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Brief Published: 15 Dec 2015

Eye Foils: Product Trend

Backstage at Ashish S/S 16, stick-on sequins by Sharon Dowsett

As explored in Product Projections 2016: Beauty, brands are targeting millennial consumers with social-media-friendly stick-on products for the face, body and nails, with particular opportunity for growth in the eye foils category.

Dior’s successful Velvet and Mirror Eyes stick-on eyeliner (first seen at the A/W 14-15 couture show) ranges have proved there is huge scope for brands to develop adhesive eye make-up. But high price points and limited availability alienates the largely youthful target demographic, leaving a gap in the market for affordable, temporary products that provide instant results and chameleon-like transformations.

Be inspired by lo-fi DIY techniques. Lifestyle destination Refinery29 and global beauty giant Maybelline recently joined forces with make-up artist Michael Anthony on an inspirational beauty shoot that featured foiled paper strips and holographic craft-shop stickers.

Make-up artist Sharon Dowsett described Ashish’s S/S 16 London Fashion Week show theme as “a cool skater girl that's got lost in a sequin factory”, using a cotton bud dipped in lash glue to apply sequins onto models’ eyelids. Meanwhile, hairstylist Ali Pirzadeh sprinkled sequins into tacky, heavily hairsprayed tresses. And in Paris, Manish Arora’s S/S 16 models wore kaleidoscopic eyeshadow, topped with diamond-shaped holographic cellophane stickers.

US temporary lip tattoo company Violent Lips launched Violent Eyes Glitterati eye appliqués last year, which are applied and sealed with water and last up to 16 hours. Meanwhile, make-up artists Tish & Snooky’s Manic Panic NYC brand makes rhinestone-embellished eyeliner strips called Glamour Eyes.

For more on self-expression, transformation and play, see Teen-Targeted Beauty: Product, plus Product Projections 2016: Hair for gold-leaf add-ons and glitter roots.