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52 June 2016 | beautystorebusiness.com WE ALL HAVE INSECURITIES, ESPECIALLY WHEN IT comes to our bodies. From an early age, we see photos in magazines and movie stars on film with gorgeous figures, smooth, healthy skin and few imperfections. It's only natural that, as we get older, these insecurities evolve. As a teenager, acne and skin problems might be a concern; but as we reach our late 40s and 50s, skin elasticity becomes the main focus. For years, industry professionals, ranging from dermatolo- gists to cosmetic dentists to Victoria's Secret bra engineers, have made solutions more attainable than they ever were before. Yet, there are still some problem areas that simply cannot be fixed by wearing a push-up bra. Such is the case with drooping eyelids. Eyelid surgery is a fairly taboo subject in the plastic surgery industry, and several doctors have stopped offering the procedure altogether due to irregular results and lawsuits. Seven years ago, Britain Todd, who would later become the founder of Contours Rx and Lids By Design, visited her plastic surgeon for a consultation regarding this very surgery. "When I met with the doctor, he gave me two options: either cut the skin off or live with it. Neither was a preferable solution for me," explains Todd. "I didn't have the $10,000 to have the surgery and, in addition, I didn't know what I was going to look like post-surgery." "Years later," Todd continues, "I went in for a breast consultation, and they gave me different implant sizes to play around with to see which one looked best on me." Inadvertently, the doctor paved the way for Todd's new career path. "I thought to myself: Wouldn't it be great if a patient could go into a surgeon's office and have some options to play with to see what they would look like post eyelid surgery? It would take a lot of the worry out of what the patient would look like after going under the knife." And so, the idea for Lids By Design was born. "We initially designed Lids By Design for surgeons," says Todd. In collaboration with a medical company, Todd developed a noninvasive, affordable and temporary solution for droop- ing eyelids that can be applied to the eyelids daily during the morning routine. According to Todd, Lids By Design boasts a "skin-like technology that is completely invisible to the naked eye upon application." Todd says that the smaller sizes (3 or 4 millimeters) were initially launched for surgeons' offices. "Then, the beauty industry started knocking on our door," says Todd, laughing. "So we brought the products back and asked: What are people wanting? They wanted to lift a heavier, hooded lid with one easy application that was noninvasive." Todd happily complied with the demand. "The material mimics your skin and feels like silk. We now offer up to an 8-millimeter lift!" MAKING THE CHOICE When asked about her thoughts regarding plastic surgery, Todd says, "If something bothers you and surgery is an option, absolutely, go for it." However, she stresses that it Top photo by Marc Birenbaum, Beauty Store Business; bottom product image courtesy of Lids By Design THE EYES HAVE IT Discover a new beauty product that could spare some of your customers the need for plastic surgery. by Stephanie Joplin THE PRICE TAG If it sounds too good to be true, then it probably is, right? Not so with Lids By Design! "There is a $4 [difference] between the price of the 3 millimeter and the 8 millimeter. There are 40 applications for under $40. It's affordable, noninvasive and it's instant," says Britain Todd. Britain Todd, founder of Contours Rx and Lids By Design