Interview with Illamasqua Employee - Leeds Store

Me: For my live project with Illamasqua we’ve been set a brief to create an out-of-store experience for the brand. In doing this, I’m hoping to create something entirely new that still appeals to the same demographic that Illamasqua currently cater to. So, if you were to take the brand out of store what are the key elements of the brand that you think would need to be highlighted and make prominent?

Illamasqua employee: I think it would definitely need to be the attitudes, to be very welcome and educational, we have the philosophy to greet everyone when they come into the store and come across as being very natural and laid back, but definitely that is key, I mean we’ve only been here for a few weeks and we’ve already got regular customers and that speaks volumes. We get a lot of people who want that whole, they want to be different and become more confident and they want to be a little bit more out there and I think that’s what makes us different from the rest.

Me: Yeah definitely, so do you think, is there anything when customers come in, are there any services that they ask for or anything that are a little bit more out there that Illamasqua don’t cater for yet? So, is there anything that you would think would be an ideal out-of-store experience?

Illamasqua employee: erm I don’t know because my personal opinion from coming from the Leeds store, we get a lot looking for transformations which we do and a lot coming for advice, like theatrical which we do; we can give advice for some things like that, same with special effects we can give advice on that so I mean regarding for personal and for media use I think we’re pretty covered on that. I think there’s quite a broad range.

Me: You’ve got the make-up service, The Final Act of Self-Expression as well haven’t you.
Illamasqua employee: Yeah that’s the first time that’s ever been done which is good because a lot of people actually do want that erm and it’s quite a specialist thing to go into that. I do think we cover a hell of a lot, I think the only thing we don’t do is hair and nails and that would turn us into a beauty salon.

Me: So because of the attitudes of the make-up with it being quite daring, do you think with an out-of-store experience it would have to be quite out there and quite daring too? Maybe something that would allow people to embrace a different side of themselves?

Illamasqua employee: I think I’d probably do two in my personal opinion because not everyone is as out there, normal day-to-day people do walk in, we offer rich liquid foundation and skin base offers that great way to perfect skin and that’s what most people generally go for, you know perfect skin. We do get some who are very daring, you know Goths and people like that, which is great so yeah I’d probably do two.

Me: Do two, OK.

Illamasqua employee: One for the natural look and then what you can create from that natural look into a really beautiful eccentric look. That’s what I’d do.

Me: Aah OK, that’s great.

Propganda Cast Vicky McClure for Brand Film

Propaganda, has cast leading actress, Vicky McClure, in the star role for three launch films to promote up market fashion brand, Illamasqua.

Working closely with Gloss Director, Simon Burrill and Channel 4 TV Series, ‘This is England’ star, Vicky McClure, to produce the two engaging films which clearly demonstrate Illamasqua’s brand messaging of becoming your “alter-ego” by the clever use of split screen techniques, where the actress plays all the characters in the film.

To date, three films have been produced. The first, tells the Illamasqua story with a focus on the brands heritage. The second, ‘Poem’ is a beautifully poignant script by Propaganda, in which the actress transforms into her alter ego through the application of Illamasqua makeup. The third, ‘Vicky & Vic’ is a brief, humorous take on Vicky’s alter egos, with Vicky portraying two versions of the same person having a conversation during an interview.

Julian Kynaston, Illamasqua founder, commented: “We wanted to use young British actresses ahead of models for much of Illamasqua’s communications. We are a British pro brand, whose origins lie backstage with theatre, film and TV and so it seemed fitting for us to use British acting talent. Vicky’s portrayal of skinhead and pacifist Lol in Shane Meadow’s multi award winning screenplay ‘This is England’ resonated perfectly with the two themes which lie at the heart of Illamasqua - self expression and cultural tolerance, and for this reason we wanted her as our muse. Simon and Vicky have done an excellent job of translating Propaganda’s creative scripts into three engaging films that perfectly capture Illamasqua’s brand essence and bring it to life in a really compelling way."

Mark Williams, our creative director said: “Illamasqua is already established as an up-market cult brand and therefore it was really important to us that the production quality of the films did the brand justice. The result is three engaging films, which have been produced not only to help people to understand the cultural heritage behind the brand, but also to empower people to explore their own alter egos.”

http://www.propaganda.co.uk/news/leading-lady/

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/#

Illamasqua Brand Film

London 27th October 2011: Carnaby Street Shopping Event

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

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

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.