Milani Cosmetics is cranking up the nostalgia with its America’s Next Top Primer campaign – a reality TV-inspired showdown where primers are up for the ultimate glow-up title.
 
The campaign highlights Milani Cosmetics’ Conceal + Perfect Blur Out Smoothing Primer.
 
Jeremy Lowenstein, CMO of Milani Cosmetics, said,
 
“Early 2000s nostalgia is part of the cultural zeitgeist today, and we saw the perfect opportunity to revisit the era that gave rise to our brand and marked the golden age of reality television. This campaign playfully showcases the power and innovation of Milani’s new primer while celebrating a genre that defined the Millennial generation and continues to captivate Gen Zers and Gen Alphas, today’s leading culture-drivers.”
 
The campaign features a diverse cast that includes comedian and actress Zainab Johnson (Hijabs Off, Amazon Original) as the reality TV show host. 
 
She’s joined by a panel of judges played by sketch comedy actors Ele Woods (Keke Palmer’s Turnt Up with the Taylors), Amber Joy (Greenhouse Academy, Netflix), and Joe Hegyes (TikTok). 
 
Content creators Natalie Shine (The Big Silly Trivia Game), Zoe Kim, and Imani Blackmon are cast as primer contestants.
 
Valerie Enriquez, Global Creative Director of Milani Cosmetics, commented, 
 
“As an indie brand, Milani’s superpower is our exceptionally talented and nimble in-house teams, giving us the agility to move at the speed of culture while keeping true to our brand DNA. In a fast-moving industry oversaturated with bold marketing stunts, we set out to create a whimsical, mischievous campaign that is unmistakably Milani and impossible to ignore.”
 
Milani Cosmetics’ in-house creative and marketing teams conceptualized, cast, and produced the campaign. Molly Mitchell, former writer at The Late Late Show with James Corden and Freeform TV’s sitcom grown-ish, was tapped to draft the script.
 
Embracing the skinification of beauty and continuing to build on the strong equity behind the Conceal + Perfect franchise, Milani provides the latest skincare and makeup hybrid technology. 
 
Moisture-locking micro-powders create a soft-focus effect that blurs and diffuses the appearance of fine lines, pores, and imperfections. 
 
Milani’s 3D-Hydrating Complex helps smooth and soften dull skin texture while optimizing the skin’s natural hydration levels. 

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