OCTOBER 2010 010

LETTER fROm SOphy mERSzEi Greetings NovaLashers!

I’m excited to announce that No-vaLash won Beauty LaunchPad’s Reader’s Choice Award for Best Eyelash Extensions & Best Eyelin-er for 2010! We are excited that our LashLiner was chosen for the second year in a row and for the first time ever, eyelash extensions

were included as a category and we were chosen by the readers themselves for our product superiority! Thank you so much to everyone who voted for us, we are so lucky to have such loyal supporters! Stay tuned for our feature in Beauty Launchpad’s December issue!

Last month Jessie James came back to Houston for our ad campaign launch party! We celebrated with a red-carpet event at EI8HT, one of Houston’s trendiest venues, where Jessie hopped on the mic and sang to the remix of her hit song “Wanted,” alongside DJ Kyle Berg. Check out the photo page included in the newsletter to see our Nova-Lash girls and Jessie James celebrating the beautiful, new advertisement that will start running in December.

We have lots coming up in the next few weeks! No-vaLash is sponsoring Funkshion’s Fashion Week Miami Beach and SHOP Miami, coming up on October 23 & 24. Stop by the NovaLash booth at Shop Miami to see Sophia Hak and Ali Moon. Also, NovaLash will be present-ing the Richie Rich fashion show at The Setai on Saturday, October 23 where each model, and RIchie himself, will be flaunting their Novalash fringe down the runway! Very exciting events! Then on Halloween weekend Ali Moon and Heather Hughes will be respresenting NovaLash at the AACS Annual Convention & Expo 2010: The Ripple Effect in Orlando, FL. Busy month for us -- all leading up to NovaLash’s 6 Birthday on October 30!!! So much cel-ebrating to do!

If you aren’t already following us on Twitter and chatting with us on Facebook please start! We love hearing from you all! Have a wonderful rest of the month and as always -- keep in touch with us!

Best Lashes,

Sophy Merszei President of NovaLash, Inc.

We NovaLash’d the Twitter bird!

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LaSh aRTiST Of ThE mOnTh

Angela Kelly Salon Taj J a m a i c a , N Y

Angela Kelly is no ordinary make-up artist. She truly is one of the best. The Georgia na-tive arrived in the Big Apple over twenty years ago and has left an indelible impression on the world of beauty ever since. Through her unwavering com-mitment to helping women look and feel their absolute best, An-gela runs her own beauty and

image consulting firm aptly named, A Kelly Kreations. Equipped with a breadth of professional experience, natural talent and anointed hands, Ms. Kelly has spent the past fifteen years crafting flawless and elegant looks for celebrities, while helping everyday women achieve visions of glamour and beauty. Currently, she serves as a Beauty Consultant for Essence Magazine.

Angela started her career in the beauty industry hum-bly working at make-up counters in major department stores in the heart of New York City. Here is where Ms. Kelly encountered all types of women who sim-ply wanted to look good. This served as the training ground where she honed her craft and became inti-mately in tune with helping women achieve their best. Not only would she give out helpful make-up tips to her clients, but she would boost their self esteem which quickly led to a loyal following of repeat customers. Angela went on to gain invaluable experience at top beauty companies such as Elizabeth Arden, Shiseido Cosmetics, Revlon, Ultima Cosmetics and MAC. After securing gigs like weddings, special events, commercial advertisements and the runway, Ms Kelly moved on to leave her imprint on music videos, print, television, films and the theater.

She has worked with top-notch photographers includ-ing Barry Hollywood and Mark Fisher and renowned directors like Chris Robinson and Candida Boyette, to name a few. Angela Kelly has styled some of the biggest names in entertainment including Beyonce, Jill Scott, Ray J, Sean “Diddy” Combs, Russell Simmons and more. Her work has prominently been featured on

the covers and pages of top magazines like Essence, Jet, Upscale, Elle, Mc Call’s, Young Miss, Vibe, Vixen, King, FHM and countless others. Ms. Kelly is well known and respected in the entertainment industry as a profes-sional whose work speaks for itself.

Angela Kelley undoubtedly has a gift for giving women lips to die for and exotic eyes that pop with NovaLash Eyelash Extensions. She also uses special techniques to create a smooth-looking “fierce” face. But don’t be fooled! Although Ms. Kelly is surrounded by the glitz and glamour of the bright lights in this big city, she is still a Southern Belle at heart. She exudes a down-to-earth, positive and encouraging vibe that makes her relatable to all who have the pleasure of making her ac-quaintance. That’s why newcomers and satisfied clients alike are constantly seeking out the special mix of up-town flair and southern hospitality that encompasses the one and only Ms. Angela Kelly.

A.M.: When did you start doing lashes with Nova-Lash? A.K.: I started doing Novalashes about 1 year ago, after being a Novalash client. I truly felt that the lashes and the process was so amazing I needed to be a part of making a difference for my clients as well. I have a lucrative wedding business and I wanted to be able to offer this luxury to my clients for their special day.

A.M.: What is your favorite part about being a lash extensionist? A.K.: My favorite part of being a lash extensionist is the satisfaction that you see on a clients face when she opens her eyes and sees the amazing transformation that has occurred through Novalashes.

A.M.: Why did you choose NovaLash?A.K.: I love the safety measures that are taken by No-valash, and the quality of the lash glue, and individual lashes. I also appreciate the professional customer ser-vice that I receive every single time I call with questions. --Ali Moon

FREE LASH+DOCTOR when you order 4 or more!

Breast Cancer Awareness MonthFor every 25 PINK consumer packets sold

NOVALASH will donate $3 to the National Breast Cancer Foundation

October Specials

Offers only redeemable through phone orders.866-430-1261

Events Calendar

Oct. 23rd SHOP Miami at The Bass Museum of Art

Oct. 24th

SHOP Miami at The Bass Museum of Art

Richie Rich Fashion Show in Miami Beach

Instructors Training in Houston, TX

Oct. 25th

Instructors Training in Houston, TX

Oct. 29th - Nov. 1st

AACS Annual Convention in Orlando, FL

Oct. 30th

Happy Birthday! NovaLash turns SIX!

NovaLash Brunch at Freebirds

Jessie James, Sophy Merszei & her boys

Payman Khania, Jessie James & professional soccer player, Michael Chabala

Jessie James on FOX newsin Houston

CLICK ABOVE TO WATCH VIDEO

NovaLash celebrates the launch of new celebrity ad campaign at EI8HT with special appearance by Jessie James

Events Calendar

Heather Hughes & Ali Moon

Jessie James & Sophy Merszei, CEO of NovaLash

Lash-by-Lash Step-by-Step

8 steps from lackluster to luscious lashes

by Sophy Merszei

Apply under-eye stickers:When applying under eye stickers/gel patches, you should avoid placing the sticker too close to the eye. The sticker should be placed over the lower lashes, about 3-4 mil-limeters from the lower lash line. Check lids from below to ensure upper and lower lids form a seal with no gaps.

Choose Extensions:Always use at least 3 different lengths of extensions that range from 6mm to 14mm in length. It is best to use 8mm lash ex-tensions in the inner corners of the eye to avoid an artificial “clown like look”. It is also important to use 8mm extensions all across the eye, between the longer exten-sions to create a thick lash line. Failure to mix in short extensions results in empty gaps which make the long extensions look similar to spider legs. For a dramatic look, opt for the thickest (0.25mm) NovaLash Curly Curl Extensions. Finer extensions cre-ate a more natural look.

Pick-up:Spread lashes out on your vinyl pad de-signed for quick pick up of the extensions. Orient extension properly in the tweezers. The extension should be oriented at a 90° angle to the straight tweezer for quick, ac-curate application.

Dip:While holding the extension from its ta-pered end, dip the extension into the ad-hesive; make sure there is ample adhesive at the base of the extension. Swipe off any excess glue prior to applying.

Isolate & Swipe:Isolate the natural lash with the curved tweezers. While holding the extension from its tapered end, swipe the extension along the natural lash. Coat the natural lash with adhesive from base to tip with no gaps in the glue. Spread the adhesive until smooth.

Set:After swiping the natural lash with enough adhesive to coat it, set the extension on the lash about 1/2 – 1 mm away from the eyelid. Release the extension onto the natural lash. The lash should be fac-ing upwards and parallel to the other lashes without any beads of glue. Do not touch the extension after setting. Move on to another area or the opposite eye and repeatedly apply extensions until It becomes difficult to isolate more natural lashes.

Separate:No two extensions or natural lashes should be stuck together. Use both sets of tweezers to separate any extensions from neighboring lashes and/or exten-sions. Grasp and separate in a horizontal manner; best done while the adhesive is dry, but not fully cured. Never pull in a vertical direction or place any tension on natural lashes. Repea t the application and separation steps until every natural lash is bonded.

Dry:When all natural lashes have an extension securely bonded, it is time to dry their newly adorned lashes with the AirNova. Dry extensions for 3 minutes. Mist with distilled water, dry again for 3 minutes and perform one final round of separation.

Before NovaLash

After NovaLash

Tools of the Trade Products that transform a skill into a business

PRO KitBusiness in a BoxWith everything you need all-in-one kit; you can start providing the high-est revenue producing service in the beauty industry today! Offer your clients the purest, safest, and most su-perior lashes that A-list celebrities go to great lengths for! Each kit can po-tentially bring in thousands of dollars in revenues, allowing you to service up to 400 clients if used properly.

Kit includes: Platinum Bond Adhesive (5mg)Sensitive Eyes Adhesive (5mg)Natural Lashes- .15 x 6, 8, 10, 12, 14 Curly Curly Lashes- .20 x 8, 10, 12, 14 - .25 x 12Vinyl PadParafilmHeated Eyelash CurlerAdhesive RemoverMedical Tape- Foam & PaperMicrobrushesMascara brushesScissorsMini-FanUnder Eye StickersAnti-wrinkle Gel PatchesStraight & Curved forcepsDumont straight & angled forcepsMarketing materials

Air NovaHigh Speed PerformanceClients will appreciate the speedy drying time with NovaLash’s exclusive, patent pending Air Nova, and you’ll appreciate the maximum working speed! NovaLash’s Air Nova eliminates fumes and smoothes out an even coat of Platinum Bond Adhe-sive, helping to eliminate clumping or sticking of extensions. Plus, your clients feel like they are getting a massage to the eyelids, temples and forehead.

Dry Heat SterilizerNo Muss, No FussClients will appreciate the speedy drying time with NovaLash’s exclusive, patent pending Air Nova, and you’ll appreciate the maximum working speed! NovaLash’s Air Nova eliminates fumes and smoothes out an even coat of Platinum Bond Ad-hesive, helping to eliminate clumping or sticking of extensions. Plus, your clients feel like they are getting a massage to the eyelids, temples and forehead.

www.novalash.com866-430-1621