On June 3rd, MAKE UP FOR EVER celebrated it's first brand campaign, featuring renowned transgender fashion model Andreja Pejić and popular actress/fashion blogger Jamie Chung with cutting-edge makeup looks created by visionary celebrity makeup artist Mélanie Inglessis.
The "Be Bold. Be Unexpected. Be You." campaign encourages everyone, everywhere to redefine beauty, explore, and celebrate the freedom of self-expression. The campaign launches on July 16th, and will include in-store activations and events at Sephora, the sale of limited edition eye shadow palettes that were curated by Pejić and Chung, and a transformation-centric social media challenge. To learn more about the campaign, go to makeupforever.com/us/be-bold.
The eye shadow palettes ($48) feature four wearable, versatile full-size shades from MAKE UP FOR EVER's iconic range of nearly 200 Artist Shadows, known for its smooth gel-powder texture, superior color pay-off and blendability. The limited edition palettes will be available as of July 19th at sephora.com.
Jamie Chung helping event guests get shade matched at the Ultra HD Foundation Bar.
MAKE UP FOREVER also celebrated the launch of its new ULTRA HD Foundation, the first and only foundation designed for the demands of 4K technology. Digital devices with 4K technology will display images with unbelievable detail, stunning clarity, and heightened color than existing HD technology. These innovative foundation formulas are completely invisible under the latest, ultra-magnified resolution, looking completely natural on camera and to the naked eye. The ULTRA HD Foundation's innovative formula is enhanced with Amino Acid Coated Pigments, Hyaluronic Spheres and Sericite.
ULTRA HD Liquid Foundation ($43) is available in 40 shades and provides medium coverage with a natural finish in a lightweight, oil-free formula. The ULTRA HD Stick Foundation ($43), available in 15 shades, launches in September as an alternative to liquid for a flawless complexion and is also ideal for touch-ups and contouring. Both ULTRA HD Foundation products will be available at Sephora, sephora.com and MAKE UP FOR EVER boutiques.
I've been using the ULTRA HD Liquid Foundation everyday in shade 123 = Y365. It provides medium coverage yet feels so lightweight which is perfect for summer. I've gotten compliments on my skin since I've been using it, since it looks so natural, flawless and keeps my skin moisturized. I can't imagine using anything else!
MAKE UP FOR EVER launched the Artist Plexi-Gloss ($19) collection in May, which features 35 high-performing lip glosses in both pearly and non-pearly finishes, with vivid color, shocking shine, and incredible stay-on power. The SuperFlex Applicator ensures precision and control, delivering just the right amount with its small split-tip dose applicator. The uniquely contoured tip is shaped to comfortably hug the lip, evenly distributing color.
- Kim Weling