In a lagging mass nail market, Sally Hansen is launching a clean nail polish line.
Good.Kind.Pure. is the latest franchise from the Coty-owned nail brand. It is marketed as plant-based, vegan and 16-free — meaning it is formulated without ingredients that consumers consider to be potentially harmful, including parabens, sulfates and formaldehydes. The line is set to launch on target.com today and will begin rolling out across the brand’s entire global distribution channels in mid-December.
The lineup counts 30 new shades designed specifically for the franchise, ranging from neutral and sheers to classic reds and punch tones to deep metallics. There is also a top coat and hardener. Each stockkeeping unit is priced at $8.99.
“A lot of people have stepped out of the [mass nail] category because there weren’t clean or good-for-you options,” said Celia Tombalakian, vice president of marketing for Sally Hansen. “We’re always looking for cues on what’s relevant.”
Clean nail polish options in the mass retailers are fairly limited, but have started to trickle into the market. Tenoverten, a New York-based chain of upscale nail salons launched a line of clean polish in 800 Target doors in February. The Sally Hansen launch is surely the biggest clean nail polish launch at mass to date.
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“We had an incredible response from our partners,” Tombalakian said. “They were super excited and supportive of this launch, and [all doors will be stocked] by January — we’ll be moving very quickly.”
Coty has struggled with its consumer portfolio in recent years, in particular with the turnaround of the Cover Girl brand, but Sally Hansen has fared better. According to Nielsen data tracking the last four weeks ending Nov. 2, Coty’s entire consumer portfolio was down 8.9 percent, but Sally Hansen was up 5.9 percent for the month ending Nov. 9.
Tombalakian said growth is being driven by some of the brand’s core color franchises, including Miracle Gel and Insta-Dri, particularly recent launches, such as the Miracle Gel Matte Top Coat and collaborations such as Insta-Dri x Jelly Belly and Crayola.
The nail category at mass, like makeup, has mostly been in decline over the past few years, as skin-care continues to outperform and legacy brands have struggled to retain relevance with young consumers.