After falling in and out of love with our One Two Lashes (our last pair fell apart and Customer Service failed to replace them), we were thrilled to learn that Ardell, the leader in artificial lashes, is launching an affordable line of magnetic lashes.  Launching in January, The Magnetic Collection will be sold in most mass-retailers (including Sally Beauty, CVS, Rite Aid, Target, ULTA, Wal-Mart, and Walgreens) and retail for $13.99.  The collection includes Feathered and Demi Wispies, full lash strips, and two Accent segments for the outer corners of eyes. According to Terri Cooper, Executive Vice President of American International Industries, Ardell’s parent company, the brand’s magnetic lashes are “budge proof.”

Speaking with WWD, Cooper shared, “Because this is a new segment of lash at mass, we’re putting an emphasis on application education. First and foremost, we’ve included a detailed application how-to on the promotional display in retailers so consumers can see then and there how the lashes work.”  The brand has created application how-to videos, which will be shared across Ardell’s social media platforms.