The collaboration with Eyelure is meant to mimic Perry's "personal style".
A statement, quoted on Contactmusic, reads: "As a false lash lover herself, Katy had a very clear idea of what she wanted to achieve and was involved in every step of the design process."
It's not the first time Perry's leant her name (and time, of course) to a beauty product. As well as launching two perfumes she's also the 'global ambassador' for GHD hair straighteners.
Basically if you've got some cash Katy's all ears.