Nouveau Lashes launches Dangerously Beautiful campaign
UK lash company Nouveau Lashes is shaking up the lash industry with its new branding ‘Dangerously Beautiful’.
The campaign is a 21st Century take on Greek mythology, with the imagery fusing the legends of Medusa and the Sirens.
Bridgette Softley, Nouveau’s co-Director, shed light on the creative thinking behind the new branding: “We wanted to create a balance between beauty and danger, reinforcing the idea of the eyes being the focal point of anyone’s beauty.... eyes that, with a little help from Nouveau Lashes, are so astonishingly beautiful, they’re dangerous.”
The beauty company’s co-directors Karen Betts and Bridgette Softley, both powerful women themselves, are very much about empowering people.
“Ultimately,” said Softley, “it’s about us continuing to support our lash technicians by driving footfall to their salons, and I think Dangerously Beautiful is really going to resonate with people.
“It’s about harnessing the power of your eyes, using them to mesmerise or stop someone in their tracks with just a glance.”
Talking about the shoot, Betts added: “While in the presence of our powerful women, we had to cover the eyes of our male models. I think they were wondering what we were going to do when we blindfolded them. It was a little bit like Fifty Shades of Grey – a really fun day on set.”
The branding, which mixes the allure of black lace blindfolds with the danger of broken shards of mirror, has really set Nouveau Lashes apart from its competitors.
For more information on why Nouveau Lashes is a leading lash training and product supplier click here.
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