Propaganda’s New Beauty Brief for Nouveau Lashes

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Beauty brand Nouveau Lashes has tasked Propaganda with helping develop their strategy for future growth. We’ll undertake our unique Brand Discovery process, to understand brand truths and position Nouveau Lashes for future eyelash fluttering success.

Nouveau Lashes is part of the Nouveau Beauty Group, which includes, amongst others, the well-known HD Brows business. Nouveau Lashes itself is the UK’s leading lash training academy, providing expert training to beauty professionals, in treatments ranging from lash extensions to their revolutionary natural enhancement treatment, LVL. Their professional products have an elite celebrity following, bought to life in its retail range, co-created with Made in Chelsea star, Millie Mackintosh.

The project draws on Propaganda’s already extensive experience in the beauty industry, having developed beauty brands including GHD, Cloud Nine, Xen-Tan and St. Tropez. We have, of course, also created our own cult make-up brand, Illamasqua, which has turned into a global success story.

Karen Betts, Co-Director and Owner of Nouveau Lashes said: “Propaganda’s obvious expertise and heritage in the beauty and make-up world makes them the perfect partner for Nouveau Lashes. Our business has developed into one of the most well-respected in the industry, and with Propaganda’s support, we’ll be looking to develop plans for future direction and growth.”