By Ethlie Ann Vare
WEST HOLLYWOOD, CA (The Hollywood Times) 9/24/24 – “When you’re on vacation in France do you really want to spend your morning getting a manicure?” asks imPRESS marketing manager Rachel Belkin, waving her magnificent manicure at me. “Or pay $150 for a 3D effect like this one?” The answer is an obvious “not really,” and that’s why imPRESS has grown into a $128 million brand in three short years. Their press-on nails look better, last longer, and cost less than anything that came before. I personally swear by them – and not only when I’m on vacation in France.
Last week, imPRESS took over the elegant rooftop bar at E.P. & L.P. to introduce their latest line of Color FX press-on nails, the “No Glue Mani,” as well as their newest product, self-adhesive, pre-bonded false eyelashes. Influencers, make-up artists, and manicurists gathered for this Beauty Event which showcased the latest trends and innovations in the “easy glamor” beauty market. No muss, no fuss, no high price tag. I tried out a set of the new 3D opalescent nails, and they are fantastic.
Celebrity manicurist Tom Bachik demonstrated nail application and shared tips and tricks for the ready-to-wear, one-step press-on nails that are transforming how we think about nail art. Then celebrity makeup artist Ash K Holm, known for her work with Kim Kardashian, Jennifer Lopez, and Camila Cabello, introduced the new “Press on Falsies,” an effortless, do-it-yourself eyelash extension that requires no glue and doesn’t damage your natural lashes. Holm explained how the choice of a lash is integral to the red carpet look of someone like Lopez.
It was a buzzy evening, with dozens of attendees recording live for their Tik-Tok and Instagram feeds as the DJ booth set the tone. There were delicious appetizers, a creative bar, and custom-made ice cream from the Ice Guys. It was a particular treat for the Los Angeles fashion community, as the event is normally held in New York.
Now we wait for the press-on hair, the press-on lips and the press-on boobs. Judging by the reception to the latest imPRESS innovations, I don’t think we have very long to wait.
