There are very few makeup brands that are truly Australian so the relaunch of Red Earth, after a decade of international growth, is something of a major event. Not only because many of us remember Red Earth growing up in the '90s, but the brand's new look and new direction shows off a back-to-basics approach, with a focus on promoting natural Australian beauty.
For their spring/summer 2015 collection, they partner with a group of young creatives, including Gritty Pretty beauty editor Eleanor Pendleton, and rising Australian model, Inka Williams. We chat to Eleanor about her collaboration with Red Earth and how the campaign's visually stunning cinemagraphs raises the standards of traditional beauty ads.
What were your highlights from working on the campaign?
We had this idea of bringing the smokey eye look to life by having Inka’s eyes open and close. The effect within the cinemagraph is almost quite eerie. It gives the viewer an ‘oh my gosh’ moment. When we nailed that shot (which was the last one of the day), I was so happy! Shooting at Sydney’s Clovelly Beach on a perfect sunny day also made the entire shoot a dream.
What was it like working with Inka Williams?
Inka is a sweetheart. At 16 years of age, I was amazed by her maturity and professionalism on set. The poor girl was sick with the flu on the shoot day (not that you could tell!) but she continued to work hard until we had all of our shots and were happy with the result. She has over half a million followers on Instagram and even with that kind of attention, I found her to be incredibly level-headed.
What's your favourite Red Earth product?
I’m a sucker for a liquid illuminator – Red Earth Secret Potion Illuminating Skin Fluid in Magician
is great applied as a primer all over the face or mixed in with foundation for a dewy, radiant glow.