according to Can WEst.......
http://www.canada.com/topics/lifest...fe9983a&k=52787
| quote: | Fake eyelashes the next trend for the fashion conscious
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The next big trend.
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* * * * Misty Harris, CanWest News Service
Published: Monday, November 14, 2005
Balloon breasts and water-wing lips being as popular as they are, it ain't easy for a girl to get a little eye contact these days.
Perhaps that's why the beautiful people have begun worshipping a new false idol in the form of fake lashes, and adopting a look that's more Brigitte Bardot than Baywatch.
Jennifer Lopez is known to wear $1,000-a-pair mink falsies, as are Sarah Jessica Parker, Jessica Simpson and Gwen Stefani.
Daytime diva Oprah Winfrey is said to own no fewer than 200 pairs of faux lashes, which have been a staple in her makeup kit since age 19.
And Madonna, the celebrity bellwether for any major trend, is adding a little bling to her blink with diamond-flecked eyelashes worth a reported $41,350.
"The emphasis is tremendous around the eyes right now," says Antoinette Ritondo, national training manager for Lancome Canada. "I think it's a sign that femininity, that exoticism is coming back It's such a nice way to confirm your personality."
The number of new eyelash-enhancing products has nearly quadrupled since 2002, buoyed by the renewed popularity of mod-era peepers. According to Mintel's Global New Products Database, 176 lash-boosters were introduced in 2004 alone -- a number that shows no sign of decline heading into 2006.
L'Oreal will launch its fortified Volume Shocking formula early next year, a two-step mascara with more patents than a small spaceship. Christian Dior's new holiday collection includes Diorshow Ice Pearl, a flashy lash-booster that deposits icicle-like crystals on every eyelash. Think A Clockwork Orange meets Fargo.
And just last month, Lancome introduced the industry's first mascara to double as a fake-eyelash applicator. In what sounds like science fiction for the fashion set, L'Extreme Instant Extensions allows women to brush on 1.3 millimetre synthetic silk-based fibres using only their mascara wand.
"The brush literally braids the extensions right onto the lashes," explains Ritondo, who compares the concept to a hair weave. "It's almost like you're wardrobing your lashes."
All this comes on the heels of the Everlash craze, which was taken up by Canadian trendsetters last spring and exploded in popularity this past summer.
The artificial lash extensions are individually applied by a trained technician in a two-hour process that costs around $60 for a look -- sort of like drugstore falsies on steroids -- that lasts four to six weeks.
Melissa Gibson, senior makeup artist for Mac Cosmetics, says the idea is to "look natural in an unnatural way.
"A lot of times when you see mascara ads, the models aren't just wearing mascara -- they're wearing fake eyelashes in there as well," she says. "People want to mimic what they see."
J. Lo lashes are among the most requested by Canadian women, according to Gibson. But she hastens to add not every eye can handle Lopez's Venus-flytrap look.
"The kind of lashes she wears aren't necessarily going to work for every person, which is why we carry so many (types of) lashes," says Gibson. At present, Mac boasts more than a dozen lengths, shades and thicknesses in its inventory.
Rebecca Sullivan, associate professor of communications and culture at the University of Calgary, considers the trend a savvy business move orchestrated by an industry that portrays its product as "heavy labour and intellectual work one extra coat of mascara or the wrong shade of lipstick and it's over."
"These things are not suddenly upon us," she explains. "They're carefully planned roll-outs of marketing campaigns to keep that sense of desire and beauty always elusive, making sure you're always re-buying into the cosmetic and fashion machinery."
Laughing, Sullivan adds: "You just don't manufacture $1,000 mink eyelashes overnight."
© Times
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I gues sI am in fashion!!!
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