It's easy to get jaded by the fall beauty campaigns rolling in around this time of year. Each company has a seemingly singular vision for what is "beautiful" this season. But, that's exactly what makes Space NK's campaigns so unique — the team creates looks that will speak to its wide customer base. And, its fall 2014 lookbook is no different.
"We're a house of color brands," says Paul Wilkins, head of visual merchandising for Space NK. "We don't just represent one look. Not everyone wants to wear the same makeup every day." With that in mind, he worked with hairstylist Michael Dueñas, makeup artist Tina Turnbow, and nail artist Jin Soon Choi to create five distinct looks for every personality.
"We picked out the iconic looks of the season, so you can kind of pick and choose what you want to do. It's a bit like a capsule wardrobe, but for makeup," Wilkins explains. The campaign was also extra special because it was the first time Space NK had ever shot a lookbook in New York City. Wilkins explains that he and the team wanted to tap into the energy of the city — as well as the genius of the experts who live and work here.