Download - Official Brandbook MAKE UP for EVER
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www.makeupforever.bei n f o @ m a k e u p f o r e v e r . b e
B R A N D B O O K
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DANY SANZCreator and Artistic Director
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asteryunleashes creativityNothing sums up better the philosophy of MAKE UP FOR EVER - a remarkablyunique and peerless brand. Its founder Dany Sanz has always believed thattechnique must first be conquered before leaving free rein to creativity. And thatacademic knowledge must be honed before pushing the limits of ones art.Dany Sanz has respected this approach throughout her artistic career and hasincorporated it into the development of her makeup brand.At MAKE UP FOR EVER, education plays a central role. In addition to offeringprofessionals and women from around the world product with ever-expandingpossibilities, the brand has the ambition to share its knowledge and passion with thegeneral public and to bring progress to the world of makeup.Today, MAKE UP FOR EVER wants to pass down its history. A history made ofencounters and opportunities, of victories already won and challenges to come.This book recounts the uncommon trajectory of a brand that has become an interna-tional success.
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DANY SANZ:A VISIONARYARTIST
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FROM FINE ARTSTO THE ARTOF BEAUTY
This is an extraordinary story. The story of an
artist with a unique background and over-
flowing creativity. Passionate about drawing,
Dany Sanz decided to pursue the study offine arts. She became familiar with academic
techniques that quickly helped her become an
accomplished artist. She discovered painting,
tried sculpture and fell in love with the work of
great photographers. She worked with colors
and played with shapes, light and shadows.
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Dany Sanz increasingly asserted technical
skills pushed her to attempt experiments, deve-loping new facets to her art. This is how she
made a defining discovery in her life as a young
artist: the world of performing arts. Dany Sanz
created a set for a play that was so popular with
the actors that they asked her to paint their
faces. Her work elicited the theater companys
enthusiasm and the admiration of makeup
artists. Very quickly, she was no longer content
with just faces: she began painting on bodies,
composing living, animated works of art on
the actors skin. Body Art, which she refers to
as painting in motion, was a real revelation.
By using her paint brushes and academic tech-
nique in a very different way, she discovered anentire range of new emotions and characters.
What she saw was infinite, unchartered space,
a new canvas of expression. Dany Sanz became
amakeup artist.
When the actors came toask me to paint on theirbodies, I had no idea that
my artistry would under-go such a transforma-tion. The minute I saw my
models metamorphosinginto living works of art,
I knew that the skin andnot canvas would be mymost beautiful means ofexpression.
Dany Sanz
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THE CREATIVEEFFERVESCENCEOF THE 1980S
Towards the end of the 1970s, artistic life
was a bubbling cauldron of the innovation and
eccentricity that marked the 1980s. New musical
and artistic trends streaming from Studio 54,
the legendary nightclub in New York, ushered
in a decade full of flamboyance. Madonna wasat the head of best-selling female rock artists,
Cindy Sherman upset established tradition of
tasteful art with her self-portraits and Cindy
Lauper launched a hymn to girls who just want
to have fun. Just like Dany Sanz, they formed a
generation of extroverted and passionate female
entrepreneurs.
Dany Sanz blossomed in the multi-colored
whirlwind of Parisian nights. Every night
brought a spectacle, a stage show full of lights.
Every night out on the town was a possibility of
extraordinary, inspiring encounters.
We were all pushed towards extremes. Everything
was permeated by a mysterious ambiguity, every-
thing was allowed; we were infused with freedom
and from this unleashing of creativity were born ar-
tistic movements that have not yet found their equal.
At the time, Dany Sanz worked as a profes-
sor in the largest makeup school of Europe.
Surrounded by artists, friends and students, she
formed what she calls her tribe, and with them
she experimented and perfected new makeup
techniques. She practiced her art in the opera,
the cabaret and on the catwalks of French fashion.
Dany Sanz devoted all her talent and energy
to creating increasingly more creative and
ambitious shows. She made her name on the
international arts scene.
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THE FOUNDINGYEAR
1984
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FOR PROSFOR YOUFOR EVER
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From the world of professionals to a wideraudience of everyday consumers: MAKE UPFOR EVER oers its professioal kow-owto women around the world.
Because life is a stage and everydaywomen are just as demanding as show busi-ness professionals!
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DANYSLAB
Located at5 rue La Botie in Paris, Danys Lab is
a place laden in MAKE UP FOR EVER history.
It was at this address that Dany Sanz made her
first products in the mid 1980s.
We made the products in the evening and sold them
in the morning. We melted lipsticks in doll-sized
pots. I love this place because it brings everything
together: manufacturing, design, artisanship and the
visible results. It reflects humanity that is light years
away from the clinical chill of large laboratories.
Today, the heart of MAKE UP FOR EVER
continues to beat at this same address. In the
backroom, the brand unleashes all its creative
rigor: products are designed, created and tested
before being developed.
Both a historical flagship and a place of creativity,
5 rue La Botieis the perfect personification of
the MAKE UP FOR EVER spirit. A brand with
a human, artistic and artisanal dimension on the
one hand, but firmly turned towards innovation
and performance on the other.
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ARTISTSHADOW
A paletterichin colorsTo start, MAKE UP FOR EVER created an
extensive range of 100 eye shadows. Artisa-nally pressed, the eye shadows provide beauty
professionals with a multitude of possibilities,
a nearly endless selection of colors. With this
collection, the brand made a grand entrance
into the world of makeup.
Nobody before had come up with such a makeup
offer. Suddenly, there they were: 100 eyeshadows,
innovative powders, new lipstick palettes, false
eyelashes, professional brushes and even makeup
bags and cases for carrying them around because
all artists are always on the go
5 rue La Botie has since become the go-toaddress for makeup artists. The continually
expanding collections of MAKE UP FOR EVER
-210 eye shadows today- have become a reference
for all makeup artists and also for all women.
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RISING TOALLCHALLENGES
Performing arts professionals cannot remain
content with what is available: they need
increasingly more innovative, constantly
reinvented products. The 76 references of
MAKE UP FOR EVER brushes is a perfect
testament to the brands capacity to adapt toall situations and to meet every need.
A new lipstick for a movie or a play, false eye-
lashes for a fashion show, a foundation that
lasts throughout hours of uninterrupted dance
rehearsals, extra-fine finishing powders for
television Each type of entertainment has
its challenge!
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AQUA
WaterproofcolorIn the 90s, the discovery of water resistant
oil paint led the way in all efforts to develop
waterproof makeup products. Professionals
expressed the importance of having a range of
high-performance products that would meet
extreme requirements.
In response, MAKE UP FOR EVER created a
range of long-lasting waterproof makeup.
While AQUA was quickly adopted by artists, it
was also met with great enthusiasm by women
looking for bold, long-lasting makeup results.
Offering products for the eyes, lips and cheeks,
this versatile and easy to use range allowed
each client to express her individual style.
Today, the AQUA range continues to grow
with more effective and perpetually more
color-packed products!
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MAKE UP FOR EVER has always worked
not only for, but also with professionals.
Strong bonds have been forged over the years,
with loyal partners from the world of theater,television, film and fashion.
These partnerships allow the brand to stay on
the cutting edge of technological and artistic
advances. By taking advantage of many dif-
ferent types of expertise (from makeup artists
to chemists, not forgetting instructors and
trainers), MAKE UP FOR EVER consistently
adapts its approach to the needs of professio-
nals, meeting all their demands and fulfilling
all their wants and needs.
CUSTOMIZED
SOLUTIONSFORPROFES-SIONALS
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The stage is only a step away from the stage set
of everyday life and an act from the roles we
play on a daily basis.
The nearly infinite MAKE UP FOR EVER
product offer was specially created to ensure
that women find the inspiration that will makethem want to transform and enhance their
beauty. From a makeup case brimming with
possibilities, they can choose different textures
and finishes, bright or blending shades of
color, glitter, crystals and false eyelashes.
LIFE ISA STAGE
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Thanks to the media who showed celebrities wea-
ring makeup creations by MAKE UP FOR EVER,
women took an interest in us. They were seduced
by our differentiating message and wanted to
know more. We were able to create a trusting
relationship with them. Adapting to different skin
types and playing with daylight are challenges thatour makeup artists are capable of meeting. We are
proud of this success. Our eclectic profession is
continually changing along with womens wishes
and desires.
Over time, the stage and theaudience may evolve, butour quality and high stan-
dards remain intact.
Dany Sanz
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HD
Focuson
skin toneexpertise
The constant innovation of camera techniques
and the use of new high-definition film make
the smallest details plainly visible. Given
these developments, MAKE UP FOR EVER
brought to light another shining example of its
knowledge and complexion makeup expertise
by introducing the HD range.
Thanks to cutting edge formulas with undetec-
table coverage onscreen, this range helps meetthe demands of professional makeup artists
working in film and television.
Multiple tests in collaboration with head
cameramen and cinema makeup artists helped
ensure the new formulas could withstand the
scrutiny of the HD camera.
The HD range was introduced in 2008.
Comprised of a foundation with an ultrafine
texture and a universal finishing powder with
an invisible finish, the range quickly added
corrective primers, concealers and cream
blush to reach the heights of absolute skinperfection. All of the HD products even out
the complexion with invisible coverage.
Undetectable in any light, the wide selection
of shades create a professional radiance on all
types of skin and complexion.
These products have become an everyday
tool among women on a quest for luminous
makeup with a natural finish.
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ROUGEARTIST
The art ofcolor
ROUGE ARTIST NATURAL and ROUGE
ARTIST INTENSE form a rich range consisting
of 100 radiant shades. Inspired by ultra-pig-
mented paint colors, these collections of pear-
lescent, satiny, matte, iridescent, and diamond
lipsticks have found their place in both actors
dressing rooms and womens purses.
Women have been transformed into fearless
artists daring to play the part of seductress in
the art of lip design.
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MAKE UP FOR EVER has 2,200 points of sale thathave brought the brand to the international scene onve cotiets.
Exuding busy creative ingenuity, as if in preparationfor an amazing show, they are the meeting places formakep professioals, artists ad wome. All receivepersonalized advice from MAKE UP FOR EVERmakep artists wit te same measre of passio
ad kow-ow.
MAKE UP FOR EVERAROUND THE WORLD
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ALGERIAAUSTRALIAAUSTRIABAHRAINBELGIUMBRAZILCANADACHINACZECH REPUBLIQUEDENMARKEGYPTFINLANDFRANCEGERMANY
GREECE
GUADELOUPEGUYANEHONG KONGINDIAINDONESIAIRANIRELANDITALY
JAPANJORDANKUWAITLATVIALEBANONLITHUANIA
MALAYSIA
MARTINIQUEMEXICOMACAUMOROCCONORWAYPHILIPPINESPOLANDPORTUGALQATARROMANIARUSSIASAUDI ARABIASINGAPORESOUTH AFRICA
SOUTH KOREA
SPAINSWEDENSWITZERLANDTAIWANTHAILANDTUNISIATURKEYUAEUKUKRAINEUSVIETNAM
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OURMISSION:
SHARINGA PASSION
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In-hOuSE
TRAINING
MAKE UP FOR EVER has a team of instruc-tors in charge of training all the brands makeup
artists and sales representatives in makeup
fundamentals.
The instructors travel the world to demonstrate
brand-specific routines, teach the mastery of
its products, sales techniques and philosophy.
This continued training helps artists progress
in their craft, thanks to dedicated training
tools and seminars. Five certificates validate
the different steps in optimizing knowledge.
Within the MAKE UP FOR EVER inhouse trai-ning network, emulation replaces competition
and mutual assistance surpasses hierarchical
order. The members of the tribeshare the same
passion, the same values. In order to progress,
they hold themselves to the highest of standards
and constantly strive to improve.
It is in this spirit that the brand has opened the
MAKE UP FOR EVER ACADEMY, providing
training to professional makeup artists.
Education has played an integral role since the beginnings of MAKE UP FOR EVER. Merging
talent, promoting communication, and passing down knowledge are all aspects at the heart of
the brands mission.
Training is founded on discipline, high standards and technical sophistication. Our philosophy of
exchanging and passing down knowledge is based on a conviction that creativity means nothing
without technique.
Create-Educate-Elevate: a way to express the idea that without skill, without fundamental
technique, an artist cannot develop his or her talent.
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BRUSSELSHELSINKIPARIS
NEW YORK
NICESHANGHAI
SEOULSINGAPORE
A revelation intended to train new talent, theMAKE uP FOR EVER ACADEMY oerste most complete professioal makep trai-ning. Each year in Paris, it welcomes studentswit a iteratioal prole ad a iterestin arts.
Weter lm, televisio, beaty, fasio,special eects or body paitig, stdets dthemselves among other enthusiasts learningbasic techniques and pushing the limits
of makep. Moder metods ad specicprograms teach students about all facets oftheir profession. The professors dispenseteir kowledge wit geerosity, ecoragigtenacity and help to ensure students surpasstheir creative potential.
The program combines practice with theory.Professional internships provide studentswit te opportity to trai i real-life si-tuations, and to be immediately operationalas soon as they leave the academy.
I 2002, te rst MAKE uP FOR EVER
ACADEMY opened its doors in Paris. Othercenters were established around the world,all based on the same philosophy: learningto excel.
THE MAKE UPFOR EVER
ACADEMY
Open for more than a decade, the MAKE UPFOR EVER ACADEMY has trained reco-gnized talents that now help assist in the brandsinternational reach.
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PASSION
EXCELLENCE
EXPERTISE
ARTISTRY
TOLERANCE
VISIONARY ARTISAN
PASS ON
RESPECTI N N O V A T I O N
INTEGRITY TENACITY GENEROSITY
ECLECTIC AND UNIVERSAL
LIFE IS A STAGE
PROFESSIONAL PERFORMANCE
FOR PROS
FOR YOU
FOR EVER
CREATE
EDUCATE
ELEVATE
TRIBE SPIRIT BENEVOLENCE
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Paris, 2014P.02/ Photographer: Laurence LABORIEP.05/ Photographer: Eric SAUVAGEP.11/ Make up Artist: Makka ELONHEIMO /
Photographer: Laurence LABORIEP.12/ Make Up Artist: Loriane LEGER /
Photographer: Laurence LABORIEP.17/18/ Photographer: Eric SAUVAGEP.19/20/21/ Make Up Artist: Dany SANZ /
Photographer: Laurence LABORIE /Model: Chin (WM)
P.22/ Photographer: Clovis LALANNEP.23/24/25/26/27/29/ Photographer: Eric SAUVAGEP.30/ Photographer: Richard BUSH /
Model: Ella KANDYBA (Next)P.32/33/ Photographer: Mina ANGELAP.34/ Photographer: Laurence LABORIE /
Model: Edyta ZAJAC (CRYSTAL)P.37/ Photographer: Clovis LALANNE /
Model: Kimberley (CRYSTAL)P.38/ Photographer: Eric SAUVAGEP.40/ Photographer: Laurence LABORIE /
Model: Fatoumata (VIP Models)P.41/45/ Photographer: Eric SAUVAGEP.46/48/ Photographer: Clovis LALANNE