Beauty -BrandAwareness . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Taking make-up application to the next level, Airbase has now become a popular brand and product for salons and for make-up artists, particularly for bridal make-up. Irish Beauty takes a look at how the product was launched and the people who made it what it is today.
Airbase was originally launched in 2003 by Beauty Source, who were the UK distributors of the popular St. Tropez tan. However in 2007, Lloyd Naaké bought Airbase from Beauty Source and re- launched it in 2008 with its now iconic black and green packaging, and from there Airbase’s success grew.
The brand and product was originally founded by Judi Naaké, along with Ann Buchanan, an Oscar nominated make- up artist who was central to the development of the product. “There was a gap in the market for an airbrush make-up range, particularly a silicone based range that had longevity and heat resistance without clogging pores or feeling heavy. These properties made it ideal for beauty salons and bridal make- up artists,” says Lloyd Naaké. Both Judi and Ann remain advisors today, whilst Lloyd, Judi’s son, has taken over managing the brand.
The Airbase Fact File
• Airbase has nine official overseas distributors.
• Since 2007, 2,500 make-up artists and salons have chosen Airbase as their airbrush make-up brand.
• One key product in several shades makes up the brand, with several accessory products.
“Airbase was born from a chance meeting,” explains Lloyd. “Judy and Ann met after Judy had travelled 130 miles to give Ann a St. Tropez tan. It was the early days of St. Tropez and Ann had received a poor St. Tropez application in salon and complained to head office. Judy happened to answer the call and drove to personally tan Ann. The two became friends and developed Airbase together.”
Absolutely Flawless
Airbase make-up was designed to mould the durability of TV and film make- up with the practicability of everyday make-up. Following demonstrations and regular wear, make-up artists, salon owners, brides and everyday consumers are left impressed by the results. Silicone based, it is long-lasting and requires no touch ups, whatever the weather conditions.
“Currently used in training at the Jemma Kidd Make-Up School for bridal courses, Airbase has made its name in salons as a wedding day essential,” says Lloyd. “However, as more make-up artists discover Airbase, it is now regularly used in the world of television for High- Definition TV, where traditional make-up ranges are not flawless enough.”
Since 2009, the brand has started to spread worldwide and distributors have been added to Spain, Italy, France,
2003 The first Airbase product is launched.
2007 The mini compressor is launched, weighing less than a bag of sugar with a footprint smaller than a postcard. This meant the mobile make-up artist could now use Airbase.
2008 Airbase is re- launched with a re- focus with new iconic black and green packaging. The Airbase website is also launched.
2009 The Airbase Training Department is established.
Malta, South Africa, Sweden, Norway, Poland and Lithuania, and of course Ireland. The brand has even been sold in Iran and Afghanistan by distributors in the Far East.
Although Airbase was available in Ireland in the early years, it did not become readily available until March 2010, when Airbase visited the Irish Beauty Show. “Interest was so great that Airbase now shows regularly in Ireland and the Irish Airbase business took off. We decided to trade with Ireland directly and began to visit trade shows and set up training courses in Dublin, Galway and Cork,” says Lloyd.
The iconic foundation was the first Airbase product to be sold to beauty salons at the forefront of the beauty and make-up industry. Today, the range centres around seven foundation shades, two blushers and a bronzer. “A new era in Airbase has begun with the August launch of Perfecting Primer, the first product packaged to appeal to customers for home use, as well as just for professionals,” adds Lloyd.
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Lloyd Naaké
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