Saturday, 30 August 2014

The biggest fashion labels more recently ally with the biggest beauty brands for maximum exposure - Autumn/Winter 2014 trends in makeup

Chanel Fall/Winter 2014 Ready-to-Wear Collection
Makeup by Tom Pecheux
Hair by Sam McKnight

As seen first on the international runways, beauty looks are conceptualized and applied by leading makeup artists to complement the designer collections – Giorgio Armani, Tom Ford, Prada, Gucci, Versace, Valentino, Marc Jacobs or Burberry Prorsum. Trends in makeup happen twice yearly, seasonally in Spring/Summer and Autumn/Winter, like clothing. Beauty products, makeup and skincare, are released and become available in step with the fashion industry. The biggest fashion labels more recently ally with the biggest beauty brands for maximum exposure. Beauty is visible - the designer lipstick, the moisturiser, the perfume, the nail varnish. The beauty adverts are everywhere, they’re trans-media. Beauty is idealized, framed and packaged, an update or advance on what happened before. Beauty is fashion’s most lucrative, accessible and affordable market. Particular to women, even during recession, beauty sales are gigantic. In Britain alone, the beauty industry is worth £16.1 billion a year.  

The billion pound market leaders are the names you know. L’Oreal (especially for lipstick – in my opinion, exceptional) and Max Factor; the classic American brand Estee Lauder (including its newer sister brand Origins) and the Canadian Elizabeth Arden; Maybelline (by now there is no other volumising mascara), and Europeans Givenchy, Chanel and YSL Beauty, all three designer clothing collection related. The Topshop range of makeup, and there is an accompanying scheduled runway show, is one of the best - blusher in Topshop pink, especially the Blush Stick, and Topshop pink lipsticks like ‘Brighton Rock’.

Trends revolve the beauty industry. The season’s forthcoming trends for Autumn/Winter 2014 include pink nudes in lipstick. Pink nude colours are by now a new classic. Metallics in clothing are reflected in the makeup - metallic colour eye shadows especially in blue and colour liners are here to suit the clothing. The focus this season is on the eyes and includes extra-length false eyelashes. A more neutral makeup is here also with the appearance of other eye shadow colours in shades of taupe - a grey or brown tan. In hairstyles, there are braids and sweeping fringes frame the face. In the adverts for the forthcoming Autumn/Winter 2014, we will see the new beauty product, its formula, the innovation, the colours, the application and the effect as perfected in the genius hands of backstage makeup artists, skincare included.