First I fell in love with these revolutionary cosmetic campaigns for Shiseido in the 1980’s. I say revolutionary because no other makeup ads looked like Shiseido at that time…they were art. I soon discovered that the makeup artist was SERGE LUTENS. He was hired as the Makiage creator and the exclusive color theorist for the twice yearly lines of Dior, before Shiseido. What I didn’t learn until later was that Serge created the entire production from start to finale. So after working with the color technicians, he chooses the models, designs their costumes and hairstyle, applies the makeup, sets the mood in his Paris studio (for one shoot he hired a string quartet to play) and then when his vision comes to life he captures the image on film. In 1973 the Guggenheim museum gave Lutens an exhibition of his photo interpretation of his favorite painter’s; Renoir, Picasso, Van Dongen, Delauney, Leger, and Modigliani, entitled “Makeup Art”. In 1980 S.L. left Dior to serve for 20 years, as the image creator for SHISEIDO, the top brand in Japan, where he continued his innovative magic. By 2000 Serge indulged his lifelong passion for fragrance creating at present count, twenty one different scents. He also developed “Necessaire de Beaute” (essential beauty minimum) a range of eye shadows, lipsticks and kohl all under the label SERGE LUTENS for SHISEIDO. These days Serge spends time in his boutique the luxurious “Les Salon du Palais Royal” designing everything from jewelry to furniture.
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