The color cosmetics brand, which will bow in October, is setting itself up as a makeup line for women looking to unleash their alter egos after dark.
“We’re positioning ourselves as a nighttime makeup brand,” said Kate Massarella, marketing and product director at Illamasqua, which is based here. “That’s when you let your inhibitions go a bit and become what you want to be. “It’s about empowering women to self-express through makeup,” she continued.
While the line may comprise 650 stockkeeping units, including 49 shades of lipstick, Illamasqua is not for shrinking violets, since inspirations include underground clubs in Twenties Berlin.
For its launch, Alex Box, the brand’s artistic director, created four looks, each boasting bold colors and brazen attitudes. One of the looks — Twenties Berlin — is an ephemeral collection. Two seasonal collections will be introduced yearly.
As well as Box, the brand’s “art team,” a collective of influencers who steer Illamasqua’s creative course, also includes musician and artist Anja Huwe and David Vanian, lead singer of punk band The Damned.
Among the brand’s product lineup are four foundation textures, including 21 shades of rich liquid foundation, priced at 20 pounds, or $39.63 at current exchange, per 30-ml. tube; 110 powder eye shadow hues, which will retail at 12 pounds, or $23.78 per 2-g. compact, and nail polish in 35 colors, priced at 9 pounds, or $17.83, per 15-ml. bottle. It also comprises makeup tools and fill-to-order compact palettes.
Illamasqua will bow with its own counter in Selfridges’ Oxford Street flagship here in October, and will roll out to the department store chain’s doors in Birmingham and Manchester next year, as well as to other key U.K. retailers. Up to three stand-alone Illamasqua boutique openings also are planned for next year, including at least one here, Massarella said.
“It has the same energy as MAC when it first [started],” said David Walker-Smith, men’s and beauty director at Selfridges, of the brand. “We’re launching it in a big way.”
Massarella said the brand plans to establish itself in its domestic market before moving into the international arena. She declined to discuss forecasts, however, industry sources estimate Illamasqua will generate more than 3 million pounds, or $5.9 million, at retail in its first year.
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over-the-top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty