A trio of Shades by Barielle colors.

<STRONG>Barielle Unveils Less-'Harsh' Nail Polish</STRONG><BR>NEW YORK — Nail, hand and foot care firm Barielle is attempting to give nails a break from what it considers harsh ingredients with its first full-fledged nail color collection, called...

Barielle Unveils Less-‘Harsh’ Nail Polish
NEW YORK — Nail, hand and foot care firm Barielle is attempting to give nails a break from what it considers harsh ingredients with its first full-fledged nail color collection, called Shades by Barielle.

Although Barielle has been marketing nail, hand and foot treatment products for 30 years, the company waited until now to develop a nail color line because it wanted to create a polish formula that was free of dibutyl phthalate, toluene and formaldehyde.

“A lacquer is a lacquer; it’s going to have chemicals,” acknowledged Wendy Buckley, Barielle’s vice president of marketing and public relations. However, though the three chemicals are traditionally used to adhere color formulas to the nails, Buckley said, the company believes these ingredients are not only harsh, but are possible carcinogens or potential reproductive toxins.

Barielle could have created a formula free of these ingredients sooner, but its strength would have been compromised, according to Buckley. The range of 22 polishes is designed to provide long-lasting, salon-strength wear.

“Salon strength is key,” Buckley said.

The vitamin-enriched polishes are available in nude, pink, red, brown and burgundy color families and are said to help nourish and protect nails. Each shade, from a sheer white called Innocent to a dark plum dubbed Seductive, was named according to the theme “Positive Emotions.” Buckley said the inspiration was to help people feel good about the different colors, each of which carries a suggested retail price of $8 for 0.5 oz.

“If there are three reds I want, I go for the name,” she said, posing the hypothetical question: “Does it make me happy?”

Shades by Barielle is currently available on Barielle’s Web site, where customers may view each color against light, medium and dark skin tones to aid in shade selection. The collection is carried nationwide in upscale retail locations such as the BuffSpa at Bergdorf Goodman.

BuffSpa recently introduced the so-called Barielle Manicure and Barielle Pedicure treatments, which use a variety of the brand’s treatment products to leave hands and feet smooth and soft. BuffSpa said it pays particular attention to hygiene and safety. Each treatment incorporates a number of steps to help prevent the risk of infections that have been known to spread in nail salons. Pedicures are performed in soaking tubs that are scrubbed between clients, each of whom receives an antiseptic hand or foot rub prior to treatment.

This story first appeared in the June 14, 2005 issue of WWD. Subscribe Today.

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Nail technicians work with a separate package of sterilized and sealed instruments for each client, using a different set for hands and feet. Finally, technicians gently push back the cuticles with a sterile orange stick, which the spa believes is more hygienic than cutting cuticles.

Although Buckley declined to disclose an advertising budget for Shades by Barielle, she estimated first-year combined Internet and retail sales for the collection will be $1 million. Buckley noted that Barielle plans to advertise Shades by Barielle in regional magazines, like New York magazine and Los Angeles magazine, as well as in industry publications like Nails and Nail Pro.
— Karen James

Kanebo Delisted in Tokyo
TOKYO — Kanebo Ltd. was removed from the Tokyo Stock Exchange Monday due to former management’s overstatement of earnings by about $2 billion over five years, according to an April announcement by the Japanese consumer goods company.

The heavily indebted firm is now under a restructuring plan overseen by the government-backed Industrial Revitalization Corp. of Japan. When asked about the impact of the delisting at a press conference last month, Kanebo chairman Akiyoshi Nakajima said, “We are not considering any change of the restriction plan.”

Nakajima said he believes that any damage to the consumer market as a result of the removal would be temporary. After restructuring, “reentering the stock market is a possible option,” Nakajima said. To revitalize itself, the company has sold its cosmetics operations and it’s now focusing on pharmaceuticals, food and toiletries.

For the fiscal year ended March 31, Kanebo announced net profits of 315 billion yen, or $2.94 billion at current exchange rates, earnings that were driven by the divestiture of its cosmetics division and income from debt forgiveness. The firm’s interest-bearing liabilities were shrunk from 543 billion yen, or $5.1 billion, to 57.9 billion yen, or $541.1 million.

The company reported sales of 268.5 billion yen, or $2.5 billion.
— Koji Hirano

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