The Age of Beauty

 
Emma McCarthy25 April 2012

All cosmetics have a sell-by date, but beauty itself doesn’t have to. Keen to reiterate this message, British make-up brand Illamasqua are on the hunt for the new face of their next campaign and they’re keen to snare one of the more mature variety.

The alternative London-based brand want people from all works of life and all ages to come forward – or nominate someone they know – to join in a beauty shoot which will celebrate all ages and diversities.

“From day one we said that Illamasqua could never be defined by social demographics, age or sex, but simply by a mindset” says the brand’s founder, Julian Kynaston. Joint MD Joe Corré agrees, “why should it be the case that you hit 40 and morph into a dull, boring version of your original self? You reach that age and you’re bombarded by products which are designed to hide your age rather than celebrate your experience and vitality?”

Log onto illamasqua.com/beauty-before-age to nominate yourself, your mother or grandmother. Successful applicants will pocket £500 and a brand new make-up kit as well as the opportunity to star in the campaign.

Applications open today.

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