Sephora hopes to nail down a larger chunk of the nail color market this fall with its new Formula X for Sephora line.
Out in October, the line features more than 200 stockkeeping units, from nail care to three-dimensional textured nail appliques.
“Nail continues to be a strong growth category for Sephora with the continued excitement around nail art,” said Michael McGeever, senior vice president and general manager of Kendo, the Sephora division responsible for private label and partnerships. “When we started creating Formula X for Sephora, we knew we wanted to not only offer our clients the best lacquer formulas, but also a depth of options and effects to make nail art easy no matter her skill set. The collection includes over 200 items, everything from nail care and everyday colors we call The New Classics, to innovative finishes and textures, like graffiti splatter, concrete-like textures created by combining matte colors with glitter, shade-shifting duochrome shimmers, and 3-D textured appliqués made from real lacquer. Clients can achieve a creative nail look that is virtually effortless — art and science can unite to fuel the imagination of nail play.”
According to McGeever, this line markets the first time real nail lacquer has been used in a textured nail applique. The appliques will be available in 12 different designs, each $15 per set.
Polish collections include The Effects, which range in price from $10.50 to $12.50 and are separated into The Brilliants, five intense sparkle shades; The Sparklers, five metallic glitter shades; The Celestials, 12 shades with micro-glitter and a matte finish; The Superwatts, five macro-glitter shades; The Chromes, five shades designed to look as if the user dipped her fingers in liquid metal; The Translucents, five sheer shades which offer a wash of color, and The Holograms, five shades which include glitter with three-dimensional color shifting properties. The Transformers, a 12-sku illusionary top coat collection, allows users to play with and personalize colors, while The Lusters, also with 12 shades, allows users to add a glittery finish to their color. The Xplosives, with 14 shades, are splatter top coats.
On the classic side, the collection includes The New Neutrals, $10.50 each, with 31 fast-drying shades and The New Classics, which offers 62 shades, also $10.50 each. Nail care sku’s range in price from $10.50 to $32.
The complete collection will be sold in all Sephora doors in North America. Sephora currently operates 804 stores, 388 of which are freestanding and 416 Sephora inside J.C. Penney doors.
While McGeever declined to discuss sales projections, industry sources estimated that Formula X could do upward of $30 million at retail in its first full year on counter.
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