PORT WASHINGTON, N.Y. — KISS Products Inc. has blended innovation and social media savvy to drive market share in the booming eyelash category.
KISS said it has climbed to No. 1 in the U.S. false eyelash segment in terms of dollar and unit sales, based on Nielsen market data. The company attributes its growth to consumer-inspired innovations, first-to-market technologies and a strong social media presence.
Lash users are making falsies a staple in their beauty routine, while new users are quickly embracing the trend, according to KISS.
“Lashes ignite confidence, and KISS hopes to empower and encourage women to make their own rules when it comes to beauty,” stated Annette DeVita-Goldstein, senior vice president of global marketing at KISS Products.
KISS said it brings women accessible beauty via an assortment of over 50 different lash styles, including novel and enhancements that deliver natural-looking results.
For example, the company introduced Tapered End Lash Technology with the launch of Looks So Natural Lashes and True Volume Lashes, designed to replicate the thin, tapered tip of a natural lash. The lashes blend seamlessly with natural lashes and provide a lightweight, comfortable feel.
Then there was the rollout of Blooming Lash, featuring with patent-pending Multi-Angle Technology that delivers dimensional volume with three-level vertical variation on a single lash band while mimicking a natural look. KISS noted that Blooming Lash received a SheFinds 2017 Drugstore Beauty Award.
The latest innovation from KISS is the Lash Couture Faux Mink Collection, which delivers the plushness, volume, softness and luster of mink lashes without the use of real mink and its expensive price tag. KISS Lash Couture in Little Black Dress received a 2017 Allure Best of Beauty Award, winning in the Best False Lash category.
KISS added that it also offers strip lashes, a staple for professionals and lash enthusiasts. The EverEZ Trio Lashes are faster and easier than using individual lashes and allows for customized results, the company said
“Lashes are a truly transformational beauty experience that deliver instant results,” commented DeVita-Goldstein.
KISS also noted that convenience and education are crucial in driving sales. To draw new lash wearers and entice current users, the brand launched KISS Lash Wardrobe, a digital mobile app that delivers virtual lash trial and shopability. The app, available for free download on the Apple App Store and Google Play, focuses on making trial easy and accessible to consumers through a virtual lash application and direct consumer purchase option.
“We wanted women to have the ability to find a lash style that best suits her eye shape and desired look in the most convenient way possible,” according to DeVita-Goldstein. “KISS Lash Wardrobe converts the consumer experience from trial to purchase in a few quick steps, all from her smartphone.”