Sally Hansen is looking to social media and hijacking salon looks to shore up retail nail color sales. It will launch limited-edition Sally Hansen Salon Chrome kits at the end of this month.
The nail-care brand, which delivered a windfall to retailers by creating a product allowing consumers to get a gel-like polish at home with Miracle Gel, hopes to rustle up retail sales again. Miracle Gel became one of the biggest launches in the mass arena, according to IRI, hitting sales exceeding $100 million in its first year on the market.
This time, the Coty-owned firm tuned into an effect trending on social media: Chrome nails were tagged on more than 385,000 Instagram posts alone. The new product was designed to work specifically with Sally Hansen Miracle Gel to produce a similar look to what’s accomplished in salons using a UV lamp, cured gel and chrome technology. Prices at salons can range up to $100 for the process. With the new kit, consumers can do their own chrome looks for less than $30.
Sally Hansen executives said they are developing technology that make salon nail styles achievable at home. This is the first of what will become a host of limited editions that are inspired by salon trends on social media, according to the company. Industry sources said a series of limited edition collections could add at least $40 million in sales in the next year. Coty did not comment on sales figures.
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Hopes are these launches can trigger sales at retail. For the 52-week period ended July 9 tracked by IRI, nail color sales continue to sink, down 14.8 percent over the year prior.
Five shades are offered in the chrome collection including Rose Gold, Peacock, Holographic, Gunmetal and Mermaid. They can be removed without soaking and using regular polish remover. The new Sally Hansen Salon Chrome kits in Mermaid, Rose Gold, Peacock and Gunmetal will be available on Target.com beginning mid-August for $20 each. The Sally Hansen Salon Chrome kit in Holographic can be exclusively found at Ulta Beauty stores on September 1st for $30, followed by online in October. The exclusive large kit includes the Miracle Gel Black-y O base required to achieve the chrome design and the Miracle Gel top coat. Additionally, the Sally Hansen Salon Chrome will be sold at Walgreens, Rite Aid, CVS, Meijer and Kroger and available online at Amazon.com, Target.com and Ulta.com.