I grabbed a quick word with Kate Massarella, Brand Director of Illamasqua, for her views on the past year and what we have to look forward to in 2010...
As Brand Director of Illamasqua, you have final say on all marketing activity and new product development. Which aspect of your job have you enjoyed the most over the past 12 months?
"Creating the Sirens and Dystopia collections. They are both so different, yet so distinctively Illamasqua. Katie, our Product Development Manager along with Alex Box, has created some hugely iconic products for these collections - Liquid Metal in 'Solstice' and Nail Varnish in 'Obsess' are my personal favourites.
I also love the process of creating the images - Alex (Box) and I have so much fun coming up with ideas and I have had the fortune of working with some amazingly talented people on the photoshoots. I also really enjoy working on the way our counters look in store - it's such a great experience seeing an initial sketch turning into an actual counter, stocked with beautiful make-up and managed by our amazing teams of artists.
What has been the highlight of the past 12 months for you?
In addition to the stunning collections, one of the biggest highlights has to be the launch into New York and the week I had there introducing the collection to the beauty directors and editors at the top US magazines. An exhilarating experience as they all loved the brand already and couldn't wait to get their hands on the USA assortment. Plus, having a meeting on the 45th floor of a towering Manhattan building overlooking the city is like nothing else!
What do you think the next 12 months will bring for Illamasqua?
More creativity, more excitement, more great product development, more iconic imagery and loads more fun. In particular the Summer collection out in April - it's going to take Illamasqua to a whole new level.
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