Alex Box's New Illamasqua Cosmetics Range

Apr 11 2009 By Liz Lamb, The Journal

THERE are pots of eyeshadow in the brightest of colours, sparkly nail varnishes in red, silver and gold and rows and rows of false eyelashes for those who dare to be different.

The Illamasqua beauty counter at Fenwick, Newcastle, is a beauty addict’s dream.

Launched on Tyneside a week ago, the hip new British beauty brand is already creating a buzz and is being hailed as one of the most significant make-up launches in over twenty years.

It’s easy to see why.

The counter is a rainbow of colours and there’s so much choice on offer, you just want to dive in and cover yourself in all that’s there.

Aimed at party-goers, it’s the first Illamasqua beauty counter in the North East and only the third in the world.

It already has a celebrity following. Sienna Miller, Lily Allen, Alison Mosshart of rock band The Kills and Courtney Love are all fans.

Kate Massarella of Illamasqua says: "We always wanted to launch in Newcastle because it is such a party city.

"Illamasqua is a night time brand and it fits perfectly here.

"Newcastle is such a party city. The weekend is about fun on Friday and Saturday nights which is what Illamasqua is all about.

"We really wanted to work with Fenwick because it is such an institution in Newcastle and they were really keen to bring us onboard."

The brand aims to encourage beauty fans to be more daring and bold and anyone expecting traditional make-up need to look elsewhere.

The marketing blurb states that Illamasqua wants to empower both men and women to explore their alter egos and takes its influences from the dark and illicit 1920s Berlin club scene to a rich heritage in the manufacture of make-up for film and theatre.

Not a brand for shrinking violets it seems.

"Being a night-time brand sets us apart," says Kate.

"The whole idea of self-expression, not just following what you are told to wear by the catwalk, is our niche. It’s about expressing your alter-ego.

"When we were developing the brand we spoke to women all over the country. They said they would keep coming back, if they could be made to look amazing but also to be shown how to do their make-up.

"We give customers a make-up lesson rather than a makeover.

"We’re teaching people how to be expressive with their make-up and empower them to have the confidence to experiment. It’s very playful.

"The team at Fenwick are such a credit to the brand. They not only show customers how to apply the make-up, but they encourage them to try applying it themselves and they can also get a DVD of their visit so when they get home, they remember what to do.

Illamasqua employed an innovative art team to help develop the brand which consists of The Damned frontman David Manian, musician Anja Huwe and make-up artist Alex Box, who is a friend of Sunderland-born designer Gareth Pugh.

Alex, who has a background in fine art, also devises the make-up for Gareth’s catwalk shows.

She says: "I see Gareth as having real vision. He sticks his neck out. He’s someone who really puts fire in my blood.

"At the time I was thinking there was no-one else who thought like me.

"I watched what Gareth did and he saw what I had done and everyone said I had to meet him.

"My first show with him was his student show and then I have done all his shows since.

"I really love him. He is really beautiful and he’s so successful. He is a North East boy and his parents are so grounded and so lovely.

"To have so much success, quite a lot so quickly, there is a lot of expectation and everyone wants you to top each show and make it better than the last one.

"I say to people if you don’t like Gareth’s clothes then you don’t like life."

Alex works as a creative and artistic director for Illamasqua. She says: "I create the look and work on product development, new products, colours – the creative side of the brand. I love it.

"Illamasqua is a night-time brand for anyone who wants to dare to be different.

"It can be for someone who has never worn a red lip gloss before or for someone who wants to be a complete diva.

"There’s never any education in make-up. Women are supposed to know how to put it on.

"If you don’t know what you are doing, you often don’t try something new because you don’t want to get it wrong.

"Illamasqua is really big on education and empowerment. When someone does something differently with their look, they feel really great."

And what does Alex think are the common mistakes women make?

"Getting the skin tone wrong," she says.

"Women also get stuck in a rut and the make-up they wore when they were 16 is probably not what they should be wearing when they are older.

"They are not adventurous enough."