Magnetic artificial eyelashes have attracted an audience, mostly through online sales. Now Ardell, the leader in the $210 million mass artificial eyelash market, hopes to pull in customers to stores with the rollout of its Magnetic Collection of false lashes.
Ardell is shipping its first round of magnetic lashes to mass market and specialty beauty retailers including CVS, Rite Aid, Sally Beauty, Target, Ulta Beauty, Walgreens and Wal-Mart. The Magnetic Collection hits shelves in January with a suggested retail of $13.99. The company said it is first in the mass arena to offer lashes using magnets.
Industry sources estimate the launch could add as much as $8 million to Ardell’s lash business.
The undetectable magnets are affixed to the top and bottom lash strips, replacing the need for glue. Using glue has been a hurdle for some women who have shied away from at-home application.
Terri Cooper, executive vice president of Ardell’s parent American International Industries, expects the magnetic version will entice more users to the category, which according to IRI, posted almost 30 percent sales gains for the 52-week period ended September 10, 2017. Artificial lashes are powering cosmetics growth, singled out by NPD as one of the hottest categories during the holiday season. That growth is expected to spill over into 2018, especially with the advent of easier-to-apply options.
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“The magnetic lashes are certainly geared more toward the novice who will use them as more of an entry way into traditional lashes with adhesive, but we’re also hearing great feedback from regular lash wearers who find the magnetic ones incredibly easy to apply and wear,” Cooper said.
Cooper added that multimagnet technology differs from competitors using one small magnet. “They are budge-proof,” she said.
The new lashes are available in five styles including Ardell’s feathered Wispies and Demi Wispies, along with full lash strips and two Accent styles designed to be worn on the outer corner of eyes.
“Because this is a new segment of lash at mass, we’re putting an emphasis on application education. First and foremost, we’ve included a detailed application how-to on the promotional display in retailers so consumers can see then and there how the lashes work,” Cooper said. “Additionally, we’ve also created application how-to videos that will be shared across all of Ardell’s social media platforms in both long and short formats, as well as on ArdellBeauty.com. We’ll also work with beauty influencers to educate their followers on how to apply.”
January will also mark Ardell’s expansion of its Faux Mink line with the launch of Wispies and Demi Wispies styles under the Faux Mink umbrella. “The Faux Mink line has been massively successful us,” said Cooper. “We launched the first four styles in January 2017 and immediately saw incredible sales.”
Earlier this year, Ardell also debuted a full color makeup line at Sally Beauty. “The color line has been very successful at Sally Beauty. The mascaras are a top seller along with Stroke A Brow feathering pen,” Cooper said.
The second phase of the rollout is kicking into gear. Select CVS stores will stock two of the Ardell Beauty mascaras — Wispies Fiber Building and Double Up Volumizing — on a promotional display. CVS will also offer the Wispies and Double Up lash styles. Ulta.com is adding the color cosmetics in the spring. This summer, Ardell plans to expand its cosmetics line into face products, including foundations, bronzers and highlighters.