Maybelline Fast Gel

Maybelline is bringing back its nail business exclusively to Dollar General.

The L’Oréal-owned brand, which has mostly been able to avoid the sales slump its legacy peers are facing in the U.S. mass market, is bypassing drugstores and going straight for the dollar channel with the launch of Maybelline Fast Gel exclusively at Dollar General in March. Fast Gel will also be available on dollargeneral.com.

The new nail line consists of 18 shades including a top coat, is described as an “extended-wear formula” and includes a cuticle-shaped brush for easy application. The polishes are priced at $2.50 each.

Amy Whang, senior vice president of Maybelline, said creating Fast Gel for Dollar General was an “opportunity for incremental growth.” “It’s certainly a retailer that we see the American consumer moving to.”

The last time Maybelline sold nail polish in the U.S. market was 2015. Nail, like makeup, has been a challenged category in the mass market — particularly in drugstores — for the past several years.

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Maybelline, which for years managed to stay ahead of the market, saw sales in tracked channels slip in 2019. Sales were down 4.1 percent for the 52 weeks ending Feb. 22, according to Nielsen scanner data. Mass beauty was down 0.7 percent for the year.

Fast Gel rolls out to Dollar General stores on March 6. Dollar General already carries an assortment of Maybelline franchises, including Fit Me Foundation and Great Lash Mascara.

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