The creative ties between the art and fashion worlds are very well established, but in the beauty biz there’s still room for a shift in perspective. Artistic partnerships are definitely on the rise and at Hourglass, it was decided that the best way to celebrate the launch of its latest newness – Unreal Liquid Blush – would be a three-day artistic pop-up that begins today on New York City’s Prince Street at the corner of Elizabeth Street.
It was to the renowned visual artist Andrés Reisinger that the brand turned for the project. “We were drawn to Andrés, because of his statement work, blurring the lines between the digital and physical realms,” explains Carisa Janes, founder and president of Hourglass. “He is one of the most sought-after digital artists inviting a new generation to enjoy art and have a moment of escapism. The famous pink hues are mesmerising, and it made sense to connect the two worlds of beauty and art during an exciting launch moment for Hourglass.”
Reisinger has established a reputation for digital takeovers of iconic architectural locations around the world with his distinctive pink drapes, but for Hourglass he has also created a rare physical installation to bring things to life. “While many brands are embracing the use of AI in content, we wanted to push that concept further and create a surreal world that could be experienced in multiple forms – through social, digital and an immersive in-person pop-up experience,” says Brooke Blashill, chief marketing officer for the brand. “Bringing Andrés’s signature pink drapes from his viral ‘Take Over’ series to life felt like a great way to share the beauty of colour and to support a moment in culture with his New York City debut.”
“This artwork began from my contemplations of cities – the spaces we dwell in and the worlds we construct,” says the artist. “In ‘Take Over’ I dress these cities in a new guise, honouring them within and outside of the digital expanse. My intention is to layer their essence, inviting both the nearby and the distant to partake in their reimagined existence.”
The synergy goes further. “This celebrates the launch of our new Unreal Liquid Blush campaign that blurs the borders of surreal and real worlds,” continues Blashill. That notion held appeal for Reisinger: “Real, unreal, surreal and hyperreal – these realms of perception intrigue me. I prefer stepping beyond the confines of language to explore uncharted territories born from pure imagination,” he says. “New York’s spirit, the protagonist, resonated with the vibrancy of Hourglass –innovative, radiant and vividly pigmented.”
So just how special is this blush – the first liquid blush in the Hourglass offering – to warrant such a fanfare? Well, the short answer is very. It’s all those things that Reisinger says it is, and more. Because as well as the buildable colour it also comes packed with skincare ingredients – in fact it’s almost like a tinted serum for cheeks. It contains the Hourglass Unreal Lifting Complex which includes hydrating hyaluronic acid and lupin seed extract so it smooths and plumps for up to 12 hours. A precise nozzle on the bottle means you can easily tailor application from a light wash of colour to a full-on va-va-voom.
Photography courtesy of Hourglass. Shop Unreal Liquid Blush here.
