By  on February 22, 2008

Paris-based professional makeup brand Make Up For Ever is about to embark on an eye campaign called Lash Pimpin', which aims to lengthen lashes and also offer highly pigmented eye makeup to the masses.

Faux Lashes, the lash part of the company's mission, offers 55 lashes in different shapes and lengths, which are intended to fill out sparse lashes. They are handmade from nylon and come with a special adhesive. Each lash is reusable.

The color part of the campaign is Flash Color, which until now was only available to professionals. The creamy, easy-to-blend color pots are available in 24 shades. Both Faux Lashes and Flash Color are available beginning this month on sephora.com, as well as in Sephora, for $14 and $17, respectively.

Gilles Kortzagadarian, general manager of Make Up For Ever U.S., said the brand is sold in 175 Sephora stores in the U.S. and Canada, and will increase by 50 stores this year.

To promote the new items, Make Up For Ever and Sephora are holding a contest on Sephora's Web site. The winner will receive Make Up For Ever product plus a trip for two to Paris. Sephora's Beauty as Art in-store merchandising theme this spring uses Make Up For Ever's Faux Lash Erin Number 115 and Flash Colors smudged on painters' palettes in displays and windows.

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