Shoppers turn to falsies for va-va voom lashes

Sporting lush lashes is key to creating that perfect bold eye, and more women seem to be bringing some va-va-voom to their beauty regimen with false lashes.

(To read the full Beauty Trends report, click here.)



While sales of mascara slipped 0.6%, sales of false eyelashes and adhesives rose nearly 7% to $95.5 million during the 52 weeks ended Dec. 28, 2014, at total U.S. multi-outlets, according to IRI.



What is driving the growth? Celebrities are increasingly flaunting faux lashes, and beauty shoppers are following suit. In addition, manufacturers are bolstering their portfolios with styles that promise to deliver a more natural look. For example, among the brands enjoying the greatest growth, according to IRI, is KISS’ Looks So Natural lash.



Manufacturers are hoping that the momentum continues and 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.