The launch of UK make-up brand Illamasque at Selfridges exceeded expectations. The London department store opened its largest retail space dedicated to a new beauty brand. Closely located to the main entrance on Oxford Street, the 45 square foot area houses a 1920s Art Deco-inspired counter offering Illamasqua’s professional-standard product range.
David Walker Smith, Beauty Director at Selfridges says: “This is the first time in a very long time that we are launching a cosmetics brand in the main beauty hall. When we were introduced to Illamasqua and saw the first samples we knew instantly that it would be a big hit. The buzz around the counter and the sales impact from the worldwide launch this weekend did not disappoint, every possible consultation appointment was fully booked and there were queues of people waiting to unleash their alter ego. We are very excited about the birth of Illamasqua and look forward to our future together.”
Illamasqua aims to bring professional make-up products to the high street. Leading chemists and manufacturers of stage and screen make-up, fronted by artistic director Alex Box, have developed the premium products.
“We’re positioning ourselves as a night-time makeup brand,” said Kate Massarella, marketing and product director at Illamasqua. “That’s when you let your inhibitions go a bit and become what you want to be. It’s about empowering women to self-express through make-up.“
To mark the launch of Illamasqua, hourly shows will be staged in-store on Thursday 6th November until Sunday 9th November featuring ballet, tango, ribbon dancing and contortion. Each of the dramatic performances represents one of the new collections. For Christmas, Illamasqua launched a limited edition ‘Femme Fatale Kit’, which comes in a bespoke black box with red satin quilted lining with jewel lid. Contents include Illamasqua red, eyeliner cake, and eyeliner sealing gel, red nail varnish and several seduction treats. The limited edition kit will be available at Selfridges Oxford Street until Christmas and retails at £65.
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