Make Up For Ever links with Kehlani
We’ve heard a lot about how long-lasting make-up these days is tapping into the athleisure trend, but Make Up For Ever is making that link clear. Very clear indeed.
The brand has partnered with R&B artist Kehlani to launch Aqua XL Color Collections, which it describes as “the 24-hour lasting athleisure make-up line”.
While long-wear has been a feature of make-up collections for many years, the link being made to athleisure and the products’ gym-to-street durability credentials is a relatively new feature.
The global collaboration is built on two new, high performance, extra pigment, long-wear, waterproof colour collections for the eyes, Aqua XL Color Paint cream eyeshadow and Aqua XL Ink Liner liquid eyeliners. They will be available worldwide next month.
The brand is providing Kehlani with make-up artists and make-up for all her tour dates and shoots and is obviously emphasizing the products’ ability to withstand the demands of performing on-stage.
Kehlani also stars in the 2017 Aqua XL campaign visual and videos. It’s her first collaboration with a brand.
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