Sephora is making a bold statement to nail polish aficionados: The pods are coming, people.
Riffing on the idea of its multishade holiday makeup blockbusters, the brand is launching a set with 24 one-time-use nail polish samples, packaged together in a $39 set, which will bow on sephora.com in late April and brick-and-mortar doors in early May.
“We know our guests love to experiment with new nail shades, and this allows them to preview our 24 bestselling Formula X shades before committing to a full-sized bottle,” said Kristin Walcott, vice president and general manager for Formula X for Sephora’s Kendo brand incubator. “Each Press Pod has a built-in brush and covers all 10 nails in two coats of Formula X. Not only are they great for experimenting with color, they’re ideal for travel because they are so small.”
The chief challenge, said Walcott, was developing a flow-through delivery system that keeps the color from drying out. “And, because the pods are tiny, we paid a lot of attention to creating a specialized brush,” she noted. “You pop off the top of the pod, roll the brush between your fingers and a dot of nail polish will appear from the middle of the brush. Apply it in the center of the nail, and brush.”
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More of Formula X’s 200 nail shades will likely be available in future sets.
The set will be available in Sephora’s full distribution, 348 freestanding Sephora doors and 446 Sephora inside J.C. Penney stores, in North America.
Walcott declined comment on projected sales, although industry sources estimated that the set could do $2 million at retail in its first year on counter.