E.L.F Cosmetics is embarking on an interactive marketing drive with its consumers by encouraging them to help choose the colour of the company’s first release of its matte liquid lipstick.

Taking to Instagram, E.L.F is asking consumers to choose between its best-selling colours of the original lipsticks, which have been made into the liquid format. The move, which builds on the growing trend for consumer interaction with brands, follows E.L.F entering Ulta stores in the US – a big move for the company.

With consumers favouring the Tea Rose shade, the company is encouraging further interaction with its buyers by announcing the chosen shade via Instagram next week.