Illamasqua A/W 2012: Generation Q

Generation Q
Where beauty has no age limits.

In the last three years Illamasqua has become a global phenomenon, a proud advocate of self-expression and a lone voice in an industry controlled by the world’s beauty cartels – cartels, we believe, who have forced their soulless definitions of beauty onto the world.

Driven by this desire to constantly challenge the status quo, we are proud to break the unspoken prejudice of age as we launch our new AW12 collection - Generation Q. This new, dynamic range of expressive textures and shades provides the industry’s only antidote to the homogenised outdated vision of beauty.

Generation Q is a celebration of beauty. Ageless, and without limits or restrictions. It’s our declaration to the world that beauty is inclusive, not exclusive. In fact, Generation Q is a clear message to everybody, everywhere that beauty is not young, old, black, white, male or female, but anything, everything and everyone. If you’re someone who does not want age to define them, don’t want to blend in and fade away, you are Generation Q.

For Illamasqua, this is a stand we were born to take. So in typical Illamasqua style, we have done something that no other brand would or could do. Our new Generation Q campaign will go against the industry’s unspoken and despicable taboo, by featuring older models as well as young. Because to us, hiding your age is like hiding your true identity. After all “Illamasqua customers will not be told what to do and when to do it” Julian Kynaston, Illamasqua Founder.

Illamasqua is not just make-up for the skin. It’s make-up for a mind-set. And it’s why all the Generation Q models aren’t models at all, but real make-up fans, with a real life and real sense of their own beauty. The future of beauty is changing and we are the new voice of a brand new generation - Generation Q, where beauty has no age limits

'Generation Q - is generation YOU!
It's what they tell you not to do; it’s what you see your true self through.
It's what is old and what is new.
What you know and what you knew.
It's what you feel and what is true”

-Alex Box, Illamasqua Creative Director

Generation Q empowers and complements the user with light reflective not age reflective products. The collection is a story of sultry, forbidden shimmer and creative formulations to build dimension.

All products and shades included in Generation Q have been formulated and chosen irrespective of age, race, gender or sexual preference to give everybody the tools to express their alter ego.

Illamasqua is standing up against the industry rule of “only wearing matt” products and concealing your real identity under a sea of “beige” after a certain age. Complementing and empowering your true beauty, shimmer is adorned to accent, highlight and lift features. Generation Q is a celebration of today, where beauty and creativity has no sell by date.