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Shopping made easy with Eylure

BY Antoinette Alexander

Looking to further grow the lash category through consumer education and ease of shopping in store, Eylure lashes has rolled out new packaging.

(For the full report, including charts, click here.)

The U.K.-based brand has repackaged its lash collection by color to distinguish the range of eight categories, making it easier for beauty shoppers to identify the appropriate lash.

The brand also has created a starter kit for new customers, which includes a practice lash, two packs of glue, an applicator and a full pair of strip lashes.

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Kiss Products goes for natural look

BY Antoinette Alexander

Leveraging women’s desire for natural-looking false lashes, Kiss Products has expanded its portfolio with the new Kiss Looks So Natural Lashes.

(For the full report, including charts, click here.)

Launched earlier this year, the lashes feature tapered-end lash technology and are designed to be the most lightweight, natural lashes on the market, the company stated. The design allows for lashes to blend naturally. The result: long-lasting, fuller lashes in half the time.

The lashes are available for $3.99, and the adhesive is sold separately.

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Going mainstream with education

BY Antoinette Alexander

Thanks to trend-setting celebrities touting faux lashes and beauty companies creating styles to suit everyone, false lashes are no longer a beauty faux pas.

(For the full report, including charts, click here.)

Manufacturers are hoping that the momentum to mainstream continues, and they remain hard at work to educate consumers, make the segment easier to shop at retail, enhance application and create styles that are suitable for all tastes. This is important because, despite the growing acceptance, there’s still some hesitation among shoppers and room for more consumer education.

While some may take their look up a notch with more wild lash styles, there’s no doubt that the more natural-looking styles are the most popular.

Beauty brands also are working to make lashes even easier to apply and to communicate that with shoppers. Not everyone wants to use a glue, and it may seem a bit intimidating to some, so having a self-adhesive option is important.

The bottom line is that, going forward, education and communication will remain important to help fuel category growth.

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