Generation Q: Illamasqua’s ageless AW12 make-up collection

23^rd July 2012

Khaleda Rahman

Khaleda Rahman

23 July 2012

In the three years since its launch, British make-up brand Illamasqua have firmly established themselves as a brand that is bold, daring and not for the faint of heart. Pushing the boundaries of what make-up can do, the brand has embraced creativity, non-conformity and self-expression. And once again, they’re planning a collection that’s unlike any other.

Diverging once more from the usual path of collections targeted at certain age groups and a typical kind of girl, Illamasqua’s Autumn/Winter collection, Generation Q, is make-up for all ages. Generation Q is described as an “ageless” collection – that is, a collection that all women can use and enjoy, regardless of how old they are.

Creative Director of Illamasqua, Alex Box, says: “Generation Q is generation YOU! It’s what they tell you not to do; it’s what you see your true self through. It’s what is old and what is new. What you know and what you knew. It’s what you feel and what is true.” Sounds amazing, right?

Recently, Illamasqua launched a ‘Beauty Before Age’ campaign (as we reported here), a casting call for models of all ages. These models were needed for Illamasqua’s Generation Q campaign – and now the winners have been revealed.

72-year-old Evelyn was spotted at the Illamasqua counter at Selfridges in Manchester. She says: “I get such pleasure every day from just putting my face on, and even more so now – thank you, Illamasqua!”

Mairi, 39, a freelance make-up artist from Edinburgh, couldn’t believe that she’d won: “I was in total shock, I thought it was a joke!

“I think it’s great idea to use real people for your campaigns, it’s raw and exciting, because age doesn’t matter – it’s how you feel on the inside that does: if you are confident about how you look, it shows,” she added.

The collection consists of two amazing eyeshadow quads, with shadows in a range of autumnal hues, gorgeous blushers, lip-glosses and bold lip colours. The collection also features a stunning gold liquid eyeliner, two nail varnishes in a bold red and sparkly black, and the famous gleam cream that has been rebranded as a cream highlighter.

The collection is due to launch at Illamasqua counters and online on 6^th September. Are you excited for Generation Q’s ageless products?

Khaleda Rahman
Photos: Courtesy of Illamasqua

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