Thursday, 5 July 2012

Deliver Shimmer - Illamasqua Generation Q Launch.

It's not unusual (ooh, hello Tom Jones, how did you get in here?!) for an Illamasqua launch to evoke a story or ethos behind the thinking, like a breadcrumb trail of the thought processes that went into the colour selections and textures and how it all came to be. This collection was slightly different, in that it came with a mission for us, as stated by David Horne:

'Deliver shimmer.'

It probably doesn't make much sense out of context. But then, neither does shimmer on mature skins, or glittery black nail polish on a septuagenarian, according to the usual makeup counter context, who recommend people of older ages 'play it safe' after reaching what is termed as a 'certain age'.

Recently, Illamasqua launched their Beauty before Age campaign, as a reminder that everyone of all ages can and should wear makeup, that black eyeliner isn't just for young girls and matte eyeshadow only for the older generations. Their aim was to throw a big one-fingered salute in the face of social thought, the makeup counters with fussy women telling you that you can't wear purple eyeshadow when you're 80, and the thought that when it comes down to it, you're as young as you feel.

Generation Q, then, will launch in September, and is for you, your mum and her mum - and anyone else that might want to join in (personally I can't see my dad in purple lipgloss, but if yours would then more power to him!) It isn't the typical collection from Illamasqua in that there's the usual selection of brights, but it's less raucous than usual - so for those of you who aren't so keen on the weird and wonderful colours Illamasqua releases - this is your moment. In fact, it's a beautiful selection of well-considered colours, hues for every age, skin and esprit de vivre - corals, dusty brick reds, purples, a rainbow beige (you'll know when you see it).


At the launch, we were privileged enough to meet Evelyn, a seventy-something-and-proud-of-it and the face of the new campaign. She was proudly sporting some bright magenta lipstick and black glittery nail polish and *gasp* shimmer, and she talked to us about what the campaign meant to her. Illamasqua's new collection is emotive and thought through, just a riot of colour for all generations and sexes and proof that beauty doesn't need to involve a blue rinse and minimal makeup once you hit a certain age - and for that, I loved this launch.

My personal picks for the collection? I'd actually wear it all. You'll probably never hear me say that again. However - under the premise of helping you out for when September the 6th comes…

Shown here: Complement palette, Boost and Opulent lipglosses.
Sophie blush - Illamasqua have brought out another shimmer blush, and this one is a beautiful bright coral. It's soft and rich and very high on my list.  

Magnetism lipstick - a rich, opulent deep raspberry red. I can't wait to get this one!  

Creator nail polish - a jet black shot through with shimmering gold. I loved this and the way it was executed. So simple, yet so well done.  

Wisdom Precision Ink - an antiqued gold liquid eyeliner. It twinkles and is basically gorgeous, and wears FOREVER. This was still on when I went to take a shower about 20 hours after I'd applied to my wrist. I'll be posting a review/look/THING of this soon, and it's really hard to capture how pretty this is, seeing as I took about 200 shots.

Shown here: Empower palette, Magnetism and Underworld lipsticks.
Aurora cream highlighter, Sophie blush and Allure blush.
There are also two fantastic-looking palettes being released with this collection, one called Complement and one called Empower, which feature new Liquid Metals and Pure Pigments that have been pressed into a pan. There's two lip glosses - one bright fuchsia, and one… rainbow beige, which looks nothingy until you suddenly catch sight of the way in which it twinkles and transforms over different colours. There's a reformulated highlighter in a compact, and basically, it's all flawlessly done.

I got the feeling from this launch that Illamasqua's team genuinely couldn't wait any longer to release the news of their new collection, which doesn't launch until September. They were positively gleeful and grinning with pride at the launch and it was kind of infectious. The launch and new collection gave me that warm feeling in the pit of my belly from start to finish - it was a beautiful launch and this is going to be an amazing collection.  As a final thought, and not to sound too pretentious - the whole collection reminded me of this poem I read when I was still in school:

When I am an old woman, I shall wear purple

with a red hat that doesn't go, and doesn't suit me.

And I shall spend my pension on brandy and summer gloves

and satin candles, and say we've no money for butter.

- Jenny Joseph.

I think that poem about sums it up.

What do you think of what you've seen so far? Tantalised yet?


  1. I think this collection looks amazing. Absolutely amazing. From the little I've seen its my favourite collection I've seen from Illamasqua so far!

    1. ME FRIGGIN' TOO. Everything about it was just flawlessly done. I even want the nude gloss, and that, for me, is SAYING SOMETHING!

  2. Gorgeous! Gorgeous! Gorgeous! Most definitely going to get one of the shimmer blushes (either Sophie or Allure) and the rainbow beige lip gloss. Oh and one of the palettes :-)

    1. You will LOVE Opulent. It is gorgeous. It looks stunning over everything, I have a swatch of it somewhere over a red and it just twinkles and glimmers this fiery orange colour even though it's nude in the tube! I cannot wait for this to launch!

    2. Opulent has my name on it :-)

  3. I love the idea of creating a collection for all ages. I don't think my mother is afraid of shimmer and I've always loved mattes, so I've never thought shimmer and matte should be exclusive to certain age groups. I'm liking both Sophie and Allure from your last photo. Guess that's something to look forward to come fall!

    1. I genuinely cannot wait to spend all my money when this hits the shops! It's a beautiful collection - sadly my mother is afraid of all shimmer, although she adores a good orange red lipstick and green eyeliner (often together...) so we're making progress :)

  4. I really love the message behind it! If the blushes are not too shimmery on then yes I'm definitely tantalized! Love the poem! Thanks so much for sharing :)

  5. Oooooooh my goodness this is so GORGEOUS!!!! Love Illamasqua and everything they stand for so this is another great campaign. I have to agree with you, EVERYTHING looks amazing!! How am I going to choose what to buy when it's released? :( haha :) Thanks for this!

  6. I love it ALL and I'm going to be that old woman in the poem in years to come...

  7. Oh my god, Evelyn looks flawless. Talk about ageing gracefully -- I can only aspire to be half that chic someday! (Spoiler alert: it's not going to happen. I'm way too boring to be agelessly stylish.)

    Here's to hoping that Illamasqua suddenly lands in Canada before September, because I think my mum (and, okay, my sister and I as well) would love this collection. :oP It just looks so timeless and put-together!

  8. Brilliant post Cami! I really like Illamasqua and their smaller/less frequent collections. I think they're my new MAC.xx

  9. I love that Illamasqua produced this collection - it's so feel-good. I think I have my eye on their blushes and the Magnetism lipstick :) xx

  10. I love the blushes. I can't wait to try them out! Go Evelyn she looks great in the ad!
    Daniella x

  11. What blog you have here :) and I LOVE your name Cami!

  12. I love this collection - the colors, the theme, the obvious thought & care that went in to creating it. The face of the campaign, Evelyn, is stunning! Magnetism stole my heart in the ad pic - drop dead gorgeous! Both Sophie & Allure are very pretty - come on September!
    "The launch and new collection gave me that warm feeling in the pit of my belly from start to finish" - the feeling you had at this event bubbled up & over in your post. I can't wait to be the woman in the poem!

  13. What a beautiful woman. I only wish I look like that when I'm 70-something...

  14. Shit I am getting serious butterflies in my stomach thinking about how I have to get this ENTIRE collection!
    I think his is going to be Illamasquas best collection yet! The more I get into these guys, the more I forget abut MAC and their latest hideous excuses for collections.


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