MILAN — While the rest of the city was preparing to hit the beach on a sticky Friday afternoon, beauty die-hards were contemplating another form of allover protection — body-paint and glitter — at the inauguration of Make Up For Ever’s Milan beauty school at Sephora’s flagship here.
This story first appeared in the June 15, 2010 issue of WWD. Subscribe Today.
The LVMH Moët Hennessy Louis Vuitton-owned perfumery put on a flamboyant spectacle that ran here from Friday through Sunday. International body painters hit the store, creating body art around four themes — circus, theater, technology and fashion.
An in-store DJ belting out Lady Gaga set the party tone as bemused shoppers were encouraged to pose with male go-go dancers in glitter and not much else and with drag queens, in an effort to try an altogether theatrical new look.
Tying in with the cinematic hijinks, the event also marked the worldwide preview of Make Up For Ever’s new product collection dubbed Fluo Night — inspired by the 3-D blockbuster “Avatar,” and in collaboration with 20th Century Fox. The new makeup collection consists of a predominately blue product line, which in keeping with the film’s futuristic characters, has added UV fluorescent pigments that glow in the dark. Meanwhile, shoppers looking for something a little less obvious were able to enroll at the school to learn techniques, including creating a perfect base, and applying false eyelashes. Course fees range from 25 euros, or around $31, for a 25-minute lesson dubbed Focus Make Up, or 60 euros, or around $74, for a one-hour lesson called Total Look.
In other Make Up For Ever news, the brand has named Michael DeVellis vice president of professional and retail operations for the U.S., a newly created position. DeVellis will be responsible for opening and running a network of stand-alone stores as well as developing the brand’s professional business with movie studios, television networks and Broadway shows, the brand stated.