The best part about celebrity-makeup-artist-turned-cosmetic-queen Sonia Kashuk isn’t that she’s created quite possibly one of the most amazingly super affordable beauty product lines around, but more so that the woman keeps it real. I attended a beauty event about two weeks ago (gosh how time flies!) in which I was not only given the opportunity to receive an amazing makeover using products from her Spring 2011 collection, but I also was give the chance to ask her anything I wanted afterwards! Of course, I just had to get the scoop on her product line (it’s so massive!) as well as why she chose to put it in Target versus a department store. Here’s what she had to say:
Ferocia: What are some of the big trends that you’re excited about for spring when it comes to makeup?
Sonia: “We all want spring here already. I love seeing color; I love seeing coral and I love seeing some brightness. I think that as much as I love a neutral face, that’s kind of a given no-brainer that you kind of have to have your neutral collection, it’s just fun to be able to spice it up a little bit with some color.”
Ferocia: What are some of the big things you’re looking forward to for summer and fall?
Sonia: “Some of the stuff I’m doing is a sweep of color over the whole eye so I’m trying to interpret color to make it wearable. Because I think that as I said a million times, if you took a room of 500 women and went out into that room and eye everything that’s out there, you’re not going to see that much turquoise or kelly green eyeshadow. So, even though it looks great on the pages of a magazine, it’s all about creating illusion and I need to be creating more reality.
So, it’s about taking that and making it wearable and real. I think that women can look great in color and understand that also you can pair color with a neutral to give it a base and give it some depth, and that color doesn’t mean neon it means brightness sometimes or happiness and that to me and a hint of color on the cheek or all of a sudden like if you put on a fuschia or an orangey color lip color the whole face changes. It truly can change the whole face in minutes.
We’re ready to brighten up by summer, but then by fall we’re like where all those deep, dark sexy colors? It just kind of keeps us evolving and wanting more.”
Ferocia: Why did you choose to team up with Target?
Sonia: “What I did not compromise on is product. What I did compromise on is price. So, how do you do that? The only way that can be done..I wanted women everywhere to have great access to beauty products. And if I took the exact same products that I have on the shelf at Target and I wouldn’t change them because they are the best formulations I could do.
If I took that exact product and I put it on the counter at a department store, it would be the exact same product sold at Target and it would be three times the price.
There is literally I would never go back in. And so often I’m asked “Why didn’t you do an upscale makeup line?” and I’m like I did do and upscale makeup line. I just made it affordable.
So, I think that’s really the big difference and the big unknown that a lot of women don’t’ realize is that the quality of the product is phenomenal. And the only reason that I’m able to maintain the price points is because I did partner with Target and I did go right from manufacturing to retail. Where every other brand you see out there has to go through multiple mark-ups.
I eliminate all of that so I’m able to achieve price points that real women can actually afford.
I get frustrated sometimes because it’s a formula and it works beautifully when it works and then I partner with Target. I have so many people calling me saying “I want to carry your product” and I’m like even if you took my exact product and I sold it to you it’s going to be twice the price because it’s just that channel thing that goes on.
I think that’s the most interesting unknown message out there that there is the true quality versus the price and that the value opposition is unbeatable anywhere.”
And there you have it, folks! Sonia Kashuk purposefully makes real beauty products that real women can actually afford! Speaking of products, it’s a must that I tell you all about this great new collection she’s created for Spring! Sonia Kashuk’s Limited Edition 2011 Collection features a brush set made with organic materials as well as a natural palette to help you create fab every day looks. My fave is this Seven-Piece Brush Set! The bristles are soooo soft and feel good on your face.
Gold Mine Seven-Piece Brush Set (includes wicker clutch with Powder/Blusher Brush, Synthetic Pointed Foundation Brush, Blending Brush, Crease Brush, Small Eye Shadow Brush, Angled Eye Shadow Brush and Smudge Brush) $24.99
Small Treasure 4-Piece Purse Brush Set (includes smaller versions of the Synthetic Powder/Blusher Brush, Medium Eye Shadow Brush, Crease Brush and a Pointed Eyeliner Brush in a burlap pouch printed with tribal symbols that mean Love, Strength and Unity) $14.99
Roped In Kabuki Brush (great for applying powder, bronzer and blush!) $12.99
Blink of An Eye Pencil Set (includes two eye shadow pencils in shimmery silver and gold and slim eye liner in metallic brown) $12.99
Spring Awakenings Face Palette (wicker-covered palette includes four eyeshadow shades in matte tan, matte chocolate, metallic bronze and sparkling champagne; a deep brown eye intensifier; a fresh coral blush; three sheer lip glosses in shimmery nude, cocoa and rosewood shades) $19.99
The Sonia Kashuk Limited Edition 2011 Collection is available for purchase now at a Target store near you!
Who else out there swears by Sonia Kashuk’s cosmetics line? (And don’t you just love my makeover?! =D)
xo
Ferocia
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