brand awareness
For nearly ten yearsNovaLash has been providing stylists across the globewith effective and professional eyelash extension
products.Now causing a flutter onUKshores,we take a look back at howthe brand has developed over the years and their plans for continued expansion.
2012 was an exciting year for US brand NovaLash. Due to continued success and high consumer demand, they established their very first international office right here in the UK to focus on global distribution and brand growth within the country. So, where did it all begin?
TheNovaLash Fact File
• NovaLash products are available in over 40 countries.
• Currently there are 50 items included in the range.
• The company’smost recent launch was the LASHCloud, a silk pillow that prevents lash extensions from becoming smashed and tangled while sleeping.
• The brand has gained a celebrity following, including former American Idol judge - PaulaAbdul.
• Awarded withmany honours including fromsuch publications as American Spa and Beauty Launchpad.
In 2004 cosmetic chemist, SophyMerszei embarked on pioneering the very first distribution and training network for eyelash extensions outside ofAsia. Recognising a gap in the market for a stronger and safer adhesive, Sophy set to work and formulated NovaLash’s patent- pending adhesive, Platinum Bond. The product provides strong hold, longevity and wear - all essential elements for effective eyelash extensions. Not only does the client have a set of gorgeous voluminous lashes, they are also safe to shower, swim and sleep in, perfect for the modern woman on the go.
In that same year the adhesive and lash extensions were launched into the US market, and proved to be a triumph. From these early beginnings the brand never looked back and NovaLash is now available in over 40 countries worldwide. “NovaLash’s global reach is growing tremendously. In response to consumer demand, NovaLash recently opened four NovaLash Signature Studios among the cities of Hong Kong, Bangkok and Delhi and will be adding more across the globe in the upcoming years,” explains Heather Hughes, Director of International Business for NovaLash International.
“These Studios provide consumers with the complete NovaLash experience where only NovaLash products and techniques are used by NovaLash trained and certified stylists. The Studios offer the most upscale lash extension services available.”
To this day the original products remain coveted by many lash artists and the Platinum Bond adhesive won the prestigious ICMAD Cosmetic Innovation award in 2007. Currently beauty professionals can choose from a wide range of lash extension tools and products, alongside accompanying after care and cosmetic products for consumers that work with the system. The Platinum Bond remains one of the company’s best sellers along with newer items such as NovaLash CleanLASH cleansing and conditioning pads, which cleanse and condition extensions while removing make-up ensuring clients can take care of their lashes with ease.
lashes of success
Achieving success in the beauty industry is down to many elements, but what does the brand feel sets them apart from others? “NovaLash has nine years of experience
2004 - The company launches its first products into the USmarket, including PlatinumBond. Website also goes live.
2005 - Produces first corporate image which becomes synonymous with lash extensions.
2007 - PlatinumBond receives ICMAD Cosmetic Innovation of theYear Award. First lash extension dedicated salon,The Lash Co is opened in Houston,Texas with celebrity lash stylist Sophia Navarro.
2008 - Due to expansion, the companymoves to a larger
premises.Australian patent on NovaLash’s Quality ControlledArtificial Eyelashes Extension System issued. Placed in US magazine,Modern Salon.
96 GUILD NEWS
SophyMerszei
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