Propaganda’s Brainchild, Illamasqua, Features on Iconic CoolBrands List 2011/2012

Illamasqua, the Cult British cosmetics brand founded by Propaganda, has been officially named a CoolBrand in an influential annual initiative to identify the UK’s most powerful brands.

The CoolBrands list, now in its 10th year, is born out of input from 2,000 consumers and a panel of 36 designers, style experts, media personalities and prominent figures from the worlds of TV, fashion and music.

Since its launch in 2008, Illamasqua has taken the cosmetics industry by storm and in a world of global giants such as L’Oreal and Estee Lauder this is no mean feat.

Four years ago Propaganda took the bold step of developing its own client and created Illamasqua. Propaganda founder, Julian Kynaston believed that if the agency could grow and develop successful global brands for its clients, then that experience could be translated to create the agency’s very own.

Propaganda’s core business is based on using verified consumer insight and market validation to inform business planning, product development and ongoing brand strategy. Illamasqua was created using these processes – resulting in a unique brand that connects strongly at an emotional level with its target consumer.

Julian Kynaston comments: “Being recognised by CoolBrands is a great accolade, firstly for Propaganda as it has proved that with dedicated brand strategy, planning and insight, developing your own client can work incredibly well and secondly for the people who have embraced Illamasqua so passionately.”

“Illamasqua has evolved from an initial idea, to turn the stale and predictable cosmetics market on its head. We wanted to reclaim the creativity and artistry that was once proudly associated with make-up. I knew there was a hunger for something more than the bland uniform approach as offered by the gaggle of high-street goliaths. For Illamasqua we wanted to create tools for people to use, which illustrated freedom from the norm, encouraged individuality and allowed self-expression. I can proudly say that Illamasqua achieves this.”

Co-ordinated by The Centre for Brand Analysis, the CoolBrands list was drawn from over 10,000 independently identified brands, whittled down into a shortlist of 1,500. The panel of 36 influencers then scored each brand, bearing in mind factors such as style, innovation, originality, authenticity, desirability and uniqueness, before more than 2,000 members of the British public gave their ratings. The views of both the panel and consumers were combined to produce a list of the 500 brands most highly rated. Illamasqua beat tough competition to take its place in the prestigious list.

View Illamasquas Cool Brand book spread (PDF).