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    www.makeupforever.bei n f o @ m a k e u p f o r e v e r . b e

    B R A N D B O O K

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    DANY SANZCreator and Artistic Director

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    asteryunleashes creativityNothing sums up better the philosophy of MAKE UP FOR EVER - a remarkablyunique and peerless brand. Its founder Dany Sanz has always believed thattechnique must first be conquered before leaving free rein to creativity. And thatacademic knowledge must be honed before pushing the limits of ones art.Dany Sanz has respected this approach throughout her artistic career and hasincorporated it into the development of her makeup brand.At MAKE UP FOR EVER, education plays a central role. In addition to offeringprofessionals and women from around the world product with ever-expandingpossibilities, the brand has the ambition to share its knowledge and passion with thegeneral public and to bring progress to the world of makeup.Today, MAKE UP FOR EVER wants to pass down its history. A history made ofencounters and opportunities, of victories already won and challenges to come.This book recounts the uncommon trajectory of a brand that has become an interna-tional success.

    M

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    DANY SANZ:A VISIONARYARTIST

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    07

    FROM FINE ARTSTO THE ARTOF BEAUTY

    This is an extraordinary story. The story of an

    artist with a unique background and over-

    flowing creativity. Passionate about drawing,

    Dany Sanz decided to pursue the study offine arts. She became familiar with academic

    techniques that quickly helped her become an

    accomplished artist. She discovered painting,

    tried sculpture and fell in love with the work of

    great photographers. She worked with colors

    and played with shapes, light and shadows.

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    Dany Sanz increasingly asserted technical

    skills pushed her to attempt experiments, deve-loping new facets to her art. This is how she

    made a defining discovery in her life as a young

    artist: the world of performing arts. Dany Sanz

    created a set for a play that was so popular with

    the actors that they asked her to paint their

    faces. Her work elicited the theater companys

    enthusiasm and the admiration of makeup

    artists. Very quickly, she was no longer content

    with just faces: she began painting on bodies,

    composing living, animated works of art on

    the actors skin. Body Art, which she refers to

    as painting in motion, was a real revelation.

    By using her paint brushes and academic tech-

    nique in a very different way, she discovered anentire range of new emotions and characters.

    What she saw was infinite, unchartered space,

    a new canvas of expression. Dany Sanz became

    amakeup artist.

    When the actors came toask me to paint on theirbodies, I had no idea that

    my artistry would under-go such a transforma-tion. The minute I saw my

    models metamorphosinginto living works of art,

    I knew that the skin andnot canvas would be mymost beautiful means ofexpression.

    Dany Sanz

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    THE CREATIVEEFFERVESCENCEOF THE 1980S

    Towards the end of the 1970s, artistic life

    was a bubbling cauldron of the innovation and

    eccentricity that marked the 1980s. New musical

    and artistic trends streaming from Studio 54,

    the legendary nightclub in New York, ushered

    in a decade full of flamboyance. Madonna wasat the head of best-selling female rock artists,

    Cindy Sherman upset established tradition of

    tasteful art with her self-portraits and Cindy

    Lauper launched a hymn to girls who just want

    to have fun. Just like Dany Sanz, they formed a

    generation of extroverted and passionate female

    entrepreneurs.

    Dany Sanz blossomed in the multi-colored

    whirlwind of Parisian nights. Every night

    brought a spectacle, a stage show full of lights.

    Every night out on the town was a possibility of

    extraordinary, inspiring encounters.

    We were all pushed towards extremes. Everything

    was permeated by a mysterious ambiguity, every-

    thing was allowed; we were infused with freedom

    and from this unleashing of creativity were born ar-

    tistic movements that have not yet found their equal.

    At the time, Dany Sanz worked as a profes-

    sor in the largest makeup school of Europe.

    Surrounded by artists, friends and students, she

    formed what she calls her tribe, and with them

    she experimented and perfected new makeup

    techniques. She practiced her art in the opera,

    the cabaret and on the catwalks of French fashion.

    Dany Sanz devoted all her talent and energy

    to creating increasingly more creative and

    ambitious shows. She made her name on the

    international arts scene.

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    THE FOUNDINGYEAR

    1984

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    FOR PROSFOR YOUFOR EVER

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    From the world of professionals to a wideraudience of everyday consumers: MAKE UPFOR EVER oers its professioal kow-owto women around the world.

    Because life is a stage and everydaywomen are just as demanding as show busi-ness professionals!

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    DANYSLAB

    Located at5 rue La Botie in Paris, Danys Lab is

    a place laden in MAKE UP FOR EVER history.

    It was at this address that Dany Sanz made her

    first products in the mid 1980s.

    We made the products in the evening and sold them

    in the morning. We melted lipsticks in doll-sized

    pots. I love this place because it brings everything

    together: manufacturing, design, artisanship and the

    visible results. It reflects humanity that is light years

    away from the clinical chill of large laboratories.

    Today, the heart of MAKE UP FOR EVER

    continues to beat at this same address. In the

    backroom, the brand unleashes all its creative

    rigor: products are designed, created and tested

    before being developed.

    Both a historical flagship and a place of creativity,

    5 rue La Botieis the perfect personification of

    the MAKE UP FOR EVER spirit. A brand with

    a human, artistic and artisanal dimension on the

    one hand, but firmly turned towards innovation

    and performance on the other.

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    ARTISTSHADOW

    A paletterichin colorsTo start, MAKE UP FOR EVER created an

    extensive range of 100 eye shadows. Artisa-nally pressed, the eye shadows provide beauty

    professionals with a multitude of possibilities,

    a nearly endless selection of colors. With this

    collection, the brand made a grand entrance

    into the world of makeup.

    Nobody before had come up with such a makeup

    offer. Suddenly, there they were: 100 eyeshadows,

    innovative powders, new lipstick palettes, false

    eyelashes, professional brushes and even makeup

    bags and cases for carrying them around because

    all artists are always on the go

    5 rue La Botie has since become the go-toaddress for makeup artists. The continually

    expanding collections of MAKE UP FOR EVER

    -210 eye shadows today- have become a reference

    for all makeup artists and also for all women.

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    RISING TOALLCHALLENGES

    Performing arts professionals cannot remain

    content with what is available: they need

    increasingly more innovative, constantly

    reinvented products. The 76 references of

    MAKE UP FOR EVER brushes is a perfect

    testament to the brands capacity to adapt toall situations and to meet every need.

    A new lipstick for a movie or a play, false eye-

    lashes for a fashion show, a foundation that

    lasts throughout hours of uninterrupted dance

    rehearsals, extra-fine finishing powders for

    television Each type of entertainment has

    its challenge!

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    AQUA

    WaterproofcolorIn the 90s, the discovery of water resistant

    oil paint led the way in all efforts to develop

    waterproof makeup products. Professionals

    expressed the importance of having a range of

    high-performance products that would meet

    extreme requirements.

    In response, MAKE UP FOR EVER created a

    range of long-lasting waterproof makeup.

    While AQUA was quickly adopted by artists, it

    was also met with great enthusiasm by women

    looking for bold, long-lasting makeup results.

    Offering products for the eyes, lips and cheeks,

    this versatile and easy to use range allowed

    each client to express her individual style.

    Today, the AQUA range continues to grow

    with more effective and perpetually more

    color-packed products!

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    MAKE UP FOR EVER has always worked

    not only for, but also with professionals.

    Strong bonds have been forged over the years,

    with loyal partners from the world of theater,television, film and fashion.

    These partnerships allow the brand to stay on

    the cutting edge of technological and artistic

    advances. By taking advantage of many dif-

    ferent types of expertise (from makeup artists

    to chemists, not forgetting instructors and

    trainers), MAKE UP FOR EVER consistently

    adapts its approach to the needs of professio-

    nals, meeting all their demands and fulfilling

    all their wants and needs.

    CUSTOMIZED

    SOLUTIONSFORPROFES-SIONALS

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    The stage is only a step away from the stage set

    of everyday life and an act from the roles we

    play on a daily basis.

    The nearly infinite MAKE UP FOR EVER

    product offer was specially created to ensure

    that women find the inspiration that will makethem want to transform and enhance their

    beauty. From a makeup case brimming with

    possibilities, they can choose different textures

    and finishes, bright or blending shades of

    color, glitter, crystals and false eyelashes.

    LIFE ISA STAGE

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    Thanks to the media who showed celebrities wea-

    ring makeup creations by MAKE UP FOR EVER,

    women took an interest in us. They were seduced

    by our differentiating message and wanted to

    know more. We were able to create a trusting

    relationship with them. Adapting to different skin

    types and playing with daylight are challenges thatour makeup artists are capable of meeting. We are

    proud of this success. Our eclectic profession is

    continually changing along with womens wishes

    and desires.

    Over time, the stage and theaudience may evolve, butour quality and high stan-

    dards remain intact.

    Dany Sanz

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    HD

    Focuson

    skin toneexpertise

    The constant innovation of camera techniques

    and the use of new high-definition film make

    the smallest details plainly visible. Given

    these developments, MAKE UP FOR EVER

    brought to light another shining example of its

    knowledge and complexion makeup expertise

    by introducing the HD range.

    Thanks to cutting edge formulas with undetec-

    table coverage onscreen, this range helps meetthe demands of professional makeup artists

    working in film and television.

    Multiple tests in collaboration with head

    cameramen and cinema makeup artists helped

    ensure the new formulas could withstand the

    scrutiny of the HD camera.

    The HD range was introduced in 2008.

    Comprised of a foundation with an ultrafine

    texture and a universal finishing powder with

    an invisible finish, the range quickly added

    corrective primers, concealers and cream

    blush to reach the heights of absolute skinperfection. All of the HD products even out

    the complexion with invisible coverage.

    Undetectable in any light, the wide selection

    of shades create a professional radiance on all

    types of skin and complexion.

    These products have become an everyday

    tool among women on a quest for luminous

    makeup with a natural finish.

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    ROUGEARTIST

    The art ofcolor

    ROUGE ARTIST NATURAL and ROUGE

    ARTIST INTENSE form a rich range consisting

    of 100 radiant shades. Inspired by ultra-pig-

    mented paint colors, these collections of pear-

    lescent, satiny, matte, iridescent, and diamond

    lipsticks have found their place in both actors

    dressing rooms and womens purses.

    Women have been transformed into fearless

    artists daring to play the part of seductress in

    the art of lip design.

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    MAKE UP FOR EVER has 2,200 points of sale thathave brought the brand to the international scene onve cotiets.

    Exuding busy creative ingenuity, as if in preparationfor an amazing show, they are the meeting places formakep professioals, artists ad wome. All receivepersonalized advice from MAKE UP FOR EVERmakep artists wit te same measre of passio

    ad kow-ow.

    MAKE UP FOR EVERAROUND THE WORLD

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    ALGERIAAUSTRALIAAUSTRIABAHRAINBELGIUMBRAZILCANADACHINACZECH REPUBLIQUEDENMARKEGYPTFINLANDFRANCEGERMANY

    GREECE

    GUADELOUPEGUYANEHONG KONGINDIAINDONESIAIRANIRELANDITALY

    JAPANJORDANKUWAITLATVIALEBANONLITHUANIA

    MALAYSIA

    MARTINIQUEMEXICOMACAUMOROCCONORWAYPHILIPPINESPOLANDPORTUGALQATARROMANIARUSSIASAUDI ARABIASINGAPORESOUTH AFRICA

    SOUTH KOREA

    SPAINSWEDENSWITZERLANDTAIWANTHAILANDTUNISIATURKEYUAEUKUKRAINEUSVIETNAM

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    OURMISSION:

    SHARINGA PASSION

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    In-hOuSE

    TRAINING

    MAKE UP FOR EVER has a team of instruc-tors in charge of training all the brands makeup

    artists and sales representatives in makeup

    fundamentals.

    The instructors travel the world to demonstrate

    brand-specific routines, teach the mastery of

    its products, sales techniques and philosophy.

    This continued training helps artists progress

    in their craft, thanks to dedicated training

    tools and seminars. Five certificates validate

    the different steps in optimizing knowledge.

    Within the MAKE UP FOR EVER inhouse trai-ning network, emulation replaces competition

    and mutual assistance surpasses hierarchical

    order. The members of the tribeshare the same

    passion, the same values. In order to progress,

    they hold themselves to the highest of standards

    and constantly strive to improve.

    It is in this spirit that the brand has opened the

    MAKE UP FOR EVER ACADEMY, providing

    training to professional makeup artists.

    Education has played an integral role since the beginnings of MAKE UP FOR EVER. Merging

    talent, promoting communication, and passing down knowledge are all aspects at the heart of

    the brands mission.

    Training is founded on discipline, high standards and technical sophistication. Our philosophy of

    exchanging and passing down knowledge is based on a conviction that creativity means nothing

    without technique.

    Create-Educate-Elevate: a way to express the idea that without skill, without fundamental

    technique, an artist cannot develop his or her talent.

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    BRUSSELSHELSINKIPARIS

    NEW YORK

    NICESHANGHAI

    SEOULSINGAPORE

    A revelation intended to train new talent, theMAKE uP FOR EVER ACADEMY oerste most complete professioal makep trai-ning. Each year in Paris, it welcomes studentswit a iteratioal prole ad a iterestin arts.

    Weter lm, televisio, beaty, fasio,special eects or body paitig, stdets dthemselves among other enthusiasts learningbasic techniques and pushing the limits

    of makep. Moder metods ad specicprograms teach students about all facets oftheir profession. The professors dispenseteir kowledge wit geerosity, ecoragigtenacity and help to ensure students surpasstheir creative potential.

    The program combines practice with theory.Professional internships provide studentswit te opportity to trai i real-life si-tuations, and to be immediately operationalas soon as they leave the academy.

    I 2002, te rst MAKE uP FOR EVER

    ACADEMY opened its doors in Paris. Othercenters were established around the world,all based on the same philosophy: learningto excel.

    THE MAKE UPFOR EVER

    ACADEMY

    Open for more than a decade, the MAKE UPFOR EVER ACADEMY has trained reco-gnized talents that now help assist in the brandsinternational reach.

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    PASSION

    EXCELLENCE

    EXPERTISE

    ARTISTRY

    TOLERANCE

    VISIONARY ARTISAN

    PASS ON

    RESPECTI N N O V A T I O N

    INTEGRITY TENACITY GENEROSITY

    ECLECTIC AND UNIVERSAL

    LIFE IS A STAGE

    PROFESSIONAL PERFORMANCE

    FOR PROS

    FOR YOU

    FOR EVER

    CREATE

    EDUCATE

    ELEVATE

    TRIBE SPIRIT BENEVOLENCE

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    Paris, 2014P.02/ Photographer: Laurence LABORIEP.05/ Photographer: Eric SAUVAGEP.11/ Make up Artist: Makka ELONHEIMO /

    Photographer: Laurence LABORIEP.12/ Make Up Artist: Loriane LEGER /

    Photographer: Laurence LABORIEP.17/18/ Photographer: Eric SAUVAGEP.19/20/21/ Make Up Artist: Dany SANZ /

    Photographer: Laurence LABORIE /Model: Chin (WM)

    P.22/ Photographer: Clovis LALANNEP.23/24/25/26/27/29/ Photographer: Eric SAUVAGEP.30/ Photographer: Richard BUSH /

    Model: Ella KANDYBA (Next)P.32/33/ Photographer: Mina ANGELAP.34/ Photographer: Laurence LABORIE /

    Model: Edyta ZAJAC (CRYSTAL)P.37/ Photographer: Clovis LALANNE /

    Model: Kimberley (CRYSTAL)P.38/ Photographer: Eric SAUVAGEP.40/ Photographer: Laurence LABORIE /

    Model: Fatoumata (VIP Models)P.41/45/ Photographer: Eric SAUVAGEP.46/48/ Photographer: Clovis LALANNE