Chosen Brand: NARS

NARS Logo - http://www.themakeupshow.com/chicago/sponsors/

NARS cosmetics was founded by established make up artist Francois Nars. Having worked in the fashion industry throughout his career as a make up artist, he found himself dissatisfied with the range of products and tools available to him. In 1994 Francois launched NARS in Barney's New York, but at this time there was just a range of 12 lipsticks to its name. A spectacularly high demand soon led to the expansion of the cosmetics line and was acquired by Shiseido cosmetics in 2000. As a subsidiary of Shiseido, the NARS brand continued to evolve and in 2002 launched NARSskin that consisted of a full professional skin care line.

Francois Nars - http://www.independent.co.uk/life-style/fashion/features/fran-ois-nars-is-celebrating-20-years-of-his-make-up-line-and-hes-still-ahead-of-the-game-9709456.html

The Nars cosmetics lines includes a comprehsenive range of products including foundations, blusher, skincare, highlighters, eyeshadow, lipstick and gloss. Some of the brands most iconic products include the Audacious Lipstick range, ‘Multiple’ stick, blusher in ‘Orgasm’ and their Sheer Glow Foundation.

NARS - http://fresh-beauty.com.au/nars-cosmetics-francois-nars-believe-in-your-own-beauty/

NARS - http://stylecaster.com/beauty/nars-cosmetics-fall-2014/

From my research I have come to the understanding that NARS is very much based on Francois' quest for quality products that don't mask a woman's natural beauty, but instead enhances her personality and individuality. The brand is concerned with 'uncomplicated' make up looks that encourage a playful approach to make up. This light-hearted and exciting approach to cosmetics is greatly encouraged though the labeling of cosmetics with names such as 'Deepthroat' 'Orgasm' 'Sex Machine' and 'Fire Down Below'. Its clear that NARS isn't shy about celebrating women's sexuality and encourages this in their make up application.  

NARS Quote - http://quotesgram.com/francois-nars-quotes/

It is also clear to see from published images, NARS is a brand that caters to a wide variety of women from different ethnic diversities. Francois Nars himself stated that working with a diverse range of women to promote the cosmetics was just as exciting as developing the make up line itself. 

NARS Advertising - http://asianmodelsblog.blogspot.co.uk/2013/08/ad-campaign-dinara-chetyrova-for-nars.html?m=1

According to its parent company Shiseido, NARS caters to the prestige market primarily within department store locations. The pricing of their products reflects this, with their foundations ranging from £28-£32 a bottle, quite a step up from their drugstore equivalents which cost between £7-£11.

The NARS house ‘look’ is one of simplicity. Francois based the cosmetics line on his ethos that make up should ‘enhance a womans’ natural beauty’ but not disguise her individuality or personality. Alongside this preoccupation with subtle and simplistic make up, the brand is also very concerned with current trends and aims to bring these to the customer in an attainable manner. Although NARS aim to create looks for that promote subtlety and simplistic style, the brand also incorporates fashion-led features in to their make up artistry. ‘Make up your Mind’ which was penned by Francois Nars himself illustrated this house style well through step-by-step tutorials on how to create make up looks using NARS products. The image below features an example of two of the tutorials featured in the book.

NARS 'Make up Your Mind' - http://www.narscosmetics.com/USA/makeup-your-mind%3A-express-yourself/0607845032045.html

As earlier specified, the creation of simplistic, modern and on-trend looks has been achieved through the application of a clean, luminous looking base and the subtle but stylish inclusion of colour.

References
http://www.shiseidogroup.com/brands/search/#/Prestige/?brand=15
http://www.theguardian.com/fashion/fashion-blog/2011/nov/14/brief-history-of-nars
http://www.theguardian.com/fashion/2014/nov/13/francois-nars-makeup-artist-sexy-models
'Make up Your Mind' by Francois Nars - DEC 2001