Professional beauty brand, Salon System, has unveiled its new look lash product category and marked the rebrand with a day of education and evening showcase.
The brand’s lash category includes Lash Extensions, Strip Lashes and Individual Lashes, and its rebrand follows market research with professionals.
Lisa Stone
“We have launched 11 new Lash Extension products and have changed our packaging,” Salon System educator, Lisa Stone, told me at the evening event. “All the packaging is now recyclable and we’ve reduced it down massively. The packaging has been categorised so it’s streamlined. To make life easier when products are in storage, all information is displayed on the side of the boxes.
“We’ve also launched two new lash products in our Classic range in 0.15 for a soft, natural look, and have added new ranges to our hand-made volume lashes in C and D-Curl, which are great for bespoke looks and layering,” she continued. “We’ve introduced 6 Pro Fan products in C and D-Curl in 3, 4 and 5D, which are perfect for hybrids and to create bespoke Russian Volume looks.”
To celebrate the launch, on 30 April Salon System hosted a daytime education session and evening showcase at St Martins Lane Hotel, London. The day saw select lash experts invited to an intimate masterclass with Salon System lash educators, Ruth Atkins and Lisa Stone. They learned and tried a range of application techniques, and had opportunity to ask questions and share tips with one another.
The evening saw industry experts, retail buyers, make-up artists and press, including myself, descend on the Westminster venue to learn about the lash category relaunch and network. As well as being treated to cocktails, canapés and branded cupcakes, guests were invited to try Salon System lash products themselves or receive a personalised application by Ruth or Lisa. The valuable information provided in these demos could be utilised away from the event, with guests each receiving a goody bag featuring lash products to use on themselves and clients.
Scratch senior news & features writer, Rebecca, with Poppy Moon, junior account executive at Essence PR, at the evening event.
“The day was about showcasing our new look lash category and keeping the professional at the heart of everything we do,” explains Kathy Holroyd, Salon System marketing director. “An intimate masterclass enabled us to spend time with our customers to hear first hand about their treatments and business focuses, whilst the evening was an opportunity to network more informally while still listening to our customer expectations and needs.
“The day was a great success and a lovely balance of education, networking, brand building and relationship making.”
Salon System lash products are available from wholesalers nationwide.
Click here to watch Scratch‘s Instagram Reel of the evening showcase.