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INSIDER

Leading false eyelash brand Ardell to enter travel retail through Premier
Global Trading

False eyelashes are a huge trend in the lashes themselves, PGT will be offering
the beauty industry and Elizabeth Taylor’s Ardell lash accessories such as a lash
Premier Global Trading is now introducing cleaning kit, application tools and Duo
Ardell Professional lashes, the leading adhesives for multi-unit sales to increase
lash brand in the world, to the duty free/ basket spend at POS.
travel retail channel around the world. “The technology really has changed
This partnership aims to expand Ardell’s significantly over the last couple of years,”
global presence, making its products explains Fenig. “If you look at the Nielsen
more accessible to travelers and beauty or IRI market data retail numbers, there’s
enthusiasts. been a drop in the volume of units sold, but
TMI had the opportunity to an increase in dollars sold in the category.
speak with Taylor and Mickey Fenig, This is because of the demand for the new
Vice President of International Sales at technology, which is more costly. And
American International Industries, parent the new lash sets are larger, so people are
company of Ardell, during the Cosmoprof spending more per unit.
Miami Beauty show in January, about why “But we are still offering value. The
the time is right for Ardell to enter the technology in our Seamless Underlash kit
travel retail channel. will last users for up to 10 days and it gives
“False eye lashes are a huge trend you enough product to apply your lashes
right now. Ardell is the No. 1 lash brand Quality and innovation five or six times. The consumer is getting
in the world. I am confident we can build Boasting numerous patents across its that value and that technology all in one
this category into an important niche within diverse product lines, Ardell stands apart box. This has come a long way just within
the beauty segment in travel retail. Ardell’s from its competitors due to its quality and the last year, and has stretched the price
quality and innovation have made them the innovation, he notes. point for a lash kit to an entirely different
global leaders for a reason,” Taylor told “We pride ourselves on the safety and level,” says Fenig.
TMI at the Ardell booth, one of the busiest the efficacy of our adhesives, as well as PGT and Ardell are also developing a
stands at Cosmoprof. the quality and the natural look and feel of variety of display units for travel retail to
Ardell’s parent company, America the fibers we use. In contrast, the market is optimize shopper appeal, engagement and
International Industries, is a family flooded with poor-quality lashes —many spend. Initial plans call for two-sided floor
owned business founded in 1970-1971 sold on Amazon, sold straight from China, stands featuring Ardell lashes on one side
by Zvi Ryzman. Over the past 50 years made with unnatural-looking plastic fibers. and the company’s Hollywood Fashion
it has expanded through organic growth Also adhesives that are loaded with harsh Secrets brand on the other side, thereby
and strategic acquisitions. Today it chemicals that you don’t want anywhere maximizing a small footprint and space
encompasses over 75 different individual near your eyes,” he says. efficiency, while delivering strong ROIs,
brands that include lashes, skincare and “We’re also leading in innovation. says Taylor.
waxes, nail care, haircare, men’s grooming, Ardell has developed new systems so
and fashion solutions under the Hollywood advanced that you cannot tell if someone From salon to consumer
Fashion Secrets label (fashion tapes, body is wearing false lashes. With products like A.I.I. got its roots in the professional
cover-ups, etc.). our New Seamless Underlash Extensions, channel initially, and maintains that quality
“American International Industries – designed to be undetectable, lashes go standard today, stresses Fenig.
A.I.I.—is a full scale manufacturer. We’ve under your natural lashes so there are “When I started in the company,
got about 1,000 people in the facility in no visible seams on the eyelids. This almost 30 years ago, our business was
Los Angeles, and a total of some 850,000 technology ensures a flawless, natural look, 80% professional, 20% consumer, and
square feet in production, warehouse, further elevating Ardell’s position in the now that has flipped. But the Research
marketing, sales, and graphic arts,” says market. This is all part of our innovation,” & Development continues to be very
Fenig. Fenig adds. professional. We provide all our nail
“Our biggest and best known brands lines and lash lines to salons, and we take
are our Duo lash adhesive and Ardell lashes Premiumizing pricing that technology and bring it over into
which dominate the market. Duo became Ardell will focus on this innovation the consumer side. So we bring a better
the best known lash glue and Ardell is the to help premiumize the appeal of false product to market with more innovation
best known, largest eyelash company for eyelashes for the travel retail channel. than your average company.
many years. Ardell is sold in 150 countries; “While the price points on Ardell are “We’re really involved in the R & D
it’s huge, it’s global, and it’s synonymous more accessible than some other beauty of all our products, and they have to stand
with lashes. Ardell lashes are a staple brands in travel retail, the quality of these up to salon quality. That’s very much part
in beauty retailers across the U.S. and lashes really puts them in a premium of who we are and what we offer,” he says.
Europe,” says Fenig. position,” explains Taylor. In addition to

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