2013 February 13
Anatomy of a Collab: Maybelline New York + Mara Hoffman
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(NEW YORK) As Maybelline New York’s reign at the Tents continues with 11 hot to trot runway sponsorships, your Daily checked in with two-time Maybelline partner Mara Hoffman and lead makeup artist Charlotte Willer to find out what really goes into their creative collab.
What sparked your Maybelline relationship?
MH: This was actually our second round together. We teamed up for Spring 2013, which was a great partnership. We decided to work together again this season.
Charlotte, what draws you to Mara?
CW: She’s so full of life and color. She likes to have a fun look on the girls, which is more than most New York designers who typically like the girls to be just fresh and natural.
So, what was the next step?
MH: I worked with my stylist, Richard Ruiz, to come up with a beauty concept around the collection before we met with the Maybelline team. My inspiration for Fall ’13 was “Misfits and Mystics.” It was based on a world circus caravan, so I wanted the emphasis on an exaggerated upper eye to complement the bright prints. I e-mailed the Maybelline team the inspiration and several reference pictures, so they got a pretty good idea of where we were going before we met in person.
So, who really calls the shots?
CW: It’s really a team effort. Depending on the designer,sometimes I go into test runs fully prepared, other times I won’t know the inspiration until I get there, and I’ll experiment on the spot. I love that Mara’s always open to suggestions. For example, for her Hawaiian-themed Spring ’13 collection, she initially wanted a sexy girl with pale pink eyes…
MH: Then it turned into pale turquoise-green eyes thanks to Charlotte!
When do you schedule the first run-through?
MH: Typically, the run-through is a quick process close to the show date. It’s done with a model from our lineup, and can last anywhere from one to four hours with hair and makeup combined. This season, we scheduled it for Thursday and our show was on Saturday, so it’s a tight timeframe, but we’re used to it. It’s not like we’re doing anything super complex, like painted animal faces.
CW: After the meeting, we draw up a face chart to outline the look of the show. We send it to the designer for approval before sending it to our makeup team. The day of the show, we have a final run-through. I put makeup on the first girl while my team watches. The designer, in this case, Mara, approves it and it’s show time!
Mara, what’s your relationship with makeup?
MH: Personally, I go for a bare look. If I’m too made up, I feel disconnected with myself, so I wear a tinted moisturizer with SPF 15, mascara, and sometimes a clear lip gloss. I’m a bit of a tomboy at heart. But I’m addicted to my mascara!
Do you remember your first makeup experience?
MH: It wasn’t very successful! In 5th or 6th grade, I put makeup on for the first time and went to school. Two snobby girls asked me who taught me how to do my makeup. I naïvely was like, ‘Oh, my mom!’ Now, as an adult I know they were really making fun of me.
Charlotte, what’s the most used beauty product during Fashion Week?
CW: Last season it was the Dream Fresh BB Cream because everyone wanted dewy skin.
Any suggestions to vamp up the front row?
CW: A bright lip always looks fresh on camera. Maybelline has a great shade: Color Sensational in Revival Red. It’s a pretty, bluish-red lipstick that makes your teeth look very white.
If Maybelline and Mara Hoffman collaborated on a capsule collection, what would it look like?
CW: I’m seeing Mara’s pocket book collection with bright colors; red lips and hot pinks.
MH: An eye palette with one of my blown-out prints on it would be cool!
PLUS! Get The Look...
Fit Me Foundation
Dream Lumi Touch Concealer
Baby Lips in Quenched
Color Sensational in Totally Toffee
Color Whisper in Bare To Be Bold
Master Drama Liner in Black
Eye Studio Gel Liner in Black
Master Duo in Navy Gleam
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