Staying true to our belief of never having to sacrifice color for performance, MAKE UP FOR EVER introduces another vibrant addition to our award-winning Aqua range – new Aqua Liner. This eye-catching, highly pigmented new collection of waterproof liquid eye liner was developed to outperform even in the most extreme environments. Aqua Liner was created to provide make up artists with the ultimate liquid liner that boasts precision, a 100% waterproof formula and a bold assortment of colors.
As the official make up sponsor of Mercedes-Benz Fashion Week Swim in Miami, MAKE UP FOR EVER put artists to work at the top 2011 swimwear shows testing Aqua Liner on models backstage. Their challenge was to create bold, show-stopping make up looks that wouldn’t melt or fade while on the runway under hot lights, performing in the water, or in the humid Miami climate. The end result? Aqua Liner guaranteed intense weather, tear and sweat-proof color that lasted through the shows.
Aqua Liner is formulated with acrylic copolymer, a hydrophobic macromolecule that forms a flexible film to lock water out. It contains 50% more polymers than traditional eyeliner formulations to ensure a long-lasting, waterproof result, as well as essential amino acids derived from apple juice for high-color intensity and bold pay-off.
Available in 15 vibrant shades with matte, iridescent and diamond finishes, Aqua Liner can be used to match all moods and styles. The long and dense, yet flexible applicator is designed like a make up brush handle to ensure easy application, with a specialized foam tip that delivers the ideal amount of texture for drawing an ultra precise line with a buildable result. Aqua Liner goes on evenly and dries quickly for a look that lasts all day and all night long.
This spring, Make Up For Ever has launched a print and online ad campaign featuring their HD Invisible Cover Foundation–and the advertisements have not been digitally retouched. They have also launched a microsite, www.hd-not-retouched.com with a short video featuring the unretouched models shot next to items that have been digitally altered to highlight how deceptive retouching can be.
If there is one thing the early days of MySpace has taught me, it’s that angles are your best friend, and good lighting (or really terrible lighting) can go a long way to improving the overall image! I like that photography and artistry skills were used to achieve this ad.
What do you think of the new campaign?
While unretouched photography has been celebrated by magazines and celebrities alike, there are still very few advertising campaigns that use imagery that has not been digitally altered. HD Invisible Cover Foundation was developed specifically to mask imperfections that are often magnified in front of a camera lens, without adding texture to the skin. MAKE UP FOR EVER is thrilled to show women everywhere that they can look perfect both in front of the lens and in their everyday lives by choosing products that deliver professional results and can stand up to modern technology.
Make Up For Ever #50 Rouge Artist Intense Lipstick
Going Basic Black with Make Up For Ever
Make Up For Ever #50 Rouge Artist Intense Lipstick ($19.00 for 0.12 oz.) is a semi-matte black. It’s black–that’s really all it is–no subtle nuances of black but a real, dark black. To get well-defined edges, use a lip brush or even line with black eyeliner prior to lipstick application (which will also provide better wear). The only area I had trouble keeping the color in place was in the center of my lips, where the area tends to fleshier and sits more inside the mouth.
my thoughts on the formula: The Rouge Artist Intense formula is typically opaque, and while it’s not a moisturizing lipstick, it’s not a drying one either, though it does not feel creamy against the lips (it may take a little more pressure to apply than your average lipstick). With lighter shades, I see four hours of wear, but with darker shades, I get around five to six hours of wear.
Sometimes products are discontinued or limited edition, which means that a product may no longer be available at one or more retailers so you may need to shop around for those hard-to-find shades! We try to update products as they become discontinued, and if you discover a product has been discontinued, please help us help others by letting us know.
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MAKE UP FOR EVER ALLIANCE artist, Lottie (www.makeupforever-alliance.com), served as key make up artist for the Yoana Baraschi Fall/Winter 2011 fashion show during Mercedes-Benz Fashion Week. Lottie was inspired by the season’s bold, glossy jewel tones that complement Yoana’s collection.
Eyes: Lottie created one eye look with two different color iterations, spicy purple and rusty red, both with a glossy finish. The spicy purple eye make up was achieved by mixing MAKE UP FOR EVER Flash Color #6 in violet and #18 in wine red, and then applying it to the lid up to the crease. Next, Lottie blended MAKE UP FOR EVER Eye Shadow #75 on top of and just inside the line of Flash Color to create a two-tone effect. The rusty red look was created by combining MAKE UP FOR EVER Flash Color #5 in fuchsia, #17 in red and #1 in carmin and once again applying it to the lid up to the crease, and then blending it with MAKE UP FOR EVER Eye Shadow #18 to achieve a similar two-tone effect. To get glossy highlights on the eyes, Lottie applied Glossy Full in clear on top of the color. She finished by lining the inner corner of eyes with MAKE UP FOR EVER Concealer Pencil for a bright-eyed look.
Lips: Lottie applied MAKE UP FOR EVER Glossy Full Couleur #10 for a nude, glossy lip.
Face: Lottie kept the complexion bare with MAKE UP FOR EVER HD Invisible Cover Foundation and a little bit of new MAKE UP FOR EVER Uplight #22 and #23 to add subtle highlights to the skin. The cheeks had a light flush from Sculpting Blush #20.