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.|
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.|
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?