CULTURE

Fresh Line launches Make Up Art outlets

In one of the season’s most dramatic opening acts, Fresh Line’s newly established Make Up Art outlets have raised their ruby-red curtains to reveal a stage full of lush mascaras and glittering eye shadows. Originally known for its colorful selections of natural cosmetics – including a wide selection of luxury soaps such as the light-green Hippocrates with healing qualities and the bright-yellow Amphitrite based on squeezed lemons – the Greek company’s new venture promises a novel makeup point of view. «The idea behind the new outlets was to develop the company beyond the fresh cosmetics,» said Natalia Vagioni, Fresh Line’s marketing director, to Kathimerini English Edition. «The trend of entire shops featuring solely one label makeup products comes from the US; in Greece, on the other hand, what we have witnessed so far is a lack of service.» And so at the predominantly black Kolonaki and Kifissia outlets, it is all about the freedom of choice and the importance of guidance. Useful makeup «A lot of Greek women’s beauty cases are full of products they bought years ago; most of the items are useless but they still keep them,» said Vagioni. «What we would like to do is to propose a beauty case which will include only those useful items, while at the same time give women the necessary tools and knowledge in order to use them.» With the products made in Germany and Italy, Fresh Line promises top quality at competitive prices. Furthermore, the company collaborated with prominent makeup artist Panos Kallitsis, who, besides developing the advertising campaign, acted as a beauty consultant by giving his own seal of approval on the products’ quality. Covering the eyes, lips, cheeks, face and nails, the extensive range of products includes, for instance, 120 compact eye shadows – including Greek Sky and Aegean Sea blue; Green Emerald and Olive; Purple Rose and Camelia; as well as Earthy Chestnut and Cappuccino. There are also more than 200 choices of lipsticks, including creamy, permanent ink, soft-touch and stay-on, while powder and cream blushers offer a choice of 60 shades. Coming up soon for the seasonal touch of holiday glamour is body powder cream, metallic powder as well as face and body glow. For those who find the countless possibilities and color combinations on display slightly overwhelming, the outlets’ qualified staff of certified makeup artists are available to answer questions. They will also suggest makeover sessions, either on the spot or by appointment, at varying prices. «Women should realize that makeup is an art, and that this kind of art has the ability to alter them completely,» said Vagioni. «Most women believe that what they see in magazine photos is what people really look like; the truth, however, is that it is the makeup artists who transform them.»