brand awareness
“NovaLash strives to enhance the eyelash extension industry by
embodying education, safety, superior quality and innovation in its products and techniques…”
- Heather Hughes, Director of International Business for NovaLash International
and knowledge under its belt and has invested more than ten million dollars into Research and Development to create products that are safe and effective, along with techniques that produce the highest quality results available for consumers,” responds Heather.
She adds: “NovaLash strives to better the worldwide lash extension industry by pushing for more stringent and thorough education of lash artists. It most recently pushed Texas lawmakers to establish new regulations for lash artists to protect consumer safety. This law was passed and NovaLash helped create the world’s first Lash Extension Specialty License in its home state of Texas with hopes that other regulating bodies will follow suit.”
Sophy’s original ethos has remained at the heart of the company and is still the driving force today. “NovaLash products, techniques and training manuals were developed by a team of physicians alongside SophyMerszei, ensuring that the health and safety of consumers was never compromised,” says Heather.
“We strive to enhance the eyelash extension industry by embodying education, safety, superior quality and innovation in its products and techniques, which is why it is known as the ‘healthiest lash extension system’ on the market.We also strive to help create career opportunities for women and men across the globe by supporting and educating certified NovaLash Lash Artists.”
An exceptional level of client care is also recognised as an integral part of the brand’s existing and continued accomplishments: “Customer service is so important and in our industry it is even more important as becoming a certified NovaLashArtist requires a lot of initial support from us.We hope to bring the highest customer service standards to the UK,” adds Heather.
a fluttering future
More exciting times are on the horizon for the brand, with continued expansion and new products being made available to stylists. The recent publication of the first eyelash extension textbook for beauty schools in the US is now available worldwide and a complete beauty school
curriculum for lash extensions also accompanies the publication. Next year will also see the launch of a brand new website.
“We will soon release a line of waterproof cream shadows and eyeliners that support the ‘effortless beauty’ of NovaLash. These products can be worn all day without any creases or smudges,” reveals Heather. “We will continue expanding our NovaLash Signature Studios across the world and continue adding distribution channels.”
Formore information call 0203 603 4872 or visit
www.novalash.ie
2010 - SophyMerszei founds the InternationalAcademy of EyelashArts&Sciences. Sophy is awarded ‘Woman of theYear’ by the National Association of Professional Women.
2011 - NovaLash receives a US patent on its AirNova drying machine. Sophy Merszei helps create the very first Lash Extension Specialty License.
2012 - First international office opens in London.
2013 - Move to new, larger premises in the US to accommodate growing staff, a bigger warehouse and a larger space for the InternationalAcademy for EyelashArts&Sciences.
GUILD NEWS 97
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