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CVS Fortifies Nail Care With Barielle

One nail, hand and foot care company called Barielle is galloping into CVS Pharmacy.

NEW YORK — Barielle is galloping into CVS Pharmacy.

The nail, hand and foot care company, which got its start as a hoof care product for horses, is now available exclusively at mass in CVS stores.

In addition to hand and foot care products, CVS has added its color items to the lineup. Barielle adds to CVS’ growing portfolio of upscale beauty items, including Lumene, Skin Effects by Dr. Jeffrey Dover, Kelemata and 24.7 Skincare.

The timing couldn’t be better, observed Thom Blischok, president of consulting and innovation at Information Resources Inc. “More people are looking for spa-at-home luxuries, such as manicures,” said Blischok. He added that in this economy, people are eschewing salon visits in favor of doing more beauty chores at home.

Efforts retailers have made to fortify nail care departments are paying off. Research from ACNielsen for the 52-week period ended Aug. 9 showed a sales gain of 2.9 percent to $166 million in manicure products at food, drug and mass doors (excluding Wal-Mart Stores Inc.).

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The Barielle department was set up in August in CVS near other specialty nail care brands, like OPI, throughout the chain. In most doors, specialty nail care is located near the rear of the first wall of beauty care items in CVS’ expanding department. Prices range from $8 to $14.

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In the Barielle collection, there are eight items including color, the classic Nail Strengthening Cream, No Chip Speed Dry and Total Foot Care Cream. The formulas’ ingredients include proteins like keratin and vitamins and plant extracts.

“CVS Pharmacy is committed to offering the best beauty selections from around the world, and our mix of beauty brands will be enhanced through the inclusion of Barielle’s line of products,” said Sherry Saffert, divisional merchandise manager for beauty at CVS.

Moving into CVS represents Barielle’s efforts to bring its formulas to stores beyond premium outlets, like Saks Fifth Avenue and Neiman Marcus where the line made its debut in the Eighties. Howard and EsteLee Price founded Barielle after they received raves from users of a formula for horses’ hooves that also aided in human nail growth. “It was flying out of the stables,” she said. The line became an instant hit in department stores, salon and specialty shops and gained global distribution, stretching to Turkey and Ireland. Barielle is also available directly from the company.

That type of success story is just the kind CVS executives are looking for as they beef up their beauty departments and seek to offer brands shoppers equate with premium channels. CVS is getting behind the line with circular advertising and off-shelf presentation, according to Price.