Illamasqua makes up with ONELAN

September 6, 2010

ONELAN digital signage has been installed at Illamasqua cosmetic counters, across the UK and internationally

A London-based cosmetic brand, Illamasqua, which celebrated its first birthday in November 2009, has taken on digital signage at its counters.

Developed by leading chemists, manufacturers of stage and screen make-up and make-up artists, Illamasqua aims to bring truly professional make-up to the High Street for the first time. Thus far the success of their ‘make-up for your alter ego’ has been impressive, but the need for differentiation in a highly competitive market cannot be underestimated and Illamasqua decided to use digital signage to help achieve this.

Flexibility and fit suit growing need

ONELAN said Illamasqua selected its digital signage because of its scheduling capabilities and flexibility. In addition it also fits easily into the network on each counter. Content is managed centrally by Illamasqua’s strategic and creative agency, Propaganda, and sent to each counter both in the UK and Australia. Each counter has an exclusive internet connection for their digital signage. ONELAN digital signage is used primarily to display Illamasqua’s new collection films, model and product photography. Occasionally offers are displayed relating to seasonal holidays such as Christmas and Valentines day, and also specific offers for particular regions.

Initially launched in Selfridges in Oxford Street, London, Illamasqua now have eight counters with ONELAN digital signage across the UK from Selfridges in the Trafford Centre in Manchester to Debenhams in Cardiff, and Belfast. In Australia digital signage has just been installed at an Illamasqua counter in Myer Sydney City. These all use ONELAN’s NTB 5500, driving a variety of portrait and landscape 30 and 40-inch screens. Illamasqua also have counters in Dubai and the US.

“The system provides us with continuity, reliability and versatility in handling the video content on counter,” Steve Rabbitt,” IT manager at Propaganda.