NEW YORK — Ulta Beauty hopes to again be ahead of consumer demand — this time with a line of antiaging nail treatments from Dermelect Cosmeceuticals.
In the past two years, the beauty retailer has been one of the first to market with at-home gel nail kits, do-it-yourself hair removal tools and high-tech hair stylers.
This month, Ulta is building end-of-aisle displays in 680 stores devoted to Dermelect products, which the retailer hopes can do for nail care what BB and CC creams did for the face category.
Current nail trends favor sophisticated, often neutral palettes that can reveal nail imperfections. “In order to have a flawless look, your nails have to be in good health,” said Janet Taake, senior vice president of merchandising for Ulta Beauty. “Nail-care products offering good-for-you ingredients and promoting growth and strength are the trend. This is why Dermelect stands outs with their innovative antiaging formulations.”
Dermelect’s founder Amos Lavian agreed the time is right for nail products offering repair. “Women, particularly Baby Boomers, are looking for ways to restore healthy natural nails, especially after the damage of gels and acrylics before that,” said Lavian.
Previously Dermelect had only been sold on the brand’s Web site, and at spas and doctors offices.
Ulta executives spied Dermelect at the Cosmoprof North America. “The team at Ulta was really impressed with the formulations and technology, as well as the range of beautiful colors, and felt the line would be of great interest to our customers,” said Taake.
Ulta’s assortment of Dermelect items includes treatment base coats, a manicure extending topcoat, colored treatment lacquers and restorative creams all infused with Protein Keratin Peptide, a protein derived from New Zealand sheep’s wool that is said to strengthen nails and nourish skin. Prices range from $14 for the ME Anti-Aging Color Nail Treatments to $59 for the Nail Recovery System.
Dermelect, a six-month exclusive for Ulta, will be highlighted on the end cap and then integrated into the professional nail assortment, said Taake.
The nail-care products borrow concepts from Dermelect’s skin care, which launched in 2006. Lavian, whose aesthetician sister experimented with exfoliators on him as a teenager, connected that ingredients used in skin care could have restorative effects on nails, too. His line of antiaging nail care hit the market in 2009, followed by antiaging colored nail treatment called ME in 2012.
In advance of the Ulta rollout, Dermelect overhauled its packaging to be more “user-friendly,” said Lavian. “We aren’t me-too product. We have targeted solutions,” he said.
Dermelect’s celebrity nail technician Elle helped select the colors and the company’s board certificate dermatologist Chris G. Adigun aided in the development. There’s also a social media push incorporating Pinterest, Facebook and Twitter with nail tutorials, plus in-store events such as gift-with-purchase.
“What he has done at Vuitton is really exceptional,” said @gameofthrones’ actress Gwendoline Christie on @mrkimjones’ final show for @louisvuitton. “He has rebooted luxury in terms of making it commercial, viable and contemporary. And most importantly artistic. He has never compromised his artistic vision for the sake of commodity.” (📷: @zefashioninsider)
After seeing a demand for men’s wear from its customers, British contemporary women’s wear label @ariesarise has added a men’s wear component and will launch a unisex collection with @mrporterlive. The 20-piece collection includes jackets, denim, logo T-shirts and more with deconstructed ‘90s vibes. Set to launch on January 18, you can shop the pieces on Aries’ website and on mrporter.com. #wwdfashion
“And so spending so much time with a character who thinks like that, inevitability you try and analyze yourself and go back and think about your own demons and dark chapters that you had in your life,” says @thedanielbruhl of his role in TNT’s “The Alienist.” The show, set in the Gilded Age of New York, also stars Dakota Fanning and Luke Evans. Head to WWD.com to read about how 39-year-old Brühl prepared for the role and why he thinks the show is so relevant to today #wwdeye ( 📷: @Eriktanner)
Now that Celine Dion’s collection has topped $10 million in sales, the pop superstar, fashion icon and newly-minted industry player is eyeing growth in Asia. Read the full report by @tiffanyap, link in bio. #wwdnews #celinedion
“My personal philosophy to beauty is paying attention to oneself. I love to be outdoors, lots of fresh air, trying to take care of yourself as best you can. I always notice that comes through,” says Felicity Jones, the global face of @shiseido-owned @cledepeaubeauteus, which launches today. Head to WWD.com to read more about the actress’ love for beauty and how she prepared for her new role in “The Basis of Sex,” playing the young Ruth Bader Ginsburg. #wwdbeauty (📷: @dandoperalski)
Among the familiar faces at @off____white’s show was a surprise figure: Japanese artist @takashipom, pictured here on Wednesday morning. Other show-goers included @jerrylorenzo, who spoke about his upcoming project: a @nike collaboration for back to school, with designs inspired by his childhood on the West Coast. Sitting in the front row were Future, Don Crawley, @miguel and more. See the rest of the photos on WWD.com #wwdeye (📷: Stephane Feugere)
According to @laurentsai, former “Terrace House: Aloha State” cast member, she didn’t know she was auditioning for the Japanese version of “Real World.” “I was telling a couple of my friends and someone’s like, ‘That sounds a lot like Terrace House.’ I was like, ’No it can’t be.’” Turns out, it was. But Tsai isn’t just a reality star — she’s an illustrator who has worked with Starbucks Japan and most recently, she’s dipping her toes into the fashion world. Head to WWD.com to read about her time on the show, modeling and her art. #wwdeye (📷: @danieldorsa)
More changes are coming to New York Fashion Week: Beginning with the spring 2019 collection, @alexanderwangny will move his New York show to June from September, adopting a biannual schedule with collections shown in June and December. Additionally, the @cfda is planning for an official summer/winter fashion season taking place as soon as June and December 2018. Read more about the upcoming changes on WWD.com. #wwdnews #wwdfashion (📷: @slovekinpics)