Nouveau Lashes – Introducing the Ultimate Lash Brand


Last weekend saw the re-launch of Nouveau Lashes at Professional Beauty in London, the culmination of Propaganda’s unique Discovery research programme and brand creation process. 

A leader in professional lash techniques and training, Propaganda Discovery recognised an opportunity for Nouveau Lashes to step forward and own the market as the Ultimate Lash Brand.

Lashes are one of the industry’s fastest growing treatments and an essential part of everyone’s beauty routine. However the lack of a brand leader and poor training standards, has previously left technicians lacking confidence in lash treatments, and clients uneducated and wary of damage.

Similarly everyone’s vision of their dream lash is different: some seek a natural enhancement, whilst others desire all out glamour, and salons training in just one lash technique fail to capitalize on the commercial opportunity. By combining Nouveau Lashes three innovative treatment types under one ultimate brand, and investing in a new consultation-led approach, salons can for the first time cater for every potential client.

Nouveau Lashes Ultimate Technician programme combines training in individual extensions, express lashes, and the brand’s innovative natural enhancement, LVL. In one hassle-free training programme, trainees benefit from Nouveau Lashes best-in-class technical training and now combined with ongoing commercial and technical support to help master their skills and grow their business.

The result of a strategic and brand development process led by Propaganda to reshape the business from within, the new position will enable Nouveau Lashes to grow in new and existing salons within the UK and internationally.

The new brand can be seen across trade and consumer touch points, including the new look, salon and trade collateral, and an industry-leading product range.


Nouveau-blog-images-2 Nouveau-blog-images-1