OFFICIAL RULES FOR MORE DETAILS ABOUT OWNERSHIP OF ENTRIES. YOU MAY NOT PUBLICLY SHARE OR PUBLISH YOUR SUBMISSION IN ANY MANNER AND YOU MAY NOT POST OR UPLOAD YOUR SUBMISSION TO ANY WEBSITE OR HOSTING SITE (INCLUDING, BUT NOT LIMITED TO, FACEBOOK, YOUTUBE OR VIMEO), WITHOUT THE PRIOR EXPRESS WRITTEN CONSENT OF TONGAL. FAILURE TO COMPLY WITH THIS REQUIREMENT MAY RESULT IN DISQUALIFICATION OF YOUR ENTRY IN THE PROJECT.
   
   
4. You may not contact any employees or members of the Sponsor’s organization, their affiliates, or any of their partners. Failure to comply with this requirement may result in disqualification of your entry in the project.
   
   
5. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor, nor can Submissions contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.
   
   
6. Limit 5 submissions per member.
   
   
7. You must be at least thirteen (13) years or old to enter.
   
   
8. The Sponsor reserves the right to repost the contest at their discretion.
   
   
9. See OFFICIAL RULES for additional contest information, terms and conditions. If there is any conflict or inconsistency between these requirements and the Official Rules, the terms and conditions of these requirements shall prevail.