The Eylure x Chloe Morello range is the latest Australian collaboration for the false lash brand.
This range marks a new chapter for Eylure, who undertook a global rebranding in July 2019, which will be rolled-out across Australia in conjunction with the Chloe Morello collaboration.
Existing collections will be repackage to align with the new look of Chloe’s edit, and help position the brand as a premium yet consumer friendly choice.
Eylure, who has previously teamed up with British vlogger Fleur De Force and Lady Gaga, hosted an Italian-style breakfast to celebrate the launch.
Held at Acre Eatery in Camperdown, it was an opportunity for the media to be introduced to the new lashes, which launched exclusively in Priceline the same day.
Guests were treated to a ‘Morello spritz’ upon entry, a selection of baked Italian pastries and plenty of photo opportunities with Chloe Morello in front of the Eylure flower wall.
It was also revealed that Eylure has plans to become the number one eyelash brand by 2020. The McPherson brand currently holds a 26% market share.
Chloe has been a long-time user of Eylure lashes and recalls stocking up on the Fleur De Force edit when it was first released. When designing her range, she notes listing down all her must-have features of her ideal false lash.
“I have loved Eylure for so long and was very excited to be able to design with the world’s most innovative lash brand by taking my favourite features from existing Eylure lashes and transforming them into my must-have set,” says Chloe.
The pairing was a natural choice for Chloe and Eylure, with both being just as big of fans of each other.
The Eylure x Chloe Morello lash edit, named after Chloe’s favourite Italian holiday spots, features three lash styles for different looks. The range was designed to appeal to everyone; the girl-next-door, the bombshell and the trendsetter. And most importantly, they must be easy for her followers to use and find.
Positano is the entry-level eyelash, as it features a ¾ length band that will fit every eye shape.
Milano was designed to be the ‘fashion lash’ and features a combination of short and long lash clusters to give a natural finish.
Capri, much like the city, is all about the glitz and glam with a thick band creating an eyeliner effect.
The Eylure x Chloe Morello Lash Edit is available in Priceline from 24 September.