Illamasqua Generation Q

Generation Q has used models of all ages and races

Yesterday saw the launch of Illamasqua’s new collection, Generation Q which is being promoted with the help of several models, including Evelyn, aged 72.  Illamasqua is known for its bright colours, which can often daunt the more mature client. This range is designed with them in mind, promoting the idea that beauty and make up are for everyone,

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.’

I went down to their Liverpool store to check out the range and asked the make up artist to talk me through it.  This is what I found out:

Generation Q has 2 different eye palettes (Empower and Complement) each containing 4 colours. These colours all work exceptionally well together, some are cream, some powder, but they are all quite natural looking colours with a bit extra. There’s a brown powder that shimmers green in the light and a smoky plum black. When the powders are layered over the creams a more 3D depth effect is created. Personally I preferred the Empower palette, but that’s purely because they’re the sort of colours I would wear anyway.

Illamasqua’s Generation Q range

Alongside the palettes are 3 base products. Gleam cream is the sort of wonder product that every make up artist should own. It’s a primer and highlighter in one and as such can be used to brighten the whole complexion (excellent for tired or dry skin) or accentuate cheekbones and lip shape. It can also be used under eyebrows to lift and widen the eye.  There’s also 2 powder blushers, Allure and SOPHIE.  (Incidentally, if anyone is wondering where the name SOPHIE comes from, Illamasqua have a commitment to the Sophie Lancaster Foundation. Sophie was attacked and killed 5 years ago simply for dressing differently. Illamasqua supports anyone who chooses to dress differently and actively promotes individuality.  As such, a percentage of each SOPHIE product sold goes directly to the Sophie Lancaster Foundation to eliminate prejudice and intolerance.)

Allure is a dusky rose pink, with added shimmer and SOPHIE is a more coral coloured blush, with a gold shimmer.  These blushers would be great for a night out and I understand the shimmer is there to brighten tired looking skin, but personally I like my blusher to be quite matt and natural looking, so the blusher won’t be on my wish list, but the Gleam cream certainly is.

Magnetism – my colour of choice for the foreseeable future

There are also 2 lipsticks and 2 lipglosses within the range. The glosses are Boost, which is iridescent violet and Opulent which is a rainbow shimmered gold. I don’t wear lipglosses very often. I don’t like the stickiness of them. Although the sales assistant tried to persuade me that Illamasqua’s glosses are different, I tried them and wasn’t convinced.  However, Opulent is so beautiful that I spent a good ten minutes trying to persuade myself to buy it, even though I knew I probably wouldn’t wear it. Still, it’s on the wish list.  Well, why not?  The two lipsticks are Underworld – a matt version of the Boost gloss and Magnetism which is a deep raspberry pink. At this point I could resist no longer and Magnetism is now mine. (Come on, I HAD to buy something!)

Completing the range is an eyeliner and 2 nail varnishes. The eyeliner shade is Wisdom and is a deep antique gold metallic. Obviously I’ve added that to my wish list. I do like coloured eyeliners, especially metallics. The nail varnishes, I have to say passed me by a bit. There’s a raspberry shimmer called Charisma and a black glitter called Creator.

Since visiting Illamasqua yesterday afternoon I haven’t taken my Magnetism lipstick off, even freshly applying it to go to the gym (how vain!) It’s my new favourite product and a colour I’m sure I’ll be wearing for a long time. As for the rest of my wish list, I think I’ll have to wait for the time being.  Generation Q is a very wearable range overall.  It has products that would be beautiful in the daytime, and then, mixed with a couple of others, striking and vibrant at night.  At first glance the products look fairly ordinary, but the way they mix with each other and lie on the skin is the true genius of this range.


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