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BEAUTY CARE

Artificial eyelashes, adhesives provide plenty of flair

BY DSN STAFF

Artificial eyelashes are an important accessory for many celebrities. Among those accenting their eyes with a little help from lashes is Naomi Watts. According to her makeup artist Mary Wiles, Watts has worn Ardell Double Flare Lashes.

Celebrities aren’t alone when it comes to donning fakes. Sales of artificial eyelashes packaged with adhesives rose 31% to $157 million, according to IRI data for multi-outlet retailers for the 52-week period ended March 19. Eyelash adhesives kicked in another $30 million and showed growth of 24%.

With consumers, especially millennials, learning tricks from social media, they are becoming more comfortable applying their own artificial eyelashes. Several brands offer online tutorials, too. Virtual reality apps also assist consumers to “try on” lashes. While professional eyelash application is a growing trend, many women prefer “faking it” so they can have myriad looks.

American International’s Ardell brand is the leader in both the combination lashes and glue and separate glue categories, according to IRI data, with Natural False Eyelashes and Adhesives, which clocked a 174% growth rate for the 52-week period ended March 19, as a top performer.

“The current trends that we are seeing in lashes are beautiful multidimensional lashes with silky soft fine-tapered fibers in uneven lash lengths that blend beautifully with natural lashes,” Jennifer Johnson, senior brand manager at Ardell Retail, told Drug Store News. Additionally, the company said Invisible bands that provide comfort and a seamless look that make the lash band virtually undetectable, even without eyeliner, are popular. Ardell’s version is called “Invisiband.”

The company plans to keep sales on the uptick with two new collections: Faux Mink and Mega Volume.

Faux Mink are premium, hand-crafted layered lashes that create a lush, multidimensional look. Placed on Ardell’s Invisiband for a seamless look, Faux Mink lashes feature knot-free silky-soft, lightweight fibers, and finely tapered tips.

Ardell has a patented “Never Flat Curl Technology,” ensuring that each Mega Volume lash has a unique 3-D effect, stretching beyond the limits of most lashes. “The tapered tips have a C-curve for maximum drama, lavishly long lashes that extend in multiple lengths that mimick natural lash growth and triple layered fibers that stack and stagger for the fullest lash volume without excess weight,” Johnson said.

Other leading brands in the lash category include Kiss, Eylure, Salon Perfect (a Walmart exclusive) and e.l.f.

The lash frenzy isn’t lost on retailers. Rite Aid has a full display devoted to lashes. CVS offers Latisse lengthening in some locations, along with a supply of artificial lashes. And, Ulta Beauty makes a major statement in lashes with more than six brands.

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Every Man Jack intros Sport line

BY David Salazar

SAN FRANCISCO — Men’s grooming company Every Man Jack is ready for summer. The brand on Wednesday introduced its five-product Sport line, which it said was developed for active men.

The collection includes a 2-in-1 body and face wash/anti-chlorine, a 2-in-1 shampoo and conditioner/anti-chlorine, Body Defense Sun Protection SPF 30 lotion and spray and a Face Shield/Sun Protection SPF 50 lotion. The body and face wash is formulated to remove chlorine, salt and sweat, and the shampoo and conditioner is aimed at helping prevent hair discoloration and remove chlorine buildup. The sun protection products are designed to be water resistant and hydrate the skin with shea butter, the company said.

For each purchase, the company donates 5% to More Than Sport, an organization that works to restore and transform communities through athletics.

The products retail for $12-$16 and are available on EveryManJack.com.

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Axe kicks off Find Your Magic initiative

BY David Salazar

ENGLEWOOD CLIFFS, N.J. — Unilever’s Axe Brand on Tuesday rolled out its new Find Your Magic initiative, the brand said is aimed at combating toxic masculinity and emphasizing the importance of self-expression to being confident.

The initiative is kicking off with a new short film, “Is It OK For Guys?,” which highlights questions that men ask themselves — including “is it ok for guys to be emotional,” “wear pink” or “wear makeup.” The brand is partnering with such influencers as Hunter Klugkist, William Haynes, Josh Peck, Ryan McNulty and Wes Armstrong, who will share their experiences and address the topics using the hashtag #isitokforguys.

Axe’s efforts are supported by partnerships with nonprofits Promundo, The Representation Project and Ditch the Label to dive deeper into the issue the campaign addresses. Axe commissioned Promundo for a study to look into the challenges young men face as the result of masculine stereotypes; sponsored the “Unmaksed” campus tour, which screened its film “The Mask You Live In” on college campuses; and worked with anti-bullying organization Ditch the Label to to create a digital network that supports guys struggling with toxic masculinity.

“Last year AXE asked guys to ‘find their magic’ and express what truly makes them an individual,” Axe global VP Rik Strubel said. “But we can't just tell guys to be themselves without addressing the underlying cultural issues and restrictive definitions of manhood holding them back in the first place. It not only hurts guys, it hurts everyone.”

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