Illamasqua: where beauty has no age limits
Those gorgeous people at British beauty brand Illamasqua have been hard at work finding older models for their new campaign. The Generation Q range celebrates all ages, and launches September 6, with a fabulous selection of adverts featuring the brand’s Beauty Before Age competition winners. One of the campaign’s stars, Evelyn (above & below) was scouted by the Illamasqua beauty team in a Manchester store. After meeting her the other night, I can see why. She’s beautiful and charming and up close, her skin is amazing. Ari Seth Cohen would swoon. I asked Evelyn how she felt about being an older model, ‘It was a terrific shock at first, adverts always feature very young girls – so even though brands cater for us older girls, they don’t show us,’ the 72-year-old commented, ‘Most of my friends don’t wear make-up, so it can sometimes feel like you’re going over the top – but after this experience, I just don’t care. I like what the make-up artist has done so much, I’m going to keep it on for days!’
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| Behind the scenes. Evelyn and her daughter Kate (standing to the right). |
Talking about the initiative, creative director Alex Box
said,’ It’s important to show all ages. To be inclusive. These are
people who’ve loved make-up all their lives, that doesn’t just stop when
you reach a certain age. We wanted something that would look fantastic
on 77-year-old skin and on 17-year-old skin.’ And, beauty newsflash: readers, this range includes shimmer. Often deemed a no-no for women of a certain age,
Generation Q products – including the new Gleam Cream highlighter that
Evelyn’s wearing in the photos – are ‘light reflective, not age
reflective’. Illamasqua are putting the shine back into grown-up
make-up, and ‘standing against the industry rule of wearing matt
products and concealing your real identity under a sea of beige.’
If it makes my skin look like this, I’m all for it. Though I think I’ll pop along to the Illamasqua Beauty School Drop -In to find out how to apply my make-up properly first:
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| Evelyn’s campaign shot. |
So, forget what you’ve previously been told. Shimmer rules. OK.
Discussion (15 Comments)
This is the way to go. Ladies, of this age wish to look good and they are often able to afford the time and money to do it.
I am a " bit " sceptic about the shimmer. The lady featured can do it, but a bit less would be a bit better. Now there is too much, she does not look natural ( IMO ).The did it well…for a night out in the city….but as a daily routine….and for country living…..less is more.
Very Interesting!! Thank you for this post. I experiment with shimmer eye shadow and as a blush somethimes and all different brands and no matter what it looks BAD!! And I am one who will wear sparkles on my eyelids if I feel like it. But anything shimmer, metallic, pearl, they all seem to age me like crazy. The matte is not the answer either because then I just look dull. So a new look would be much appreciated. We shall see.
She looks gorgeous. I've been a bit intimidated by the Ilamasqua counter until now but i would definitely give their products a go based on this.
Personally i like shimmer for every age. Matte cakey face seems more ageing …
Interesting comments on shimmer. I read over and over again that it is the way to go for mature skin, especially for those of us swinging the tree of life called 'menopause'. I have it in the Laura Geller range. There are days when I need my shimmer and days when less is more. I think it depends on the occasion, what you are wearing and how you are feeling. Best wishes…
Jeanne xxWell I am not surprised they approached her she is beautiful whatever the age. Xxxx
She looks stunning! I've never understood that rule about shimmer and I agree with Divinitus – cakey matt makeup is far more ageing. I've been curious about this range for a while but now I'm keen to try the Beauty School too.
How incredibly beautiful she looks! I doubt I would be as stunning, but then you never know!
Cheers,
Rosemary from
http://www.foreveronthecatwalkoflife.comBeautiful! Thank you for the intro to another older model and I like the shimmer.
mermaid gallery – I'm pretty low maintenance when it comes to make up too, but wouldn't mind skin that looks this radiant.
Vix – I'm off to Superdrug right now.
The Divinitus & Veshoevius – agree with you about the matt cakey face.
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Wow…finally! I get irritated with a certain main stream cosmetic company that advertises wrinkle and spot remover products on models that can't be but 18. I am excited that a company fianlly woke up to the beauty of older women. (They need to be regulars reading Ari Seth Cohen's blog!)