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If you have not watched one of Lisa Eldridge’s tutorials (really?), prepare to get addicted! I’m obsessed with her videos not only because of the impeccable techniques, but for the super clean white backdrop, her calm demeanour and 0 affection to speak and explain every trick in simple, versatile and possible leaks… Ahhhh!!!
By now, you must know that she is a makeup artist with over 20 years of experience and constant editorial credits in magazines like Allure, Glamour, Numero, Vogue and Elle UK, where she was a regular contributor for the online edition. Plus, she is responsible for red carpet looks of Keira Knightley, Alexa Chung, Kate Winslet, the “Downton Abbey” girls, and of course is the artistic director of Lancôme since last year. Her success has a simple reason: Lisa is the queen of natural and flawless makeup, that one that seems to have been done in five minutes, you know?
I got familiar with her tutorials watching videos in partnership with Chanel, but her experience working with brands already has a long history. In 1998, she was invited by Shiseido to develop a line of cosmetics and was involved in all stages: from the selection of colours and textures to packaging, a great experience to better learn the market demands. In 2003, No.7 appointed her as creative director, in charge of developing makeup and skincare products.
At Lancôme, her challenge is to rejuvenate the brand and make it attractive for millions of young customers who know much more about makeup tricks because they grew up watching YouTube tutorials! For this, she is relying on social media to get valuable feedback about consumer’s expectations (I’ve commented many times on her Facebook page about the ideal mascara, lipstick, eye shadow pallets…).
Recently, she launched another project: a book about the history of makeup (I got a signed copy!!!). “Face Paint” is great to learn about formulas, brands, beauty icons and the beauty marketing industry. As with her videos, you just can’t help diving into it!
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