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Wal-Mart Makes Space for Italian Nail Brand

Deborah, the 107-year-old Italian beauty firm, is ready to take on the American market.

MILAN — Deborah, the 107-year-old Italian beauty firm, is ready to take on the American market.

This story first appeared in the January 11, 2008 issue of WWD.  Subscribe Today.

The company — which produces skin care, makeup, nail and body care — will enter the U.S. mass market in March with its nail care line Nail Space. Part of the 26-item line will bow at 250 Wal-Mart stores as a test run from mid-March.

Cecilia Schena, brand manager for Deborah, said Wal-Mart would stock six products from two of Nail Space’s product categories: Nail Space Spa and its Titanium line. Formulated with active fruit ingredients, key products from the Nail Space Spa line set for Wal-Mart’s shelves include Nail and Cuticle Anti-Age Conditioner with orange extract, to retail for $7.90, and a Peel-Off Nail Mask with blueberry extract for $7.90.

“It’s a big achievement for an Italian brand and it proves our line is really unique,” said Schena in an interview with WWD here.

“We proved we have something to say in the nail care universe, and our completely different approach has allowed us to be able to conquer the American market,” added Schena.

Launched in Italy in September 2006, Deborah’s Nail Space line has amassed 6 million euros, or $8.7 million, in sales. Nail Space, which has 4,800 doors in Italy, Spain, France and Northern and Eastern Europe, is expected to reach 10 million euros, or $14.4 million, in sales by 2010.

“Nail Space has been successful from the day it was launched, the consumers seem to really identify with the product,” said Schena.

Deborah’s aim was to create a line that offered performance and results, as well as give the consumer a multisensorial experience at home, added Schena.

To that end, Deborah created five category lines: Nail Space Spa, Nail Space Titanium, Nail Space French Therapy, Nail Space Accessories and Solution Boxes.

The problem-solving Nail Space Titanium lines features seven products that contain a small percentage of titanium. Items in the line include a nail hardener, which the company claims hardens nails up to 42 percent in two weeks, and nail strengthener, purported to offer the user 87 percent fewer split nails in two weeks.

The Nail Space French Therapy’s French manicure sets, infused with flower extracts like magnolia and peach flower, are meant to give off a perfume when dry.

Deborah is already preparing to add a new category to its Nail Space brand next month. Inspired by dietary supplements, minerals, proteins and vitamins, Nail Space Nutri-Nail’s four-strong product line features Improved Growth Stimulator and a Dual-Phase Energizing Balm.

Schena said the firm was hoping to enter Northern Europe, the U.K. and Asian markets in 2008.