May 28, 2019

New & True: Lash Ease

Description: A fiber lash mascara
Pitch: "Instant lash lift with buildable volume"
Offer: $19.99 for one
Bonus: 2nd one (just pay P&H)
Marketer: Allstar
Rank: No. 33*
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Lash enhancement has a long and mostly disappointing history. Prior to last year, you'd have to go back to 2004 to find a 'true top spender' in the lash category: SAS Group's Dream Lash (No. 45 that year). Everyone took a shot, though.

IdeaVillage teamed up with Guthy-Renker to try Lash Appeal in 2011. Media Enterprises tried with Lashfull in 2012. Ontel tried with Max Lash in 2014.

Many of these commercials featured Taylor Baldwin, who finally hit with 3 Second Lash, No. 49 on the 2018 Mid-Year True Top 50. That was an Allstar campaign as well, making this their second rollout in as many years.

* DRMetrix Weekly Top 40, Short Form Week 21 (Source: AdSphere)

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