Make Up For Ever opens on Robertson Boulevard

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Make Up For Ever, the Paris-based cosmetics brand known for its highly pigmented products and camera-friendly foundations and powders, is setting up shop on Robertson Boulevard with its store opening Friday.

This is the first L.A. location for the brand and only the second in the U.S. The other sits in New York’s Soho neighborhood, but is what the brand calls a “Pro Shop” catering more to makeup artists and beauty pros. The L.A. outpost will feature the full range of Make Up For Ever products in a more consumer-friendly setting, complete with interactive tools and tutorials to help people figure out how to do everything from a smoky eye to choosing the right foundation or lipstick.

There is a glass-encased “recording studio” where customers can
record their own personalized makeup lesson via cameras built into the makeup mirrors. Also, interactive touch screens are situated throughout the space, so makeup pros working in the store can accurately illustrate application techniques and tips.

And perhaps most impressively is the Make Up For Ever Pro Loft that sits across from the boutique. The space will host seminars and classes as well as act as a place where makeup artists can stage photo shoots or just go to gather inspiration at no cost -- a great resource for the large makeup artist community living and working in L.A.

“As a professional makeup brand, the L.A. market is very important because of its flourishing makeup artist community,” Said JP McCary, general manager of Make Up For Ever North America. “Our L.A. Boutique and Pro Loft will allow us to engage and interact with professional clients on a deeper level through special events and educational seminars, as well as by offering our full product range in one space.’

I’ve seen firsthand how many makeup artists use the brand on TV, film and editorial shoots. The super bright colors plus the powders and concealers that are made to help skin look flawless even under the lens of a high-definition camera, make perfect sense for L.A.

To celebrate the opening on Friday, Make Up For Ever is offering 30-minute video makeup lessons for $11 all weekend. They will also be raffling off a custom train case filled with 30 of Make Up For Ever Creator Dany Sanz’s makeup bag essentials (no purchase necessary to enter).

The Make Up For Ever store opens Friday. The boutique is located at 132 Robertson Blvd. and the Pro Loft is across the street at 101 S. Robertson Blvd. For information on the classes and seminars at the Pro Loft or for studio availability, visit makeupforeverpro.com.

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-- Melissa Magsaysay