Eylure repackages lash collection, creates starter kit

NEW YORK — Eylure lashes is a heritage brand that is 65 years in the making, known for creating Elizabeth Taylor’s Cleopatra look to collaborating with pop star Katy Perry. Today, the U.K.-based brand is continuing to make its mark in the U.S. market with new packaging to help make the segment easier to shop.

Keeping the consumer in mind, Eylure has repackaged the collection by color to distinguish its range of eight categories, making it easier for beauty mavens to identify the appropriate lash. The eight categories, covering strip, individual and pre-glued lashes, include:

Natural – features shorter lashes for the most natural look
Lengthening – offers longer, fuller lashes for an eye-opening look
Volume – longer, thicker lashes to create a fuller effect
Definition – eclectic, spiky lashes for a unique, fun look
Texture – roughed up lashes to create a voluminous, lengthened, texturized look
Exaggerate – lashes that offer volume, length and depth to give a chic look or textured style
Dramatic – the longest, fullest lashes currently available. Offers a full, texturized look with a dramatic twist
Pro-Lash – a professional makeup artist look. Includes lash pieces, underlashes and flares.

The collection is made with a mix of natural and faux hair and is baked to maintain a natural curve for precise application. As an added benefit, Eylure includes a lash glue and applicator in each lash pack.

The brand has also created a starter kit for new customers, which includes a practice lash, two packs of glue, an applicator and full pair of strip lashes.

Eylure Lashes have a suggested retail price ranging from $4.99 to $6.99 and are available at such retailers as Target, Ulta Beauty and Kohl’s.