Milani Cosmetics Announces Latest Innovation In Eyes & Heightened Digital Platform - NBC Right Now/KNDO/KNDU Tri-Cities, Yakima, WA |

Milani Cosmetics Announces Latest Innovation In Eyes & Heightened Digital Platform

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SOURCE Milani Cosmetics

LOS ANGELES, Aug. 20, 2014 /PRNewswire/ -- Milani Cosmetics, the leader in multicultural color cosmetics, announces today the launch of its most technologically advanced and dynamic cosmetic collection yet, Bella Eyes Gel Powder Eyeshadow, in addition to the brand's enhanced digital platform that provides loyal customers and new users an intuitive online space to explore the artistry of makeup and learn how to utilize cosmetics to express themselves. Via these activations, Milani aims to enrich the overall consumer experience from the moment one engages with the brand through trial to purchase, while educating the consumer and creating a platform for the brand to listen and grow with its customers.

Launched in 2002, with a re-energized executive team and business program in 2014, Milani Cosmetics is continuing to grow, as illustrated by its ranking in the top 20 performing brands in social media by Tribe Dynamics. Milani's success in the color market is seen through their continued development of innovative fashion-forward cosmetics for women of all ethnicities and ages. Bella Eyes Gel Powder Eyeshadow is available in 30 illuminating shades. The groundbreaking formula, rich in pigment, starts as a gel and is then transformed by a special process into a stunning powder eyeshadow with pure color and power wear.  This unique method creates a weightless and blendable shadow that can be easily applied with the fingertips in just one stroke, imparting vivid color with a crease-free finish.   These can be worn as shadow or highlighter and used wet or dry to ensure the perfect eye-popping look.   

"We conducted extensive research to find the best ingredients in the world to formulate Bella Eyes Gel Powder, and needless to say, the quality of this collection is unprecedented while still accessible in price point," says Milani President, Laurie Minc.  "With vibrant and rich, highly pigmented colors and advanced technology, women can achieve a multi-dimensional look with unmatched wear.  It is so exciting to introduce this collection alongside the reveal of our new digital space, as this will truly bring to life the Milani experience."

Bella Eyes Gel Powder Eyeshadow releases on in August.  The latest and greatest destination for makeup tips, trends and related topics, the website's user-friendly design makes it easy for customers to learn more about Milani Cosmetics and how to properly apply their makeup at-home or on-the-go. With engaging product pages that distinguish product variations, color options to complete the look along with key attributes including those that are vegan, Milani's revamped website is able to personalize the consumer experience as they search for the perfect fit.  Milani's innovative and limited edition products combined with the brand's elevated digital platform drive demand with a rush to market mindset, generating consumer engagement and sharing amongst fans. Features include:  

  • Tutorial "how to" videos  
  • Capability for product reviews and ratings
  • Forum to engage consumers in conversation and education
  • Expert reviews and testimonials through Milani's selected contributors, experts and beauty advisors
  • Social media feeds (Instagram, Pinterest and Twitter), consumer content and Milan-inspired blog with sharing capabilities
  • Online gift certificates, coupon codes and customer wish lists
  • Bi-lingual in English and Spanish to provide assistance to a multicultural customer base

Beyond these exciting brand initiatives, Milani Cosmetics will also be introducing a breakthrough in the nail category, Color Statement Nail Lacquer.  The collection includes 37 shades, ranging from pinks and fuchsias, lilacs and purples, to greens and blues, nudes and neutrals, corals and reds, as well as special effects and shimmers. Comprised of the richest, most color-saturated formula and delivering a long list of patented promises to ensure exceptional gloss that wears up to 14 days, this detergent and chip-resistant collection provides maximum nail protection and is available in a variety of finishes. 

For more information on Bella Eyes Gel Powder Eyeshadow or Color Statement Nail Lacquer, visit

Founded twelve years ago, Milani is the destination brand for women who love color, love to experiment with new looks and shop for makeup in better drug stores and mass merchant retailers. These women seek innovative products, in richly pigmented colors, that are formulated to work together on a range of ethnicities to complement all skin tones and ages. Milani is the multicultural brand that delivers specialty store quality, at value pricing, in hundreds of shades, using technologically superior formulas, in lips, nails, cheeks, bronzers, face, brows, liners and more.  Inspired by Milan, Milani is distributed internationally in over thirty countries. Ralph Bijou, CEO and Laurie Minc, President have a twenty seven year track record in building strong brands, including Milani, both domestically and internationally. They are passionate about the cosmetic industry and are deeply committed to innovation, quality products and sustainable, long term growth. All of Milani Cosmetics are cruelty free and some are 100% vegan.

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