By  on October 20, 2009

Dallas-based Beauty Bio Sciences hopes to tweak public interest in its new Lash Allure MD eyelash growth serum by staging a contest with a $100,000 cash prize.

“We could spend the money on advertising — or do something fun and help somebody along the way,” said Leesa Smith, the firm’s executive vice president.

The company recently used social networking sites to challenge people to write a story or post a video describing what they would do with the prize money. The most compelling story, to be determined by public vote, will be announced by Jan. 1. The company encourages contestants to post before and after photos of their lashes, but no purchase is required.

Priced at $49.50 for 3.5 ml., Lash Allure MD is said to grow longer, darker and thicker lashes for most people within two weeks, according to the company’s research.

First-year sales are projected at $10 million.

The formula uses pentapeptide-17 and an amino acid for lash growth and a triglyceride compound to enhance absorption. Terry James, a cardiac anesthesiologist and company founder, developed it.

Unlike Latisse, a prescription medication the company sees as the product’s chief competitor, Lash Allure contains no prostaglandins, which can discolor the iris and skin.

Lash Allure MD is launching this month at 300 units of Dillard’s Department Stores and Nordstrom and through its Web site. Beauty Bio Sciences also sells its Organicare line of USDA-certified organic skin treatments through the same retailers.

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