These shadows contain Kat’s proprietary Color-Soaked Concentrate formula, which results in highly pigmented, soft and creamy shadows. The bad news is I ended up wanting even more of them than I did before! The entire project felt filled with moments like this.I was really excited when I went into Sephora and Amanda helped me swatch these. In what felt like only minutes, Kat produced several incredible black and white pencil sketches of roses that filled the parchment from end to end. She passed them to me with extreme casualness while I stood stunned and speechless overwhelmed by her talent. While drawing, she barely broke conversation with me and during the entire process, she glanced down only occasionally. Huge oversized parchment paper was on the table. This was no ordinary business circumstance. Under ordinary business circumstances, creative requests like this typically take a week or two to produce. We needed a sketch of her rose sleeve to send to the printer for reproduction. Kat’s sleeve of roses is the basis of the packaging design. Barely able to draw a circle, I became in awe of the incredible talent required to permanently ink someone’s flesh with elaborate design. Another poignant moment happened while we were brainstorming the packaging. It was also a super interesting experience.
#Kat von d raw power eyeshadow driver#
The artistic element within the project was a key driver for success. Kat shared her personae and vision with me while we sat shoulder to shoulder creating and evaluating product and packaging.
#Kat von d raw power eyeshadow professional#
She was equally lovely, professional and amazing. Most of the time, it was just the two of us and once in a while her sister, who was also her assistant then, would join in. She knew what she wanted and we nailed down the tightly edited launch collection in record time. She made every meeting, returned every call and always responded to her emails. Kat was kind, professional, unpretentious and always accessible. Personally and professionally, the experience was incredibly positive. Kendo went on to create the Marc Jacobs makeup line and the more recent Rihanna fashion label. It paid off huge, as the project was the seeds of germination that led to Kendo, the LVMH division that fosters creative ideas and develops product. Being entrusted to get a lot done-and get it right, in an extremely short time frame- on a novel project that had tons of Sephora and LVMH corporate attention- as can be imagined, it was all quite intense. Like most projects, there was enormous pressure to get it done. Credit to Kat for agreeing to an entirely new experience. Credit to Sephora for their futuristic insight.
There were barely any business benchmarks. Way back in 2008, creating a makeup line born as a cross between a global beauty retailer and a tattoo artist starring in a cable show was a really, really big idea.
Understanding the phenom requires some perspective. To make it work, Sephora restaged the KVD identity and has developed new product offerings. Sephora continuing on without Kat is testament to the staying power of their collaboration and the enduring brand they created. Sephora announced that it is carrying on with the brand even without her close involvement. Kat’s recent major news about moving on from Sephora ignited a flood of memories. Working with Kat and Sephora was a phenomenal experience from all standpoints.
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