Monday, July 16, 2012

Press Release : Illamasqua Aw12 collection

I am a bit late in sharing with you the glimpse of new AW12 collection by Illamasqua [that's right, AW12! The official collection launch date is Thursday 6th September, with a few early exclusives...]

 This week I wanted to share with you the glamorous lady that is Evelyn - our 72 years young model who positively radiates beauty - one of the winners of our Beauty Before Age competition that yielded thousands of entries from across the world. Evelyn was spotted at our Selfridges Exchange counter in Manchester, UK and positively ordered to enter the competition - and she was delighted in winning!



 Here are some soundbites from Evelyn that I thought you would be interested in reading... 

"I am originally a country gal, born in Dorset in May 1940. I was not academic or sporty at school and would gaze out of the window and dream of the bright lights and big cities. I have always loved make-up; from a small girl using Mother's lipstick. I loved those beautiful women in the 1930s and 1940s films and tried to copy the looks. I get such pleasure every day from just putting my face on, and even more so now - thank you, Illamasqua!

 I was very thrown to hear that I had been chosen to star in the Illamasqua campaign. I had no idea there were so many entrants!

 I was very nervous to be modelling at a professional photo shoot. Thank goodness for Kate [my daughter] and all of the Illamasqua team, who were all so friendly and put me at ease. Once I relaxed, I loved every moment.

 It was a complete honour to have my make-up done by Alex Box. Very exciting! Alex is so wonderfully warm and approachable and deft with those brushes! To try to take it all in I left my 'Alex' face on for 3 days whilst I attempted to follow her lines!

 I have always been an advocate of using real women for these campaigns and never imagined it would happen. Hooray for real younger and real older women who give the real picture of how we can be transformed as opposed to model girls and actresses, who are the faces of most trading brands.

 I feel definitely that if you love glamour or care about your appearance then be empowered - let's believe in ourselves and go for it! I never imagined I would be wearing false eye lashes or red lipstick again and am thrilled to re-find the sense of fun that making up can give you with the promise of endless possibilities in new looks."

 Generation Q  
Where beauty has no age limits.
 In the last three years Illamasqua has become a global phenomenon, a proud advocate of self-expression and a lone voice in an industry controlled by the world’s beauty cartels – cartels, we believe, who have forced their soulless definitions of beauty onto the world. 

 Driven by this desire to constantly challenge the status quo, we are proud to break the unspoken prejudice of age as we launch our new AW12 collection - Generation Q. This new, dynamic range of expressive textures and shades provides the industry’s only antidote to the homogenised outdated vision of beauty.
 Generation Q is a celebration of beauty. Ageless, and without limits or restrictions. It’s our declaration to the world that beauty is inclusive, not exclusive. In fact, Generation Q is a clear message to everybody, everywhere that beauty is not young, old, black, white, male or female, but anything, everything and everyone. If you’re someone who does not want age to define them, don’t want to blend in and fade away, you are Generation Q. 
 For Illamasqua, this is a stand we were born to take. So in typical Illamasqua style, we have done something that no other brand would or could do. Our new Generation Q campaign will go against the industry’s unspoken and despicable taboo, by featuring older models as well as young. Because to us, hiding your age is like hiding your true identity. After all “Illamasqua customers will not be told what to do and when to do it” Julian Kynaston, Illamasqua Founder. 
Illamasqua is not just make-up for the skin. It’s make-up for a mind-set. And it’s why all the Generation Q models aren’t models at all, but real make-up fans, with a real life and real sense of their own beauty. The future of beauty is changing and we are the new voice of a brand new generation - Generation Q, where beauty has no age limits

 'Generation Q - is generation YOU!
 It's what they tell you not to do; it’s what you see your true self through. 
 It's what is old and what is new.
 What you know and what you knew.
 It's what you feel and what is true”
 Alex Box, Illamasqua Creative Director

 Generation Q empowers and complements the user with light reflective not age reflective products. The collection is a story of sultry, forbidden shimmer and creative formulations to build dimension.

 All products and shades included in Generation Q have been formulated and chosen irrespective of age, race, gender or sexual preference to give everybody the tools to express their alter ego. 

Illamasqua is standing up against the industry rule of “only wearing matt” products and concealing your real identity under a sea of “beige” after a certain age. Complementing and empowering your true beauty, shimmer is adorned to accent, highlight and lift features. Generation Q is a celebration of today, where beauty and creativity has no sell by date.




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