Cutex hopes to add a shine to the nail polish remover category with a revamped collection of removers along with a foray into the color polish category.
This is the first initiative from Cutex since the brand was fully brought under the Revlon umbrella last year. Revlon, which had owned the brand’s U.S. operations, acquired the international business from Coty last summer and earmarked the leading nail polish remover brand for revved-up growth.
The polish and the remover business can use the jolt. Hampered by the downturn in lacquer sales, remover sales are also sagging, off about 5 percent, according to year-end data from IRI for multiunit doors.
To that end, Cutex is bringing a fresh approach to nail, hand and foot care with a regimen of products targeted at specific needs. The New Cutex Nail Care Collection rolls out this month to chains including HEB and Meijer, as well as online at Jet.com and Amazon.com. The entire line has been repackaged to better stand out on shelves.
Cutex’s lineup has been divided into five areas. A key category is removers, which have been enhanced with vitamins, botanical oils and proteins to nourish nails and assist in removing longer-wearing formulas. A touch of fragrance has been added to make removal more of a home-spa experience. In addition to liquid options, Cutex offers Swipe & Go Nail Polish Remover Pads. Remover price points range from $2.99 to $3.99.
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Hoping to leverage its power in removers, Cutex is introducing color merged with care with a collection of 21 shades under the Care + Color banner. The vitamin-enriched strengthener lineup has a protective base coat that nourishes nails. According to Cutex, 98 percent of users said nails felt stronger after use. Color + Care retails for $6.99.
Cutex is expanding into nail-care products including treatments and cuticle care. The goal of these products is the help restore, condition and protect, resulting in healthy nails. Retailers said this is a growing area because women are getting gel manicures which some women felt damage nails. Cutex officials also noted daily chores and harsh weather take a toll on nails and cuticles. The nail-care formulas are infused with vitamins, oils and nail strengthening nutrients.
Completing the regimen are hand and foot creams and tools. The creams hydrate skin, nails and cuticles. The nail tools range from cuticle clippers and nail files.