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Make

15-07-2009   




International make-up artist Eryca Freemantle is leading Europe in a plight to provide make-up for every race, gender and age. With 63 million pounds being spent by the African and Asian community every year on the beauty industry it may be a surprise to find that in Selfridges currently there is only 3 out of 24 beauty brands catering for women of colour. This has provided Eryca with an opportunity to fill this gaping gap in the market and give more choice where so little is offered.

Eryca Freemantle

After her promising career as a model was cut short 25 years ago in a major car accident, she was left with shattered dreams, hair loss, visible facial scaring and a near amputated left leg. This determined and strong woman however refused to give up and be beaten. The same determination was put in to learning about corrective make up techniques and applications to camouflage facial blemishes and scarring. She then qualified as a make-up artists under the world famous Ms Jenny Jordon and has been thriving in her profession ever since.  

Now two decades on she is an expert in her field, her all-encompassing make-up portfolio of advertorial, editorial and exhibition work has been featured in a variety of publications, to name a few British Vogue, Elle and Essence. She has similarly worked with celebrities such as Yasmin le Bon, Seal, and Whitney Houston.

Eryca is now channeling her expertise and experience into servicing the make up industry and introducing not diversity in colour but in client, audience and race. Her new collection ‘The Global Range' aims to provide make-up for "women of colour", as well as teenagers and men, who are "crying out to be heard".       

Eryca Freemantle

The range has been created with all skin tone, types and colours in mind; from African to Asian, Oriental to Mediterranean, Arabic to European, and then there are the men and teenage collections which add further variety to the collection. Each Pallet consists of 12 squares approx 2'' x 2", there are: 2 cream foundations, 5 lipsticks, 5 eye shadows, 1 highlighter and 1 powder eyeliner. The colours: mainly natural and neutral- this being Eryca's specialty.

The line is not only innovative with its target audience but it also offers two foundations, a feat according to Eryca that has never been preformed. It will allow you to learn from any mistakes, mix and blend, and work with any ailments on the skin. This gives you multiple choice, and room to experiment. Eryca insists that "the named pallets are a guide line for your specific ethnicity, however you do not have to purchase it, you can mix and match".

To aid with application the highly sort after make-up artist is offering online help with a series of 8 you tube videos. After purchasing the product you will be able to watch the products being applied; these she notes are only "a guide," you don't have to "stick to those rules". i.e. have a bit of fun with it, experiment, go wild.

Eryca Freemantle

To bring this product into reality Eryca has chosen to collaborate with MAKE-UP INTERNATIONAL; a company set up by celebrated make-up artist Walter Schneiderman.  Walter has worked all over the world with leading directors, cinematographers  and artists on some of the greatest films made, and he has achieved international recognition for his work. Famed faces include Bette Davis, Barabra Streisand, Lana Turner, Ingrid Bergman, Sophie Loren, Clark Gable, Kirk Douglas and Denzel Washington to name but a few.

MAKE-UP INTERNATIONAL holds a unique position in the history of make-up and it is the same belief and desire that every woman should be able to easily access a full range of shades for their unique skin tone, which has brought the two companies together to develop this exclusive, cosmopolitan range.

Ercya, to coincide with the promotion of the new brand is launching a charity competition, with a percentage of the takings being donated to charity, to find a face to represent each of her new lines. There will be a winner for each ethnic category, which they will hold for a year. The application forms can be found online, and have to be paid for, all in the spirit of charity.

Eryca wants to cater not only for "women of colour but the whole world.  Whoever, wherever." The same has already been achieved in America by Pat McGrath, the highest paid make up consultant/artist in the world and Freemantle believes that she has the "knowledge and the leads"  to do the same thing for Europe and Africa.

Photography Deanne – kandidshots@yahoo.co.uk 
by Charlotte Bishop

 

 




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