Skip to main content

Wal-Mart Adds to Exclusive Hard Candy Line

Previewing the new items, NuWorld president Stu Dolleck and his team singled out a few key launches.

Confirming it is still stuck on Hard Candy, Wal-Mart Stores Inc. is adding several items to its exclusive line, including whimsical holiday promotions.

Given new life as a proprietary line at Wal-Mart in 2009, Hard Candy is produced by NuWorld Beauty. Maintaining the fashion-forward position of the iconic brand, NuWorld president Stu Dolleck said the line continues to be “first to market,” with many innovations.

“We bring excitement. We try to deliver creativity and uniqueness at incredible prices that you’d pay four times as much [for] at specialty or department stores,” he added. Wal-Mart’s fall planogram has 298 stockkeeping units, with an average price tag of $6.50.

Previewing the new items, Dolleck and his team singled out a few key launches. One is a Plumping Serum Gel Stick lip product priced at $5. The gloss is infused with mango butter to fulfill consumer demand for multifunction.

Jumping into the hot brow category, Hard Candy has added Brows Now, a volumizing eyebrow gel and application brush. Available in two colors, the new item retails for $6. Among eye initiatives are Fierce Effects, a high-intensity eye shadow, and Top Ten Trendsetter, a collection of fashion-forward colors.

You May Also Like

For face, Hard Candy has Glow All the Way, a luminizing highlighter, and Cheeks and Balances, a contouring stick. Additional cream colors are now a part of the assortment of existing nail lacquers.

To support the fall products, Hard Candy has a Twitter and Instagram contest — at hashtag HCFierce4Fall — in which people can post photos to win the title of brand ambassador; the winner also gets $500 in credit at Wal-Mart and a gift basket of Hard Candy products.

For holiday, the line showed unique ornament packages, including lip balm in a disco ball as well as a kit of bestsellers. Most holiday items are priced for less than $10, but there are some, such as the 15-piece Best of Collection, that retail for just under $20. “We are trying to bring true-value gift sets of products that women will really use,” said Dolleck.

Flower by Drew Barrymore is the only other exclusive line at Wal-Mart. Each has its own target market: Hard Candy skews younger and more edgy than Flower, which has its own fan base that is especially interested in ingredient stories.  Industry sources estimate the two brands deliver more than $100 million in yearly sales.