OPI, which built an empire on nail care, is now betting big on care.
The Coty Inc.-owned professional nail brand this month is introducing ProSpa, a line of hand and foot care formulated with dermatologic ingredients. OPI tapped dermatologist Dr. Zena Gabriel to consult on the line, which was inspired by antiaging facial skin care. Industry sources estimate the line will do about $15 million in salon sales in its first year.
On May 15, the 14-stockkeeping-unit assortment will bow in 1,080 CosmoProf doors, including items such as the Moisture Whip Massage Cream, Intensive Callus Soothing Balm, Protective Hand Serum and Moisture Bonding Ceramide Spray. The products are designed for use as add-on treatments during manicure and pedicure services. Prices range from $31.95 for a manicure starter kit and pedicure starter kit, to $65.95 for a combination manicure/pedicure starter kit and $299.95 for a salon starter kit. Products will be sold individually as well, and a hand and nail cuticle cream and a cuticle oil will be available at Ulta Beauty.
OPI is known at retail for its expansive range of colored lacquers, but as consumers look to break from the damaging effects of gel polish, treatment products have emerged as a potential growth opportunity in the nail category. The line is also tapping into the wellness trend that is permeating every area of the beauty industry.
“We are the color authority, and we’re going to be the skin-care authority in the professional nail industry as well,” said OPI cofounder and brand ambassador Suzi Weiss-Fischmann, who noted that the line is meant to drawn in younger consumers. “The Millennial generation is very conscious of ingredients, they really look at what’s inside.”
Speaking of ingredients, ProSpa harnesses Brazilian cupuaçu butter, white tea extract — the antioxidants are said to reduce free-radical damage — and peptides.
“Millennials are concerned with, ‘What is the active ingredient — what’s working?” added Gabriel, ProSpa adviser and ambassador. “We took a cosmeceutical-based science approach to ingredient mixing.”
According to Gabriel, the Millennial obsession with noninvasive procedures and antiaging treatments — which WWD has previously reported on — is moving toward the hands and feet. “People are requesting laser and cosmetic procedures [on parts] other than the face — they want to look more manicured,” said Gabriel. “A lot of women ask me how they can help their hands — two years ago, we got injectables approved for hand [usage]. There’s a growing demand.”
For Weiss-Fischmann, ProSpa is a way to turn the salon experience around, and get customers away from no-frills, inexpensive mani-pedi joints. “Salons need a menu,” she stressed. “The idea of using several products to achieve that perfect luxury service is important. When you have a facial, there are so many different products. Why isn’t it the same for hands and feet?”
Pointing to the rise of upscale nail salons such as Tenoverten, Jin Soon, Paintbox and Valley Nails, Weiss Fischmann predicted that nail salons could be the next blow-dry bar models, especially as consumers wise up to ingredients and cleanliness standards.
“Salons started upstairs, and they went downstairs very quickly,” said Weiss Fischmann. “Salon chains are moving to be more luxurious and that’s where ProSpa comes in. It’s going to go back upstairs again, with whoever is going to do this kind of chain, branded salon right.”