Airbase, New Airbrush Makeup System Launches for Non-Pros

by Lisa Schweitzer (Subscribe to Lisa Schweitzer's posts)
Posted Apr 8th 2010 at 11:15AM

Photo: Courtesy of Airbase

Today's WWD checks in from London with news that Judy Naaké (former owner of the self-tanning brand St. Tropez) and her son Lloyd Naaké are launching Airbase, an airbrush makeup line, co-created with Oscar-nominated makeup artist Anni Buchanan, previously only available to professional makeup artists and salons abroad. The professional version includes a portable compressor attached to a spray gun has been in use for about two years.

WWD reports: "When I started with St. Tropez, no one was self-tanning," said Judy Naaké. "I feel this could be as big as [St. Tropez]."

"I believe there is a place [for airbrush makeup]," added Lloyd Naaké. "People are always looking for new things."

True enough, the beauty industry thrives on innovation, but will consumers embrace a more complicated system of applying makeup? The Naakés think so, explaining that the silicone in the formulas helps provide a flawless finish to skin, in conjunction with the airbrush application.

Their website also includes instructional videos for at-home users.

The line includes the compressor and airbrush gun, which cost about $205.75, plus five shades of foundation, two bronzers and a blush (all retail for about $45.66 each) and a primer.

Already for sale on the brand's website, the company plans to enter retails stores in six to eight months.

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