Latex in cosmetics advertising campaigns: Isamaya and L’Oréal Paris

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Advertising campaigns are an integral part of new product launches. So let's take a brief look at two selected and very different cosmetics campaigns featuring latex - Isamaya Beauty and L'Oréal Paris.

Article update: 14.08.2022

The appearance of new products on the market these days is often associated with advertising campaigns. Thanks to them, manufacturers as well as the artists behind the brands in question have the opportunity to tell something more about their products. We mentioned on Latex Poland, for example, the Polish campaign for foldable smartphones from Samsung. Latex is also recently being used by cosmetics brands, often creating small works of art in the process. Let’s take a brief look at two different campaigns by two brands: Isamaya Beauty and L’Oréal Paris.

Isamaya Beauty

Isamaya Beauty is a brand created by Isamaya Ffrench, a British makeup artist known for her very bold designs that often seem to push new boundaries. Among her areas of interest are biohacking and transhumanism. It’s no surprise, then, that she reached for latex as a material to express precisely these directions. In June 2022, a line of makeup products from the “Industrial” series saw the light of day. Its centerpiece is a promotional video that drips with latex in a fetish-perverse version. This clip could successfully be a separate work. Interestingly, the product names also allude to rubber and latex, such as “Rubberlash – Latex Lift Mascara.” Take a look at the video and some photos yourself.

Video: www.isamaya.com

Article update

In addition to the promotional video itself, behind-the-scenes footage has also been released. In it, Isamaya herself talks more about the inspiration for creating just such a campaign. After all, it’s not about showing people the same classic beauty once again in another commercial campaign that doesn’t bring anything new to the fashion world. The goal is to show other points of view of fashion and aesthetics. It is to provoke in the viewers the desire to explore new aspects of beauty and discover their new territories. The subculture of fetish, broadly defined, is about self-expression, liberation and feeling one’s own inner strength through this. It is not an aesthetic in which everyone will find themselves, but it is about accessing it and taking for ourselves what we feel most comfortable with.

L’Oréal Paris

An interesting campaign – already with a much lighter vibe – is the campaign for hair care products of the well-known L’Oréal Paris company from the “[Curl Expression]” series. In it we see three models dressed in leather, lack and latex. One of the models is wearing a black latex top, while the other is wearing plum latex leggings. The whole look is non-aggressive and very aesthetically pleasing, and the latex itself in this case was shown in fashion. Below is a short Spanish commercial and some photos.