Drop Dead Gorgeous!

11 Jul

Final act of self expression by IllasquamaDo you have your makeup plan organized for your funeral yet?  Sorry I hope you haven’t just sprayed your computer screen with coffee or choked on the sandwich you were eating, I nearly did when I read that Illamasqua and Leverton & Sons (UK based eight generation family funeral directors) are offering a unique service that encourages people for whom make-up is an intimate part of their identity to plan their ‘final transformation’ – one that pays tribute to who they were in life and how they want to enter the afterlife …The Final Act of Self Expression as they call it.

“Illamasqua encourages people to self-express and embrace their alter ego in every way – why should this be any different when you pass away? It is a celebration of life, and one that should be indulged for your last glamorous look….To wear the most fabulous make-up applied by a professionally trained make-up artist for your final journey is the ultimate statement of celebration.” from the Illamasqua blog

I have a few issues with this entire concept:

  1. I hope not to die until I’m really really old and it will be inevitable that I will have my fair share of wrinkles and sagging skin and will probably look like a right old bag at that stage, but I can’t imagine that anything I would pick now for a makeup plan for my dead face for the future would still be suitable or fashionable in 60 or 70 years time!!  And the thoughts of doing a make up plan just in case you die young or in the next few years is just too awful and horrific a thought for anyone to contemplate.
  2. To be concerned with how you’ll look when you are dead is surely the greatest act of vanity rather than self expression. Also let’s not forget that there is an element of makeup in the embalming process anyway, which is done to add depth and dimension to features that lack of blood circulation has removed and families are asked for a photo of the person for the embalmer to ensure they look ‘normal’.
  3. The marketer inside me wonders why a brand would attach themselves to death unless you are in the business of death? For a brand, particularly a beauty brand, any association that negatively charges emotions in this way is brand suicide to my mind.  Even if you try and dress it up as ‘a celebration of life’, which I frankly don’t buy, the death of a loved one is always traumatic and ranks number one as life’s most stressful events.
  4. The price is £450 (sterling) and only available in London, not that I’d plan on doing it but it does seem very high at £450 (sterling) it represents a third of the ‘budget funeral’ price offered by Levertons.
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Posted by on July 11, 2011 in Blog, Brands, Illamasqua, Makeup Ideas


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