“With the make-up artist, the brand is closer to its client” – Max Herlant – Yves Rocher Make-up artist
From Hillary Clinton to Luz Cazal, Max Herlant has indeed made the make-up of the most famous and also of the most mainstream women, always with the same complicity. Because of this expertise and field knowledge, Yves Rocher chose him as his Official Make-up Artist in France and abroad. For the 4 past years, he has been the spokesperson of French women’s favourite brand. A relevant choice, since today Yves Rocher has enjoyed an increased recognition of its make-up offer in pages of magazines and among its consumers. Max Herlant tells us more about the hidden face of his key role.
MakeUp in…™: What is the relationship between a make-up artist and a brand?
Max Herlant: The aim of a brand is to reach its consumer, the role of the make-up artist will be to support and help the brand in this direction. He will act as the brand’s spokesperson through the media or during live events. He acts as the brand’s guarantor and transforms a marketing speech for a product into words, to which women will be more sensitive. Through the press on the one hand, journalists question me by following editorial themes related to make-up, they know they will always have an expert opinion on a gesture technique, a finish, there are always some stories to be told in make-up. This has enabled the brand to benefit from a strong increase in media coverage in make-up for the 4 past years. On the other hand, I like to be directly in touch with consumers and meet them through events such as recently with the new concept store on Boulevard Haussmann in Paris. Whether they take place in France or abroad these events are always tremendously successful.
MakeUp in…™: How do you create a link between the brand and its customers?
Max Herlant: Women are always eager to get advice from a professional make-up artist. They want to know a technician’s secrets, learn how to achieve a professional result with minimal know-how. Beyond tutorials and bloggers’ advices, the make-up artist has this expertise. It takes practice to know how to work a face or share details on application techniques. During these one-time events, over a glass of Champagne, I do their make-up and answer their questions. A particular relationship of trust develops when you make up someone, whether a celebrity or a customer from Yves Rocher, the person puts her face in the hands of the make-up artist to have it sublimated and share her secrets with him. You learn how to de-dramatize a situation on the application of a foundation, you share a few tricks on how to plump up the lips or detail a gesture…
Make-up is a determining factor for instilling happiness to women. Some want to win back their husband or find comfort after losing a job. During these moments of exchanges, confidences sometimes exceed what you would have thought at first.
This intimacy naturally benefits the brand. The brand is no longer anonymous, it moves closer to its customer and wins her loyalty. Both an affinity and complicity are created around products.
MakeUp in…™: Do you work with your customers at an early stage, as early as the design phase?
Max Herlant: At Yves Rocher, as a consultant I share my views and remarks on products, applicators, colours, textures. For others, I can be more creative and even work on the designing with the teams. My role then, is to create collections, choose colours, textures or invent new gestures.
MakeUp in…™: The presence of a professional make-up artist is therefore a real added value for a brand?
Max Herlant: The sector is already doing very well but collaborating with a make-up artist really boosts the make-up pole of a brand like Yves Rocher and makes the bond with its consumers even stronger.