Jeremy Lowenstein, Madeline Poole, Chandra Coleman and Shannon Curtin.

At last week’s launch of Sally Hansen’s Color Therapy at the Eventi Hotel in Manhattan, Shannon Curtin proved she has segued seamlessly into her new role. Curtin, the former group vice president and general merchandise manager of beauty and personal care for Walgreens, made the leap from retailer to supplier last May to assume the role as senior vice president of North America for Coty’s Consumer Beauty Division, which includes the Sally Hansen nameplate.

Raising her glass to celebrate the reveal of 38 colors designed to provide nail care with on-trend shades, Curtin said the line will provide a much-needed boost to the category. Argan oil was selected as a hero ingredient to offer women a spalike treatment along with a manicure in this first major introduction under the new Coty.

Jeremy Lowenstein, Coty’s vice president of global marketing for Sally Hanson, gave the nod to the research and development team, which found a method to add oil without a formula that would separate on the shelves.

Curtin also proved Coty is taking a fresh marketing approach to the 60-year-old brand’s nail-color logo. That is especially critical since retailers are looking for Color Therapy to build upon Sally Hansen’s last major launch, Miracle Gel, the most successful mass-beauty debut since results have been tracked, according to IRI.

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What’s most visible is that Coty is ramping up digital efforts behind the line. There’s no doubt Beamly, the social content agency Coty acquired last year, has an impact on the full-throttle social media campaign. The event was attended by social media influencers and beauty editors who liberally Shapchatted and Instagrammed throughout the night. Even Curtin used the evening for her first Instagram — an image of Color Therapy of course. Many used the campaign’s hashtag #DropEverything in their posts.

The other difference in this launch is Coty went to its global color ambassador Madeline Poole to pick the shades. Poole, a popular nail artist and fashion-show regular, said she was involved from start to finish in creating the shades, which encompass everything from nudes to bold, rich tones.

Spa-inspired nail formulas have provided a lift in the luxury market; now retailers hope a color combined with care can do the trick for their languishing lacquer business. Most recent IRI numbers show the category is still down more than 7 percent.

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