Cult and so consumer-friendly
Why Laura Mercier will make many Filipinas smile. There is a new face of cosmetics at Rustan’s Makati, and its name is Laura Mercier. While the moniker should sound familiar to the makeup savvy, and long-time Rustan’s customers, it’s only this month that the global brand comes into its own stand-alone store. “This is something that’s been in the pipeline for about a year,” shares Sean Stevenson, international makeup artist and regional training manager for the company, who flew in to grace the grand opening of the boutique as well as to help launch Laura Mercier’s spring offerings. “It’s an extremely important event for us,” Stevenson explains, “especially since this is only our third stand-alone boutique in the world. The other two are also in Asia. We don’t even have one in the States!” he laments in jest.
While other cosmetics brands can be identified by their penchant for bright eye or lip colors, Stevenson is quick to clearly define Laura Mercier. “We are all about complexion, that flawless face,” he touts. “We are an artistry brand, but we still are a brand and have the customer in mind. We really want to put products out there that people will get excited about and purchase and can actually use themselves.” This customer-friendly approach has led the brand to develop some of its best loved products, such as the tinted moisturizer that comes in 10 different shades and enjoys a 3.8 out of 5 rating on the public review site makeupalley.com. While pigment is not its norm, Stevenson admits that the latest collections have “a lot of color for the brand.” He furthers with, “I always say that there is runway and real way, and we try to capture some things that are from the runway and bring them into the real way.”
Within the new store will be housed the latest collections for Spring/Summer 2011. “I think Filipinas will love these collections because they feature a brightly painted lip and a cleaner eye, which is a look I’ve noticed that Filipinas prefer as opposed to a bright or smoky eye and nude lips,” Stevenson opines. The Silkroad collection includes a palette of violets, neutrals, and gold for the eyes and pinks for the cheeks. A glossy lip is highlighted by Laura Mercier’s Lip Plumper, which relies on sea sponges to add pout to the pucker. Tying the rich colors together is the Liquid Eyeliner in Gold Thread, which instantly brightens eyes. “If you prefer a subtler look, then I suggest you lightly line the inner eye or layer this over black eyeliner for the effect of just a hint of sparkle when you blink,” instructs Stevenson.
The Portofino collection, inspired by the beaches of the Italian Riviera, is to be released later in the season sometime in May or June. It taps the classically nautical combination of navy and white and pairs it with bronzed skin and crimson lips. “We’ve released a limited edition lip color called Sunrise for this collection that is like a fire orange for a great pop of color,” adds Stevenson.
Among the Spring-Summer products are pieces that are slated to become makeup kit staples. “The new Full Blown Volume Mascara is different because it doesn’t use fibers like other mascaras,” he explains. Instead, cotton powder is used, since it attaches to the lashes more securely. The versatile Baked Eye Color, which comes in six different colors, can be used either wet or dry for a wide spectrum of coverage. “One of the things I love about the Baked Eye Color is that once you use it wet, it becomes water-resistant which I think is crucial in Manila’s humid weather,” Stevenson shares. He also suggests using the eye color in conjunction with the Tightline Eyeliner, a signature of Laura Mercier as it comes in cake form. “This is something that Laura herself has tweaked and perfected over the years. Now we are releasing the Activator, which is a serum that extends the staying power for up to 12 hours,” he shares. The new Gel Lip Colors are one of Stevenson’s favorites of the new arrivals. “It’s like a gloss, a balm and a lipstick all in one!”
Keeping true to its dedication to the flawless face are products that strive to improve the complexion and its appearance. The “Season VIP” as Stevenson calls it is the Invisible Loose Setting Powder. “I’ve used this on TV stars and I know that it photographs beautifully,” he states. The secret of the powder lies in the hollow silica that it is made of, which absorbs and stores the oil that would grease up a perfectly made up face as the day wore on. The minute particles fill in fine lines as well as reflect light, keeping skin looking bright and youthful. For deeper repair, Laura Mercier developed the Flawless Skin Repair Serum. It addresses issues such as dark spots and rough skin. “This will not make your dark spots gray,” asserts Stevenson, citing the marine-derived ingredients that stimulate the skin’s ability to turn over new cells. “Women should use this before moisturizing and on the orbital bone only, not near the eyes,” he cautions.
Laura Mercier is exclusively available at Rustan’s Makati, Shangri-La Plaza, Alabang Town Center, Gateway Mall, Robinson’s Place Essences and Ayala Center Cebu. - Article courtesy of Manila Bulletin
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