Make up for self-expression

THE new buzz word coming from the French cosmetics house Make Up For Ever is “beautinista”! The term descibes women who view make-up as a means of self expression. Thanks to its impressive range, the French maquillage house is a veritable playhouse for the drama queen.

The first Make Up For Ever boutique opened on rue la Boetie in Paris in 1984. But its real genesis can be traced back to the early 1960s when Danny Sanz, a Parisian painter, sculptor and artist decided to dabble in the chemistry of maquillage in her own kitchen. Her aim was to create a budge-proof make-up that could withstand the onslaught of perspiration.

In retelling the story of Make Up For Ever, Jennifer Nelson, the brand’s PR, reveals that Sanz, who is now in her 70s, started out as an artist in a French theatre. One day, a director had approached her to paint the actors’ bodies in a play to add a touch of surrealism. The ensuing result of seeing her work “come alive” inspired her to embark on a career as a make-up artist. While it was not immediately realised then, the concept probably made Sanz one of the world’s very first practitioners of body art.

A wonderful partnership: Alicia Chong and Theresa Ong both share the same passion for Make Up For Ever.

She strived to achieve a formulation that was not only waterproof but colours that would come true on the very first application. It makes perfect sense why the brand started out as the preferred choice of international make-up artists and performers before popping its head in the retail sector.

The secret of Make Up For Ever’s success stems from Sanz’s deep understanding of the use of cosmetics in the showbiz industry. Its academy started in 2002 in Paris, and to date, there are 10 Make Up For Ever Academies worldwide. Today, Sanz still remains the brand’s artistic director.

In its academy in Paris, make-up courses are given in French, Italian, Portugese, Spanish and English, and students are sent for internships to work on movie sets and fashion shows. For a realistic professional experience, photographers and established make-up artists fill the guest speaker lists during conferences.

“I was told that students would enquire if the academy that they were signing up with was using Make Up For Ever. If the answer was ‘no’, they’d go somewhere else,” says Theresa Ong of Hue Haven, the brand’s Malaysian principal company.

For the showgirl in you: Diamond dust and shimmery red striped faux eyelashes.

Having achieved its original intention of steadfastness and colour honesty, the progression from the pro circle to the ordinary but discerning woman came naturally.

“When you look at what it was originally intended for, there are numerous possibilities for ordinary women who want to look good in our humid weather be it at the gym or while taking a dip in the pool,” adds Ong, who teamed up with Singapore principal Alicia Chong in 2008 to establish the Malaysian office.

But, you wonder who would use the matte black shade or the ultra transparent iridescent ocean blue gloss in the lip colour range.

“The thing about make-up is, you never know what goes on in a ‘beautinista’s’ mind,” she explains.

Make Up For Ever offers close to 1,400 products in its catalogue, including 125 shades of eyeshadow and 95 lip shades.

Lip glosses come in pearl, chrome and shimmer form, not to mention the super and extreme shines. There is also a “magical” formula in this category which allows matte lipsticks to have a vinyl effect, living up to its “glossy full” promise. If matte is the texture of the day, there is a lip matifying cream for the lips.

The most dramatic elements lie with the eye and artistic range.

From ultra shimmery eye shadows to the metal and diamond powders, the brand has a brilliant collection of mattes, satins and iridescents. For falsies alone, there are 60 different patterns for lashes ranging from single implants to nudes, for every day use to dramatic appearances.

Aqua-Water proof cream eye colours to withstand the onslaught of sweat and water.

“The professional artist will find things like volume and length primers, and waterproof eyebrow kits in our catalogue. These are exactly the type of things you need in a make-up range,” says Chong.

Of note are the waterproof cream eye shadows from the Aqua range, specifically designed to withstand water submersions. The Aqua range, used by water ballerinas, has a sizeable range that encompasses waterproof eye shadows and eyeliner pencils. To safeguard the finished result, there’s a liquid waterproof eye seal.

The artistic and special effects range also carries accessories like cotton string underwear for body painting, glitter and strass-little bling bling to be placed on the face. In addition to the colour creams and powders for clown make-up and body art, Make Up For Ever also has special effects items like artificial blood and liquid latex for extreme theatrical makeovers.

In 1999, LVMH, the luxury brand leader which also handling other make-up brands like Dior, Kenzo, Guerlain and Givenchy, took Make Up For Ever under its wings. In the subsequent years however, there was a decision to drop Make Up For Ever from its line up as it was not such a well known name then and hard to market.

Enter Chong, then, a new mother battling the throes of post-natal depression who decided to turn to Robinsons (department store) in Singapore for a little retail therapy. The counter staff of Make Up Forever offered her the hand of friendship.

“One day, they told me that they were being retrenched. I felt I needed to do something to help them,” recalls Chong.

Her past experience as the division manager of Luxasia, which handled international prestige brands like Ferragamo, Bvlgari and Jean Paul Gaultier, came in handy. She approached LVMH and offered her business plan. Since the company was about to relinquish Make Up For Ever, there was no harm in giving Chong’s idea a go.

She was given the task to rebuild the brand in Singapore and Malaysia. Since 2002, the brand has gained a firm foothold in the island republic. Its headquarters is currently housed in Stamford House, a beautiful colonial building on Bras Basah Road in Singapore and it also has a make-up academy.

High definition make up

THE latest from Make Up For Ever is its HD line, launched in 2008 with foundation, powder and primer. A concealer, blush and a radiance-cum-hydration elixir joined this line-up two years later. Described as an extensive range, the foundation alone for the HD line sports 25 shades to suit the skin tones of Caucasians, Asians, Blacks and mixed races.

HD (which stands for high definition) is designed for the cinema industry and promises a faultless complexion under the lenses of HD cameras which optimises images up to six times of the standard camera. It is a formula which promises a natural look even under very close scrutiny, thanks to the advent of micro-sized ingredients.

The Moulin Rouge range for Fall 2010.

The formula is a combination of three powders, namely sericite, which reflects light and produces a satin finish; lauroyl lysine, a lamellar structured powder for a comfortable glide and blend; and microcrystalline cellulose, a matifying powder for a smooth touch.

For the fall trend of 2010, Make Up For Ever forms a union with Moulin Rouge, the famous French cabaret on Boulevard de Clichy. In mirroring the seductive can can dancers, it hails the coming of scarlet lips, faux eyelashes bordered with a glittery line of red and strass of Swarovski crystal in white, red and black for the flirty sideways look.

The Rouge easy-to-wear collection is reminiscent of the glamorous show girl who is not afraid to show her sexy, feminine self. The collection was unveiled recently at the Singapore Turf Club with live performances by can can dancers and free make overs for guests.

Make Up For Ever has a presence in 50 countries. It is available at Suria KLCC and Parkson at 1-Utama, Petaling Jaya. For details, log on to makeupforever.com.

Published in The Star, Star Two, Thursday August 5 2010