There is a new factor in nail polish: Demi Lovato.
The judge on Fox’s “The X Factor” and “Heart Attack” singer is doing a duet with The New Black by launching three $14 three-piece kits and two $22 five-piece kits with the nail lacquer brand, first at Ulta officially in November. Industry sources estimated the collaboration would result in sales of $1 million.
The New Black has been handling Lovato’s nails for public appearances for about a year, and several of the nail designs she’s worn garnered considerable attention on Twitter. It was a logical next step for the brand to work with Lovato on products, according to Robin Coe-Hutshing, chairman, cofounder and creative director of Gold Grenade, the Santa Monica, Calif.-based product development, marketing and branding firm behind The New Black.
“We weren’t particularly looking for a celebrity, and I don’t really view this in celebrity terms per se,” she said. “If she wasn’t known for her great nails and her forward style, this wouldn’t be happening.”
When it comes to her nails, Lovato isn’t afraid to take risks. She will try out vivid hues, sparkles and studs, all of which are elements of the kits that Ulta shoppers can use to replicate Lovato’s nail choices at home. “They are unusual color palettes. The colors are very intense. She’s into bold colors and textures,” said Coe-Hutshing.
“I love all the products that I have created because I think they embody all the qualities of a strong woman,” said Lovato. “It is fun to be able to create your own look down to your nails. I’m a perfectionist when it comes to my nails, although you can’t always tell. I want to put something cool on my nails that expresses who I am and what I’m feeling.” Of her fondness for posting nail pictures on Twitter, Lovato added, “If you have badass nails, you are going to show them on Twitter. When I have cool, awesome nails, I want everyone to see.”
Although their official retail introduction isn’t until November, Lovato’s kits with The New Black are starting to hit Ulta doors, and Janet Taake, the retailer’s senior vice president of merchandising, called herself “very pleased” with their early performance. She thinks the collaboration responds to beauty customers’ desire to customize their nails. “There is a lot more personalization to nails than there ever has been before, so it is actually very trend-right,” said Taake.
Lovato has enjoyed her sojourn in the beauty industry so far and wouldn’t rule out more brand partnerships down the road. “I’m always looking for things to keep me excited,” she said.
However, it’s not as if Lovato is lacking for activities to fill up her schedule. In addition to being part of the panel of judges on “The X Factor” and preparing for a 2014 tour to support her album “Demi,” Lovato is guest-starring on “Glee,” playing Dani, a friend of Lea Michele’s character Rachel, and releasing a book titled “Staying Strong” on Nov. 19.
Lovato is enthusiastic for her fans to get their hands on her book. “It’s an inspirational book,” said Lovato, who explained the book contains meditations, quotes and goals for every day of the year. “It helps start my day off right.”
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews