The strategic and colorful makeup of Emma Stone to promote 'Cruella'

Acrylic manicures, overlips, fantasy eyeliner… The beauty look has become the latest form of expression in the entertainment industry. Now the series define their aesthetics to differentiate themselves from each other and be easily recognizable, the interpreters take risks with their makeup to offer a different look that generates noise in each of their appearances and the most important movie premieres of the year are accompanied by their corresponding limited edition makeup collections. Emma Stone, turned into a seventies Cruella de Vil, has been the last celebrity to turn her makeup, risky and colorful, into the excuse to star in the entire promotion of the film.

Emma's close relationship with makeup artist Rachel Goodwin is responsible for all of the actress' makeovers, one of the first to transform her makeup based on her hair color or outfit for the event. Its thousand changes of look have always been accompanied by solid makeup proposals and, now that social networks and masks have positioned this as a viral element, the Stone-Goodwin duo has let their imagination run wild with very house creations: daring but adaptable to common mortals.

At the world premiere, Emma reappeared after giving birth to her first daughter and she did so wearing wavy, voluminous hair in the style of Julia Roberts in 'Pretty Woman'. Her make-up for this long-awaited return put the accent on her eyes, but she also did not forget to color her lips with a classic passion red with a matte finish that, far from following the trends that dictate extreme profiling and exceeding the limit of the lip, blurred to lose the limits.

Her luminous skin took a backseat to her luminous eye makeup. A very fine eyeliner was born attached to the tear duct and ran along the entire lash line, finishing off a clean and fine corner to get lost with the lashes. The daring point of her eye makeup was put by the pearls that decorated the tear duct and the end of the lash line. After the success of eyeliners with pearls, Goodwin's proposal recovered the trend, turning pearls into an accessory to illuminate the look.

The eccentric aesthetic of Cruella de Vil has taken over Emma's outfits, but transformed in a subtle and elegant way thanks to the expert hands of Rachel Goodwin. For the press conference of the film, the makeup was combined with the outfit, playing with different shades of pink eye shadow. The transition began at the tear duct, illuminated in a pearly tone that took on a pink color as it progressed to the other end, ending in a purple shading to lengthen the look and achieve a very sweet smoky effect. There was no lack of eyebrows worked very naturally, bushy and following their rounded shape.

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For years, Emma Stone has turned her makeup into a secret ally through which she can send direct messages that she does not express with her words. At the Golden Globes where all the women came dressed in black, she chose the colors green, purple and white to build her beauty look. The choice of tones, in addition to being complementary to her eye color, is that they were the colors of the British suffragettes. The actress did not reveal a single word of each of her looks, leaving the makeup artist to explain with riddles the inspiration for each of her looks. This strategy lasted a couple of years but laid the foundations for makeup as a means of communication.

cosmetic premieres

In the past, good movie premieres were always accompanied by an endless supply of merchandising. From toys on children's menus to t-shirts, finding the faces of fashionable characters awakened almost compulsive consumerism. But the paradigm has changed and, beyond wearing Captain America pajamas, merchandising has made the leap from merely decorative objects to everyday items.

Makeup has entered the merchandising game with limited reissues of historic cosmetics or entire collections made just to commemorate a celebration or premiere. The arrival in theaters of 'Cruella' became the perfect setting to launch a makeup collection with which to recreate the look of the charismatic and stylish Disney villain. MAC was the firm in charge of launching the eyeshadow palette and the garishly colored lipsticks, and makeup artist Rachel Gooodwin became the best advertiser of the collaboration, sharing tutorials to learn how to get the most out of the limited edition products and recreate the look of this new Cruella, closer to Harley Queen than the 1961 cartoon Cruella de Vil.

Emma Stone manages to keep her private life away from the media spotlight and she can boast of being one of the few actresses without an open profile on social networks. Instead, her beauty look is news and her look is imitated, all thanks to her makeup and her makeup artist, who have become her best advertising platform. If you want to know what Emma is wearing, you go to Goodwin; if you want to know how she feels about herself, you look at her makeup, and if you want to copy her, you buy the eyeshadow palette from her latest movie. A perfect oiled machine that is on its way to being the bombshell of the season.