Development of Illamasqua

In 2007, a small team of experienced business people came together with a shared vision and ambition to create a new brand in the cosmetics sector that built shareholder value and brought a new dimension to a congested marketplace. The team believed a new market space existed but they didn’t know the precise form or shape of the business they were going to grow.

The cosmetics sector was worth £1000 billion in the UK in 2006, split across the core product areas of face, eyes, lips and nails (Source: Mintel). Within this value, £330m sat at the ‘premium’ end with 24.5% value growth predicted to 2011. While the size of the market and its growth prospects demonstrated a lucrative opportunity and clear direction for the positioning territory of the proposed brand, the team knew there were several challenges and strategic decisions to be made before the brand could be formed, developed or launched:

How to:

 • create a new brand in a market dominated by large, global brands with significant marketing budgets, strong trade relationships and well established retail channels

 • build brand affinity and encourage trial with consumers in a sector where individual product loyalty has traditionally superceded loyalty to an overall brand proposition

 • motivate and engage a challenging trade audience bombarded daily by new cosmetics ranges and operating under very tight retail sales KPIs

• launch a new, premium brand against a backdrop of extreme economic uncertainty (Q3

 2008) for both trade and consumer audiences

The client realised that in order to address all of the above challenges they required a clearly defined brand positioning; product range and business plan with a supporting customer engagement strategy to create strong and immediate interest from both trade and consumer audiences.

3 Project background
The client team approached Propaganda for professional support to help address the identified opportunities and challenges at the earliest stages of the business concept. Propaganda was specifically briefed to provide strategic recommendations with reference to the brand positioning and profile, product ranges, NPD and customer engagement strategy for the new brand.

Upon consideration of the brief with the client, we recommended a bespoke Discovery programme that involved a comprehensive and rigorous study of market dynamics, consumer needs and trade motivations to ensure the recommendations were made from a position of knowledge, rather than assumption. The subsequent programme was instrumental in the creation of the Illamasqua brand and its long-term strategic direction.

4 Consulting activity
The consultative engagement, which continues to this day, was formed on the premise that we needed to understand the market at a 360° degree perspective in order to make accurate and insightful recommendations.

4.1 Scoping the market

At the first stage there was a requirement to validate and quantify the size of the market opportunity for a new brand. Propaganda interviewed market analysts and retail experts to more accurately size the premium market opportunity and provide insights into the key consumer trends that would influence decision-making.

The key insights

• The macro trend of ‘premiumisation’ (where consumers seek to reward and indulge themselves with premium brands) remained strong and relevant even in challenging economic circumstances.

 

 • There was an equally strong appetite amongst retailers to maintain a compelling premium brand range in their stores

 • The overall market was dominated by four key brands who hold over 75% of the market between them

The recommendation:

The market opportunity existed; we now needed to gain consumer insight to define the right brand positioning.

4.2 Getting underneath the skin of the consumer

Propaganda designed a two-stage consumer research programme to deliver robust consumer insights to the client.

Stage one: Creative workshops with premium make-up consumers to probe experiences, perceptions, aspirations, usage (frequency & occasion) and potential opportunities for a new brand.

The key insight: Women were extremely emotionally connected to the act of making-up, but there was little emotional connection to the brand they purchased. Consumers recorded ownership of as many as 32 brands in their cosmetics bag (up to 20 used daily) yet all were willing to switch to other brands.

The recommendation:

• Take a brand-led (versus product-led) approach to launch and rollout

• Establish an emotional connection with consumers. They have an appetite for it

Stage two: Recruited ‘early adopter’ consumers in the confidential environment of friendship groups to glean insights about their most intimate hopes and desire thus enabling the brand to build a credible emotional connection.

The key insights: • An overwhelming desire for a cosmetics brand to help consumers visibly demonstrate their desire to standout with extreme looks (e.g. fetish & glamour/burlesque)
 • A clear segment of consumers who wanted to convey their ‘alter-ego’
 • Consumers sought support and advice to achieve these ‘alter-ego’ looks

The recommendation: • Create a brand that directly and explicitly tapped into the consumer desire to bring their ‘alter-ego’ to life
 • Support consumers with professional advice on product application (in-store demonstrations, on-line videos, professional master classes)

4.3 Building the trade dialogue

Propaganda knew trade engagement was critical for initial distribution and rollout as well as long-term development and growth prospects. We conducted confidential interviews with buyers from leading UK cosmetic retailers probing their perceptions, needs, views on opportunities as well as testing the brand hypothesis.

The key insightThe primary theme was a concern about the dominance of a small number of global brands in the sector. The trade wanted a brand to launch with a differentiated proposition to provide them with strong competitive leverage (versus launching another ‘me-too’ offering). In short, they wanted a new brand to ‘shake things up’.

The recommendation: • Provide retailers with a differentiated and consumer validated proposition, creating new space in the premium category
 • Offer them competitive leverage

4.4 Building best-in-class products

The new brand needed to find a superior and successful manufacturing partner that could deliver the brand proposition, as well as meeting the challenging demands of the UK retail market. We sourced and shortlisted a number of potential partners.

The solution

A clear contender emerged to work with the brand team. Kryolan had over 80 years experience and a strong reputation for developing cosmetics for the exclusive use of professional theatre and film make-up artists.

Kryolan were the perfect fit for the new brand for three reasons:
 • Ability to create the strong pigments desired
 • Premium quality of their manufacturing
 • Absolute focus on the professional market.

By appointing them as partners, our brand broke new ground by being able to truly substantiate the use of the word ‘professional’.

4.5 Brand development through differentiation

Following all stages of the research we now needed to fully develop the brand concept. Propaganda teams worked together to translate the research insights into a brand that could be seen, heard and touched.

Positioning

From a consumer perspective, the emergence of their alter-ego was most associated with night-time. We saw an opportunity for the brand to directly tap into this insight. The new brand was explicitly positioned to focus upon the night-time; a first in the cosmetics industry.

Naming and identity

‘Illamasqua’ exuded a mysterious and alluring personality. The visual identity demonstrated the sophistication, seduction and darkness of the brand personality. ‘Illamasqua, make-up for your alter ego’ was born.

Launch Propaganda created a differentiated brand launch and implementation plan (trade  and consumer) to build immediate awareness of the brand, stimulate interest and encourage trial.

4.6 Testing the proposition with the professionals

During the final stage, Propaganda shadowed some of the country’s leading professional make-up artists on shoots and assignments to gain first-hand feedback about the brand. The professionals were extremely positive about Illamasqua and freely offered their endorsement. This, combined with the professional status of Kryolan, has allowed Illamasqua to legitimately claim its position as the first and only professional cosmetics brand in UK retail.

4.7 Keep moving forward

To ensure that Illamasqua stays at the forefront of the premium cosmetics sector, Propaganda has developed an NPD process that fuels product and range innovation. A cross functional ‘art team’ has now been established to inspire and inform every stage of new product design. The team brings together artists, musicians, professionals, media and marketers to work with consumers in fuelling the NPD pipeline for the brand.

4.8 Timescales

The Discovery programme began in October 2006, with strategic planning commencing in May 2007. The brand was fully launched via an exclusive retail listing in Selfridges, Oxford Street in November 2008.

4.9 People involved

The programme was sponsored by the Chairman at Propaganda and jointly led by the Planning and Creative Directors in the firm. Researchers, business strategists and creatives supported the lead team.

5 Success factors and challenges
Though only 13 months into trading, Illamasqua has already delivered a strong set of results from a standing start:

Sales • Wholesale sales £2.2m 2009 (retail £3.2m)
 • Wholesale sales predicted to grow to £6.3m in 2010 (retail £7.5m)
 • Online sales (via illamasqua.com) will achieve £800k during 2010 (£375k margin contribution)

Distribution • Exclusive, high profile launch in Selfridges, Oxford Street (success fuelled rollout to other Selfridges stores and stimulated further trade interest)
 • UK distribution in 8 stores (Fenwick, BT2, Selfridges, Debenhams and asos.com
 • Successful, high profile launch into 28 Sephora leading stores across the USA (August 2009)
 • Launched into Bloomingdale's Dubai secured for Q1 2010

Profile • Trade feedback shows that Illamasqua is as a serious competitor to L’Oreal, Estee Lauder and LMVH “the most exciting event in make-up for 25 years” (Source: Selfridges)
 • Illamasqua NPD has been widely celebrated by the media as a “cult new beauty brand” (source: Grazia)
 • Blind product testing with consumers outperformed MAC (biggest market share) 4 to 1
 • Illamasqua is endorsed by leading mak-up artists (e.g. Alex Box) and celebrities (Sienna Miller, Lily Allen, Beth Ditto, Courtney Love and Amber Le Bon.

6 The client/consultant relationship

From the outset, the relationship between the team at Illamasqua and Propaganda has been open, challenging and collaborative. While the objectives have evolved over time, the regular dialogue between client and firm, and the involvement of trade and consumer target audiences has ensured well-informed, real-time decision-making and proactive planning for the brand and its long-term growth.

“Since we first started thinking of creating a new cosmetics brand, Propaganda has worked side by side with us. They have challenged and evolved our thinking to ensure that we were fully prepared to take on what is certainly one of the most competitive retail sectors in the world.

They have been instrumental in tapping deep into the psyche of consumers to ensure our brand is based upon real and tangible consumer demands. The Propaganda team have combined an acute understanding of retail cosmetics with independent advice that gives us informed confidence in our decision-making. This is critical at such an early stage in the business evolution.

We are extremely proud of the brand we have built together with Propaganda and everyone at Illamasqua is excited about the future prospects for the brand, both in the UK and abroad.”

http://www.propaganda.co.uk/case-study/illamasqua-the-mca-management-awards-2010-2/#

A Profile of Illamasqua's Director of Product Development and the School of Make-Up Art, David Horne!

09.04.11

As we continue to introduce you to the creatives behind Illamasqua, we bring you a profile of Illamasqua's Director of Product Development and the School of Make-Up Art, David Horne...

What does beauty mean to you?
Beauty is a fleeting impulse, a synaptic response, an energy field, something which emits allure. It is transfixing and captivating and holds your gaze.

Why did you want to pursue a career in beauty and New Product Development?
After being a make up artist for over 20 years, mainly specializing in catwalks, I wanted to understand the cosmetic business in more detail.  Return to my roots as a designer ,which I started all those years ago back at Art school in 1986. Attain a full 360 degree perspective of cosmetic design,  whereby a make up artist only ever attains 180 degrees of what make up is about via application.

How did you get your job at Illamasqua?
Alex Box called me and asked me to join the merry band of creative oddities that is the wondrous Illamasqua. She asked me if I would come and play…in the true spirit of creativity I took the leap of faith and truly learn so much daily I have never looked back. The pace at Illamasqua is rocket speed and it is a company with a real ethos of scream if you want to go faster. I love that challenge but it is extremely hard work and is a lifestyle not a job.

What do you most enjoy about your role with Illamasqua?
Bringing new Illamasqua products to life….letting them breathe…seeing the faces of the customers who buy the product at store makes the job satisfaction so rewarding.

What were the inspirations behind the School of Make-Up Art and the courses offered?
The School of Make Up Art is a creative hub, the epicenter of Product development and the bridge between the brand and the customer. It is vital to pilot new ideas and products at the school to really see if they work and if our customers like the directions we are taking. We do not test on animals but it is vital we test on students! The school fosters new ideas in teaching and education and brings skills to the forefront of all areas of make-up design. I was thrilled we got a mannequin painter to do a masterclass and showcase her attention to detail and artistry…these are skills being lost by photoshop overt use and are so vital to the core of being an outstanding make up artist. Both Alex Box and I really champion the need for craftsmanship and technical detail within make up artistry.
 

What does Illamasqua represent to you?
Illamasqua represents the possibility of cosmetic dreams – a place where a blue lipgloss can survive in a commercial world of bland colours. It is the first mark of creativity on a canvas and represents the possibility of self expression and freedom of artistic integrity.

What is your idea of perfect happiness?
To me happiness is knowledge. With knowledge all is possible. The quest for knowledge will be my legacy.

Which living person do you most admire?
Karl Lagerfeld. He is highly humerous and talented with just the right amount of oddity and panache.

What is your greatest extravagance?

I live in the West end of London. I have always loved busy spaces and the pace keeps you alive. I deplore wasting time travelling when you can be doing more constructive things.

Which talent would you most like to have?
The superpower to become invisible upon demand how mischievous could that be!

If you were to die and come back as a person or thing, what do you think it would be?
I would come back as a magpie – I have a distinct obsession with shiny sparkly things and especially black sparkly things.

What is your most treasured possession?

My friendship with Chinyee Chu who is the School of Make Up Art Manager. Also a black jet raven pendant.

What is your motto?
Life is for education, learn how to live and live to learn.

http://www.illamasqua.com/news/archive/2011/100/

A profile of Illamasqua's Events Coordinator & National Make-Up Artist...Mika!

31.05.11

As the face of Illamasqua's Dystopia collection, the coordinator of our Flagship store and regional counter events and as one of our fabulous National Make-Up Artists, we wanted to bring a little Mika to the mix...

What does beauty mean to you?
Beauty to me is a feeling, an essence of a person rather than their appearance. I think if you feel confident about yourself you are naturally more charismatic, engaging and appealing which in turn translates to attractiveness. Confidence is beauty, I look at somebody like Katie Piper and think she is such a beautiful girl whose strength of will outdoes her scarring.
 

Why did you want to pursue a career in make-up artistry and events?
Events work came so easily to me that I didn’t realise I was actually working until my friends told me I should be getting paid for what I was doing - I just love a big night.

I have always loved to wear make-up and experiment with looks. It was through hosting that I met the wonderful Alex Box. I never dreamed of being a make-up artist until I saw the first viral images of Illamasqua, it excited me so much especially with rumours of grey lipgloss and black lipstick. I knew it was the job for me - no other company gives me inspiration like this one.

What do you most enjoy about your roles as Illamasqua’s Events Coordinator and National Make-up artist?
Meeting lots of new people and getting them to unleash their alter egos with our make-up!

What is the trait you most deplore in others?
Pettyness, small mindedness.
 

What is your greatest extravagance?
I recently spent £100 on a tempur memory foam pillow, a bit of a dull extravagance really but I sleep like a baby now

Which talent would you most like to have?
I’m not sure if this is a talent but more a superpower, I would love to be able to fly!!

Who are your heroes in real life?
Alex Box – a successful woman who is still down to Earth and spiritual.

http://www.illamasqua.com/news/archive/2011/110/

Exclusive Interview with Boy George

11.01.11

Illamasqua has an exclusive interview with Boy George to share with our wonderful followers from the DJ set he performed for Illamasqua in Selfridges. With a crowded Beauty Hall, stunned passers by and a fierce party atmosphere, Boy George certainly held his presence in Selfridges as he DJ’d and played out some of his most infamous songs for Illamasqua.

Why have you decided to work with Illamasqua?

To celebrate the success of the event we wanted to enlighten you on his thoughts of Illamasqua and the S.O.P.H.I.E charity...

Illamasqua is in my opinion a very exciting brand, a new brand that champions self expression, something I clearly relate to. I am self expression! I grew up with Illamasqua’s Joint MD Joe Corre who introduced me to their range of highly pigmented products and vast colour palette. I did this DJ set in Selfridges beauty hall by the Illamasqua counter today to celebrate their two year birthday and raise awareness for the S.O.P.H.I.E foundation, a fantastic charity Illamasqua supports which stands for Stamp Out Prejudice, Hatred and Intolerance Everywhere. All profits today will be going to the Sophie Foundation. I think the connection is brilliant. I spent my whole life doing my own thing and its horrible to think in this day and age you get killed for being different as Sophie did, so sad…

Do you have particular sources of inspiration for your makeup looks? DO you look at editorial in magazines, or the catwalk or other references, if yes, what are they, or does it all come from your imagination?

No one particular thing inspires my makeup. I don’t go for a look as such but whatever feels right and natural at the time. When I was younger I used make up as a form of rebellion, exhibitionism, however as I’ve gotten older this has changed I find that in a way I shield behind my ‘mask’, my face full of makeup, not in a protective way but in a way that feels normal and natural to me. I love make up!

What's the best thing about wearing Make-Up and would you recommend other boys do it more often?

Absolutely! In my opinion make up is one of the best inventions ever. I love make up. Many men including straight men who I know wear makeup and haven’t stopped doing so however they just don’t let people know. Why shouldn’t they?! People should be free to self express and wear make up in an unapologetic, obvious, proud way.

http://www.illamasqua.com/news/archive/2011/83/

Illamasqua Brand Film

London 27th October 2011: Carnaby Street Shopping Event

My Notes - Interview with David Horne: Jazz FM 27th October 2011

• Art school to disney and animation.
• Creating characters, transformational.
• Inlfuence from street and people, point of conviction, difference: culture, age inappropriate, stand out from the crowd.
• Celebrating unique, expressing yourself.
• Perspective of normality.
• Celebrates the idea of adding and expressing personality.
• School of make up art.
• Theatre of the nameless - 1920's Berlin
• Cabaret / burlesque, night time culture.
• Taxidermy, broken doll.
• Freak of nature, surrealism.
• Uncover a leaf, find something sparkling in the dark.

My Notes - Alex Box Interview

• Artists - Cindy Sherman, Matthew Barney.
• Narrative through make up.
• Graphical, magical, done with emotion.
• Emotive make up - interpreting feelings through brush strokes and blending.
• Art, nature, paintings, art of nature, nrtional portrait gallery, shadows and light.
• Portraits as inspiration - lighting techniques.
• Power, message.
• Faciliate people to become more themselves.
• Your own mould, not a brand mould.
• Creating characters.
• Create worlds and fantasy.
• Models - power of presence.
• Illamasqua: reflecting every kind of person, no language, film characters, alchemic symbol, made up their own word.
• Beauty - something that can hold your attention.
• Colour and nature.

Interview with Alex Box

Key Questions - 25th October 2011

• Where do people express their alter ego?
• How would people define their alter ego?
• How do people express their alter ego?
• How can make up be marketed as a positive for enhancing positive features rather than disguising negative ones?
• How can people be encouraged to get makeovers?
• How can people be made to feel comfortable with makeovers?
• How can people be shown how to use the products to their full potential?

Illamasqua Now Offering Beauty Services to Dead People

http://thegloss.com/beauty/makeup-brand-illamasqua-begins-offering-beauty-services-to-dead-people/

Usually when beauty brands collaborate with non-beauty entities, we get products like True Blood-themed eye palettes. Not today: makeup brand Illamasqua (which makes great lipstick, for the record) have just announced they’re teaming up with “established family funeral directors Leverton & Sons” to create looks for the afterlife. The service is called The Final Act of Self-Expression.

According to Illamasqua:

This unique service encourages people for whom making-up is an intimate part of their identity to plan their final transformation – one that pays tribute to who they were in life and how they want to enter the afterlife [...] Illamasqua encourages people to self-express and embrace their alter ego in every way – why should this be any different when you pass away? It is a celebration of life, and one that should be indulged for your last glamorous look. [...] To wear the most fabulous make-up applied by a professionally trained make-up artist for your final journey is the ultimate statement of celebration.

Yes, they will shellac your corpse. Although the announcement may provoke an initial stomach turning, it’s really not that weird: funeral makeup is, of course, standard practice for open-casket affairs and Illamasqua will probably just do it better (and better tailored to one’s look). The service

Mintel - Beauty Retailing 2011: Strengths and Weaknesses

Strengths

Loyalty cards – our discussion group research highlights just how popular loyalty cards are with consumers in this market. Boots and Tesco have both ramped up the rewards on their programmes and Boots also opened its scheme to online retailers in 2010 (see profile). Other players have launched schemes more recently including Debenhams (Beauty Club card) in 2009 and Space NK in 2010. Meanwhile Superdrug is about to do the same in Spring 2011 and is particularly well placed in that it can leverage the expertise of parent company AS Watson which has around 28 million customers in various loyalty schemes around the world.

Product innovation – prevalence of global manufacturers with large R&D budgets secures a constant flow of innovation and renewal in the market. Beauty is often at the forefront of latest thinking and development in areas like science and technology, provenance and sustainability, organics, packaging, and now we are seeing blurring lines between beauty and food too.

Own brands – the skincare and cosmetics market also features many popular and often good value own brands, most particularly from Boots (eg No 7, 17, Botanics, Soltan) but also from Superdrug, The Body Shop, Neal’s Yard etc. Data from Mintel’s GNPD suggest that there was a substantial development in private label products in 2010 as well as new ‘economy’ products both of which were reacting to consumers’ increasingly price-driven choices (see Weaknesses below).

E-commerce – beauty products have been slower to take off online than many categories, but are now starting to grow fast from a low base. This market lends itself well to online purchasing as the products are small and easy to distribute to individual homes, and high margin premium lines allow the more upmarket retailers to build in free delivery to business models too. Moreover strong branding makes for easy recognition and price comparisons. These characteristics should also work well in the context of m- and f-commerce.

Luxury brands come on board - for a long time luxury stakeholders suggested that the price-led footprint of the internet coupled with the depersonalising of the experience made the web an inappropriate channel to market. But that is now changing fast as these brands recognise the importance of responding to consumer needs and expectations, and also appreciate that the combination of a trusted website and the busy lifestyle of their patrons adds up to significant sales potential. Perhaps one of the more notable achievements here is the presence of the Chanel brand at Boots.com.

Affordable treats – at the prestige end of the market beauty can still be an affordable treat, much more so than garments, leather goods or jewellery, which in these hard times many consumers have cut out altogether.

Non-discretionary core – to an extent core beauty products are deemed to be an essential purchase for many women and are quite habitual (see Internal Market Environment tracker research comments). So even though we expect 2011 to be a much tougher year for retailers this characteristic certainly provides an important measure of protection.

The Enthusiasts – our consumer target groups show that although the most enthusiastic beauty shoppers account for just one in ten adults they draw from a wide cross spectrum of by age and affluence.

Weaknesses

The Indifferent – however while 11% of adults are beauty ‘enthusiasts’, a massive 48% are really quite indifferent to beauty/grooming goods according to our consumer research. The bias here is to men and older shoppers and, although the average spend in both demographics is likely to be on the low side, the sheer scale of this target group represents a major weakness in the market but arguably also leaves a lot ‘up for grabs’.

Ageing population – given the relative apathy of older age groups, the ageing population also represent a weakness but again an opportunity too.

Intense competition – the deals/special offer culture has become deeply entrenched in beauty with Boots now blazing the trail because of its influence and sheer scale in the market.

Price-driven choices – but findings from our discussion group and omnibus survey show this is changing the way consumers value beauty products and, for very many, purchasing decisions are based largely on price rather than for example added value qualities, ingredients, claims, recommendation, provenance or efficacy.

E-commerce – importance of colour, tones, texture, scents etc presents some major albeit not insurmountable challenges to online retailers.

Squeezed disposable income – after a recovery in beauty sales in 2010 the more discretionary end of the market could suffer again in 2011 as consumer incomes are squeezed by higher inflation and wage freezes. On the other hand John Lewis reports that its middle class shoppers currently remain relatively unharmed by the austerity measures so this provides a glimmer of hope for retailers that can get their selection, prices, service and ambience right.

For more details of brand specific innovation, new launches and trends, clients should also refer to Mintel Beauty Innovation and GNPD.

Illamasqua Name and Logo

If there is one question I get asked more than any other, it's how to pronounce Illamasqua. Officially, it's Illa-mass-ka. However, as in our make-up application beliefs, there is no right or wrong way... it's about everyone's individual interpretation.

OK, so that's how you say it. So what does it mean?!

"I wanted a name which would be unique to us but also which would allow everyone to hold their own slightly unique interpretation. To this end it was almost certain that we would have to make our own word up!

Ideas were coming forward at the time that were perfect for us but were just too literal: Masquerade and Illusion were two clear favourites. At the time I had just read Anne Rice’s 'Interview with a Vampire' and was stopped dead on the page by the first mention of the Talamasca –I loved the thought of what it stood for and loved the way the word sounded when you said it. It wasn’t a big leap in taking the “Ill” of illusion and the “masquer” of masquerade and forming them with the same sound of Talamasca: Illamasqua.

From the moment it was written is sounded like it had been with us for ever – I always felt it had a Far Eastern feel to it too which I kind of liked to as it felt mysterious."

How about the logo?

"The logo came from an image I saw of a heart being pierced by the Cross and blood flowing from it. It was only in the later stages of the design that the very same shape took on the reversed ‘Q’ with I suppose most people think we lifted from the Q in Illamasqua. Happy coincidence!"

http://illamasqua.blogspot.com/2009/06/whats-in-name.html

Illamasqua Stores

- Selfridges & Co.

• Flasghip
• Manchester Trafford
• Manchester Exchange Quarter
• London
• Birmingham

- Debenhams

• Sheffield Meadowhall
• Belfast
• Cardiff
• Glasgow

- Fenwicks: Newcastle
- Asos
- Charles Fox
- Sephora: USA
- Myer: Australia
- Bloomingdales: Dubai
- Areej United: Arab Emirates
- Wigs Up North
- Galeries Lafayette

My Notes: 22nd October 2011

• Roots stem from 1920’s club Scene.
• Manufacture make up for film and theatre.
• ‘Alternative scenes’ – self expression.
• Express darker side / release for their alter ego.
• Bolder person hiding in all of us, act of attitude, symbol of tolerance, celebration of idiosyncrasies, a confident statement of self worship.
• London based brand.
• 1^st birthday November 2009.
• High performance, professional make up to anyone who wants to self express and accentuate their look beyond the norm.
• Truly professional make up on the high street.
• Make up lessons not make overs – getting to know individuals, explore their alter ego and create a look that they want to achieve.
• Women and men – dare to be different, achieved confidently and flaunted at night.
• No animal testing.
• Art team – Champion individuality and push the boundaries of creativity and self expression.

                - Anja Huwer: Musician and artist

                - Alex Box: Body and the environment

                - David Vanian: Music, punk, art and film noir

• Self expression in the purest form, no inhibitions or constraints.
• Illamasqua distinction in make up and artistry awards.
• Make up art school:

                - Experimental colour workshop

                - Building expertise and confidence

                - Creative couture lash

                - Drag star

                - Art of self indulgence

                - Boudoir circus starlet

                - Night-time diva

                - Bridal and beyond

                - Art and the alter ego

                - Maturing beauty

                - Building creativity

                - Vintage glamour

• Sophie Lancaster foundation (look at visuals on video)
• The final act of self expression – funeral director collaboration with Leverton and Sons

Collections

Theatre of the Nameless

Descend into the riotous scene of erotic adventure that is the Theatre of the Nameless collection. In this nocturnal den of the dissident leaders of underworld subcultures, exotic dancers rub shoulders with actors and anarchists. Infused with the essence of self-expression that transformed 1920s Berlin, this rich and indulgent collection envelops the senses.Darkly sophisticated tones are accompanied by shocks of dazzling iridescence and kinky rubber-look finishes, creating a breathtakingly modern interpretation of the most illicit nightlife in history. It's time to cross the threshold and embrace a world of unadulterated decadence.

Born Again

Set in the middle of no-where-in-particular and at no specific time, ‘Born Again’
tells the story of a beautiful young woman on a journey that will define who she will be for the rest of her life. The young woman, throughout, is at odds with the world – tense and on edge – she chases the sun in the hope she will find peace in its setting. We see it in her vibrantly coloured eyes and read it on her vividly painted lips – how this search for her true self has taken her to the edge of reason and sanity and ended in the ultimate act of sacrifice and commitment. Only here, at her journey’s end does she realise that to be born again, first  you must die.

Toxic Nature                                                                     

In retaliation against the genetically modified society that plunders it, the landscape has issued forth a torrent of hybrid shades. Corrupted hues glister amongst muted tones - extreme, intoxicating versions of their original selves. This is an atomic-botanical environment where survival is key and camoflague by colour is the path to existence. We scoured the abandoned toxic wastelands of the world to create an eclectic selection of corrupted hues for the eyes, lips, nails, face and body. Flitting effortlessly from poisonous pastel to hazardous neon, this cataclysmic mix of brave new tones take your look to the outer limits of nature's palette. Become a herald of the new age of Toxic Nature with uncharted night-time make-up.

Throb

Feel your pulse quicken, your heart throbbing in your chest. These are Illamasqua’s latest offerings at the altar of beauty, guaranteed to make you gasp with pleasure.

Bite...
Awaken your mouth’s erotic sensuality with the seductive red of Succubus Intense Lipgloss or enjoy the power of being an unashamedly brazen femme fatale with blood red Sangers Lipstick.

...and Scratch

Throb is a passionate red Nail Varnish, the colour of blood spilled by desperate, rejected lovers. Load is a rich, cream coating for the nails and Scorn’s midnight black matt finish is filled with contempt for the love of convention.

The Brand

Our Heritage

Illamasqua is the product of a heady mix of influences. Its roots stem from the dark and illicit 1920s club scene, and combine a rich heritage in the manufacture of make-up for film and theatre. It also takes inspiration from members of the ‘alternative scenes’ for whom self-expression is paramount. Alternative cultures have always dared to be dramatic. They have an emotional attachment to making up. It’s an expression of their darker side, a release for their alter ego. Illamasqua is for the bolder person hiding inside all of us. It is an act and an attitude. A symbol of tolerance. A celebration of idiosyncrasies. A confident statement of self-ownership.

Illamasqua Today

An exciting new London-based brand, Illamasqua celebrated its first birthday in November 2009. And the success of make-up for your alter ego has been phenomenal. Self-expression through make-up is an idea that is spreading outside alternative cultures. Illamasqua’s mission is to provide high-performance, professional make-up to anyone who wants to self-express and accentuate their look beyond the norm. Developed by leading chemists, manufacturers of stage and screen make-up and make-up artists, Illamasqua brings truly professional make-up to the high street for the first time. Designed to be colour-intense, colour-true and long lasting, Illamasqua offers an unprecedented range – giving you a huge palette with which to express yourself, whoever you are and whatever look you want to achieve. Illamasqua brings its rich heritage to life by providing make-up lessons rather than ‘makeovers’. Illamasqua’s make-up artists spend time getting to know individuals, helping them explore their alter ego and create the look they want to achieve. This is self-expression at its most creative, allowing women and men who dare to be different to create a look that can be achieved confidently at home and flaunted at night. We're also a brand with a conscience, and are proud of the fact that none of our products, from blushers to brushes, are tested on animals.

The Art Team

To ensure that Illamasqua remains true to its roots and heritage, we have enlisted the help of three uniquely talented individuals, who we call our Art Team. Within the team, the worlds of alternative music, art, film and fashion collide, resulting in a melting pot of ideas and experiences. The role of this team has been fundamental to the development of Illamasqua and our mission to champion individuality and push the boundaries of creativity and self-expression.

Anja Huwe

An iconic musician and a hugely talented, successful contemporary artist. Born in Germany, Anja now lives between Hamburg and New York, though her work takes her all over the globe. Her art is music on canvas. “I paint music, I hear colour. My work is the synaesthetic translation of sounds and tone. My paintings can be heard with the eyes,” says Anja.Her canvasses come together in a burst of textures and movement as she explores the sound of different colours, and creates harmonies and rhythms. In the 1980s, Anja was the lead singer and front-woman of German band ‘X Mal Deutschland’, and significantly influenced the avant-garde days of the European New Wave culture. Anja travelled extensively, playing with her band all over the world. She soaked up different cultures and explored some of the world’s most influential underground scenes. She has also worked successfully as an editor and producer for a German music channel, shooting films about music, people and art.

Alex Box

A ground-breaking make-up artist with a strong alternative voice. For her degree show at the Chelsea College of Art, Alex Box exhibited installation art exploring the relationship between the body and the environment. Later, her make-up went on to explore this relationship between art, science, nature and the magical. Alex has since become one of the most influential make-up artists of our time. She creates looks for designers such as Karl Lagerfeld, Stella McCartney, McQ, Peter Jensen and Gareth Pugh. She was also the lead artist at 2007’s Fashion Rocks event. Alex’s work has featured in Vogue in Italy, France, Japan, China and Britain. Her work is also regularly seen in titles including Numero, W, Another Magazine, Dazed & Confused, 10 and i-D.

David Vanian

Lead singer of The Damned, inventor of UK punk, a legend in alternative culture. David Vanian is a legend as much for his individuality as for his music. As lead singer of The Damned, his was the first British punk band to release a single, put out an album and tour the United States. David also fronts his own band, David Vanian and His Phantom Chords.  An icon for alternative cultures, David brought the Gothic image and lifestyle out of the shadows with his distinctive style, being one of the first men in music to wear make-up on stage and off. David’s interests, however, go well beyond the life he has on stage – ranging from renaissance art to film noir. He has recently finished scoring the soundtrack for the Neo Noir film, ‘The Perfect Sleep’.

The Illamasqua Distinction in Make-up Artistry Awards 2011

Illamasqua is a brand that has always encouraged self-expression in its purest form, without inhibitions or constraint. That’s why we are proud to be launching the biggest prize in professional make-up art. If you are a student or recent graduate of make-up artistry. If you see yourself as the next big name in make-up art. If your future lies working on international photo shoots or an award-winning TV series. If you dream of rubbing shoulders with the fashion elite, then this is where you make your mark.


The Illamasqua School of Make-Up Art

Come and learn the secrets of professional make-up at the West End's first ever premium branded make-up school. Situated within Illamasqua’s Flagship Store at 20 Beak Street, London, the School of Make-up Art has proved extremely popular since opening its doors in September 2010. Whether you're a qualified professional, student make-up artist, a beauty blogger or simply a lover of self-expression, Illamasqua's new School of Make-Up Art can help you master a diverse array of professional techniques, with a range of courses designed to suit all skill levels.

Each course has been expertly put together by our in-house professionals, Spob (Head of Professional Development) and David Horne (Head of New Product Development). Between them, they have over 45 years of industry experience, and understand the best approaches to teaching make-up artistry education at all levels. There are courses for all levels of ability and interest from the 2 hour ‘Night Time Diva’ to the ultimate five day make-up education programme, ‘Mastering Professional Make-Up.’ Which will your alter ego choose?

Experimental Colour, building expertise and confidence, creative couture lash, drag star, art of self indulgence, boudoir circus starlet, night-time diva, bridal and beyond, art and the alter ego, maturing beauty, building creativity, vintage glamour.

S.O.P.H.I.E

On 11th August 2007, 20 year-old Sophie Lancaster and her boyfriend Robert Maltby were kicked, stamped on and left unconscious – for nothing more than looking different. Sophie later died from her injuries. The S.O.P.H.I.E. Lancaster Foundation was set up by Sylvia Lancaster, a youth worker and Sophie's mother, in her memory, and is dedicated to educating young people in our society about acceptance and tolerance towards others through interactive youth workshops. As a brand that promotes the right to experiment and self-express through the way you look, Illamasqua have continually supported the Foundation's work and remains committed to changing attitudes towards subcultures. To mark the 4th anniversary of Sophie's death, we have created a new film in association with The S.O.P.H.I.E. Lancaster Foundation to further raise awareness and celebrate their work.

The Final Act of Self Expression

Illamasqua and family funeral directors of 220 years, Leverton & Sons, have collabortated to launch an innovative service bringing ritual beauty to the final act for those who love to self-express. Offering professional funeral make-up transformations applied by a specially trained Illamasqua make-up artist, the Final Act of Self-Expression encourages people for whom making-up is an intimate part of their identity to plan their final transformation - one that pays tribute to who they were in life and how they want to enter the afterlife. Leverton & Sons is one of the oldest and most respected funeral directors in Britain. The company's longevity combined with Illamasqua's truly professional make-up products ensures a distinguished service of quality and dependability. Illamasqua encourages people to self-express and embrace their alter ego in every way. Why should this be any different when you pass away? It is a celebration of life, and one that should be indulged for your last glamorous look. The rite of passage to the afterlife has been of central importance to human culture for thousands of years. To have the best mahogany, the finest lining, the best stallions... are today chosen in tribute to the life lived. To wear the most fabulous make-up applied by a professionally trained make-up artist for your final journey is the ultimate statement of celebration.