Cosmopolitan magazine is kicking off its 50th anniversary campaign with a limited-edition collection with Coty-owned nail brand Sally Hansen.
Dubbed the Beachside Astrologer collection and a subset of Sally Hansen’s venerable Complete Salon Manicure nail polish line, the 12 stockkeeping-unit lineup hits mass market doors this month.
The shades are Cherries to My Aries, a cherry red; Tempting Taurus, a mellow green; Geminicello, a lemony light yellow; Cancer Moon, a pale sand; Leo in Rio, a tomato red; Vir-go-go Pink, a salmon pink; Lady Libra-ty, a light blue; Scorpio Sizzle, a bold fuchsia; Plumtarius, a saturated purple; Cup o’ Capricorn, a café au lait color; Age of Aquarius, an emerald green, and Pisces of Me, an iridescent green. Each retails for $7.99.
“Sally Hansen, in addition to being a longtime business partner, is the number-one nail brand in the U.S., so this pairing made complete sense,” said Donna Kalajian Lagani, senior vice president and publishing director for Cosmopolitan, of how the partnership came together. Lagani has been proactive in fostering partnerships between Cosmopolitan and other entities, including a cobranded book line, Red Hot Reads, with romance giant Harlequin.
“The Sally Hansen consumer is the Cosmo reader — a smart Millennial,” said Jeremy Lowenstein, vice president of global marketing for Sally Hansen. “We’ve collaborated with fashion designers in the past, but this is the first time we’ve partnered with a magazine for a collection. This is another step in bringing new life to the Sally Hansen brand.”
The Beachside Astrologer collection will be promoted in print advertising and an advertorial in Cosmopolitan, as well as an extensive digital campaign, Lowenstein said. Lagani noted that promotional plans also include in-store events and displays. The line will be available in about 10,000 Walgreens, CVS, Rite Aid and Target doors.
While both Lagani and Lowenstein declined to discuss sales projections, industry sources estimated that the limited-edition collection could do $1 million in its time on counter.