NEW YORK — The already sizzling nail gel category got another boost when First Lady Michelle Obama flashed her gel-covered talons — painted in a shade called Vogue by Artistic Colour Gloss — during her speech at the Democratic National Convention earlier this month.
A line from another company is now attracting the attention of mass retailers, who continue to tout the staying power of the do-it-yourself nail gel segment. The new line, called Everlasting Gel Polish is from Kiss Products.
One leading drugstore chain buyer said Kiss brings a great reputation and keen price point to the category, which is selling briskly.
“Our heritage in the nail business, especially the artificial business, helps our launch stand out,” said Grace Tallon, senior vice president marketing at Kiss. The company is riding high from the launch of a gel-like press-on nail earlier this year called imPRESS. “We want to keep the momentum high, bring salon product to the home and support with advertising,” Tallon added.
The lineup will be available in stores by December to take advantage of holiday demand, she said.
Everlasting Gel Polish will join other at-home gel products, including Red Carpet Manicure, Sally Hansen’s InstaGel Strips and Salon GelPolish and Pacific World’s SensatioNail. The total gel market is estimated at $2.6 billion, which includes both salon and home application. Buyers estimate there’s an opportunity to net as much as 40 percent of the business in retail sales.
Kiss’ offer includes an LED light, which is sold separately, unlike some competitors that bundle the light. “We decided to sell the light separately since some people already have one,” said Tallon. The collection includes a top gel, a base gel, a prep and cleanse, gel polish in 15 shades, a color polish kit and a French manicure kit. Kiss contends it is the only option on the market with a patented French wrap that is applied to the tip to easily create the French manicure look instead of manually drawing the line.
Tallon believes the nails also solve one of the biggest issues with the gels — removal. Because there is not a primer in the regimen, the nails can be removed with traditional remover. Retailers said some women have been turned off by the kits because of the difficulty of removing the gels.
Buyers said they plan to carry at least two different gel brands as consumers experiment with the gel-at-home craze. In many cases, space is being pared from implements to accommodate the new gel entries. Buyers equate the flood of new gels with the race to dominate the mineral makeup business a few years ago or, more recently, the BB cream race.
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)