Eyelash Extension Safety PR!

Hi! My name is Courtney Buhler, and I am the owner and founder of Sugarlash PRO which is a global brand of eyelash extension supplies. 

I have been in the eyelash industry for just over 9 years and in that time have worked as a lash artist (award winning), trainer, salon owner (with 10 staff all trained by me), eyelash extension judge, product developer, speaker and educator, and overall lash nerd. 

My company Sugarlash works hard to provide resources and professional product to assist professional lash artists around the world to make an amazing living applying gorgeous eyelash extensions. Recently, I was on a trip to NYC where I was meeting with editors from major publications and applying Sugarlash Extensions onto their lashes. What happened over these two days shook me to my core. These editors were saying things like:

"Oh my goodness, I can't even feel you applying the lashes! No poking into the eyelid or anything!"

"Wow, you can't even see glue chunks at the base of these!"

I love eyelash extensions so much but I hate having to take a break when they get so damaged."

I was absolutely floored. To the point that I was choking back tears. These intelligent, educated editors and influencers who lived and breathed the beauty industry actually thought that damage, discomfort, and pain was all a NORMAL part of eyelash extensions. These are the people who write about trends in the industry and set the tone for services around North America, and to some extent, the globe! These poor women have had so many poorly done eyelash extensions that they don't even realize they are poorly done at all...

We need to change this. Although I was in New York to promote our brand of eyelash extensions and training, my vision quickly changed and I realized that we need to educate the CONSUMER on what to look for. When these editors saw, and felt a set of super soft, ultra full, volume eyelashes they couldn't believe their eyes. When I told them that eyelash extensions should never be felt, will grow out nicely, and will NEVER cause damage when done correctly their minds were blown. 

We need to make this common knowledge!!!

To the same extent that a good hair cut or hair colour relies on the talent of the stylist... lashes are the same! If you got a bad hair colour you wouldn't ever think "hair colour isnt for me. I tried it once and I hated it" - you would of course think "I need to find someone BETTER, MORE PROFESSIONAL, and MORE TALENTED."

Let's get the lash industry there too^^

As i regularly work with magazines, media, and as an event speaker I've decided to spearhead and by the face of this campaign, but I can't do it alone. PR takes time, and more importantly - money. I am aiming to raise 65k to cover paid informative posts by social media influencers, celebs, TV show appearances, radio appearances, and more. This will also cover me meeting celebs or people with power and a strong public voice to give them their dream eyelash extensions and show them personally what eyelash extensions should be like when done properly.

This is MORE than about what lash product you use or who you trained with - this is about raising public awareness for every consumer so that they can find YOU: A lash artist who takes their craft seriously and does safe and beautiful lash extension sets. 

If you're wanting to change our industry for the better, and get the word out there, please donate to this campaign. Think of it as an investment into YOUR business as this will positively affect us all as consumer knowledge increases. 

I'm on a mission for our industry, and I thank you in advance for your help! Every dollar counts, and every cent donated goes directly to OUR cause. 

UPDATE:

-some key questions have been asked and need to be clarified. 

1. What will the money be going to, and where did the 65k number come up with? 

Right now for my own company's PR efforts I pay $6000 per month. Any media events are over and above this with space rentals, food and beverage for media etc (roughly $5000 extra). Any paid spots on IG, News reports, or TV shows ranges from 10k-20k depending on followers, and reach. The 65k goal will give us roughly 5-6 months of good aggressive coverage for eyelash extension safety.

I will NOT be taking a paycheque from this initiative. The money will go directly to: PR efforts, paid spots with influencers, and paying for travel for myself or anyone else who becomes part of this initiative. 

2. Why do you think you're the "saviour" of the lash world? What makes you so special?

I'm not getting paid for this.
I'm not doing this to get "famous"
I'm certainly not looking forward to the immense time away from my family and babies with little to no return to myself monetarily.

Let me be clear - I am hiding no agenda. If you want to educate your own clients on lash safety, then do so! You should be doing this and we all have a part to play. But my concern is the amount of misinformation being passed around by all the people who will NEVER walk through our doors because they believe:
-lash damage is a part of getting eyelash extensions
-lash extensions are comfortable and hurt the eye
-lash extensions cause eye infections
Clearly the existing associations, and trained lash artists aren't gaining enough traction in the public eye to change these misconceptions so something needs to change and we need to come at it from a different angle - and that's what I'm trying to do. I will be working WITH these associations to get them press and help steer people to trained professionals who take the time to meet association standards.

This is about changing the common misconceptions so that we get more women wanting the service, and knowing what to look for in a provider.

I don't think I'm the saviour of the lash world. All I know is that I was slapped with a pretty stark reality this week and I want to change it. I do know that my "skills" include rallying people around an idea, and making maximum impact quickly when it comes to business etc. I don't do things small, and I truly believe that great ideas don't start slow. The best bet is to come out of the gate running and make serious waves. That's why the $ goal is high on the fundraising page.

It's been brought up that yes, I may be asked for my credentials, and yes the Sugarlash name may come up, but I can promise you that it is absolutely not going to be the focus of any interview or media assignment. I will be plugging our known associations, great training providers, and making this about our WHOLE industry. 

The reason I am crowdfunding this is because it is not benefitting me. It's benefitting the industry and each one of us and if I was talking all things SL you bet I would be using my own dollars but that's not the idea here.