NEW YORK — Revlon is breaking into some new territory.
Already the leading marketer of beauty implements at mass, the company is now putting its name on a collection of artificial nails. In a partnership with Pacific World, which markets the Nailene brand, Revlon will unveil a 23-stockkeeping-unit nail lineup in January.
"They believed that it was a logical extension of their brand," said Kenneth Robinson, vice president, marketing at Pacific World. "Revlon doesn’t participate in the artificial nail category at all, and the brands there are today are sizable brands, but there is a low awareness outside the category. Revlon could bring something new to the category and raise its awareness."
According to Information Resources Inc., retail sales of artificial nails last year hit $124 million.
Over the past two years, Revlon has been losing nail polish market share to Sally Hansen, but it still maintains a reputation as a leading authority on color and fashion, noted Robinson. With its history as a color authority, naturally the nail collection will "concentrate on color designed nails," he said. "It’s what you would expect from Revlon."
The mix of kits will include press-on nails, which last about three days, and a glue-on variety that lasts up to 10 days. Additionally, there are two nail glues, one for reapplying nails and the other for fixing broken nails. Both are brush-on formulas. Each retails for $3.50. The kits range from $7.99 to $9.99, somewhat higher than the category’s average $4.99 kit. There is also a deluxe acrylic kit for $23.
Retailers are hoping Revlon will bring new users to the category, "and represent a premium offering," said Robinson.
At present, there is no advertising planned exclusively for the artificial nails, but the products may be mentioned in ads along with other licensed Revlon products.
Meanwhile, Revlon has caught spa fever.
This summer, through a licensing agreement with Helen of Troy, the brand added MoistureStay Paraffin Baths, a new three-item line designed to smooth and hydrate, dull, tired skin. The standard Paraffin Bath comes with three pounds of wax and 30 plastic liners for $29.99. The MoistureStay Fast Heat Up Luxury Paraffin Bath is $39.99 for four pounds of wax and 60 plastic liners. Then there is the MoistureStay Luxury Paraffin Bath with Digital Timer, which includes four pounds of wax, 60 plastic liners and two insulated thermal mitts, for $49.99.It also added Revlon MoistureStay Nail Spa, a basin that circulates water to massage hands and nail beds, priced at $14.99. There is also the MoistureStay Manicure/Pedicure System with Nail Dryer, an at-home manicure system for $29.99. It comes with seven styling attachments to file, clean and shine nails. The built-in nail dryer dries nails within 10 to 15 minutes.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast