It’s July 29th, aka National Lipstick Day.

Take a look at the #NationalLipstickDay hashtag on Twitter, and you’ll find just about every beauty brand talking about lipstick and enticing customers with a slew of promotions.

Beauty brands are luring consumers this weekend with limited time discounts and promo codes — plus, various contests on social media. MAC Cosmetics tweeted about a free lipstick giveaway in select stores this weekend. It began early Saturday, and will continue while supplies last. The brand is also offering a promo code on its website for a free lip primer with a $50 online purchase.

Here’s how CoverGirl, Avon, and L’Oreal are celebrating the “makeup holiday.”

CoverGirl Partners with Influencer Jazmina Daniel

CoverGirl has announced it is partnering with Jazmina Daniel, a “lip artist extraordinaire” in celebration of National Lipstick Day. Daniel posted this announcement early on July 29th.

Daniel will provide CoverGirl with insights about trends for lip products and share her point of view on shades to consider adding to its lineup. As part of the #COVERGIRLCollective, Daniel will also contribute during discussions regarding product formulas and shade names. She created a fun look using CoverGirl’s Melting Pout Liquid Lipstick in the photo in the slideshow above.

CoverGirl is also kicking off a promotion with Finery today. Fans will be able to shop Daniel’s makeup bag on the site.

Avon Recruits Lucy Hale To Promote Sweepstakes

The team at Avon decided to promote a best-seller to mark National Lipstick Day — Avon True Color Lipstick.

Brand Ambassador Lucy Hale and Avon Celebrity Makeup Artist Kelsey Deenihan attended a press event and photo shoot in Los Angeles last month to announce Avon’s Truly Kissable Sweepstakes, which takes place through 11:59 pm EST on July 29th. Fans have the opportunity to enter on Avon’s website for a chance to win all 40 shades of Avon True Color Lipstick.

Deenihan says, “Lipstick is an incredibly important part of every look.” Hale adds, “Every day is National Lipstick Day for me.” 

A few fun facts: An Avon lipstick is sold every 15 seconds in the U.S – and the most popular shade is Cherry Jubilee. Avon sells more than two million lipsticks every year in the U.S., which means that if each lipstick were a mile, Avon could span the earth more than 500 times.

See more, including Avon’s top lipstick shades by region, here in Avon’s infographic.

L’Oreal’s #ReadMyLips Campaign

L’Oreal is promoting its new Colour Riche Matte Lipstick on National Lipstick Day. The Colour Riche Matte collection includes 16 matte shades.

L’Oreal is asking fans to post a photo wearing a bold hue and share on social media using the hashtag #ReadMyLips. Also tag @lorealmakeup and use the additional hashtag, #LorealParis. The brand will aggregate all posts to create a global platform “where people’s voices can be seen, heard and shared,” the company states.

Anne Marie Nelson-Bogle, SVP of Marketing, L’Oréal Paris USA, says, “Conversations around National Lipstick Day have traditionally been focused on best-sellers and general lipstick facts…we wanted to participate in and elevate the conversation by not only celebrating our newest Colour Riche lip launch, but even more importantly — people’s powerful words.”

L’Oreal’s roster of celebrity spokeswomen, along with brand experts and social influencers, will all also be sharing empowering messages on social media today, along with their favorite lipstick shade. 

Looking Ahead To Celebrating National Lipstick Day 2018

National Lipstick Day seems to spark a larger conversation on social media each year. Beauty marketers might be happy to know that July 29th falls on a Sunday in 2018 – and we’re already looking forward to next year’s campaigns and promotions. 

Take a look at the photos in the slideshow above.

Photos above: Jazmina Daniel/Instagram for CoverGirl; Lucy Hale for Avon; Lucy Hale with her makeup artist Kelsey Deenihan for Avon; L’Oreal’s #ReadMyLips campaign; MAC Cosmetics’ lipstick giveaway.