Marc Jacobs Beauty is gaining access to some of the most sought-after events of 2017 in the kits of Michael Ashton, Sarah Tanno and Hung Vanngo.
The three celebrity makeup artists have signed one-year deals to be ambassadors for the beauty brand. Their combined star-studded client rosters include Lady Gaga, Adele, Selena Gomez, Emily Ratajkowski, Katy Perry, Karlie Kloss, Rosie Huntington-Whiteley, Kate Bosworth, Rose Byrne and Julianne Moore.
“Marc Jacobs really empowers people to be creative and play with the transformative properties of makeup. We have had our eyes on these artists who embody this key philosophy,” said Catherine Gore, vice president and global general manager for Kendo, a division of LVMH Moët Hennessy Louis Vuitton with Marc Jacobs Beauty in its portfolio. “We want to grow with artists whose work we love, but, even more importantly, they’re artists who authentically use the brand’s products every single day. It was an easy decision to partner with them in a much bigger way.”
In their capacities with Marc Jacobs Beauty, Ashton, Tanno and Vanngo will be curating digital content and campaigns, appearing on behalf of the brand at significant occasions, and handling famous faces with arsenals of Marc Jacobs Beauty makeup. Gore didn’t rule out the possibility of the brand collaborating with the makeup artists on products, although plans don’t call for collaborations at the outset.
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“Certainly, their seal of approval on new shades and textures is an invaluable asset. We are excited to see how they elevate and interpret the brand,” said Gore, adding, “They will be leveraged across every platform [at Marc Jacobs Beauty,] and we will continue to support their projects.”
Tanno has already garnered attention for Marc Jacobs Beauty by applying around 25 of the brand’s products to Lady Gaga for the singer’s Super Bowl performance. “Through that incredible performance, the makeup was smudge-proof and waterproof. We knew that and now the world knows how well our products stand up to true tests,” said Gore. She noted the brand will also have a presence at the Grammy Awards on Sunday, where Ashton will be charged with Adele’s makeup and Tanno will be a member of Gaga’s beauty squad again.
Ashton, Tanno and Vanngo will help spotlight Marc Jacobs Beauty’s Highliner Matte Gel Eye Crayon, a recent release that takes the brand’s previous Highliner Gel Eye Crayon Eyeliner in a vibrant, matte direction. The makeup artists will wield the matte item to produce what Marc Jacobs Beauty has dubbed Undersmoke, a technique that involves coating the bottom lash line. “It’s something clients have been doing for a long time, but I don’t know that it’s ever been appropriately coined,” said Gore. “It’s extremely beautiful and pops with these Highliner Matte Gel Eye Crayons.”
The partnership with Ashton, Tanno and Vanngo represents a major makeup artist push for Marc Jacobs Beauty, but it isn’t the brand’s first venture into the realm of makeup artistry. Marc Jacobs Beauty has harnessed the expertise of makeup artist Diane Kendal for campaigns and product consulting, and global makeup artist Gilbert Soliz is tasked with bringing “the brand to life in the 23 countries we are in,” according to Gore.
Marc Jacobs Beauty is cementing its relationship with celebrity makeup artists during a period in which beauty consumers are devouring press coverage and social media posts on beauty prep for the red carpet, and editorial and advertising shoots. Despite the onslaught of YouTube beauty gurus offering self-application tips, the thirst for behind-the-scenes glimpses at the high-wattage careers of well-known makeup artists such as Ashton, Tanno and Vanngo doesn’t appear to be close to quenched.
“The global demand is tremendous for artists of their caliber, and there is a huge desire for them to share their skill set,” said Gore. “Makeup artists have always been the key holders to tips and techniques available to celebrities. The difference now is that these makeup artists can bring all the best-kept secrets to the forefront and open up the conversation about beauty.”