Illamasqua‘s 2013 Christmas campaign launched this week. Working alongside the Creative Director, Alex Box, Propaganda has dived into a world of self-indulgence and individuality to bring together this year’s Christmas campaign.
The brief was to fulfill the brand objectives: to set Illamasqua apart from the competition in this, the noisiest and most lucrative time of year in retail. And bring to life a campaign positioning Illamasqua as the Premium, Professional, and Colour Make-up Brand that allows you to unlock your Individuality.
The campaign theme is focused around the birthplace of creative make-up, the 1920’s, during this iconic era that the theatre and film industries began to flourish. The avant-garde theatrical and film sets surrounding the industry sought out professional quality make-up as a means through which to self-express, and “Making a Scene” became the norm.
Channeling the sprit of individuality and self-expression, Propaganda developed a creative campaign that sit outside the regular in-store and online.
The thought surrounding the campaign has been brought together in narrative from the creative minds of Propaganda.
“Christmas is for sinning. A time to celebrate vanity and shameless self-indulgence. A time for you and your loved ones to become objects of worship and Illamasqua can help – with our range of professional, colour-intense make-up gifts that will help you unwrap your individuality and embrace your inner sinner. Have yourself a selfish little Christmas.”
The campaign focuses on two audiences, the gift giver and the partygoer, in an honest, aspirational and vibrant tone of voice.
As well as the launch of the 2013 Christmas Campaign, Illamasqua have launched the new fragrance, Freak Scarab, a new unisex fragrance.
The new fragrance has been developed and will elevate the entire Freak fragrance range, with the new fragrance Freak Scarab taking center stage within the Christmas campaign.
You can shop the Illamasqua Christmas collection at illamasqua.com/christmas
