Brand Evaluation

The brand that dares to be different and offers quality, professional make up for anyone who wants to release their alter ego. Illamasuqa is a British brand through and through and has built up a following since its launch in 2008. Julian Kynaston the ‘brainchild’ and marketing specialist, built this brand from the ground up with no previous experience in the world of make-up; he used this platform to reflect his passion for all thing subcultural. From day one Illamasqua has been the edgy side to the make-up world and by introducing Joseph Corre to the company made the brand stand out even more, with Corre’s punk heritage. They never shy away from the unconventional and avant-garde looks and highly pigmented colours. They live to boast about being the ‘alternative’ brand and making the products available to everyone, and every style.

Through its advertisement online and in magazines they show the public that make-up is for everyone, from the make-up artist to the everyday man or woman. They reach out through short film advertisement to show the variety of looks one can achieve; high fashion or everyday looks. This is what they pride themselves on, it is for everyone and anything can be achieved with imagination.

Although a theatrical make-up brand with its advertisement, the presentation is completely different, they have chosen to have a clean cut design which is pleasing to the eye and not so dramatic it scares the customers away, it entices all customers in its neutral in appearance. Illamasqua promised themselves that they would always do things better than all the others and if not, then they wouldn’t do it at all; by using high quality gloss finished packaging they show off their brand in a 1920’s style, which shows stylishness and elegance.

Price is what it always comes down to as it can isolate who can and cannot buy it, but with Illamasqua they have made it available to all people who want to have the chance to use high end products at a reasonable price. They pride themselves on this, to make sure know one is left out. This is what drew me to choosing Illamasqua, as they are one of the most welcoming of brands they don’t pin point their customers like other brands, for example Channel, I was informed by a cabin crew member of Easyjet that Channel are not aloud to sell them their products as they don’t want to have them affiliated with their brand as it may deter their select upper-class audience.

Overall, I found that I would choose this brand over the rest because it is made available to all customers, the products are highly pigmented, of high quality and never fail to amaze its audience in presentation and promotion. They are always true to their word and inspire all to be creative even if you didn’t come from a make-up background. I have used all this information to influence my own work and show the pride in the company through my images. I hope that my images would make not only Illamasqua ,but the customers inspired to find the royalty within themselves and for them to create their own collection with their vast variety of products.