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e.l.f. Cosmetics Announces "Beauty At All Ages 2011"

2nd annual contest open to all aspiring models nationwide for a chance to become the newest face of the popular brand

NEW YORK, NY, January 23, 2011 ( For the second year in a row, e.l.f. Cosmetics ( will be spearheading a spokes model search -- turning to its own loyal customers to fill the role as the new face of the brand for 2011. The exciting, interactive opportunity will kick-off on January 18th and will run until March 20th, with finalist selection taking place in mid April.

e.l.f. Will be partnering with Explore Modeling (, a top online casting and modeling resource site to launch the contest that will be open to the general public for both entry submissions and voting. So anyone can certainly enter! Beauties of all ages and ethnicities are encouraged to enter their model-esque headshots for a chance to claim the coveted 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+, as e.l.f.'s vast cosmetic range speaks 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 an exclusive 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 newsletters. 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.

Aside from the grand-prize winner, participants also have the opportunity to win the titles of "Voter Winner" and "Popular Vote Winner." Both participants and e.l.f. fans can vote in the contest - all voters will be entered into a raffle for a new Flipcam camera, with the winner drawn at random. In addition, the contestant who receives the most votes from her peers will win a 4 night all-expense-paid beach vacation sponsored by Beaches.

"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 please visit

About e.l.f. Cosmetics:
EyesLipsFace (e.l.f.) Cosmetics was created in the belief that innovative technology, quality ingredients and superb delivery systems should not be limited to prestige retailers, and every woman should have the opportunity to experience luxury cosmetics without sacrificing her budget. Since the brand's introduction over six years ago, the e.l.f. Cosmetics website ( has grown to include over 2 million members and has become a global source for savvy beauty consumers looking for superior quality cosmetics, professional expert tips and valuable feedback.

Contact: Erin Doyle, blue sky communications. 212-995-1777

Not to be confused with online social networking sites for models, offers accurate and educational information, as well as powerful tools for aspiring models - including access to a database of more than 2,000 agency and casting director contacts worldwide and the ability to submit a portfolio to agencies via email or U.S. Mail. For anyone who wants to learn about the modeling industry and become a successful model, the free video based content offered on provides everything that's needed.


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[] e.l.f. Cosmetics Announces "Beauty At All Ages 2011"
2nd annual contest open to all aspiring models nationwide for a chance to become the newest face of the popular brand