Sneak Peek: Illamasqua Generation Q & Why the Term “Anti-Aging” Chaps my Hide
Lately, I’ve been giving some serious thought to the meaning of the term anti-aging. As I sit here typing this post, I’m aging. You’re aging as you read what follows in the next few paragraphs. We’re all aging, all the time. It’s inevitable.
I suppose what I find most disturbing about the term anti-aging are the rules associated with it which are, in my mind, ridiculously confining. If you’re over forty (for example), you’re told your time is up. You can no longer wear shimmer shadows – it’s not age appropriate. You can no longer wear sexy high heels without getting judgmental smirks - you’re trying too hard. You can no longer get away with wearing long hair - accept your age.
I’m not against aging, I’m for it! In my twenties, and even in my thirties, there were things I didn’t dare say or do because I didn’t believe in myself enough to be vulnerable and brave. Because I’ve aged, all that is different. I mean look, I’m taking a very clear and pointed stance on this subject despite the risk of turning some people off. Aging, definitely has its benefits. 
For the Generation Q campaign, Illamasqua chose real women (not models) to be the face of the collection. This is Patricia (55) who when asked why women should wear bold colorful makeup at any age said, “ Because we can… age – and gender – are totally irrelevant”.
There is nothing sadder than telling a woman who has lived a life full of rich experiences, who has trekked round the mountain many times in order to make peace with herself, who is vibrant and full of possibility that her time is up. That now, because of her age, she must willingly (and gracefully) step into a beige box and live a beige existence.
I shake my head when I hear the argument “you can still be you, but a more appropriate you for this time of your life.” From where I’m sitting, you may as well slap a couple pieces of tape shaped like a big ole’ X on a person’s mouth and tell them to shut up and conform.
Evelyn (72) was also selected as one of the faces for the Generation Q campaign, “…find the sense of fun that making up can give you with the promise of endless possibilities in new looks”.
Nothing takes away another persons spirit like telling them who they are isn’t okay. This isn’t anti-aging folks, it’s anti-being and believe me when I say, a twenty year old who has stopped being looks much older than a fifty year old that embraces who she be…shimmer and all!
What I so appreciate about Illamasqua is their mission of embracing individuality. And with the fall/winter 2012 launch of the Generation Q collection, they’re giving women (and men) permission to take those dated, limiting, soul crushing rules and toss them aside because beauty is ageless and without restrictions. How could I not be excited about a brand that shares my stance on individuality, respect for self and well, living in color?!
Amrit (22), selected as an Generation Q model “…make-up is about confidence, and if bright colours, bold statement make-up helps show this then why not?“
If you’ve always loved beige, then continue to love it no matter your age. If you’ve always loved color, things that sparkle and being called the last woman dancing, then do that! Age is a number that doesn’t define who you are, what you wear or who are destined to become…
❤Liz
P.S. There isn’t an item in this collection I’m not drooling over! Peek photos of the collection here and here. Anything striking a chord with you? Share it with me below.
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OMG!! I NEED THIS!
Of all the fall collections that have been released and are yet to hit counters, this one is by far one of my favorites (the Estee Lauder Violet Underground is up there too). It’s due on counters (and Sephora) in September. Can’t wait!!
xoLiz
I love that Illamasqua is doing this. I just turned 60 which I admit sounds old, but most people say I look early 40′s so I guess something is going well for me. But I wear bold color, always have and always will. I think if it’s your style, it’s your style and age has nothing to do with it. I think if you have shimmer and glitter on the inside, you should be able to have it on the outside, without judgment. Thank you so much for this piece. I just found your blog and will be a faithful reader because after being a make up artist for years and being in the beauty business years ago, I find beauty in eye shadows! So there I’ve said it. Let’s celebrate color….it’s ageless!
“I think if you have shimmer and glitter on the inside, you should be able to have it on the outside, without judgment.” I couldn’t agree with your more Lisa and love the way you expressed this – I’m awfully glittery on the inside.
So much so it can’t help but spill out! Lol! Like you, I find beauty in all things – even things I wouldn’t personally own, buy or wear. It’s wonderful to meet another beauty lover. I’m tickled you found my blog and do hope you’ll chat with me again.
xoLiz
Clapping & cheering! I am 46 and feeling every day of it at the moment what with hormones, kids in their late teens & early 20′s, a husband, 3 jobs and 2 dogs. Every single one of those wants a piece of me and yet I am at the same time supposed to be gracefully fading into the background? I think not. I am stronger and more confident at 46 than I was at 26. I am also fatter, older and greyer, or would be without the serious £££ I am now spending in the hairdressers because I am worth every single penny, but I am also wiser and know what works for me, if when I try something on I stand tall, push my shoulders back and get a glint in my eye then I am going to wear it and you can side eye and tut all you like, I wont care!! To my very great delight a couple of fellow bloggers tweeted me to say they had seen the Generation Q pics and thought that I had a look of Patricia about me – the single nicest thing anyone has said to me in a very long time I can tell you!! Although I am absolutely certain Patricia would beg to differ! Love Illamasqua for their products and their ethos.
I was thrilled when I first discovered Illamasqua – I think Sam from Pixiwoo did an inspired look from one of their collections a couple years ago. Before then, I never heard of the brand. Now, I am a BIG fan of their products and their philosophy. Finally, a brand that say’s have fun, express yourself and poo poo the beauty rules. It’s so refreshing! Thanks for your comment, I appreciate your sizzle.
xoLiz
Love the idea behind this campaign and really love what Illamasqua has been doing with the brand lately. They seem like a real “for the people” brand and really listens to what there consumers want–as evident by their recent stance on the price mark-ups in Australia
Hi Becca!
I recently viewed the video Ilamasqua created about the mark ups in Australia – leave it to them to open up dialogue where others wouldn’t dare or didn’t care to go. Anything from the collection you’ll be checking out? I’m most interested in the shadow quads, lipstick and the black polish. I hear the illuminator in the collection is pretty special too.
xoLiz
Where are you?!!! Xo
Hi Emily!
I know, I know, I’ve been MIA – I’ll write a post soon updating you on my whereabouts)! What have you been up to? Did you do anything fun this summer? I’m counting down the days when the temps hit below 90…oy!
xoLiz
Are you still posting blogs on your website?
Ann, hello!
I haven’t posted in some time as my schedule hasn’t given me a moments time to take photos, etc. Plus, I’m quite certain I’ve hit a writing wall (if that makes any sense). A little time away and I’ll be ready to share my beautiful finds and other musings very soon.
Thanks so much for taking the time to write me. Expect to hear back from me before long.
xoLiz
Hi! I absolutely love your blog! I know you probably get asked this all the time, but would there be any chance of you promoting, or mentioning my blog? Thanks.
Hi Elizabeth,
I’m so pleased you found my blog and said hello! I don’t make it a practice to mention or promote other blogs but feel free to include your blog name in your next comment. I don’t approve “ads” in comments but I’m perfectly okay having you share your blog name…we’re a nice bunch here.
xoLiz
Love, love, love this post. I am 52 and I am tired of companies and marketing campaigns directed at younger women. If I have the ability to purchase the product of my choice, why am I being “told” by the rules made by others that I can’t wear the products the appeal to me. Aging isn’t a dirty word. It’s the privilege of making it through another day, week, month, year etc. Something we should be proud to celebrate.
I’m with you Sue! Lately, I’ve been cringing when the term “age appropriate” is used. And you’re absolutely right, age is something to celebrate and I choose to celebrate mine with hot pink lips and fabulous shimmery eyeshadow (thank you very much)! Lol! Thanks for saying hello Sue. I do hope you’ll stop by again soon.
xoLiz
I read earlier that sunset eyegloss(dior) works best for swimming pool but I have all the other(3) but not the sunset so how much does it affect on color does other do the same effect?
Hi Julie,
I only own the two Dior shades I reviewed on the site. They don’t change powder shadow color(s) significantly but they do add a nice finishing touch to any look. Hope this helps you!
xoLiz