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$50 "lash amplification" product coming to cvs

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RapidLash Expanding to CVS

With the demand for eyelash enhancers cresting, RapidLash is riding the wave into the mass market.

At $49.95, the 3-ml. product is about $100 less than many of its counterparts in the professional sector, where the lash-growth category originated. The cheaper price and the promise of efficacy comparable with or better than the more expensive products has appealed to mass retailers and drugstores as well as doctors’ offices and spas, according to Robert Trow, co-owner of RapidLash marketer Rocasuba, which is based in Mashpee, Mass.

...RapidLash contains three polypeptide variants to protect against hair breakage and support stronger, more voluminous lashes and brows. Vitamins, extracts and moisturizing agents such as panthenol, allantoin, pumpkin seed extract, licorice extract and hydrolyzed glycosaminoglycans are said to help hydrate lashes and brows, and provide strength, shine, durability and elasticity. The product, which resembles a clear serum, has no prescription drug ingredients and is designed to be applied to the base and lid of the eye and/or the brow line once daily before bedtime.

“There is tremendous interest by the public in [lash] products,” said Trow, “but they were cautious for two reasons: The first is the price, which was prohibitive to the average person, and the second was the publicity around the use of the products with the FDA’s seizure of Jan Marini’s product.” Referring to RapidLash, he continued: “Now, with the price one-third of Jan Marini’s and all ingredients deemed safe by regulatory bodies in the United States and the European Union, everyone is clamoring for the product.”

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