Artdeco: Colour me beautiful

German cosmetics brand Artdeco talks to Lahore.

LAHORE: If there’s one cosmetic brand that has been tantalisingly generous with its wares and universally aligned with fashion weeks, it is Artdeco.  “The best way to reach the consumer is through offering gift bags and giveaways,” says Zubair Sheikh, the General Manager at Artdeco, at a press conference held recently.

The brand has hardly ever held any public events relying instead on the element of surprise as its products joyfully appear, as handsome black goodie bags at fashion weeks.  “You have no idea how many people have seen the ad,” argues Sheikh. “Hence, we focus on steady growth and that has been our strategy since our advent into Pakistan in 2007.”

Actor-cum-model Ayesha Omar, who served as the master of ceremonies at Artdeco’s press conference, felt that, “These products have been carefully selected from their wide international range and only those products suited to us in Pakistan have been brought here.”  Present at the event was Maraam Azmat, a renowned make-up artist who did the make-up for Shoaib Mansoor’s film, Bol. Azmat spoke about the urgent need for women to take care of their skin, “Now and not when we are 40-years-old and have to go for drastic measures like botox,” enforced Azmat, adding that the Skin Yoga line by Artdeco was a good way to start. “You have to be patient with any age-defying product,” cautioned Azmat. “It’s not a miracle drug”.

Thus far, Sheikh says that their eye shadows and lipsticks sell very well, and since its launch, the tinted moisturiser and all-in-one manicure seem to be catching on as well. And just so people could experience the wares, the conference hall had stalls bearing the product, and women were treated to the one-minute miracle of the all-in-one manicure that not only instantly brightened up dull hands but left the delicious aroma of white tea and a delightful fruity sensation.

Published in The Express Tribune, October 17^th, 2011.