As a beauty blogger, you are expected to know what’s happening in the world of all things beauty. This means attending the most wonderful beauty events, learning about brands, new products and launches. The first event you attend can be daunting, as you may not know anyone and everyone appears to be old best friends squealing at the sight of each other. Then, you quickly grab a drink, eat more canapes than you should and look busy by Instagramming everything. This feeling of dread quickly goes away, when you start to recognize faces, focus on the reason you’re attending the event and remember that considering being invited to such a gorgeous party as ‘work’ makes you one of the luckiest girls in the world. So, this year, I want to run through each and every event I attend, so you can learn as I learn and keep in-the-know with the best and most exciting launches around Sydney.
Thursday, 29th January 2015 – Elizabeth Arden
No stone, or glittery gold balloon, was left unturned at the 25 year celebration for Elizabeth Arden’s Ceramide skincare. It was in 1990 when Elizabeth Arden discovered the role of ceramides as the skin’s first line of defence to the signs of ageing. Developing bio-engineered, skin-identical ceramides as a product that encourages the skin to ‘remember’, the iconic Ceramide capsules are still recognized as the world’s leading capsule technology and of course, the foundation to Elizabeth Arden’s skincare portfolio. I don’t think it’s an accident these precious little capsules are gold, as they are certainly worth their weight in such.
The celebration was held in Surry Hills at the gorgeous Champagne Room in The Winery. There were oversized balloons tied to the stairs as media walked up to enter the spectacular room, which was glistening gold as the sun shone through the wall of windows and bounced off the metallic strings that hung from a ceiling filled with gold balloons. We were offered French champagne and beautiful canapes and then seated in the champagne booths before the women of Elizabeth Arden stood before us. The history of the brand is overwhelming, yet they have managed to grow with their loyal devotees, as General Manager Natalie Sella informed us the company are still tracking positive growth with their skincare, attributing this to customers become more sophisticated with their skincare and willing to invest in a solution rather than a quick-fix.
We were then lucky enough to be shown the new releases in make-up and fragrance, which of course, had everyone dying to get their hands on them. Set for release in March, the Flawless Finish Perfectly Satin 24 Hour Make-up SPF15 blurs imperfections, offers great coverage with a lightweight, matte finish. Including skincare ingredients, the foundation feels beautiful on the face, as we were also lucky enough to try after being ‘colour matched’ by the on-hand make-up artists. The Beautiful Colour Moisturising Lipstick: Matte includes a fade resist complex, meaning the colour will last up to 12 hours. Pigment and moisture strong, there are 6 new shades to be released, all cased in signature gold which is such a delight to bring out in public for a touch-up. In April, Elizabeth Arden will be adding to their fragrance portfolio with the bright limited edition, Untold Eau Fresh, which is as beautifully packaged as the rest of the Untold story.
Maybe it was the French champagne, but Elizabeth Arden certainly romanced me back to investing in skincare, getting the basics right and understanding exactly how Ceramide skincare has held it’s position for 25 years; simply, it works. And so does champagne.
Thursday, 29th January 2015 – Mecca Maxima launches Urban Decay in Australia
Mecca Maxima are responsible for the mass hysteria that will follow managing to bring out one of the most popular brands in the world, Urban Decay. It’s only taken around 15 years to get them here from Newport Beach, but the wait has been well and truly worth it. Lunching in 1996 with 10 lipsticks and 12 nail enamels, Urban Decay has grown to become the number one brand in retails concepts in the U.S, as well as boasting an impressive number of products with a cult following – namely the Naked eye pallets, the eye-shadow primer potion and my personal favourite, the make-up setting spray. The Naked range is so insanely popular (for good reason) that an item is sold around the world every 3 seconds.
On arrival to the China Heights Gallery in Surry Hills, media were escorted up a heavy, studio lift that took us to the amazing backstage-looking studio set for the launch, perfectly fitting for the ‘beauty with an edge’ concept. Make-up displays showing the cult products with make-up artists on hand to demonstrate whatever we wanted to see, a spectacular flower wall with the letters UD and a graffiti artist working before our eyes on the back wall with an array of purple and pinks had everyone transfixed. Sipping on purple cocktails and listening to a DJ play, it was so exciting to feel the energy in the room and first hand, the amazing effect of this celebrated brand.
We heard from Wende Zomnir, Creative Officer and Founding Partner of Urban Decay, who not only made you feel extremely under-done at the sight of her amazing make-up, but held the attention of the room when explaining that Urban Decay was made by make-up junkies for make-up junkies. Realizing that there wasn’t enough high-end quality products that expressed colour and expression, Urban Decay smashed this gap in the market with the global brand we know today.
I already feel sorry for the staff working at Mecca Maxima the day the doors open to Urban Decay being sold in Australia, which will be in March. It’s a brand that not only lives up to the hype, but gets you excited about make-up again. There’s a reason people are losing their shit for this fun, edgy, colourful brand, and that reason is because it’s awesome (and I’m also really easily excited).
Remember to follow @firstworldbeautyproblems on Instagram to see all the latest event photos as they happen or like First World Beauty Problems on Facebook to see all photos in a compact little 2015 event album!