Illamasqua brand enjoys successful London launch
The launch of cosmetics brand Illamasqua, which has been masterminded by Leeds agency Propaganda, has been hailed a success by agency boss Julian Kynaston.
The new make-up brand, which has been in development over the last year and has been backed by a £3m investment, hit cosmetics shelves for the first time at Selfridges on Oxford Street in London on Saturday 1 November.
Speaking of the launch Kynaston said: “It’s been an amazing few days trading. From a standing start it appears that we have matched and beaten many established brands day by day sales performance.
“The counter looks amazing and the press interest continues to build including an unprecedented introduction of the brand in Vogue’s December Edition on page 355.
“Our in-store theatre starts Thursday through to Sunday and the Selfridges window is now live and features a room set which explores a woman's 'alter ego.”
Already Illamasqua counter consultations are fully booked up for the coming month. The brand is being sold exclusively by Selfridges as part of a deal that runs until the New Year, then the brand will be rolled out across the rest of the UK.