Benefit Cosmetics is using Instagram to create a digital “festive village” filled with Christmas products that aim to inspire shoppers.

Benefit is launching a digital festive village on Instagram

Each week in the run-up to Christmas the US cosmetics firm will post a picture of one of its Sweet Shoppe gift sets on Instagram, with the contents of the tins tagged.

Followers of the profile will be able to tap on the image to reveal the product tags and then tap a tag to be taken to individual profiles of the products.

Users will be invited to upload their own images to the individual profile pages.

To drive awareness of the initiative Benefit is inviting fans to upload a selfie “inspired” by a Benefit product to Instagram to automatically enter a competition.

Benefit will compile all the images in a gallery of users’ looks and the best one each week will win one of its products.