This Saturday, June 29th, is National Lipstick Day, and L’Oréal Paris is inviting everyone to post photos or videos of themselves wearing their favorite bold lip color and sharing bold words – whether it’s helping to bring light to an important message or cause or an inspirational quote. To participate, posts should tag @lorealmakeup using #ReadMyLips and #lorealparis.

The campaign is in celebration of the launch of L’Oréal Paris’ new Colour Riche Matte Lipstick. The brand’s celebrity spokeswomen, experts and social influencers are all expected to participate by sharing their favorite lip shade alongside empowering messages.

Posts that use the #ReadMyLips and #lorealparis hashtags, will be aggregated into a global platform where individual’s voices can be seen, heard and shared. Additionally, L’Oréal Paris will be selecting a few posts to share on their own global social channels with the hope of inspiring and encouraging others.