Artificial eyelashes, adhesives provide plenty of flair
Artificial eyelashes are an important accessory for many celebrities. Among those accenting their eyes with a little help from lashes is Naomi Watts. According to her makeup artist Mary Wiles, Watts has worn Ardell Double Flare Lashes.
Celebrities aren’t alone when it comes to donning fakes. Sales of artificial eyelashes packaged with adhesives rose 31% to $157 million, according to IRI data for multi-outlet retailers for the 52-week period ended March 19. Eyelash adhesives kicked in another $30 million and showed growth of 24%.
With consumers, especially millennials, learning tricks from social media, they are becoming more comfortable applying their own artificial eyelashes. Several brands offer online tutorials, too. Virtual reality apps also assist consumers to “try on” lashes. While professional eyelash application is a growing trend, many women prefer “faking it” so they can have myriad looks.
American International’s Ardell brand is the leader in both the combination lashes and glue and separate glue categories, according to IRI data, with Natural False Eyelashes and Adhesives, which clocked a 174% growth rate for the 52-week period ended March 19, as a top performer.
“The current trends that we are seeing in lashes are beautiful multidimensional lashes with silky soft fine-tapered fibers in uneven lash lengths that blend beautifully with natural lashes,” Jennifer Johnson, senior brand manager at Ardell Retail, told Drug Store News. Additionally, the company said Invisible bands that provide comfort and a seamless look that make the lash band virtually undetectable, even without eyeliner, are popular. Ardell’s version is called “Invisiband.”
The company plans to keep sales on the uptick with two new collections: Faux Mink and Mega Volume.
Faux Mink are premium, hand-crafted layered lashes that create a lush, multidimensional look. Placed on Ardell’s Invisiband for a seamless look, Faux Mink lashes feature knot-free silky-soft, lightweight fibers, and finely tapered tips.
Ardell has a patented “Never Flat Curl Technology,” ensuring that each Mega Volume lash has a unique 3-D effect, stretching beyond the limits of most lashes. “The tapered tips have a C-curve for maximum drama, lavishly long lashes that extend in multiple lengths that mimick natural lash growth and triple layered fibers that stack and stagger for the fullest lash volume without excess weight,” Johnson said.
Other leading brands in the lash category include Kiss, Eylure, Salon Perfect (a Walmart exclusive) and e.l.f.
The lash frenzy isn’t lost on retailers. Rite Aid has a full display devoted to lashes. CVS offers Latisse lengthening in some locations, along with a supply of artificial lashes. And, Ulta Beauty makes a major statement in lashes with more than six brands.
Celebrities aren’t alone when it comes to donning fakes. Sales of artificial eyelashes packaged with adhesives rose 31% to $157 million, according to IRI data for multi-outlet retailers for the 52-week period ended March 19. Eyelash adhesives kicked in another $30 million and showed growth of 24%.
With consumers, especially millennials, learning tricks from social media, they are becoming more comfortable applying their own artificial eyelashes. Several brands offer online tutorials, too. Virtual reality apps also assist consumers to “try on” lashes. While professional eyelash application is a growing trend, many women prefer “faking it” so they can have myriad looks.
American International’s Ardell brand is the leader in both the combination lashes and glue and separate glue categories, according to IRI data, with Natural False Eyelashes and Adhesives, which clocked a 174% growth rate for the 52-week period ended March 19, as a top performer.
“The current trends that we are seeing in lashes are beautiful multidimensional lashes with silky soft fine-tapered fibers in uneven lash lengths that blend beautifully with natural lashes,” Jennifer Johnson, senior brand manager at Ardell Retail, told Drug Store News. Additionally, the company said Invisible bands that provide comfort and a seamless look that make the lash band virtually undetectable, even without eyeliner, are popular. Ardell’s version is called “Invisiband.”
The company plans to keep sales on the uptick with two new collections: Faux Mink and Mega Volume.
Faux Mink are premium, hand-crafted layered lashes that create a lush, multidimensional look. Placed on Ardell’s Invisiband for a seamless look, Faux Mink lashes feature knot-free silky-soft, lightweight fibers, and finely tapered tips.
Ardell has a patented “Never Flat Curl Technology,” ensuring that each Mega Volume lash has a unique 3-D effect, stretching beyond the limits of most lashes. “The tapered tips have a C-curve for maximum drama, lavishly long lashes that extend in multiple lengths that mimick natural lash growth and triple layered fibers that stack and stagger for the fullest lash volume without excess weight,” Johnson said.
Other leading brands in the lash category include Kiss, Eylure, Salon Perfect (a Walmart exclusive) and e.l.f.
The lash frenzy isn’t lost on retailers. Rite Aid has a full display devoted to lashes. CVS offers Latisse lengthening in some locations, along with a supply of artificial lashes. And, Ulta Beauty makes a major statement in lashes with more than six brands.