Numéro:
The theme of our issue is Personalization. How does personalization manifest itself in the beauty industry?
Lisa Eldridge:
- Personalisation is the key to good advice in beauty and is absolutely something that demands attention. I make sure that the people who work on my team are able to provide individual, bespoke beauty advice. We have a fantastic customer service team where customers can send in pictures and discuss their specific beauty needs with professional makeup artists, where previously, we might have simply consumed beauty advice in magazines that were very generic. Before it was commercialized, YouTube was a place where you could find a voice in beauty that you related to, making it the most personal beauty advice you could find at the time.
Numéro:
-How does personalization help promote cosmetics and beauty treatments?
Lisa Eldridge:
I think that personalisation is definitely the future because what works for one person might not work for
the other. It’s all about сare and about attention to detail and taking the time to work out what works for you.
Numéro:
-What is the future of the personalisation trend? What options will appear in it?
Lisa Eldridge:
-Technology will definitely aid in the evolution of beauty personalisation. For example, some brands offer the opportunity of creating your own bespoke lipstick with a shade that is uniquely suited to you. Elsewhere, brands utilize face scanning technology in order to offer a Foundation Matching tool. At the moment it’s still tricky to make an accurate match based on this, as it’s not always able to account for skin type and texture. Although this technology is constantly improving, interacting and having a good conversation with a makeup artist is still the best way to have a truly personalized beauty experience. Trying samples of different shades is also a foolproof way to safeguard any online purchasing decisions.
Numéro:
-Lancôme is positioned in the beauty industry as the leader of “personalization in all shades” thanks to AR technologies of online makeup fitting. Is this marketing or a desire to really help customers with the choice of cosmetics?
Lisa Eldridge:
-Lancôme is always focused on helping customers using different tools: you can request product samples, speak to customer service or send pictures to have an in depth conversation with beauty experts. It’s so important to devote time to helping people choose the right shade for them before purchasing and thus significantly decreasing the chance the shade won’t be the right fit for them.
Numéro:
-In your book “Facepaint. The History of Makeup”, which was published in 2015, you have been working for more than 10 years. How did you manage to combine writing with the work of a makeup artist, the post of creative director of Boots No. 7, collaborations with glossy magazines and personal life?
Lisa Eldridge:
-When I am interested in something, I’m always thinking about it! I’ve been collecting vintage makeup products since 1990, so I had already been extensively researching the products as I added them to my ever growing collection. I so enjoyed the research that I ultimately arrived at the idea of dedicating a book
to the history of makeup. I subsequently had to focus on fact checking, in depth research and searching for new and original information. It was harder work than I’d ever expected! Due to copyright issues it was often very hard to get permission to use the photographs and the paintings, and some pictures were even damaged.
Numéro:
-I found one image that was only in one Indian newspaper and it was damaged... so I personally repaired it! I think we should return to your large collection of vintage makeup products. How many products are there now?
Lisa Eldridge:
-It must be around 2000 pieces, but I don’t know exactly. I used to be able to buy the pieces cheaply, but after my book came out people got inspired to collect vintage makeup and I found the prices went up significantly.
Numéro:
-What is the most unusual thing in your collection?
Lisa Eldridge:
-I have so many pieces that are unusual. An early form of mascara I have from Max Factor springs to mind. Historically mascara was solely used in Hollywood for films. To use it the formula needed to be melted before being picked up and applied with a brush. I have some completely crazy things, such as radioactive lipstick and powders from both French and British brands!
Numéro:
-What is the main secret of Lisa Eldridge’s makeup? Why do stars and models get in line for it?
Lisa Eldridge:
-I am really interested in color, so I’m good at creating unique shades and textures. I think people know that I inherently understand product development, as I’ve been doing it for so many brands throughout so many years. I’ve created such a wide spectrum of makeup looks on a huge range of faces, so when I work on colors I’m always thinking of what will really work on every face. My clients know I care hugely about the work I do and this care and attention to detail translates into my products.
Numéro:
-Which of the models would you like to make up for the cover of Numero Russia?
Lisa Eldridge:
-Russian models are so amazing! I always love working with Irina Shayk, she’s so beautiful!
Numéro:
-What can you always find in Lisa Eldridge’s makeup bag?
Lisa Eldridge:
-An eyelash curler and mascara! I always curl my lashes.
Numéro:
-How to create a bestselling product?
Lisa Eldridge:
-Create something that you personally love. If you create something just to fit in with a trend it might fail, because significantly it won’t hold that extra dimension of meaning or purpose. If you put passion into creating what’s ultimately your own favorite product, the results will speak for themselves.
Numéro:
-If you had to do makeup with one tool, what kind of product would it be?
Lisa Eldridge:
-Lipstick! You can use it on the lips, cheeks and even a little bit on the eyes for a monochromatic look.
Numéro:
-What do you love most about your work?
Lisa Eldridge:
-Variation. Every day is different: some days I’m doing product development, others I’m working with celebrities for shoots or films... There are so many varying aspects of my work and I love them all.
Numéro:
-What advice can you give to beginner makeup artists?
Lisa Eldridge:
-To practice a lot. The more faces that you work with, the better you get. Offer to do the makeup for your family and friends so that you work with as many different faces as possible, you’ll learn a lot about different eye shapes and skin types. It will help you hone your skills to be able to look at someone and analyze quickly what you need to do to make up incredibly.
Numéro:
-You once noted that you don’t really believe in trends. Why?
Lisa Eldridge:
-I don’t care about trends because they change so quickly! I believe that the trends that matter are coming from constantly evolving technologies. Science is really the leading trend, helping us develop cosmetics and give us different finishes and effects.