Meet our new US Brand Ambassador!

For our international fans may we introduce Kim Anderson, our new US Brand Ambassador and how excited we are to have her on board! For all you lucky New Yorkers Kim is going to be the person to know; not only will she be overseeing the day to day running of Illamasqua in Sephora stores and offering brand support, she’ll be planning loads of amazing in store events across New York City. Excited much?

We thought to welcome her to the team and to get to know her we would drop her a line and ask a few important questions to get her settled into her new role. The only downside is that technology is so good we didn’t have a good enough excuse to fly over to New York to see her.

Kim, tell us about your training and background..

I started my makeup artist career around seven and a half years ago with Stila Cosmetics in New York City as a Business Manager, moving on to MAC before my freelance career began to grow. My most recent gig was as a part time instructor at MUD (Makeup Designory) School in New York City teaching Beauty 101 and Portfolio Development. I'm a self taught makeup artist...I decided that I was going to 'just do it'. I've always been enamoured with the art of transformation now I get to share it!

(Hair & Makeup by Kim Anderson, Photography by  Nevin Jethmalani)

We know your role is the US Brand Ambassador but what do you want to bring to the brand?

Well Illamasqua already has a lot! Though I particularly love the message of individuality and empowerment; I think I'd like to spread that around the US with a healthy dose of my own sassy charm.  I say we're makeup artists...because we 'make it up'. Letting women and men know it’s okay to do it your own way is my jam!

We’ve just launched a new Autumn/ Winter 2010 collection, The Art of Darkness, where Alex Box created 13 very individual characters, which is your favourite?

I loooove Queen of the Gypsies! I feel her.

If she’s your favourite character we’re dying to know your favourite Illamasqua piece...

Lipstick and Liquid Metals! Specifically Maneater and Box, which I like to mix with the Liquid Metal Resolute...sick amazing!

With that in mind, have you got an ultimate makeup tip for our beauty lovers?

Own it! Inside and out...from head to toe. Easy peasy.

(Hair & Makeup by Kim Anderson, Photography by Daniel Murtagh)

We couldn’t have said it better ourselves! So what’s happening first in your new role?

Well, September 30^th at Sephora 5th Avenue we’re starting Cast Training and October 1^st is Brand Support...however I'm super excited about the Art of Darkness Event on October 2^nd and 8^th on 5^th Avenue and Times Square respectively.

Kim, it’s been an absolute pleasure meeting you and we wish you the best of luck in your new role at Illamasqua!

Thanks, I'm so excited the welcome has been amazing!

To know more about Kim and her beauty insider knowledge you can check out her blog http://mskimisfierce.onsugar.com/

And don’t forget to go and see Kim and get her expert advice by meeting her in store on 5^th Avenue today and tomorrow! She wants to meet every Illamasqua fan in New York!

More on the Art of Darkness events tomorrow!!

Sephora: Current Stores That Stock Illamasqua

Just a quick post for all our USA based fans! I have been receiving emails asking for an update on Sephora stores that retail Illamasqua, so here it is!

This is the current line-up:

34th St, Manhattan

5th Avenue, Manhattan

711 Lexington, Manhattan

76th and Broadway, Manhattan

Ala Moana, Bay Area

Boca Raton, South Florida

Dadeland, South Florida

Downtown Seattle, Northwest

Fashion Valley, Orange County/ San Diego

Florida Mall, NW Florida

Georgetown, DC/MD/VA

Hollywood and Highland, LA

Lenox Square, Atlanta/ LA

Manhattan Village, LA

Powell Street, Bay Area

Prudential Center, Boston, MA

Roosevelt Field, Lond Island

Santa Monica, LA

Soho, Manhattan

South Beach, south Florida

South coast Plaza, Orange County/ San Diego

Times Square, Manhattan

Union Square, Manhattan

Venetian, Southwest

Westchester, Conneticut/ NY

An Interview With... Kate Massarella, Brand Director

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.

People Update!

Hello everyone - phew, it's been a busy past few weeks but I am here to give you all some updates!

We were really thrilled on Saturday because the Independant ran a great feature on theatrical make-up and even had our beautiful Dystopia promo image as the front cover of The New Review, the Saturday supplement.





Click on the images to enlarge them and have a read of the article - it's very interesting and thought provoking.

We had the House of Blue Eyes show and the All Walks Beyond The Catwalk event on Friday and yesterday we created looks for A Child of the Jago fashion show at Wilton's music hall. The label is the brainchild of Joe Corre [of Agent Provocateur fame] and was attended by Vivienne Westwood, amongst others. Unfortunately, I didn't get the time to go! I am awaiting some images from the show though and will get those up as soon as I receive them.



By the way, has anyone read the 1896 Child of the Jago book by Arthur Morrison? It's a Dickens-esque novel about the life of street children in the Victorian slums. I read it as a comparison point to Oliver Twist when I was about 16 and it's a very beautiful [but brutal] analogy of the streets of London in the 19th century.

So a quick update on people:

Katie, our wonderful Product Development Manager has several top secret projects on the go for next seasons collection [ideas currently being bandied around] as well as the mascara expansion project and special products for our birthday and Christmas coming up [the celebrations begin on 31st October - I'll let you know more closer to the time but it's going to be awesome!]

Jennifer is currently managing our Sephora expansion - 27 stores at present and I can reveal that we now have a new one in Roseville, California due to launch in November! Exciting stuff.

Kate is in Birmingham today, assessing sites for our new counter and taking a look around Birmingham for marketing opportunities. I have only been out in Birmingham once but it was a great city with a fabulous night-time vibe and we really want to embrace that!

Jonathan, our Retail Operations Manager has been hard at work picking a brilliant team to head up the new Birmingham counter - new additions to the Illamasqua family! To think we only had 16 artists when we first launched... we have over 50 now, less than a year on!

Alex Box is really busy with the Fashion Weeks across the globe - Paris is the big one for her but we have still managed to squeeze some time in for an appearance at Selfridges Trafford on Saturday 3rd October - more details on that to follow!

We have some great events coming up for our first Birthday and with the excitement surrounding Dystopia, we will be sure to include demonstrations and get-the-looks across town. Plus, we have a new recruit to our Selfridges London freelance team that I think that some of you are going to be very excited to hear about....

Welcome to Jennifer!

We have a new team member at Illamasqua - say hi to Jennifer! Jennifer is heading up our Sephora account and will split her time between New York and London.

Jennifer was fortunate enough to be at the Sephora Times Square launch a couple of weeks ago, with Daniel and Adam from Selfridges Oxford St - they went to oversee the launch and to meet and greet some customers - I know some of you got to meet them!

Sephora is a very different retail environment than Selfridges, Debenhams and Fenwick in that there are no artists dedicated to one brand, so whilst the team were out there they met the Sephora Pro Team to educate and inform them of Illamasqua; who we are, what we represent and what products we make!

The Sephora Pro Team were really excited about the brand and according to Jennifer, there was much whooping involved at the end of the presentation! She sent me along this photograph and I will keep you all updated on the new from the USA as Jennifer keeps me in the loop on it all.

The Moment You've All Been Waiting For!

The List to End All Lists...

The roll out begins mid-September and will continue for approximately a month into the following stores - where will you release your alter ego?!

34TH STREET, New York City

WESTCHESTER , New York

TIMES SQUARE, New York City

UNION SQUARE, New York City

5TH AVENUE, New York City

711 LEXINGTON, New York City

76TH & BROADWAY, New York City

ROOSEVELT FIELD, NYC

SOHO, New York City

ALA MOANA, Honolulu

DADELAND, Miami

DOWNTOWN SEATTLE, Seattle

FASHION VALLEY, San Diego

FLORIDA MALL, Florida

HOLLYWOOD & HIGHLAND, California

MANHATTAN VILLAGE, California

POWELL STREET , California

SANTA MONICA, California

SOUTH COAST PLAZA , California

SOUTH BEACH, Miami Beach

LENOX SQUARE, Atlanta

PRUDENTIAL CENTER, Boston

VENETIAN , Las Vegas

BOCA RATON, Florida

GEORGETOWN , Washington DC

Illamasqua and Sephora Launch!

I cannot describe how excited I am to hear the feedback from the online New York based community after they have had their swatching frenzy at the first ever Illamasqua stand in the United States of America!

You have to tell me all about it guys, as I unfortunately can't be there. Two of our international artists, Daniel and Adam - will be there to encourage everyone to unleash their alter egos and celebrate their individuality! Photos to be posted soon!

Guest Editor: Kate, Marketing and Product Director

Kate is currently in New York to oversee the initial training, to meet and greet press and to introduce Illamasqua to the Big Apple...

So, as the New York launch looms, and our National USA launch in October is growing closer, I have been spending time in the USA making sure that everyone who needs to know about Illamasqua knows about it. Monday Jennifer, Daniel and I trained the fabulous and inspiring team that are going to be representing us in Sephora at 5 Times Square. I am so excited about the launch and have confidence in the newest Illamasqua evangelists. In the words of one of the team - we channel Sasha Fierce!

Tuesday and Wednesday I had the pleasure of the company of the people that are in the know in the New York beauty business - the editors and beauty directors at the likes of W, American Vogue (I had a bit of a Devil Wears Prada moment outside of the Conde Nast building!), American ELLE and Nylon. The feedback we have had has been phenomenal - everyone is so excited about our impending launch and they love, love, love our products. Bring on the launch!!!

Sephora.com Goes Live!

As you are all well aware of by now – and if not, surprise! – Illamasqua officially launched on Sephora.com today.

If you live in the USA or Canada you can now order a great selection of Illamasqua products through this channel.

They also have some great photographs of our products, so if you are unsure of our colour swatches [with I have mentioned in the previous blog post that we are addressing!] then you may find it at sephora.com

There is a great introduction to the brand, from our heritage and influences through to ‘Get The Looks’ in both the core range and the Sirens collection.

We are hugely excited by our overseas expansion and can’t wait to hear feedback from all you beauty addicts stateside!

Sephora Q&A

As promised, here is a Q&A about the Sephora launch, based on questions that I have received through this blog, facebook, Youtube and from the general information line. I've drafted in Kate, Katie and Jennifer [our International Account Director] to help with answering all your queries...

Will Illamasqua be available on Sephora.com?

Jennifer: Yes! All 200+ products that will be available in store will also be available to purchase online through Sephora.com and through their telephone service.

Will Illamasqua be available in my local Sephora?

Alex: We will let you know nearer the time - at the moment we have confirmed several cities including San Francisco, Hawaii, Las Vegas, Hollywood and Atlanta.

Which Nail Varnishes will Sephora be stocking?

Katie: Almost all! We know how much you are all loving the Nail Varnishes, so it was a big priority of ours to stock as many of these fabulous colours as possible - twenty four in total, including the legendary Phallic, revered Baptiste and kooky cool Milf!

I'm hearing reports that Illamasqua will be launching at 5 Times Square on the 30th July yet I'm also hearing it's the 31st - I want to come to the launch!

Jennifer: Our products will be available to buy in 5 Times Square from the 30th July - but this a Thursday and everybody knows that launch parties are always better on Friday nights and so that is the 'official' launch date! Don't forget, it's the Sephora Flagship launch too, so there will be plenty going on. If you can get down, do! I will be there with a couple of the London artists so come and say hi!

Will you be coming to Canada anytime soon?

Kate: The plan was always to roll out to the USA and then consider the rest of the world. As it stands, there are no plans to bring Illamasqua to Canada, but then things have been happening so quickly that you could never rule it out!

Will Sephora.com be shipping to Canada?

Alex: This is a decision for Sephora and not Illamasqua. We ship to Canada on our online shop at www.illamasqua.com/store however it is best to contact Sephora directly about where they will be shipping too, sorry.

What will the prices be like?

Jennifer: The prices will be similar to the UK - approximately $20 a Powder Eye Shadow, $24 for a Pure Pigment and $19 for a Sheer or Intense Lipgloss.

Will you be stocking the more daring colours of the Illamasqua range, for example Repulse, Torrid or Gender Intense Lipgloss?

Katie: As much as we would have liked to, we couldn't stock the entire range. After weeks of umm-ing and ahh-ing, we came up with a SKU list that we feel reflects the brands ethos and values as unique, individual and daring but also inkeeping with the philosophy of Sephora.

Will the Sirens collection be available?

Alex: Only in New York, as by the time the rest of our roll out begins, it will be time for our Autumn Winter collection! We will be incorporating some of the Sirens collection into our core range, though, so you will all be able to try out Liquid Metal in Solstice and Enrapture [as if you haven't already!] as well as one of the Bronzing Duos and the Nail Varnishes in Lament [my favourite!] and Muse.

The Post You Have All Been Waiting For...

The Official Word: Illamasqua is going Stateside!

Yes you’ve heard right, the rumours are true. We’re thrilled to announce that Illamasqua will be launching in the brand new Sephora store, 5 Times Square on 31st July.

Although we weren’t planning to retail in the US quite this soon, the demand from our American fans has been phenomenal so we just didn’t think it was fair to keep people waiting any longer. And of course, we want to give as many of you as possible the opportunity to experiment with our fabulous products and discover your alter egos. These are exciting times for everyone!

Since launching in London at Selfridges Oxford Street only nine months ago, we’ve experienced an overwhelming response to our professional night-time make-up range. We knew what we were doing was groundbreaking, but we honestly didn’t anticipate such an incredible global reaction.

Our US rollout will begin on 31st July with a coveted spot in New York’s newest beauty mecca, Sephora 5 Times Square. We will then be bringing our artistry to a further 26 Sephora stores across America by the end of October.

The exclusive 5 Times Square launch is set to rock the New York beauty scene, with many of our top artists helping to spread the alter ego message and assist new customers in exploring our long-lasting, truly professional palette. Initially, the range will consist of over 200 specially selected products, guaranteed to wow the audience and ensure Illamasqua takes centre stage.

If you have any questions, leave them in the comments section and I'll pull together a Q&A in the near future!