Velour Lashes

Uncovering the True Potential of a Premium Lash Brand

Velour lashes

Velour is a premium lash brand offering silk and harvested mink false eyelashes. Having grown its distribution network of small boutiques throughout North America, the brand was taken on by beauty product retailer Sephora. This had the potential to double the company’s distribution. Recognizing that its existing brand image did not adequately convey the qualities of its products, Velour turned to Concrete to evolve its brand identity.

After auditing Velour’s existing brand assets and the competitive brand landscape, we identified that the foundational elements of the brand were weak, and that a more wholesale change was needed– even though Sephora had agreed to take on the brand as it was. The entire brand was reconsidered, from wordmark, to brand voice, to colour palette, to product packaging – a total reinvention.

The new brand identity was an immediate success. The competitive retailer, Ulta, also agreed to take on the brand.

  • Brand Strategy / 
  • Brand Story / 
  • Visual Identity / 
  • Creative Direction / 
  • Packaging / 
  • Digital
Velour wordmark, ornate ‘V’ with lash marks and mascara strokes flashing through
Velour set of six different silk lashes in new packaging
Velour eyeshape kits with gold workmark and black lash strokes across front
Velour mink lashes with box, cases and card design
Velour model wearing lashes with gold lash comb

“Concrete helped us elevate our branding, it’s Velour all grown up!”

Mabel Lee

Founder & CEO, Velour Lashes

Velour lash book kit and new product packaging
Velour website with model and ‘Live in Lashes’ tagline
Velour mobile site
Velour model blinking
Velour lashes close-up in hands with gold lash scissors
Velour product variety of lashes kits and boxes packaging
Velour display with close-ups of lashes and the different varieties of products
Velour close-up of lashes arranged in art-directed curves
Velour brand identity