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The cosmetics brand is tapping into 2000s reality show ‘American’s Next Top Model’ for promotional inspo for its Conceal + Perfect Blur Out Smoothing Primer.
March 17, 2025
By: Lianna Albrizio
Associate Editor
With Y2K nostalgia on everyone’s lips, per beauty trend tracker Spate’s popularity index, Milani Cosmetics is prompting one question: “You wanna be on top?”
With modern-day beauty lovers looking back a quarter-century to the looks that ruled Y2K from juicy lips to shimmery eyeshadow, Milani Cosmetics is tapping into this aesthetic with its newest campaign inspired by 2000s reality show “America’s Next Top Model,” which was hosted by Tyra Banks.
In “America’s Next Top Primer” campaign, primers, not aspiring models, take center stage in this reality TV-inspired showdown for the title of ultimate glow-up.
“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,” said Jeremy Lowenstein, chief marketing officer, Milani Cosmetics. “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.”
Contestants range from the primer that can’t hold it together, causing makeup to run and smudge, to the overachieving primer that clings to everything it touches: Milani Cosmetics’ Conceal + Perfect Blur Out Smoothing Primer.
According to the brand, the Conceal + Perfect Blur Out Smoothing Primer, $15.99, feels like whipped souffle on skin, delivering a cooling sensation while instantly blurring, moisturizing and holding makeup all day. Moisture-locking micro-powders create a soft-focus effect that blurs and diffuses the appearance of fine lines, pores and imperfections in this makeup-skincare hybrid inspired by the skinification trend. Its 3D-Hydrating Complex smooths and softens dull texture, while optimizing the skin’s natural hydration levels. With 5% glycerin, 3% niacinamide and hyaluronic acid, the primer helps hydrate, while nutrient-rich blue algae, Korean pear extract, arnica and blue chamomile provide antioxidant benefits.
In a consumer perception study, 100% of respondents saw instantly smoother skin with a soft-blurred finish and all-day hydration and 100% agreed the primer gripped makeup immediately and made application smoother. In addition, 97% of those surveyed agreed that the look of pores and uneven texture was immediately minimized and 91% agreed the primer gripped makeup all day long and extended wear.
The campaign features a diverse cast that includes comedian and actress Zainab Johnson (“Hijabs Off,” Amazon Original) as the 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 TikToker Joe Hegyes. Content creators Natalie Shine (“The Big Silly Trivia Game”), Zoe Kim and Imani Blackmon are cast as primer contestants, each a personification of a different face primer fail – or the ultimate primer win.
“We set out to deliver something unexpected that would resonate beyond traditional beauty marketing,” said Ellen Markus, vice president, marketing, Milani Cosmetics. “By leaning into social-first storytelling and a universally relatable makeup struggle, we’re creating a moment that gets people talking, sharing and engaging with Milani in a whole new way.”
Milani ranks No. 6 among top US brands in the $2.2 billion face category and is the third fastest–growing brand within the top 10, per Nielsen IQ. Moreover, 96% of its supply chain is sourced from the same manufacturers in North America, Europe and South Korea that produce premium cosmetics sold at Sephora and Ulta.
“As Milani’s Conceal + Perfect franchise continues to be a major growth driver, we are committed to reinforcing our position as a leader in mass beauty by investing in cutting-edge formulations, strategic category expansion and meaningful consumer engagement to drive both brand loyalty and business impact,” said Mary van Praag, CEO of Milani Cosmetics.
The campaign is available across digital and social channels, including MilaniCosmetics.com, Instagram, TikTok and YouTube.
Watch “America’s Next Top Primer” here:
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