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All About the Eyes



Loren Ridinger provides expert advice on the latest trend regarding eyelash products.



By Loren Ridinger, Motives by Loren Ridinger



Published December 28, 2010
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It seems as if everyone these days is seeking longer, fuller eyelashes and this trend doesn’t seem to be going away anytime soon. From celebrities to soccer moms, the desire to add length, thickness and fullness to their eyelashes is becoming increasingly popular. Fortunately, there are many options in the quest for voluptuous lashes.

False Eyelashes
Everyone is grabbing onto a pair of false eyelashes to give their look some “va va voom!” And don’t call it a comeback because they have been around for years; however, “falsies” have definitely become the must-have fashion accessory for those who desire to change their look from day to day. During the Chanel fall 2009 fashion show, false eyelashes were showcased with a 60s vibe by creating thick lower lashes. This year, the fashion runways were filled with models featuring eyelashes from the subtle (natural look) to the extreme (such as the very long and bold eyelashes that Lady Gaga wears). With so many variations of false eyelashes out there, your look can take on a youthful, natural persona to a sexy, glamorous vixen.

The best thing about false eyelashes on the market today is that you don’t have to be a makeup artist to achieve a great signature look. They are available everywhere and they range from ultra-natural to very glamorous. You can purchase them in strip form or as individual lashes, and can be 100 percent human hair or synthetic. Personally, I like the strip form due to easy application and removal. Just be make sure to wait 20 seconds to attach them to the base of your lash line so the glue can become tacky and stick, or you could end up losing your lashes!

Recently during our 2010 Market America International Convention, we introduced several false eyelashes, such as Bombshell (dark and voluminous for a night out on the town) and Stargazer (graduated length for that elegant black-tie affair) to our Motives cosmetics line. Both of these styles (along with Material Girl and Fashionista) are sure to deliver sass and style into your wardrobes. These magnificent “falsies” will also turn up the heat to your fall and winter makeup collection by adding volume and length to your lashes.

Eyelash Extensions
From Twilight’s Ashley Greene to former supermodel Molly Sims, eyelash extensions are the hottest craze to hit the streets. Extensions are perfect for everyday wear as well as special occasions. They are semi-permanent and made from synthetic fibers. Each lash is applied one by one to blend naturally with your own lash line. I have friends that prefer eyelash extensions because once they are applied they last three weeks to two months (depending on the cycle of hair growth) eliminating the need to apply lashes on a daily basis, which is fabulous in a busy girl’s world.

Natural eyelashes fall out every 60 - 90 days, therefore, it is necessary to get periodic touch-ups to fill in fallen lashes. About every 2 to 3 weeks is recommended, however, this will vary from person to person. Your natural lash cycle as well as how you take care of your lashes will affect how long they last.

Professionally applied, the process can take an average of 90 minutes to two hours to apply a full set of 50-80 eyelashes per eye and costs can vary from $275 to $500 depending of the location of the salon and the types of services offered.

Prescription Eyelash Growth Enhancers
With over 1.5 million bottles of the FDA-approved prescription treatment Latisse sold to date, it’s clear that many people are looking to grow longer, fuller and darker lashes of their very own. Actresses Brooke Shields and Claire Danes are promoting this prescription-only product that can dramatically increase your eyelash growth within a 16-week treatment period.

Even though ultimately your natural lashes will grow and darken, there are some cons to using prescription eyelash enhancers such as the possibility of increased brown iris pigmentation. Not to discourage anyone, but keep in mind when you use a prescription eyelash growth enhancer and discontinue using the product, your eyelashes will return back to their original state in several weeks to a matter of months.And when you consider the cost ($120 for a 30-day supply), this option may not be for everyone.

False eyelashes, whether you want them natural or drastically long, are fashionable again. And there are a lot of options out there to complete your look for a holiday soirée or an evening out with the girls; so don’t be afraid to bat those beautiful eyes!

About the Author
Loren Ridinger is senior vice president of Internet retailing giant marketamerica.com, creator of the award-winning cosmetic line, Motives by Loren Ridinger and the luxurious skin care line, Cellular Laboratories.

More info: www.motivescosmetics.com




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