For the second year in a row, e.l.f. Cosmetics will be spearheading a nationwide model search–turning to its customers to fill the role as the new face of the makeup brand for 2011. The opportunity will kick-off on January 18 and will run until March 20, with finalist selection taking place in mid-April.

e.l.f. will be partnering with Explore Modeling, an online casting and modeling resource site to launch the contest that will be open to the general public for both entry submissions and voting. Aspiring models of all ages and ethnicities are encouraged to enter their model-esque headshots for a chance to claim the title. Submissions can be candid photos that capture both personality and features and need not be professional headshots.

Categories for the search include Teens, 20’s, 30’s and 40’s+, reflecting e.l.f.’s vast cosmetic range that speak to a wide demographic of women. Four finalists, one from each category will be chosen by e.l.f. judges and brought to NYC where they will receive a makeover from Achelle Dunaway, creative director and lead makeup artist for e.l.f. They will also partake in a professional makeup photo-shoot from which the final winner will be selected.

The lucky winner will be crowned the 2011 “face of e.l.f.,” and will be featured on the e.l.f. website, e.l.f.’s facebook page, in e.l.f.’s makeover and tutorial youtube videos and e.l.f.’s newletters. The winner will also have the chance to design a signature makeup collection which will bear their very own moniker. Additional prizes include a “Makeup for Life” e.l.f. cosmetic package or voucher, with an estimated retail value of $250 and a cash prize of $500.

“We are a company that interacts with its customers daily, if not more,” remarks Joseph Shamah, CEO and founder of e.l.f. cosmetics. “We look to them for valuable feedback and honest opinions that we absolutely integrate into the brand whenever possible. This is yet another way to strengthen our relationship with them, and who better to represent our brand personality than a true fan! We can’t wait to see the submissions and we look forward to implementing this exciting opportunity for years to come.”

For further information on Beauty At All Ages 2011 visit eyeslipsface.com.