Throughout the Covid-19 pandemic the beauty focus has moved strongly to the eyes, the only feature visible above a face mask. But a widespread shift towards false eyelashes and lash tinting was already a major trend.
According to Grand View Research, the US market researcher, the global false eyelash market is predicted to reach US$1.6 billion by 2025. In 2020, mascara sales started to decline in leading markets as more women, especially Gen Zers and Millennials, swapped their wands for lash tinting and false eyelashes.
Much of the renewed interest was generated by social media platforms such as Instagram and TikTok and innovation in the category. GenZers in their teens and 20s have become the top demographic buying the most falsies and are the first generation where false eyelashes are presented as part of a normal, everyday routine, with Millennials not far behind.
Covering both ends of the makeup spectrum, false eyelashes have become as much a part of the natural, minimalist trend as they are for dramatic looks and are affordable and low maintenance. More women of all ages are also gravitating towards lash tinting to eliminate the need for mascara to achieve the same eye-focusing effect.
BEAUTY ICON STATUS / STRONG GROWTH / HIGH CUSTOMER RETENTION
Few brands have tracked the upswing in demand for lash tinting and eye enhancement among women of all ages than 1000Hour, which is celebrating its 30th anniversary this year.
Even though more and more competitors have entered the Australian market, the popular home-grown brand has not only retained a market-leading position, but has also enjoyed double-digit growth as more consumers turned to at-home beauty routines during the lockdowns and restrictions of the Covid-19 pandemic.
Erica Galea, Head of Marketing for Chemcorp International, says that beauty products such as bedazzled face decorations, lip tattoos and hair feathers have come and gone, while others such as 1000Hour Lash & Brow Dye kits have stood the test of time.
“When we look back at beauty products which have continued to be successful for 30 years, YSL Beauty Touche Éclat, Estée Lauder Advanced Night Repair and Chanel Rouge Noir nail polish spring to mind. In 2022, Australian brand 1000Hour’s Lash & Brow Dye kit joins these iconic products, celebrating three decades of enhancing lash, brow and even beard beauty.”
Last year, 1000Hour reported strong growth in spite of the launch of several competitor brands in the marketplace, she says. “When looking at key IRI data the overall market grew, which we believe showcases broadened audience appeal within the category. This was fuelled by the consumer shift to at-home DIY beauty routines during multiple Covid lockdowns, in addition to the continued focus on the eyes because of the wearing of face masks on a daily basis.”
1000Hour also boasted a high customer retention rate, adds Galea. “In 2021, we saw an increase of 257 per cent, which was reflective of customers introduced to the brand during 2020 who repurchased as they continued their at-home beauty routines.”
FASHION FORWARD FOR TODAY
One of the best examples of the increased awareness of brow and lash tinting as key to the natural beauty look was higher sales for lighter shades such as light and medium brown, although Dark Brown remained the best-selling colour, she notes.
“The more natural brow trends of 2021 will continue this year. The on-trend looks are a little more minimalist with lighter shades being used, as opposed to bolder statement looks. Shapes are also more natural or lean towards a straighter finish by contrast to a more defined arch. Fluffy brushed-up brows and brow lamination also look set to be fashion-forward in 2022.”
After three decades of helping consumers to follow brow trends from the fuller, slightly unkempt brows of the late 1980s to the barely-there strips of the mid-late 90s and bold blocks of the Noughties, 1000Hour is a gold standard brand to create today’s looks with natural shades and Instant Brow Clear gel to set brushed-up looks, says Galea.
“2022 is set to see some of the best brow looks yet and could set a benchmark for the next decade. Natural-looking lashes, whether tinted or artificially added, are also in demand this year to keep the entire look pared-back and simplified. It will be interesting to see if the second half of 2022 sees a bit more of a resurgence of makeup in general and the return of the more made-up lash look.”
STRATEGIC INFLUENCER RELATIONSHIPS / NEW GROWTH OPPORTUNITIES
Influencers and social media celebrities such as Kim Kardashian have had a huge impact on the upsurge in popularity of lash products. Defined brows and lashes are a must for Instagram selfies, TikTok videos and Zoom meetings to create a no-fuss, put-together look. 1000Hour is excited to be continuing our Ambassador relation with model, MC and TV presenter, Tegan Martin, says Galea.
“A down-to-earth girl, Tegan has been using the brand since her teens and was introduced to it by her mother.”
The brand is also aligned with brow expert, Amy Jean, who has been instrumental in bridging the space between salon and at-home beauty, providing tutorials and expert tricks for in-between salon visits and to keep brows looking just done, she adds.
“We are also excited to continue working with other key Australian influencers who also have a strong alignment with the brand in 2022.”
FAST FACTS – 1000HOUR
- The brand was launched in 1992 by John Fisher, the Founder of Chemcorp International.
- The name represents the approximate lifespan for lash renewal – when the old lash falls out and a new one takes its place.
- Priceline was 1000Hour’s first retail partner, stocking the Lash & Brow Dye kit in the hair colour section because the retailer didn’t have a dedicated brow space in stores at the time. Priceline continues to be a dominant force in the lash/brow category and remains a key partner for the brand in 2022.
- Following the success of the Lash & Brow Dye kits, the brand successfully expanded its range of products to artificial lashes and nails, hair cover-ups, temporary brow colour and grooming solutions.
- Last year, 1000Hour launched a Lash & Brow Serum Mist, its newest SKU, which supports the natural growth of lashes and brows.