SLA Cosmetics launches Sydney flagship store and academy

French cosmetics brand, SLA (Serge Louis Alvarez) Cosmetics opened the doors of its new flagship store in Sydney’s Balmain last week.

The store represents the next step for the brand, which is establishing itself as an authoritative beauty source for luxury and professional makeup.

The Parisian-themed event was hosted by Channel 7’s Esther Anderson, who was announced as the new brand ambassador for SLA. Pictured at the launch are, from left to right: Shannon Stubbs (Business Development Manager Encore Beauty), Esther Anderson, Maureen Bartlett (Managing Director Encore Beauty) and Kirsty Hayes (Managing Director SLA Academy).

The makeup studio and store sells the full range of SLA products to makeup artists, students and the general public.

Maureen Bartlett, Managing Director of Encore Beauty said, “Many makeup artists have discovered the quality of the SLA products, and are now devotees. The studio gives them the opportunity to view and experience the entire range at a very convenient location.”

In addition, SLA distributors, Encore Beauty will showcase other quality products such as Pattrena from Thailand, Greenland from The Netherlands and in the early 2010, a new Australian skincare and body range called Spasperience.

The premises also houses the SLA Academy upstairs, which is the fifth SLA International Academy worldwide. Courses will cover all elements of makeup artistry including, SLA product knowledge, glamour and fashion makeup and photographic makeup.

The Academy will also be registered to deliver National Training Package courses in makeup and will offer one-on-one makeup lessons and lifestyle-image short courses.

Courses include Essential Style for business professionals; held weekly and commencing in January, Makeup for Beauty Therapists; held monthly and SLA European Master Class; available in early 2010.

Kirsty Hayes, Managing Director of the Academy said: “SLA Academy Sydney will provide tailor-made courses for beauty industry professionals, students and individuals. Instead of a ‘one course fits all’ approach, our courses can be tailored to an individual’s needs. The Academy only employs makeup artists with specialist training qualifications and years of relevant experience. We have spent many long hours researching the training requirements for makeup artists and are confident that our courses will be quickly recognised as the benchmark in makeup training.”

The SLA Studio and Academy is located at 433 Darling Street, Balmain in Sydney. For more information, phone 1300 770 428.

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