LONDON — Illamasqua is taking its nighttime makeup concept, or makeup that’s meant to be worn after dark, to New York City’s Times Square.

This story first appeared in the July 13, 2009 issue of WWD. Subscribe Today.

The London-based cosmetics brand, which bowed here last year, will make its debut in the U.S. on July 31 with the opening of Sephora’s 5 Times Square location.

“[Sephora’s buyers] loved our ethos and our ideals,” said Kate Massarella, marketing and product director at Illamasqua, which is positioned as a cosmetics brand capable of helping women liberate their alter egos. She added in the U.K. and Ireland, where Illamasqua is sold through seven doors, false lashes and nail polishes are among best-selling products. “If nails and lashes are doing well, it shows that our positioning as a nighttime makeup brand has worked.”

“For Sephora, we are particularly excited by the brand’s exceptional quality, artistry heritage, and, above all, its unique brand positioning — ‘makeup for your alter ego,’” said Margarita Arriagada, Sephora’s senior vice president of merchandising. “It is the latter of these attributes that presents the most interesting opportunity for engagement with our clients as self-expression and individuality through color has become a more prevalent form of escapism and pleasure in this economy.”

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According to industry sources, the brand is on track to generate first-year sales of 2.6 million pounds, or $4.2 million at current exchange. Those sources estimate it will ring up 4.4 million pounds, or $7.1 million, in its second year. Following the Times Square opening, Illamasqua is slated to roll out to 24 more Sephora doors in the fall. It will also be sold on

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