The difference between make up for Advertising, Editorial and Catwalk

Catwalk, editorial and advertising make up are very different, even if based around the same concept. Editorial make up is the most artistic and expressive as this is designed to tell a story and be the artists interpretation of a story, trend or idea. The images are usually fashion/beauty images but suggest a theme or backstory, telling the story or making a statement without the use of words.

Catwalk make up is often quite simple and complimentary of the clothes, focusing on one statement area e.g. lips or eyes as it needs to be done on a very tight time schedule and applied to many models. Sometimes, for example in Givenchy's SS16 collection, the make up does make a statement and is used to represent a product or a theme in the collection (for example the lace used here is the same pattern that is imprinted on the powder they are releasing in the SS16 beauty collection.)

Make up for advertising is usually much more everyday and appealing to a wider audience. Adverts are obviously designed to sell, so they need to appeal to their target audience mostly made up of every day women.  Adverts always showcase models with perfected skin and beautifully defined eyes as unlike the more artistic editorial and catwalk looks, this is the style in which the every day consumer aspires to have their make up. Adverts targeting women like perfume and cosmetic ads often feature a good looking man by their side. Again this is designed to spark that thought in the consumers head when they see a handsome man who can't keep his hands of the beautiful women in the ad that 'If I buy this product I'll look more like this/be this sexually attractive'. The differences I find in advertising between high end brands and cheaper cosmetic brands is that often while the cheaper brand is selling a specific product, the high end brand is selling a lifestyle. For example in Chanel's perfume adverts, the viewer is told a story and is given an insight into the life of 'the Chanel woman'. This style of advertising that appeals to the consumer in all area's of life, beauty, romance, career means that once the viewer is hooked on the idea of wishing they were the woman in the ad, the perfume pretty much sells itself as it goes hand in hand with that ideal.

CHANEL (2011) Coco Mademoiselle: The film - CHANEL. Available at: https://www.youtube.com/watch?v=aRV-2_Un-kk (Accessed: 4 February 2016).

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(no date) Available at: http://www.beautyscene.net/wp-content/uploads/2014/05/CHLOE-Beauty-Editorial-Spring-2014-6.jpg (Accessed: 4 February 2016).

(no date) Available at: http://www.beautyscene.net/wp-content/uploads/2014/05/CHLOE-Beauty-Editorial-Spring-2014-8.jpg (Accessed: 4 February 2016).