Beauty and the Brand

ILLAMASQUA VISIT

'Show me the future'

We has another industry visit during this project, this time it was Spob, head of professional development and key artist Charlotte from Illamasqua. Spob gave us an in depth view into Illamasqua and how to company develops their products, focusing on journey between the concept and the final products produced as a result. This year we are hoping to enter into the Illamasqua distinction in makeup awards so it is essential for us to understand what Illamasqua is about and how they work as a brand, as well as what makes them unique to the market.

AVANT GARDE & COMERCIAL BRAND

- Turning 6 years old this year

- Never paid for advertising

- Started with no marketing budget

- Essential to get the brand name known

- Must work across an international audience

- Social media plays an essential part to their success

STARTING POINT - The Story

'Create a character and a story'

Products will then be developed to fit in with that concept.

Whilst Spob was telling us all about Illamasqua as a brand, their key artist Charlotte demoed a look that Illamasqua produced for the Sorapol show at London Fashion Week. The look featured inspiration taken from 'the most beautiful Scottish witches' and Malificent. Overall creating a very modern interpretation of a witch, far from the green faced stereo type we would normally associate with witches. Illamasqua are great at creating completely new and innovating ideas.

This look focuses largely on flawless dewy skin with nude tones used across the complexion to create dynamic within the look. Brushing the brows upwards and sealing them down using Pears soap created a contrasting texture against the skin. Within this look they wanted to give an insight into what they see the future of makeup to be.  

Images from the Sorapol show LFW- AW14

The feel I got from the look was a real hybrid of creepy-beautiful - very corpse-like, but ethereal. Illamasqua really focused on a flawless base for the models, with a dewy, glow on the skin with a strong facial structure. Products such as the Hollow Cream Pigment and Gleam in Aurora, along with the Sculpting Duo achieved this effortlessly. Everything was kept very cool-toned to give a withdrawn appearance and the eye was given a very heady lid/socket with the Honour Pencil and lips were kept simple using the Intense lip gloss in facade, a muted grey pink shade. Eyebrows had the hairs brushed upwards and glued to the skin using soap.