There are two kinds of people in this world: those extraordinary humans who can put on false lashes during the elevator ride up to their office, and those whose false-lash application resembles something of a surgical procedure meets arts and crafts project. I, along with the majority of the world's population, am part of the latter.
Good news: the launch of a first-of-its-kind genius new beauty tool is about to change the false-lash game in a major way. The product is called Flirt Flashes Lash Applicator (available Sept. 15 at flirtcosmetics.com, $22), and it is a faux lash dispenser-and-applicator device that allows you to more seamlessly apply strands at home. Thanks to this game-changing innovation, falsies are just a few clicks away.
"It's like a staple gun with a cartridge full of lashes," said Estée Lauder Executive Group President John Dempsey. But if you ask me, it's not nearly as scary. The device looks strangely similar to a Wite-Out tape dispenser but instead it delivers impressive faux lashes in the blink of a (perfectly glammed) eye. "Women are always complaining about difficulty putting on lashes, so we are solving that problem for good," adds Dempsey.
Here's how it works: the palm-sized dispenser houses 44 sets of lashes (each set includes three individual lashes bound together on a thin strip). You wind the scroll until a set of three lashes rises from the cartridge and appears just beyond the top of the applicator. Click the front button to lock the strip in place so it remains steady as you apply lash glue (which, FYI, you'll need to supply yourself). Allow the glue to dry for 10-15 seconds until it's tacky. This gives you extra grip and hold once the falsies are applied.
The actual application is especially easy, thanks to the curved design of the tool. This positions it perfectly along the lash line and ensures your elbow isn't in an awkward position. Once in line, you click the larger release button to press and secure the strip in place along your lash line. If you want to add another strip of lashes (remember they only have three individual lashes on each), just wind the scroll and the cartridge will raise a new one to the top. From here, you can repeat the quick process until your lashes are as full and flared as your heart desires.
In case that still sounds a bit complicated (which it absolutely did the first time I heard it, too), know you can get help. The device is enabled with near field communications (NFC) technology, which allows you to tap or wave your phone over the product in order to automatically signal it to load instructive tutorials. It typically takes one or two practice rounds to use the tool right. And though I am false-lash challenged, it actually only took me three minutes to master the process.
The brand behind the genius new tool is Flirt Cosmetics (Estée Lauder Companies), and if you were born before 1990, you might recognize the name as the label had a former life on the shelves of Kohl's and, at one point even, Bergdorf Goodman back in the early 2000s.
But don't be fooled, this is not a relaunch. "It's an entirely new millennial-focused brand with a unique direction," Dempsey explained. The creative minds bringing Flirt back to life (and to your Instagram feeds) are an impressive digital influencer duo. Designer Donald Robertson (coined by many the modern-day Andy Warhol), who illustrated the fun, provocative packaging. While Amber Rose — the badass, unapologetically real social media master — stars in the premiere campaign.
"We are bridging the gap between beauty and social media by launching an online brand, powered solely by social influence," said Dempsey. "These influencers, like Donald and Amber, are the new celebrities, and we are retargeting our focus to make the biggest impact on this new modern-day woman."
In an attempt to create the next viral social beauty buzz, the direction for the brand was simple. "Make it freaky, make it fun, make it good," said Robertson. And they pretty much nailed it, if you ask me.
Get excited for more groundbreaking newness from Flirt. The brand plans to roll out a series of star products aimed to start serious beauty buzz on your social feed.