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| 1) Xtreme Lashes cover story in Professional Beauty |
| 2) Introducing our latest innovations |
| 3) Styling You -Unleash the power of the Xtreme lash |
| 4) Media Search - 2010 Logies Gifting Suite |
| 5) Eye Design |
| 6) Xtremists at Cannes Film Festival |
| 7) International Celebrities Love Being Lashed |
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Xtreme Lashes cover story in Professional Beauty
The Xtreme Team
Not only do the Directors of Xtreme Lashes® work as a team, their products do too!
SISTERS AND OWNERS OF XTREME LASHES® AUSTRALIA AND NEW ZEALAND PONDER THE GROWTH OF THEIR BACKYARD BUSINESS INTO INTERNATIONAL SUCCESS.
“It was Mothers Day 2005 and our cousin returned from Manilla with beautiful eyelash extensions. We turned to each other and thought what an innovative idea we should investigate bringing this in to Australia” explains Logistics Manager Cathy White.
After a lot of searching on the internet the ladies came across a contact in Singapore, after many months of negotiating with him he turned out to be a fraud. Fortunately they came across Xtreme Lashes® USA while they were investigating the integrity of this supplier.
“We negotiated distribution rights for Australia and New Zealand with Xtreme Lashes® USA and we haven’t looked back since” remarks White. With over 15 years experience in business and franchising Cathy says the key message she likes to get across to their clients is “We are a business to grow your business. About thirty percent of our sales come from clients who trained in another product before finding Xtreme Lashes®. When they change over and go through our training they are amazed with attention to detail and training techniques. Our products speak for themselves in quality which keep our customers happy”.
The girls have grown their business quite literally from the backyard to opening their first salon and training venue in January 2010. Sharing the entire days’ enquiries, product orders, sales and training in the beginning along with holding down other jobs and children, they now boast five trainers, nine staff and over 500 clients.
“Being a part of the Xtreme family has been a rewarding and inspiring journey for us. Having travelled abroad three times to attend international conferences has been an imperative part of our growth” explains Louise Weston, Marketing Manager. “The corporate team in Houston are pioneers in this fast developing industry and are currently the global leaders in eyelash extensions. We also learn about global trends from the thirty plus International Franchise owners” adds Weston.
Having come from a background in Advertising, Weston valued the importance of going with a premium brand to start their business. “Xtreme Lashes® is constantly evolving their products, training and services to ensure they are supplying the absolute best to their customers. We are always impressed with the amount of research, development and money they put into the safety and quality of their products. Using scientists and physicians to develop their latest system involved over 10,000 hours in research, more than a million dollars in the making and over 12 months time. Now that’s going to extremes, which is how things are done at Xtreme Lashes®” comments Weston.
One of the points of difference with Xtreme Lashes® is their strict policies concerning comprehensive hands on training, certification, safety and hygiene. “We have worked very hard to earn our enviable reputation as the Global leaders in the eyelash extension industry and make no apologies on our strict rules regarding ‘professional use only’ and proper certification” says Fran Neal, Training Director.
“With the new XL system now available, the emphasis is on safety and hygiene. As this is a fairly new industry we want to ensure that the standards are set high as we have only our clients best interest at heart”. Says Neal.
With the combination of the Xtreme Lashes® team and their constantly
evolving training and products you can’t go wrong.
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Introducing our latest innovations
Black Pearl GlideLiner - Our Newest Beauty Breakthrough
Adorn your eyes with Black Pearl GlideLiner, the luxurious and versatile eyeliner inspired by Jo Mousselli - to take you from casual, daytime attire to an elegant, romantic evening. A soft black base imbued with the subtle, violet luster of Black Pearls adds intrigue and sparkle to any eye color or skin tone. More subtle than harsh black liners, yet not as flamboyant as plum, this lustrous color compliments women of all ages.
Our Latest Innovation - The GlideLiner Display
Display the full line of top-selling GlideLiner Eye Pencils with this attention-getting countertop unit. Custom manufactured to house a tester for each of the 7 GlideLiner shades along with 6 additional boxed units per color and 7 GlideLiner Sharpeners for retailing.
Includes an 11in x 11in sign holder and sign. Double-sided sign introduces Black Pearl, and features the full line of GlideLiners on the reverse side.
For more information contact Xtreme Lashes on 03 9870 0633 | info@xtremelashes.com.au | www.xtremelashes.com.au
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Styling You -Unleash the power of the Xtreme lash
Unleash the power of the Xtreme lash
By Nikki Parkinson on 20 May 10
The comments have been flowing for weeks now. “You look great.” “You’re glowing.” “Have you lost weight?”
At first I couldn’t work out why I was suddenly soliciting such remarks and then it dawned on me. It was the power of the lash.
More specifically ... my new lashes. My new Xtreme Lashes.
Makeup artist Pru Edwards is a bloody genius when it comes to making you look like a million dollars. I have her on speed dial for photo shoots and special occasions when my five-minute makeup routine just won’t cut it. She certainly knows her way around a makeup kit.
And now she’s added another tool to her kit. Xtreme Lashes eyelash extensions.
The invitation to get lashed came with some specific instructions (much like my Global Keratin experience).
“Come with a totally makeup-free face and clean hair,” said Pru. ”You won’t be able to get your lashes wet for 48 hours or have a hot shower as steam affects the drying stages of the glue. Avoid washing your hair in that time for risk of getting them wet. After that you are free to do as you wish.”
Simple. No client bookings for two days. Check. Large sunnies. Double Check.
The eyelash application is precise and exact. You decide how long and luscious you want to go and you get to spend a quality two hours lying down with your eyes shut. Some may not cope with this. Me, I’ll jump at any chance to nod off.
Thankfully, Pru gives me permission to do so. While I’m in la-la land, she painstakingly applies about 100 individual eyelashes to my existing eyelashes. Before starting she’s maps out where they’re going to go to get an even result.
I’m impressed at her patience but she’s quick to point out that it’s this precision that she actually enjoys.
And the result. Wow.
Please ignore the state of my eyebrows and skin sans makeup in the below photos (I did not plan ahead for these pics!) but I had to include them as the difference is just amazing, yet so natural looking.
A few days later, I’m driving two girlfriends to Byron Bay and I remove my sunnies as the rain sets in and I can no longer see. They notice immediately ... now THAT is the power of the lash.
What are you waiting for? Go get some and start practising your batting.
PS. It’s five weeks on and I’ve still got a few Xtreme ones giving my own lashes a boost. Ideally you have them “infilled” much like acrylic or gel nails every two weeks so that no-one ever knows the difference!
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Media Search - 2010 Logies Gifting Suite
:: 2010 TV WEEK Logie Awards Gifting Suite
By: Carmine Pascuzzi
Nominees and special guests attending the 2010 TV WEEK Logie Awards this year were offered time in the specially established Gifting Suite at the Crown Towers Hotel. This idea has been modelled on the similar treats provided for guests at the Golden Globe Awards and Academy Awards, amongst other events.
A selection of companies displayed their wares, offered as gifts to attending celebrities. Those companies included Mozi (homeware), Kooey (swimwear), Catherine Manuell Design (accessories), Matrix (haircare), Dr Lewinn’s (skincare) and Xtreme Lashes (eyelash extensions). The invitation-only event ran for three days in the lead-up to the awards on Sunday, May 2.
Over the three days, the suite showcased:
Mozi – Australian homewares range featuring designs that inspire the imagination with a fusion of colour, pattern, theme and subject
Kooey – a 100% Australian designed range of swimwear and accessories that reflect the country’s unique flora, fauna and coastline while calling on Australia’s indigenous heritage
Catherine Manuell Design – Australian fashion accessories that are famous for vibrant colour and functional design
Matrix – a comprehensive range of salon professional haircare products to both stylist and consumer that consists of a wide range of hair care, hair colour and hair texturizing products
Dr Lewinn’s – a high performance skincare range that combines cutting edge ingredients and on-going innovation
Xtreme Lashes – a revolutionary product that provides longer, thicker, luscious and natural looking eyelashes
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Eye Design
Houston, TX (June 2008)— Xtreme Lashes®, the premier brand of eyelash extensions, extends its innovation philosophy at Las Vegas’ much anticipated International Esthetics, Cosmetics & Spa Conference where world famous lash stylists will create stunning custom designs to be unveiled at booth 1467.
Forget all you know about lash extensions. These are not the generic eyelash extensions of yesteryear: Xtreme Lashes® are custom styled to suit each individual’s look, outfit or special occasion. Advanced techniques such as layering, feathering and eyelighting were developed by Xtreme to add a different shape to the eye, emphasize iris color and highlight other facial features. Constant research and development has allowed Xtreme Lashes® to formulate the safest possible application to yield the most flawless results. Training Director Noor Daoudi describes the new Xtreme Lashes® looks as “mini sculptured works of art that defy the old rules and trends that have become too routine in such a creative trade”.
Xtreme Lashes® is truly synonymous with effortless beauty; women from all ends of the spectrum can benefit. Founded by Jo Mousselli, RN, the original goal was to provide the modern woman a beauty treatment to shorten her routine. In short, what Mousselli has also done is inspire art within a fairly new trade, using the eye as a canvas and pushing the creative envelope to new extremes. Don’t miss the most talented lash stylists in the industry as they create stunning, cutting-edge eyes with exclusive techniques taught only at Xtreme Lashes® workshops.
For more information, please visit www.xtremelashes.com.au
About Xtreme Lashes®:
Xtreme Lashes® are synthetic strands applied one at a time to natural lashes for a feathery, light-weight look and feel. With the largest variety of lengths, thicknesses, colors and curvatures, they can be customized to suit any look or occasion.
About Xtreme Lashes LLC:
Since Xtreme Lashes’ inception in 2005, the Company has developed its business based on the connection between beauty and a commitment to safety and hygiene. Xtreme Lashes® has evolved into the leader of the eyelash extension industry due to research and development and required hands-on training. Products and training are provided throughout the world in 22 countries and growing.
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Xtremists at Cannes Film Festival
The Cannes Film Festival, the most important event in the world of cinema, is all about the glitz and glamour of celebrities, directors, fashionistas and recently, Xtremists. The latter, given a nickname for their passion of Xtreme Lashes®, are addicts of THE premier brand of customizable eyelash extensions. Rachel Leigh Cook, Kelly Rowland, Elsa Pataky, Svetlana Metkina and Hofit Golan are all huge fans.
So what is it about Xtreme Lashes® that has everyone hooked? Simple. The high demand is due to a combination of busy lifestyles and perpetual beauty that Xtreme Lashes® provide. From the movie premiers to the press conferences and late night bashes, Xtreme Lashes® guarantees stars can look stellar day and night.
R&B singer, Kelly Rowland met her destiny at the sight of Xtreme Lashes®. After her application, Kelly said “Wow! I love it! I love it.” Meanwhile, Rachel Leigh Cook (‘She’s All That’ and ‘Bob Funk’) invited Master Stylist Noor Daoudi, to Rachel’s private villa for her application. “Now I know what you mean by ‘styling’ lashes” admitted Rachel to her stylist.
Many others couldn’t resist the flirty fringe. International super star, Elsa Pataky had her lashes beautifully styled by German Master Stylist, Gunter Krause. Pataky loved her new lashes so much she confessed to Gunter "I wish I could take you everywhere with me!” Actress Svetlana Metkina (‘Bobby’) seemed fascinated when she witnessed a live application. ® President, Jo Mousselli asked Svetlana why she would like to have Xtreme Lashes®. "I want longer, fuller more beautiful lashes" she said. After her application, Svetlana was astounded: "Absolutely beautiful! Amazing! Nothing compares."
But Xtreme Lashes® are not just for the Hollywood actresses. Women executives are also avid fans. Stephanie Denton, President of Bold Films, had her Xtreme Lashes® applied and fell in love with the results. Even men were impressed by the impact of Xtreme Lashes®. Actor, Danny Masterson (‘That 70's Show’) was stunned at how natural Xtreme Lashes® look. He told Xtreme Lashes® President, Jo Mousselli that his girlfriend, aka Bijou Phillips, would love to have her lashes styled. And actor Allan Cumming admitted “I know someone who would love to have these lashes.”
Members of the media also stopped in to inquire about the peppy synthetic strands all the stars are raving about. Fashion TV Presenter Hofit Golan, had her Xtreme Lashes® applied aboard a private yatch. Afterwards, Hofit interviewed Noor about Hofit's application and the beauty and art of styling lashes. Entertainment Tonight Canada was so in love with Xtreme Lashes® that they filmed a segment while the exclusive eyelash extensions were applied to a model. When it comes to lash designing, Master Xtreme Lashes® stylists from around the globe have become THE choice of A-Listers, starlets, producers, directors, models and press alike. Sure some have heard of eyelash extensions; but after catching a glimpse of Xtreme Lashes®, they’ve became full blown Xtremists.
About Xtreme Lashes®:
Xtreme Lashes® are synthetic strands scientifically designed to replicate a human eyelash. They are applied one at a time to natural lashes for a feathery, light-weight look and feel. With the largest variety of lengths, thicknesses, colors and curvatures, Xtreme Lashes® can be styled to suit any look or occasion.
About Xtreme Lashes LLC:
Xtreme Lashes LLC is a provider of premium quality eyelash extension products, accessories and high quality hands-on training. Since Xtreme Lashes®’ inception in 2005, the Company has developed its business based on the connection between beauty and aesthetics and a commitment to safety, hygiene and education. With a presence in over 25 countries worldwide Xtreme Lashes® is wherever you plan to be. For additional information about Xtreme Lashes® or to locate beauty treatment day spas and salons with certified stylists, visit www.xtremelashes.com.au
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International Celebrities Love Being Lashed
Cannes, FR. – With the world renowned Cannes Film Festival in full gear, stars are out and looking to impress. To help them wow the public, these celebs are turning to industry leader, Xtreme Lashes®, the premier Lash Styling company in the world. From the red carpet to the late night bashes, master Xtreme Lashes® stylists from around the globe are helping the glitterati of the of Cannes Film Festival look their very best. Invited by world famous Nikki Beach Club, this hot new company is exceeding all expectations.
Hollywood star Rachel Leigh Cook (She’s All That, and Bob Funk) was so impressed by Xtreme Lashes® she invited Master Stylist, Noor Daoudi, to her private villa to style Rachel’s lashes. Rachel soon learned that there’s a difference between eyelash extensions and Lash Styling. After her first set by Noor, Ms. Cook had this to say: “Now I know what you mean by ‘styling’ lashes.” The Xtreme Lashes® goal is to make every woman look like the goddess she truly is; everyone can agree that they are doing the job admirably.
Xtreme Lashes®, along with its European counterparts from France, Germany, U.K. & Italy, is shaking things up in fabulous Cannes this year. Allessandra Alores, Top Model of the World, was so happy with her lashes styled by the fabulous Master Stylist, Gunter Krause, she actually cried. In Allesandra’s own words she, “loves Xtreme Lashes® because they make your eyes pretty and big. They feel natural and perfect.” Xtreme Lashes® aims to put a smile on all women’s faces but in lieu of that, tears of joy will do!
International star Svetlana Metkina (Bobby) and model Petra Nemcova were gushing over Xtreme Lashes® phenomenal styling. Hofit Golan of Fashion TV was so astounded she invited the industry’s only “Lash Queen”, Noor Daoudi, to do her lashes. Afterwards, Hofit interviewed Noor for a Fashion TV segment focusing on lash styling. To see this segment and others, check out Fashion TV and Celebrity Wire.
For those planning on getting Xtreme Lashes®, be prepared to second former Destiny’s Child star, Kelly Roland. Her reaction: “Wow!, I love it! I love it! I love it!”
What Are Xtreme Lashes:
Xtreme Lashes® are scientifically designed synthetic strands shaped like a human eyelash. They are applied one at a time to natural lashes for a feathery, light-weight look and feel. With the largest variety of lengths, thicknesses, colors and curvatures, Xtreme Lashes® can be styled to suit any look or occasion.
About Xtreme Lashes LLC:
Since Xtreme Lashes’ inception in 2005, this Company has developed its business based on the connection between beauty and aesthetics and a commitment to safety, hygiene and above all, proper education of its Lash Stylists. With a presence in over 25 countries worldwide Xtreme Lashes is wherever you plan to be.
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All press and media inquiries contact louise@xtremelashes.com.au |
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