• Fashion
  • Beauty
  • Lifestyle
  • Men's Style
  • All
  • Trending
  • Style Stories
  • Style Tips
  • The Edit
  • All
  • Beauty Review
  • Beauty Trends
  • How To
  • All
  • Food
  • Home Decor
  • Gift Guides
  • All
  • Trending
  • What To Wear
  • Iconic Men
  • Mr Jones
David Jones

New In: Red Earth

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.

Gritty Pretty beauty editor Eleanor Pendleton

Tell us about why you decided to collaborate with Red Earth.

When Red Earth approached me to work with them, I was really excited. I felt an immediate connection to the brand because of its history – Red Earth is a brand I vividly remember growing up with. It was probably one of the first brands that I was introduced to as a young girl experimenting with cosmetics so working with them on this project was a no-brainer for me.

Overall, working with Red Earth as creative director on their 2015-2016 campaign was a fantastic experience! I had so much fun. Pulling together shoots (coming up with concepts, sourcing location permits, booking the crew and yes, doing the coffee run!) is second nature to me. As a beauty editor, it's a facet of my job that I really love so it was great to produce a beauty shoot on a commercial level. To be able to work with a recognisable beauty brand on an advertising campaign that extended beyond just traditional print media was also really exciting. Digital is the way forward!

What  was your inspiration for the campaign and how did you make it come to life?

I wanted to ensure the brand remained fresh, timely and relevant for every day women of today. Being experienced in both print and digital, I also wanted to create a campaign that wasn’t just standard still campaign shots – I wanted it to be interactive, animated and actually bring the beauty looks to life as well as the natural surrounds which is intrinsic to the brand. To front this campaign, the brand managers and I chose an emerging and quintessentially Australian face, Inka Williams. As creative director, my role involved pulling together a team of the industry’s finest – photographer Christian Blanchard, makeup artist Ania Milczarczyk, hair stylist Richard Kavanagh, stylist Hayley Bonham and videographer Thomas Stockwell. The entire process took months of hard work. I’m really proud of the end result – it’s a beautiful campaign!

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.