Usually when beauty brands collaborate with non-beauty entities, we get products like True Blood-themed eye palettes. Not today: makeup brand Illamasqua (which makes great lipstick, for the record) have just announced they’re teaming up with “established family funeral directors Leverton & Sons” to create looks for the afterlife. The service is called The Final Act of Self-Expression.

According to Illamasqua:

This unique service encourages people for whom making-up is an intimate part of their identity to plan their final transformation – one that pays tribute to who they were in life and how they want to enter the afterlife […] Illamasqua encourages people to self-express and embrace their alter ego in every way – why should this be any different when you pass away? It is a celebration of life, and one that should be indulged for your last glamorous look. […] To wear the most fabulous make-up applied by a professionally trained make-up artist for your final journey is the ultimate statement of celebration.

Yes, they will shellac your corpse.

Although the announcement may provoke an initial stomach turning, it’s really not that weird: funeral makeup is, of course, standard practice for open-casket affairs and Illamasqua will probably just do it better (and better tailored to one’s look). The service can be booked “as part of a pre-arranged funeral by calling Leverton & Sons” and is only available in London.

So. Is this 1) a shameless publicity stunt, 2) a beauty brand shrewdly exploiting a hole in the market or 3) just blackly funny? Or all of the above?