The Longer Lashes Trend

There’s one cosmetic women just can’t do without, and that is mascara. Because the way dark, long lashes emphasize the eyes is unique.

Luckily enough we live in a longer-lash addicted era. That means, more and more lash-enhancing cosmetics are produced. Almost each month a new product is launched with new, exciting promises.

Last January, Allergan Inc., maker of Botox, launched Latisse, a prescription-only lash growth product. Latisse, fronted by actress Brooke Shields, is the first FDA-approved treatment for hypotrichosis (a condition of no hair growth).

Latisse caused quite a stir, but because it needs a prescription, and so it does not have the same impulse buying appeal of OTC products.

Since Allergan debuted on the market last January, it has drawn attention to all things lash related — eyelash conditioners, curl-inducing treatments and false eyelashes.

RapidLash Eyelash Renewal Serum ($49.95) and Peter Thomas Roth Lashes To Die For ($125.00) are seeing an upward trend every week, according to research.

A recently launched product, Fusion Beauty StimuLashFusion ($89.00) left Roslyn Griner, a senior vice president at Fusion Beauty, surprised: “It was unbelievable, we launched and, within in month, it became the number-two in our lineup.” (source WWD)

Of Lashes To Die For Thomas Roth said, “It has been amazing. It is the top seller at all my retailers. We have had people from Brazil buy six at a time.”

But with all the newness in the category — from colored mascaras by Benefit Cosmetics, to vibrating mascara wands, mascara sales haven’t petered out in the least: it’s always one of the top 3 sellers in every beauty store.