15 April 2011

Toxic Nature launch in Dubai...

Last week Illamasqua's Creative Director Alex Box, Account Director Calum Mackay and Head of PR Rosa Sibaja jetted out to Dubai in celebration of the launch of Toxic Nature!

Along with the Dubai Bloomingdales team they hosted an interactive launch event for Toxic Nature within the beauty hall surrounded by the beautifully adorned counter and models transformed and inspired by the collection.

Rosa was thrilled to see the reaction to our new collection
'The new collection exceeded journalist’s expectations. They were very excited by the creativity that was reflected within the SS11 collection campaign imagery and were very impressed by the textures, high pigment and colour palette of the products themselves.'

Calum shared his thoughts on the Launch in-store...
'We looked AMAZING! - we practically took over the entire ground floor of Bloomingdales! We had 4 different locations in Bloomingdales, one of these sites even had a fully working “toxic” fountain with a smoke machine!

A huge thank you is owed to our team in Dubai for all their hard work – it truly paid off. Each time I visit I am always energised by the enthusiasm for Illamasqua from both our team, customers & press and I can’t wait for my next visit!'

Guests of the launch were invited by a compeer in store to interact with the pieces through a very Toxic Nature themed game! They were also given the opportunity to immerse themselves into the setting and feel of the new collection by using props inspired by the Toxic Nature imagery in a digital photo booth.

Toxic Nature is now available to purchase in Dubai in Bloomingdales!


  1. That purple dress is amazing!

  2. Is Alex Box ok? She doesn't quite look herself there.

  3. Great!! I wish I were there to celebrate it too.

  4. All the photos are heart touching. I wish I could also have been a part of the journey....LOl....kidding... Any ways all looks gorgeous.


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