There are so many makeup artists in the world, but very few get to a level of having creative control of a brand such as YSL Beauté. And, if that wasn’t enough, how about being able to get their makeup hands on a face like Cara Delevingne, one of the stunning faces of the brand.
To say I am jealous is an understatement, but I was also delighted to have the chance to sit alongside THE Lloyd Simmons, Makeup Extraordinaire and Creative Director of YSL Beauté.
Lloyd has been in the makeup scene for, lets just say, a while…
He has worked with the worlds best and as a makeup artist myself, was excited to hear how this man deals with creative pressures of his role at YSL Beauté and of course, his general makeup beliefs.
The love of YSL Beauté
I was really interested to know from Lloyd, even before he was employed by the brand, what was one of his favourite products as a working makeup artist, not having any insider knowledge as he does now…
“I was drawn to YSL Beauté with my love of colour and at the time, YSL was the only brand to have these amazingly rich, ‘wow’ pigments and they were a staple in my kit!
Then, of course, Touche Eclat, (one of YSL Beauté’s cult products) what can I say; I think it was and still is in every makeup artist’s kit, not just mine.
Lastly it was a mascara I tried and loved the impact it gave, especially on a shoot, it just worked and gave me exactly what I wanted.”
Imagine loving a brands products, we all have our favourites, right?
Then not only working for them, but having creative control of that brand…. Pretty amazing if you ask me!
“For me, it was a great thrill to obtain this role and title with YSL Beauté…
It was always an image that I just loved – the YSL image in general – from fashion to beauty and loved the decadent, Parisian world of it all.
It’s also one of the only few makeup brands, in terms of design, that is rich, yet edgy, there are less restraints than some other designer brands have and I love extravagance, so its fit perfect with my makeup strategy.”
In my own personal experience working as a makeup artist and as a general consumer, visuals from brands do draw you in…
The YSL Beauté visuals to me are aspirational, slightly sexy, but also take me on a journey, I want to be in that visual or point in time they are portraying, it’s a lifestyle, a story – pretty powerful being all from a picture.
The Process
It’s one thing to create a product…
The Formula, texture, finish, wear factor, sometimes years of research all for one product… One that for us can feel like it saves our life, gives us a boost, more confidence, you name it – Like the new YSL Beauté Fusion Ink Foundation that has just hit our stores….
I must say, it is now one of my favourite finishes on the skin for foundation and I am all about real looking skin!!
But, for Lloyd, it is what happens after a product is developed that he comes in to play. A road-tester yes, but also a storyteller behind each product to then create a look, a feel, a theme if you will that will then make it’s way to the hands of us, the consumer, it really is quite the process.
“I like to make sure a new product feels good, does what it needs to do and enhances the area where it will be worn, but better…”
The reach I have is huge, I need to make sure any woman could use the product we design and with makeup today being more natural, (not painted) as well as the love of a multi-tasker , it is important that I am not only thinking about all the products I ever wanted over the years and never had, but what is going to be easy to use, plus effective to all women.”
We have the product, now it’s time to be creative. I was interested to hear how Lloyd prepared for a product visual shoot – it can be quite the production, all for that one shot.
How does he prepare, knowing he will be working on a face like Cara Delevingne?
“Sometimes I have drawn an example of what I feel would be the makeup look and feel for the shoot up to a year before the shoot…”
(Yes they work that far in advance)
But then during the lead up we have a lot of new information, changes in the industry that make me feel a different path…
But I am there to always keep the YSL Beauté style and identity and translate that to the face of the model, yes, sometimes Cara – who just has a face where anything works, makes my job much easier!
In saying that, if my makeup through the visual is not one that could be re-created at home, being accessible, but still aspirational in the YSL Beauté styling, then I have not done my job correctly.
Where’s all the Colour
One of my personal observations is that makeup has gone back to basics.
We are all wearing less, using more nude tones and contouring is the biggest thing known to man in makeup.
Funnily though, contouring (using highlight and shade) was one of the first techniques I learnt in makeup school, nearly 15 years ago. It’s always been there, but now its an everyday technique, rather only for film and TV.
But where is the colour?
Lips, yes… Who doesn’t love a bold lip – It’s a pop, a lift a moment.
Will we ever see coloured eye shadow again?
“Trends and cycles come and go, we see looks repeat and recycled, it is just how it is and colour will be re-invented, but probably in a new way with something different in texture and finish to make it new again…
Today, women just want to look pretty and colour can be a noticeable application, so for eyewear, it can be too much of a statement then say the bronze/contouring eye shadow trends, which can lift and shape the eyes very easily.
Contouring is a whole new subject, I love and use the technique, but yes, the social media take on contouring can be quite different to real life or a working makeup artist.
I personally love a no texture, invisible feel pigment… The stain effect of colour as it looks lived in and realistic, so, colour can still be a great part of makeup, but if it’s used minimally.”
Last Words
Always keep things light and fresh and if the texture of your product is impeccable, it will be hard to make a mistake and you will have no trouble of looking realistic while wearing makeup.