Illamasqua

The U.S. is not the only country anticipating debuts of new cosmetics lines: the UK is anticipating the launch of Illamasqua at the tony Selfridges department store.


Illamasqua brand image
from Beauty Counter interview with Artistic Director Alex Box

Illamasqua was developed in association with Kryolan, the leading company for theatrical makeup. Illamasqua founder Julian Kynaston from Propaganda said, "We were shocked that the make-up market appeared to have no real emotional brands ... there was a lot of loyalty, but that loyalty was not at a brand level it was at a hero product level. You would see girls who were loyal to a particular lipstick from say Chanel, certainly Yves Saint Laurent’s Touche Eclat had incredible product loyalty.”


Illamasqua

The article from The Drum further notes,

During their research Propaganda emptied over 1,200 make-up bags and they found little evidence of dominance of any one brand. Typically there were 14 different brands in the average make-up bag. From here on, Kynaston’s goal became to ensure that the make-up bag of the future consisted of 50% of their brand, in their target market, with the other brands sharing the remaining half.

It will be interesting to see how creating brand loyalty will work out. Only MAC seems to command that sort of brand loyalty nowadays.