During a recent business trip in london I of course popped it Selfridges. Its really important to follow my clients work and keep in touch with brand by visiting and understanding the way product is sold both from visual point and how they connect & communicate with their consumers.
I already have a makeup bag full of Illamasqua products (In our office we did a rather large December order!) However during my visit we were lucky that Daniel Busuttil one of Illamasquas senior makeup artists and a member of their international team was working with the Selfridges team that day. Daniel travels the world with Illamasqua delivering education and understanding of their brand. So you can imagine we didn’t leave empty handed!
Daniel was able to offer in-depth product knowledge on how to use some of their products. I had been curious about the sealing gel and how to use it properly for some time. Sealing gel (above) can be mixed with any Illamasqua powder-based product to create a rich in colour intense paste. I’ve been mixing mine with pure pigment in ‘Furore’ a rich golden colour and painting thick eyeliner. I now use the sealing gel with my Illamasqua eyebrow cake, Daniel again taught me how to apply this to create both subtle and dramatic looks that won’t smudge or run.
On the subject of education this is massively important internally to those selling product (makeup artists on the counters) and alike to the consumer. It is an important element of any business operating in the beauty, skincare, hair or any market that sells product that needs to be understood to apply.
Having a strong team that represent your brand is key and can deliver the best results to professionals and consumers alike, these people act as brand ambassadors that not only demonstrate how to use product but project the concept of the brand. Daniel Busuttil was credit to the Illamasqua business I only wish I could have him on call 24hrs a day!
Sophie Lancaster Foundation
There was another point related to Illamasqua that I’d really like to highlight. As a brand that promotes the right to experiment and self-express through the way you look, Illamasqua is committed to changing attitudes towards subcultures. Illamasqua has supported the Sophie Lancaster foundation and its proposition for some time now. 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.
Illamasqua’s work with this charity is on-going with donations from the sale of the ‘Sophie’ eye pencil and all monies from the sophie wristband going to the charity to support their ongoing work.
In tribute to Sophie, Illamasqua has commissioned ‘Dark Angel’ – a short film by award-winning French director, Fursy Teyssier. That’s a haunting rendition of Sophie’s story-Please follow the banner below, and see the Illamasqua website for further info.
Visit http://www.illamasqua.com/about/sophie/ for further info.
There was another point related to Illamasqua that I’d really like to highlight. As a brand that promotes the right to experiment and self-express through the way you look, Illamasqua is committed to changing attitudes towards subcultures. Illamasqua has supported the Sophie Lancaster foundation and its proposition for some time now. 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.
Illamasqua’s work with this charity is on-going with donations from the sale of the ‘Sophie’ eye pencil and all monies from the sophie wristband going to the charity to support their ongoing work.
In tribute to Sophie, Illamasqua has commissioned ‘Dark Angel’ – a short film by award-winning French director, Fursy Teyssier. That’s a haunting rendition of Sophie’s story-Please follow the banner below, and see the Illamasqua website for further info.
Visit http://www.illamasqua.com/about/sophie/ for further info.
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