Walgreens Boots Alliance is taking it into its own hands to put a spark into nail lacquer sales. For a limited time, the chain is selling an exclusive nail polish collection of 10 bold colors called LuxePop Electrix.
To entice younger customers, the vibrant shades retail at a value price of $3.99. Colors include Electric Kale, Charged Lime, Shocking Sunshine and Celestial Cyan and have a fluorescent appearance popular for summer 2016. LuxePop Electrix is available in all Walgreens doors and on Walgreens.com.
The products also zero in on a growing consumer demand for nail colors free of harmful chemicals such as toluene, formaldehyde, formaldehyde resin, dibutyl phthalate and camphor. The formula is fast drying to a satin finish. A base coat and topcoat round out the offer.
Exclusive nail color collections are popping up in mass market doors including Paparazzi at CVS, Target’s Defy & Inspire and Jesse’s Girl at Rite Aid. And, owned brands are becoming a sales salvo against competition especially at Walgreens which is injecting more of its own logos and Boots properties into the beauty assortment.
Although sales are still in the red in mass doors, the consensus is the category is starting to show signs of growth. However, for the 52-week period ended May 15, 2016 in multiunit doors, nail color is still off about 7 percent.
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The affordable price tag of LuxePop Electrix could inspire multiple shade purchases and a movement to faster color changes. Some industry experts think lacquer sales slumped when women turned to the longer-wearing gels, which don’t require frequent polish refreshes.
Instagram and other social media platforms are viewed as an avenue to nudge sales as women get inspiration from talons shown off in photos. The hashtag #luxepopelectrix touts the multiple colors Instagrammers have purchased. “Love the bottles and price,” noted one.