NEW YORK — Del Laboratories has made its entry into the salon business official. This past Tuesday beauty editors gathered at the Elizabeth Arden Red Door Spa & Salon on Fifth Avenue to receive manicures with nail color and treatment products made by the mass market beauty leader, which makes Sally Hansen.
Called simply Elizabeth Arden Red Door Nail Care Collection, the line offers more than 128 items for the ultimate manicure and pedicure experience, including 70 colors, as well as an array of base and top coats, nail treatment items, scrubs, creams and balms. Distribution of the line is now offered in 135 Elizabeth Arden salons in the U.S. but will expand to 10,000 salons and spas across the country by the end of the year via Del’s recent distributor partnerships.
The salon nail business is one that’s roughly $6.8 billion, or about 11 percent of the overall $59 billion salon business, said Debi Foi, vice president, general manager of Del Professional Products, a new subsidiary of Del Labs. The Arden line could generate as much as $40 million in retail sales in its first year, according to industry sources.
The nail care collection looks to help salons lure consumers into their business with outstanding nail and pedicure services, which almost always leads to consumers trying more expensive facial, massage and hair services, said Del Labs’ chief executive officer, William McMenemy.
Most of the line’s creams and oils feature tamanu oil, an extract from the nut of the ati tree, which grows in Tahiti. The oil has been used for centuries for treating skin care problems.
McMenemy stressed that the line is more than just beautiful nail lacquers, but is also highly focused on treatments, like its mass counterpart Sally Hansen. He said the collection is positioned to become the number-one nail authority in service and treatment in salons, competing directly against Essie and OPI. No fewer than three educators have been tapped to help steer the line towards what is new and ripe in the salon industry.
Print advertisements featuring the new nail collection are now being featured in trade salon magazines. A consumer campaign will launch next year driving consumers to salons that use the Elizabeth Arden product line. As of May, Del claimed a 38 percent market share in the mass nail category, said McMenemy. “We are really on quite a tear.”
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