25 YEARS IN THE COSMETICS BUSINESS-A CONVERSATION
THE MAKEUP SHOW: New York,
May 18th, 2009
Metropolitan Pavilion, West 18th Street, NYC
5PM
Words, Images Judith Ecochard
An artist by training (and certainly by sensibility), Dany Sanz was kind enough o give us a sit down after her busy day at The Makeup Show… and what we learned was an extensive trip to China. Ending the day before. Whew.
Celebrating 25 years in the business, MAKE UP FOREVER: PROFESSIONAL is a line we learned about as students in Paris (way back in the day). And we added to our list of what the French get right…right up their with red wine.
We even remember when it first launched at Barney’s on Madison Avenue as all the drag queens loved, loved loved the false eyelashes and pigmented eyeshadows in a rainbow of saturated colors.
We told Ms. Sanz this and she was amused. TG.
Fititngly, WE raved about the new HD Concealer that we previewed the day prior. “Concealer is very important for the HD cameras,” Sanz noted….”but it is difficult to find without drying.”
“It must be invisible and ‘against’ wrinkles,”
Accordingly, the Make Up Forever lab worked on the HD Concealer for three years…”and we feel happy with it.”
“We tested the product on mature ladies to see really if the concealer has good results.”
Sanz also commented on the silicone applicator--- that “ an exact amount comes out with each little turn…then after each use you can clean it with alcohol and it dries.”
“We found a solution to make everyone happy ….as it’s okay for the realities of daylight and phenomenal for the cameras.”
YEAH
SELLING THE BRAND
Sanz noted that Make Up Forever uses no celebrities to market itself…but “you have to prove it…with products ladies will love.”
“Now ladies are educated and know much more.” For Make Up Forever, “they trust it because the products are good. (FAB-IMHO)
“We want that kind of customer.”
DEVELOPMENT
“We need two to three years for new products. We work with chemists…and check everything with friends and family so the formula(s) is perfect. Then comes the color …(and consideration of skin tones for different ethnic groups),,,and then packaging. “
HD AQUA PRODUCTS
To get the color, texture and pigmentation right for the HD Cameras…”it is really, really difficult.”
And the new waterproof Aqua line---AQUA EYES (5 new shades) and
AQUA LIP (pencil in 6 new shades)
the revamped AQUA BLACK ultra-pigmented creamy cease proof eyeshadow with Micronized Iron Oxide Mineral Pigments…
and the AQUA SMOKY LASH mascara with special nylon fibers to add length and a unique brush for exceptional root to tip coverage
“are extremely popular in Japan, China and the Mid East where it’s humid and hot. “
GOOD MOVE----MAKE UP FOREVER partnered with Mercedes–Benz Fashion Week Swim in Miami this July as the “it” maquillage for the “perfect splash of color.”
No wonder this makeup artists’ brand has blown out beyond cult status.
MERCI.
INFO: MAKE UP FOREVER