Sylvia Dimaki kept in mind Incoco‘s makeup criteria for the nail-polish-strip brand’s recent campaign. “We try to accomplish three main ideas,” she noted. “The first is a young and fresh look – the skin isn’t too covered up, the eyes are lightly done, and the lips are glossy or stained.” The second appeals to twenty-and thirtysomething women, who might match their nails to a preferred lipstick; it’s the last concept that leaves room for interpretation. “She’s quite sophisticated,” Dimaki said, “so I can be more creative with the makeup.”In the ads, Dimaki played with different textures on the eyes, while the lips ranged from vibrant and pigmented to completely natural – whatever allowed the fingertips to be the protagonists. “The tricky part is using color – a purple, a blue, or an orange – which would read well in real life, but isn’t as stunning under the lights on set,” she explained. “Then, I start combining hues, and it’s a mystery until after the camera shutter clicks and I hear the enthusiastic comments!”
Credits: Photographer: Jeff Mikkelson Source: Bernstein & Andriulli
