Eyelash Category Shows Strength In Mass Market And KISS Is The #1 Lash Brand In America*

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Jan 10, 2018, 10:05 ET

PORT WASHINGTON, N.Y., Jan. 10, 2018 /PRNewswire/ -- The eyelash category is growing exponentially, and KISS leads the category as the #1 lash brand in the False Eyelash category in the United States in terms of dollar sales and unit sales according to Nielsen's latest data*. KISS is driving the growth of the eyelash category with its consumer-inspired innovations and first-to-market, new technologies.

The rise in growth comes as no surprise, due in part to the heavy influence of social media and celebrities and now at-home application, thanks to KISS innovations. The KISS lash brand has skyrocketed over the last couple of years driving KISS lashes to #1 position in both market share and category growth.

Current lash users are making falsies a staple in their everyday beauty routine and new users are quickly embracing the trend. "Lashes ignite confidence and KISS hopes to empower and encourage women to make their own rules when it comes to beauty," says Annette DeVita-Goldstein, Senior Vice President Global Marketing at KISS Products, Inc.

Women are looking for accessible beauty and KISS, with its comprehensive assortment of over 50 different lash styles, has more top selling lash items, including the #1 lash product, than any other brand according to Nielsen data..*

Beyond the vast portfolio of lash offerings, KISS brings first-to-market technologies and enhancements that deliver the most natural looking results. Here are some of the key examples.

KISS 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. These lashes blend seamlessly with natural lashes and provide a lightweight, comfortable feel.

Then KISS introduced Blooming Lash, a true game-changer in the lash category, designed with exclusive patent-pending Multi-Angle Technology that delivers dimensional volume with 3-level vertical variation on a single lash band while flawlessly mimicking a natural look. KISS Blooming Lash received a SheFinds 2017 Drugstore Beauty Award.

The latest innovation from KISS is the Lash Couture Faux Mink Collection, which delivers the unrivaled beauty of mink lashes – plushness, volume, softness, luster – without the use of real mink and the 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.

Finally, KISS also offers strip lashes, a staple for professionals and lash enthusiasts, EverEZ Trio Lashes are faster and easier than using individual lashes and allows for customized results.

"Lashes are a truly transformational beauty experience that deliver instant results," says DeVita-Goldstein. Beyond its groundbreaking product offerings, KISS understands that convenience and education are crucial in driving sales. In an effort to attract 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 focuses on making trial easy and accessible to the consumer 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," says DeVita-Goldstein. "KISS Lash Wardrobe converts the consumer experience from trial to purchase in a few quick steps, all from her smartphone."

The KISS Lash Wardrobe App is now available for free download on the APP Store and Google Play.

* Kiss Products calculation based in part on data reported by Nielsen through its Scantrack service for the 52-week period ending 11/11/2017, for the Total U.S. xAOC market and combined Food, Drug, Dollar, DeCA, Club, and Mass (incl. Walmart) channel.

FOR MORE INFORMATION: KISSusa.com
FACEBOOK/TWITTER/INSTAGRAM: KISSProducts

MEDIA CONTACTS:
Bratskeir & Company / 212.679.2233
Nikki Croney / [email protected]

ABOUT KISS LASHES:

KISS, the #1 lash brand in America, leads the eyelash category in innovation and sales growth. KISS is the trusted beauty brand and category expert for innovative, premium quality products that are accessible and affordable. KISS offers a vast portfolio of lash styles with strip and individual lashes and all-in-one kits. KISS expands the consumer experience with KISS Lash Wardrobe, a digital mobile app that delivers virtual lash trial and shopability for convenience and education. For more information, visit www.KISSusa.com

SOURCE KISS