By  on April 15, 2009

LONDON — Nail salon owner Thea Green is batting for the false lashes industry.

The beauty executive, who this year fetes the 10th year of her U.K.-based Nails Inc. nail salon business, is rolling out false eyelashes brand Get Lashed. The new venture, which also includes a chain of eyelash and brow bars, bowed in March.

It will be introduced to 20 Nails Inc. salons and spaces adjacent to Nails Inc. counters in department stores in the U.K. by the end of May. “We have noticed a gap in the market — we want to create a brand, which offers lash services rather than products alone,” said Green. “If you visit Get Lashed for strip lash application, you will purchase the product, but we will apply this for you as many times as possible for free.

“We think that lashes are the ideal credit-crunch purchase,” she added. “Lashes will transform your whole appearance for an affordable price.”

Get Lashed’s lineup includes 16 styles of lashes priced from 7 to 12 pounds, or $10.44 to $17.89. In addition, the brand offers brow-grooming services, including threading and tinting. While Get Lashed services will be offered next to Nails Inc. manicure stations, Green said they are considered separate brands.

“We will link the two brands where we believe it will benefit the customer,” she added. “For example, if you visit Nails Inc. for a manicure or pedicure, we will offer 25 percent off at Get Lashed. Customers can visit one place for all their services, so they can save on time as well as on expense.”

Sources estimate Get Lashed will generate first-year sales of 1 million pounds, or $1.5 million, whereas Nails Inc. is forecast to generate sales of 15 million pounds, or $22.4 million, this year.

Plans are afoot to begin distributing Nails Inc. internationally later this year. This month, Green will also introduce a limited edition collection of nail polishes to celebrate Nails Inc.’s first decade in business. The collection will contain five of the brand’s best-selling colors and five new shades for summer. Retailing at 15 pounds, or $22.36 per 10-ml. bottle, each item will be decorated with a removable Swarovski crystal-studded charm.

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