Riding on the sales lift provided by spray on nail color, Nails Inc. is rolling out a limited-edition shade addition to its Paint Can collection that it hopes keeps sales heading in the up direction.
The color, Good as Gold Paint Can, debuts online today retailing for $12. Lottie Tomlinson, who gained fame while assisting makeup artist and hair stylist Lou Teasdale while on tour with Tomlinson’s brother’s band, One Direction, created the metallic color. Makeup, hair and nail looks Tomlinson posted to Instagram attracted more than 2.8 million followers and the attention of Nails Inc. The company will follow Good as Gold with additional Lottie Tomlinson x Nails Inc. products launching in the second half of 2016. Last month Tomlinson became part of the new YouTube channel “The Book Channel,” where beauty meets video and her videos have already reached more than 70,000 views.
“We have predicted gold to be a big trend for autumn and winter 2016, so we are excited that Nails Inc. is ahead of the trend story and is offering customers an easy application with our paint can application,” said Thea Green, founder of Nails Inc.
You May Also Like
Tomlinson explained the gold can also be used over any shade nail lacquer or acrylic for an instant fix to a fading or chipping manicure. That’s been on of the positive pushes behind the spurt in spray on nail color sales, earning the sprays the moniker of “dry shampoo for nails.”
Nails Inc. is credited with being the first to market with spray on nail color last fall. When Paint Can launched, it sold out within 24 hours making it the company’s most successful launch to date. A wait list amassed more than 25,000 e-mail addresses.
During the week following the debut of Paint Can in the U.S. in March, the company witnessed an 1,187 percent increase in new visitors to its web site versus the year before. “We also saw an 80 percent increase in conversion rate,” Green said.
“Nails are hot again and firmly back at the forefront of beauty,” Green said. “We are seeing that our customers are keen to experiment again and there has been a real return to nail art and nail innovation.” Also this month, Nails Inc. will bring its already successful U.K. Stay Bring Neon Collection to Sephora in the U.S.