False eyelashes are a huge trend in the beauty industry and Elizabeth Taylor’s Premier Global Trading is now introducing Ardell Professional lashes, the leading lash brand in the world, to the duty free/travel retail channel around the world. This partnership aims to expand Ardell’s global presence, making its products more accessible to travelers and beauty enthusiasts.
TMI had the opportunity to speak with Taylor and Mickey Fenig, Vice President of International Sales at American International Industries, parent company of Ardell, during the Cosmoprof Miami Beauty show in January, about why the time is right for Ardell to enter the travel retail channel.
“False eye lashes are a huge trend right now. Ardell is the No. 1 lash brand in the world. I am confident we can build this category into an important niche within the beauty segment in travel retail. Ardell’s quality and innovation have made them the global leaders for a reason,” Taylor told TMI at the Ardell booth, one of the busiest stands at Cosmoprof.
Ardell’s parent company, America International Industries, is a family owned business founded in 1970-1971 by Zvi Ryzman. Over the past 50 years it has expanded through organic growth and strategic acquisitions. Today it encompasses over 75 different individual brands that include lashes, skincare and waxes, nail care, haircare, men’s grooming, and fashion solutions under the Hollywood Fashion Secrets label (fashion tapes, body cover-ups, etc.).
“American International Industries – A.I.I.—is a full scale manufacturer. We’ve got about 1,000 people in the facility in Los Angeles, and a total of some 850,000 square feet in production, warehouse, marketing, sales, and graphic arts,” says Fenig.
“Our biggest and best known brands are our Duo lash adhesive and Ardell lashes which dominate the market. Duo became the best known lash glue and Ardell is the best known, largest eyelash company for many years. Ardell is sold in 150 countries; it’s huge, it’s global, and it’s synonymous with lashes. Ardell lashes are a staple in beauty retailers across the U.S. and Europe,” says Fenig.
Quality and innovation
Boasting numerous patents across its diverse product lines, Ardell stands apart from its competitors due to its quality and innovation, he notes.
“We pride ourselves on the safety and the efficacy of our adhesives, as well as the quality and the natural look and feel of the fibers we use. In contrast, the market is flooded with poor-quality lashes —many sold on Amazon, sold straight from China, made with unnatural-looking plastic fibers. Also adhesives that are loaded with harsh chemicals that you don’t want anywhere near your eyes,” he says.
“We’re also leading in innovation. Ardell has developed new systems so advanced that you cannot tell if someone is wearing false lashes. With products like our New Seamless Underlash Extensions, designed to be undetectable, lashes go under your natural lashes so there are no visible seams on the eyelids. This technology ensures a flawless, natural look, further elevating Ardell’s position in the market. This is all part of our innovation,” Fenig adds.
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Premiumizing pricing
Ardell will focus on this innovation to help premiumize the appeal of false eyelashes for the travel retail channel.
“While the price points on Ardell are more accessible than some other beauty brands in travel retail, the quality of these lashes really puts them in a premium position,” explains Taylor. In addition to the lashes themselves, PGT will be offering Ardell lash accessories such as a lash cleaning kit, application tools and Duo adhesives for multi-unit sales to increase basket spend at POS.
“The technology really has changed significantly over the last couple of years,” explains Fenig. “If you look at the Nielsen or IRI market data retail numbers, there’s been a drop in the volume of units sold, but an increase in dollars sold in the category. This is because of the demand for the new technology, which is more costly. And the new lash sets are larger, so people are spending more per unit.
“But we are still offering value. The technology in our Seamless Underlash kit will last users for up to 10 days and it gives you enough product to apply your lashes five or six times. The consumer is getting that value and that technology all in one box. This has come a long way just within the last year, and has stretched the price point for a lash kit to an entirely different level,” says Fenig.
PGT and Ardell are also developing a variety of display units for travel retail to optimize shopper appeal, engagement and spend. Initial plans call for two-sided floor stands featuring Ardell lashes on one side and the company’s Hollywood Fashion Secrets brand on the other side, thereby maximizing a small footprint and space efficiency, while delivering strong ROIs, says Taylor.
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From salon to consumer
A.I.I. got its roots in the professional channel initially, and maintains that quality standard today, stresses Fenig.
“When I started in the company, almost 30 years ago, our business was 80% professional, 20% consumer, and now that has flipped. But the Research & Development continues to be very professional. We provide all our nail lines and lash lines to salons, and we take that technology and bring it over into the consumer side. So we bring a better product to market with more innovation than your average company.
We’re really involved in the R & D of all our products, and they have to stand up to salon quality. That’s very much part of who we are and what we offer,” he says.
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Why travel retail?
“The time is perfect to introduce Ardell in DF/TR,” says Taylor.
“First, Ardell is offering amazing new innovations and technologies (I.e.: New UnderLashes and long-wear solutions). Second, false eyelashes are becoming a daily beauty essential, much like mascara has been for decades. Additionally, DIY false eyelashes are embraced with no boundaries— young and old, from everyday users to professionals, special occasion shoppers, and travelers seeking convenience and long-lasting beauty solutions, making Ardell’s travel retail offerings especially appealing.
“This business is exciting! The category is exploding with new growth and technologies! And most important, Ardell is at the forefront. It is a brand name known around the world. We’re bringing a brand to Duty Free that’s already established, has a history and credibility. And, as an added plus, PGT will offer products in Duty Free/Travel Retail before they hit retail in domestic markets,” concludes Taylor.
PGT will be attending the 2025 Summit of the Americas to discuss opportunities for Ardell lashes in duty free and travel retail. To learn more, contact Taylor at LizT@PremierGlobalTrading.com
