Those gorgeous people at British beauty brand Illamasqua have been hard at work finding older models for their new campaign. The Generation Q range celebrates all ages, and launches September 6, with a fabulous selection of adverts featuring the brand's Beauty Before Age competition winners. One of the campaign's stars, Evelyn (above & below) was scouted by the Illamasqua beauty team in a Manchester store. After meeting her the other night, I can see why. She's beautiful and charming and up close, her skin is amazing. Ari Seth Cohen would swoon. I asked Evelyn how she felt about being an older model, 'It was a terrific shock at first, adverts always feature very young girls - so even though brands cater for us older girls, they don't show us,' the 72-year-old commented, 'Most of my friends don't wear make-up, so it can sometimes feel like you're going over the top - but after this experience, I just don't care. I like what the make-up artist has done so much, I'm going to keep it on for days!'
|Behind the scenes. Evelyn and her daughter Kate (standing to the right).|
Talking about the initiative, creative director Alex Box said,' It's important to show all ages. To be inclusive. These are people who've loved make-up all their lives, that doesn't just stop when you reach a certain age. We wanted something that would look fantastic on 77-year-old skin and on 17-year-old skin.' And, beauty newsflash: readers, this range includes shimmer. Often deemed a no-no for women of a certain age, Generation Q products - including the new Gleam Cream highlighter that Evelyn's wearing in the photos - are 'light reflective, not age reflective'. Illamasqua are putting the shine back into grown-up make-up, and 'standing against the industry rule of wearing matt products and concealing your real identity under a sea of beige.'
If it makes my skin look like this, I'm all for it. Though I think I'll pop along to the Illamasqua Beauty School Drop -In to find out how to apply my make-up properly first:
|Evelyn's campaign shot.|
So, forget what you've previously been told. Shimmer rules. OK.