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.

Product of the Week: Liquid Metal in Solstice

There were only so many Product of the Week's I could write without mentioning the cult Liquid Metal in Solstice! This has become the fastest selling product in our entire collection - within five days of the Sirens collection launching in Selfridges London, it had sold out and we were urgently restocking it... we then launched Sirens online after the next delivery and promptly sold out there within forty eight hours, too!

This product has also been featured in editorial magazines from Nylon, Japanese and British Vogue, Look, Grazia and Tatler.

So what makes this product so special? Well, for those of you who do not own it or have it on your wish list, I will let other bloggers explain for you [click on the quote to go to the blog]...

"my latest obsession is Illamasqua Liquid Metal in Solstice... It's the richest, gold cream shadow and it's multi-purpose."

"The pigments are the richest I've ever encountered, the assortment of jaw-dropping colours... and the textures are so creamy, velvety and luxurious that time stands still when you're at the counter. Can't you just feel my excitement! I can't speak highly enough of this brand and it keeps getting better..."

"I LOVE Solstice and am so glad I have it in my collection as it's one of the few unique products that I own within my make up stash!"

From my point of view, the reason this product has been so successful is:

Texture: I have yet to find a product that feels like this - it is a perfect balance between cream and gloss. It picks up the light in a way that suggests it has shimmer particles, but does not feel at all grainy.

Blendability: The Liquid Metals were formulated for use all over the face and body - eyes, lips, cheeks, body... and for a product this versatile you need to be able to blend it out where you need it! I have mixed it with body lotion and used it to add a slight shimmer but then I've also used it with an eye liner brush to get a really concentrated line...

Colour: The perfect gold - not too yellow, not too green, not too dark.

Collection: It's the hero product of the Sirens collection and was used on lips, eyes, cheeks and body in the photo shoot to highlight the versatility of the product.

The good news is that this product has just landed at our warehouse and we are busy readying it for the stores and for the Internet store! Get yourselves on the wishlist and I will blog about it once it goes live. It will also be available to ship internationally as well as in the EU!

* Thanks to Yinka for the swatch of Solstice *

Exclusive New Sirens Product Launch 8th-11th July at Selfridges Trafford

Wednesday 8th July through to Saturday 11th July sees Adam, one of our fabulous London based make-up artists [and personal make-up artist to the likes of Fergie, Rihanna and the Pussycat Dolls when they are in the UK!] is travelling to launch the next installment of Sirens products exclusively in Selfridges Trafford.

I can't give away too many details at this point... but it's a product that can used on the face and the body! To be in with the chance of winning this fabulous product, enter the Mizzworthy/ Illamasqua Alter Ego competition by following this link.

I grabbed a quick word with Adam this afternoon...

Alex - Hey Adam! How is the counter today?

Adam - Really busy, darling, but it's fabulous!

Alex - Are you looking forward to going to Manchester?

Adam - Of course! I love the Trafford centre and I love the clientele - everyone is so fabulously stylish and avant garde. I also love the night life; I will be heading to Canal street to party with the beautiful people! I will also be creating some beautiful Sirens looks on some gorgeous models and really showing everyone how versatile our products are. Did you know that Liquid Metal looks so glamorous in your hair? A bit of a gold highlight with 'Solstice'or a bronze low light with 'Enrapture'.

Alex - Thanks for the tip! Any other products you are loving right now?

Adam - Oh... Sealing Gel, as always! This is my absolute Holy Grail product - it automatically pretty much waterproofs any product you use it with - if you have naturally weepy eyes this is the ultimate product for you! I use it with every type of eye product.

Alex - I have already waxed lyrical about Sealing Gel. Any kooky way of using it that our readers might not have considered?

Adam - If you were a bright or bold lipstick and it tends to feature, swipe a little of this on a brush around the edge of your lips after applying lipstick and it will not budge.

Alex - Will definitely try that on a night out! So you have a great celeb clientele... do any of your clients love Illamasqua?

Adam - I use Illamasqua on all of them! I know for a fact that Nicole from The Pussycat Dolls loves Muse and Fern Nail Varnishes and that Kimberley adores Filth Lipstick. Rihanna has been known to work Maneater Lipstick, too!

To read Adam's bio click here or to book a make-up lesson with him at Trafford [8th-11th July] call 0161 629 1187 or at London 0207 318 3788.

Thanks to vexinthecityx.blogspot.com and makeupandbeautyblog.com for the swatches!

Lush Lashes

Katie, our wonderful Product Development Manager, is looking at False Lash samples for future collections today. We have had some great prototypes sent through, with some fabulous vivid colours, unique patterns and interesting, edgy shapes. [Below is a picture of her rocking False Lash no 13!]

Our False Lashes have been especially popular with our customers and so we are definitely going to keep developing some knock out lashes to keep you partying through the night! There is nothing like a sultry pair of lashes to give your make-up that ultra-glam final touch, or if you [like me!] frequently go from work to bar, then adding a pair of lashes will take your look effortlessly from day to night.

We road test all our lashes, so I will be putting my favourite prototype pair through a real test tomorrow - I am off to Royal Ascot so they will be applied at about 10am before we leave and will be expected to last until I take them off about 14 hours later! Hopefully it won't rain, but I'm sure Katie is half hoping it will because if they last through rain, they'll last through anything!

It's also a good test in terms of comfort; one of my pet hates is having to take off lashes half way through the night because they are itchy/ heavy/ getting in the way of my vision!

Our Summer collection - Sirens - had their own False Lashes [no 20] which you can see in action below. . .

My flat mate, Michelle [pic below] is obsessed by False Lash no 11 - I think she has gotten through about four pairs now!

See below for some pictures of our lashes in action, and who better to model them than the Trannies we made over for the Selfridges Centenary celebrations last month?!

What is your favourite lash? I love False Lash no 13, 14 and 17 are my favourites and I also loved the Victor and Rolf range for Shu Uemura!

For a video on how to apply lashes, check out this link. It features our wonderful Selfridges London artist Daniel. If you have ever had problems applying lashes, this is the definitive guide!

PS - Lush Lashes is the name of a horse running at Royal Ascot tomorrow, so I thought it tied in well with the subject!

Product of the Week: Muse Nail Varnish

Not quite a blue, not quite a green and not quite a turquoise…

The Product of the Week is a series that will highlight a different product from the Illamasqua collection every week.

We kick off this series with one of my favourite products, Nail Varnish in 'Muse'.

This blue/green/turquoise/whatever Nail Varnish forms part of our first ever Summer collection Sirens. This unique collection [for those of you who don’t know] was inspired by the story of the Sirens and includes products to enhance the face, eyes, lips and nails. Sirens lets you indulge your alter ego to ensure that your summer nights are even hotter than the days…

So back to 'Muse' – why is this colour so hot right now? Well, firstly it looks amazing and secondly it fits in with our philosophy of individuality and uniqueness. It suits a variety of complexions but creates most impact on olive and Asian skin tones. Also, Nicole Schwerzinger from The Pussy Cat Dolls wore it in the video for the hit single ‘Jai Ho’ from the Slumdog Millionaire soundtrack!

Our counter manager at Selfridges Oxford St, Gillian Staal tells me more…

“I love colourful nails and 'Muse' is a must have. One coat will give you enough intense colour to last and better yet – it doesn’t chip! It gives you an instant upgrade to your wardrobe and looks edgy on the toes when worn with sandals. If I’m feeling daring, I clash 'Muse' with fuchsia coloured leggings – dare to be different!”

Check out All Lacquered Up’s great Muse review.