Charlie Morris, Account Manager in our Beauty team, tracks the rise of the ‘lash lift’ and shows how we’ve helped Nouveau Lashes take a responsible position around lash health.
Last year Pinterest recorded a huge uplift in searches for ‘lash lifts’ (up 152 per cent), cementing them as a beauty must-have. And lash treatments and extensions are a growing business in the beauty sector. In fact, an estimated 8.48 million eyelash treatments are carried out in the UK every year. But beyond the appearance of our lashes, how many of us actually think about the health and safety side of this trend?
Whether your preference is a lash lift, tint, semi-permanent or strip lash extensions, Nouveau Lashes is unparalleled in its ‘Health First’ approach to eyelash treatments. For the past ten years, its products and innovative techniques have put eye care at the forefront, while providing treatments that give exceptional results.
Over the past year, we’ve been helping Nouveau Lashes on their mission to spread its ‘Health First’ message to the consumer, empowering lash fans with the knowledge of the gold standard in eyelash treatments.
We kicked off the campaign by designing a survey that delved into women’s attitudes to lash and eye health, particularly the safety of their chosen beauty treatments. It revealed the majority of women admitted to not knowing what criteria to consider when picking a salon, or even checking the credentials of their chosen beauty technician.
Armed with this intel, we recruited an independent panel of trusted lash health experts, including an optometrist, trichologist and dermatologist, to build a bank of expert advice that would bring added credibility to the already informative voice of the Nouveau Lashes brand.
Our team of creatives designed a comprehensive ‘Lash Health Guide’, using the rich content, from the consumer survey, lash health panellists and brand commentary, emphasising the importance of lash care as part of a daily beauty consideration and positioning Nouveau Lashes as expert leaders in their field.
The guide was launched at an intimate dinner event for key media contacts and influencers, with the full lash expert panel and brand founders in attendance. The evening included an informative discussion with the panel, facilitated by our very own associate director, Holly Ford, as well as the opportunity for attendees to obtain bespoke expert advice for dedicated editorial features.
Following the success of the event, Nouveau Lashes’ Health First message has been covered by leading beauty media, praising the Nouveau Lashes brand for its campaign for responsible beauty. In the coming months, we will be pushing out the content of the Lash Health Guide to drive greater awareness of the importance of eye health when having these procedures, and our partnership with actor and Nouveau Lashes ambassador, Michelle Keegan will see us take the Health First message to even more consumers. Watch this space!