“Glee” fans can soon wear their love for the show on their fingertips: Sephora, via its Sephora by OPI brand, will launch a limited edition nail color collection in stores in February.
This story first appeared in the January 11, 2011 issue of WWD. Subscribe Today.
“We’ve been very careful and strategic with the ‘Glee’ brand,” Robert Marick, executive vice president of Twentieth Century Fox Consumer Products, said in an exclusive interview Monday afternoon. “This is a long-term brand for us, and it’s not just about getting products on the shelf — it’s about making sure whatever we do complements the show. Sephora is very committed to what is hot now, and that is a key attribute of the show. They are also supporting this with a multiplatform marketing effort.”
Marick said fragrance and color cosmetics are also “on our radar,” noting he is already in discussions for both, and one could come by the end of the year. “We’re going to add freshness and news along the cycles, rather than all at once,” he said.
“There is a transformation through self-expression with both ‘Glee’ and this nail collection,” said Michael McGeever, senior vice president of Sephora Originals, which handles the retailer’s strategic partnerships. “We felt that a great opportunity existed to have a rich dialogue with the characters of ‘Glee’ and with our consumers, and Fox agreed.”
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Seven shades available for individual sale will be produced: Slushied, an opaque blue; Hell to the No, a bold purple; Gleek Out, a lime, glittery green; Diva-in-Training, a poppy pink; Who Let the Dorks Out, a peacock green; Miss Bossy Pants, a rich raspberry, and Mash-Up, a pearlescent green gray. Each will sell for $9.50.
A mini set of six for $22 will include Miss Bossy Pants, Gleek Out and Slushied, along with three additional exclusive colors: Celibacy Club, a glimmering, diamond top coat; Express Yourself to Yourself, a coral shimmer shade, and Sue Vs Shue, a navy blue. All are dibutyl phthalate (DBP), toluene and formaldehyde free.
The collection will be sold in all 270 freestanding Sephora stores in the U.S., as well as all 210 Sephora/J.C. Penney doors in the U.S., as well as sephora.com.
In addition to the nail polishes, Chic Prints for Nails Design Appliqués — precut strips of varying widths — will be available in three different “Glee”-inspired designs: Showstopper, gold stars; Berry Special, navy polka dots, and One Hit Wonder, music notes. Appliqués last two days on nails and retail for $15.
The nail collection will be featured on “Glee” Feb. 8, and at least one cast member — Naya Rivera, who plays bad-girl Santana Lopez — is already scheduled for a personal appearance at the retailer’s Century City store, with two of the show’s makeup artists, noted Marick. Facebook, Twitter and other social media are also part of the promotional plan.
While McGeever and Marick declined to discuss sales projections, industry sources estimated that the collection could generate retail sales of about $1.5 million.