Lifestyle Magazine

Illamasqua Launches ‘I’mPerfection’

By Wildchildmedia @wildchildmedia

It’s that time of year again where the well-known fashion houses and make-up brands are revealing the trends that we will be seeing in the Spring/Summer season.

Cult British beauty brand Illamasqua however have pushed the boundaries of traditional beauty trends and launched ‘I’mPerfection’. The collection centres around celebrating the flaws and quirks that makes each individual unique, rather than ‘covering-up’ and hiding them.

Joseph Corré, Illamasqua’s Brand Director, hopes that the new collection will help to change the way that society perceives beauty: “When we look at the pages of a beauty magazine, the models usually bring out a strong, singular response – ‘Oh I could never look like that.’ We want to change that. We want to bring out a different, visceral response from people. When people look at the I’mPerfection spread they should think, ‘Ah that’s interesting. I never thought of showing that off.’ Whatever they were hiding with make-up, we’d like them to highlight: be proud of.”

The campaign imagery includes models with freckles, gapped-teeth and a birthmark, and each is highlighted and complemented with products from the new collection.

One of the most talked about new products is the ‘speckled-effect’ nail varnishes. Inspired by nature and its imperfections, the five shades give nails a bird’s egg effect, an alternative take on the popular glitter nail varnishes. Perfect for Easter!

The collection also includes twostriking new lip colours, including ‘Colour of the Year’ emerald green. Intense Lipgloss in ‘Shoot’ holds all the color of a lipstick but in a striking gloss, providing an almost ‘plastic-like’ sheen. A definitive statement shade, this product is sure to become a cult-favourite.

Also, Illamasqua have introduced a new technique for blusher application with their ‘Blush-up’ Brush. The brush, with its innovative ellipse-shaped head, is designed to tuck directly under the cheekbone helping you to create anything from soft definition to a dramatic contour. Combine this with their three Powder Blusher Duo palettes (two of which include all-new shades) and it’s clear to see that blusher is hot news for Spring.

Illamasqua constantly strive to challenge the conventions of the beauty industry and this new collection is their most empowering to date. The brand’s Creative Director, Alex Box said: “To me nothing is imperfect, only uniquely beautiful: in fact within the word ‘imperfect’ live two words that challenge it – ‘I’m perfect’” This clever play-on-words sums up the entire philosophy of the collection, re-defining the meaning of ‘perfection’ in society today.

(Photos courtesy of Illamasqua. Quotes taken from Illamasqua magazine, Issue 1, ‘The I’mPerfection Issue’)


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