Illamasqua Demo

Illamasqua set up

Charlotte and Spob came in to give us an Illamasqua demo, and also to talk to us about the brand.

The talk about the brand really helped me understand the essence of creating an identity and how to go about this. I learnt that:

• Illamasqua relies heavily on social media to promote itself and uses hashtags like #illamafia and #illamasterclass to get people talking about them and spreading the word
• They are very true to their identity and adapt this to holiday campaigns so that the brand is always active and people are always talking about it
• For each new collection that they launch, they release a group of promotional makeup looks done with the makeup on sale so people can see the makeup and the possibilities. This increases interest in the collection and also makes customers feel as though they're close to the brand because they know its secrets
• They are very loyal to their customers - they offer lots of promotions and discounts as well as student and professional discounts that increase from time to time. They also always respond to tweets and messages with people showing off their illamasqua looks - I myself have been tweeted and followed on my profession Instagram by David Horne and Julian Kynaston (bragity brag brag)
• Because Illamasqua work closely with schools and colleges, they are putting themselves right in the centre of the professional industry and creating relationships with a lot of professional customers right from the time that they start their career and onwards.

Charlotte then did the demo below, which was the makeup look that they created for the Sorapol A/W14 show at London Fashion Week.

       

It was really good seeing how they worked in a professional format, seeing how much time they took to prep the skin and eyebrows.
They showed us a lot of products in their demo which I would have never looked at before and seeing them actually applied showed how lovely they were. Lots of nudes and natural colours, which I usually stay away from but now I think I will invest in some.

The main thing was seeing how Illamasqua did a natural look but stuck to their brand identity by tweaking bits hear and there - brushed eyebrows and bronze lashes. It really showed how we could take our brand and adapt it for the natural shoot that we have to do. Now I feel a lot more confident about both the Illamasqua times assessment design and the Urban Decay brand looks.