The independent beauty brand in Britain, Illamasqua, are well known for breaking some of the rules in the fashion world and have just shattered a new one that is related to age. The company are running a campaign which shows that people don’t have to become boring when they are 40 and it is possible to celebrate your age, rather than try to hide it with anti-ageing products.
Illamasqua are looking for beauty without limits – age limits, beauty has no sell-by date. That’s why Illamasqua’s new AW2012 campaign will feature people of all ages. If you’re someone who never lets age define you, or you know someone who fits that description, Illamasqua want to encourage you to nominate your mothers, aunts, grandmothers or any strong person in your life to be part of their next campaign in a glamorous beauty shoot celebrating all ages and diversities.
As well as individuals, we are looking for pairs – from mothers and daughters to nieces and aunties, to grandmothers and grandsons. The combinations are endless.
Julian Kynaston – Illamasqua Founder and Joint MD
“From day one we said that Illamasqua could never be defined by social demographics, age or sex, but simply by a mindset. Our customers come to us to seek out permission or gain confidence to wear make-up louder and prouder.”
Nominate yourself or someone else at www.illamasqua.com/beauty-before-age from 25th April 2012 and if chosen that person would need to be available to attend the casting mid-May 2012 and if selected be part of the shoot taking place end of May 2012.
Tricia Stewart- Originator of the Alternative WI Calendar
“When we took our clothes off for the original calendar, I didn’t think about being exposed and naked, it was about expressing ourselves and representing mature women. Illamasqua recognises that beauty has no age restrictions and now at the age of 63, I’m all for finding my alter ego.”
In return, all those featured in the campaign receive £500, a new Illamasqua make-up kit worth £500 and a framed photo of yourself like you’ve never looked like before.
Ready to stand up for beauty that defies age limits?