Australian makeup brand ISSADA is set to have its film debut in Audrey at the internationally-revered South by Southwest conference this March. The conference, to be held in Austin, Texas in The United States, is an annual film, music and media conglomeration with a typical attendance of over 300,000.
Professional Beauty caught up with ISSADA Managing Director and industry veteran, Deb Farnworth-Wood to learn how the unique opportunity came about:
Deb, I understand you’re no stranger to the film and TV industry, with ISSADA products used by professional artists regularly behind-the-scenes. How did this connection to the industry originally come about?
“ISSADA started out originally as a professional makeup brush company making ergonomically engineered brushes with weighted aluminum handles for perfect balance and stunning natural bristles. They became a cult favorite, used by A-Listers like Angelina Jolie, Gwyneth Paltrow, Kate Moss, Gisele Bundchen, Chloe Sevigny, Linda Evangelista, and Naomi Watts. And were sold to professional artists all over the world.
Later, ISSADA started to manufacture makeup and insisted on those same high standards for the new products too. Manufacturing in the USA and Europe and using medical grade minerals, we ensured that products were fortified with vitamins and actives. As Australia’s first mineral makeup company we led the talc-free and paraben-free movement, wanting only healthy products that improved skin health rather than undermine it.”
ISSADA is set to feature in the film, Audrey. Can you share how the brand is expected to feature?
“Audrey is a comedy in which Jackie Van Beek plays Ronnie Lipsick, a self-appointed mother-of-the-year who missed her career opportunity to be an actress because she fell pregnant. 18 Years later, Ronnie’s daughter Audrey is accepted for stage school but is unable to go because she is involved in an accident. Ronnie grabs the opportunity to reinvent herself by making herself look younger (using ISSADA mineral makeup and clinical formula skincare) and takes Audrey’s place at stage school.
When we were asked to participate, the plot line ignited our sense of fun and creativity. The team had a lot of fun liaising with the producers and head makeup artist to choose the products. The whole team got behind it and the hardest part was not being able to talk about it until the official release. ISSADA features on Audrey’s dressing table and scenes of makeup touch-ups.”
How did the opportunity of getting ISSADA in front of the cameras come about?
“I also still own what was my original Australian Skin Clinic (now known as Ultimate Skin & Body), and one of the film producers has been a client for around ten years. She said that when she read the script she immediately thought of ISSADA, which was a great compliment.
We have many media, TV and film clients and this has also provided other opportunities, too. We supply makeup artists who work in all areas of film and TV, and our products are used on many TV shows such as Married at First Sight. Audrey was special because we were not just behind the camera but in front too!”
PQ: “We supply makeup artists who work in all areas of film and TV, and our products are used on many TV shows such as Married at First Sight. Audrey was special because we were not just behind the camera but in front too!”
What makes ISSADA stand out against its competitors when it comes to selection for film and TV productions?
“The film industry loves our makeup for several reasons. ISSADA offers coverage, correction, camouflage, and longevity. Its ability to stand up to a full-day shoot is important as fewer touch-ups mean less wasted time on the set.
From the cast’s perspective, it is healthy, non-comedogenic, and will not cause acne breakouts as so often occurs with stage makeups.
For photography work, we have professional products that do not result in the flash-back that can be evident with some mineral makeup products and can stand up to brightly lit shoots. Flash-back can also make post-shoot editing more difficult and is generally caused by large mineral molecules or the addition of titanium dioxide.
In addition, our SPF 50+ which has been formulated specifically to sit well beneath our makeup and double as a primer, contains no titanium dioxide and is superb for shoots in the Australian sunshine!”
For more information on Audrey, visit Screen Australia.
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