Model turned make-up artist Jemma Kidd (33) has taken shimmering metallics straight from the catwalk and into her new autumn/winter collection. Gráinne McCarry meets her
What can we look forward to in your latest collection?
This season we're moving away from the bronzed, Brazilian look to a very natural complexion using creams and mushrooms. The face is kept very pale and porcelain-like by using a fine veil of translucent powder on top to create a sheen, a subtle gleam on the skin.
I'm working with metallics on the eyes combined with porcelain skin and deep red lips to give a modern twist to a classic look - think of Marilyn Monroe's complexion, healthy and natural. The brushed up brow is in so I've brought out a Brow & Eye Kit (£14) to shape brows which contains tweezers, blendable powders and a setting wax.
Make-up, like high street fashion, is influenced by the catwalk. What inspiration have you taken from the runway this season?
I've been working with a wide spectrum of blues, from midnight sky to brilliant electric blues and stunning silvery blues which really complement each other. I've brought them all together in my Midnight Jewels Palette (£19.50) which contains products for eyes, cheeks and lips - all you need to create a variety of looks from day to night, high shimmer, a wet/dry definition eyeliner for smokey eyes.
The Metallic Eye Wardrobe (£16) is a quad of metallic creme colours which contains two lighter highlight shades in gold and silver and two darker shades of bronze and gunmetal.
Some compacts contain a little bit of everything, but this one is for the eyes only.
I took my inspiration from the strong colours and metallics I saw appearing on the catwalk.
How does your make-up collection stand out from all the other brands?
I think my point of difference is the advice that comes with each product - the step by step instructions on how to use the make-up properly. I can't believe that it hasn't been done before! To me, it just makes so much sense ...
Women are like magpies - when they see make-up they have to have it even if they aren't sure what it is for or how it works. When they bring it home, they don't have a clue what to do with it.
Make-up is supposed to enhance one's natural beauty and if it's not used properly then it will not have that effect, for example, if the shades do not match your natural skin tone, if the make-up is positioned incorrectly or if you use the wrong colour of foundation.
The make-up range is very consumer friendly because of the feedback we receive from all the women that come through my beauty school. They tell us what they are looking for in their products and what they love.
Tell me a bit more about the Jemma Kidd Make-Up School?
It started in 2003 with one professional masterclass training make-up artists to the highest standard and today we have run 31 non-professional classes under different themes. There's a 'yummy mummy' class for women who want a bit of a pick-me-up after having a new baby, 'done and divorced' for women who want a new look to go with their new life and bridal courses for brides-to-be.
What's your favourite product from your make-up range?
It's so difficult to choose because I love them all. I really love the Lasting Tint (£12), it's a waterproof, semi-permanent colour for eyelashes which doesn't smudge or flake for 24 hours. It's one of my best-sellers and I've just brought out a new shade, brown.
Do you think brand loyalty is a thing of the past?
There used to be only a certain number of make-up brands and women stuck rigidly to the products that they knew and trusted. They became very loyal to them.
I think it's still like that here to an extent, although there are a lot more younger companies breaking through the market today.
I don't know about Northern Ireland, but women in England don't really like change.
I think people here are experimenting a bit more than in the past and are willing to try new ranges, but not to the same extent as they do in America. New lines and new companies do really well over there. My collection is doing extremely well over there which I'm really pleased about.
* Jemma Kidd Make-Up School's autumn/winter range is available in store at Boots or online at www.boots.com