Target is powering up its nail lacquer business with an exclusive line from Orly called Color Amp’d.

This is Orly’s first major entry into the mass market, following the success professional brands such as Essie and OPI have achieved in wider distribution.

Color Amp’d differs in that it is not just a nail polish, but rather a two-step system delivering gel quality without the need for an LED or UV lamp. The finish is cured with a special sealing coat within eight minutes with natural or ambient light.

The collection of 36 shades called Flexible Colors along with the Flexible Sealcoat will be available on Target.com next week and in all stores starting March 8. Amp’d retails for $9.99 for the single bottles or $14.99 for a kit with both. The launch provides Target an exclusive at the most important season for nail color sales.

“Target is constantly looking for new opportunities to bring our guests great brands and products they can’t find anywhere else,” said Christina Hennington, senior vice president, health and beauty, at Target. “Orly is known for its innovative advances in nail care and focus on quality, and we’re excited to introduce Color Amp’d at Target just in time for spring.”

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Carina Breda, senior vice president of marketing for Orly, agreed spring is critical for shoppers looking to freshen up their look. “Spring always heralds the first upswing of the year in nails, and this year will be no different. Within the category, we continue to see new technologies leading the way.” In particular, Breda cited Color Amp’d’s smudge-fixing technology with shock-absorbing polymers that allow the finish of the manicure to “bounce back,” eliminating smudges or dents.

Orly, best known for the original French manicure, has been in the professional business for 40 years. “Partnering with Target on our first major foray into the mass beauty market allows Orly to reach a new audience with the latest nail-care technology and a professional-quality collection,” Breda said, adding that Target was selected for its continued leadership in beauty.

Spring 2015 will be closely watched in the nail-care category, a beauty segment that has languished in the past 18 months. According to IRI data for the 52-week period ended Jan. 25, 2015, nail-care sales are down 3.3 percent to $1.6 billion in all mass doors. But that’s heading in the right direction after declines as steep as 7 percent last April.

Target is zeroing in on nail, including lacquer, as part of its Lilly Pulitzer launch in April, and plans for new Cutex items in March.

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