ALLURING NAIL POLISH: Allure is no longer content to simply write about beauty — now editor in chief Linda Wells and her team want to create it, too. In the ever-expanding world of magazines as brands — and attempts to find new revenue streams beyond advertising and circulation — Allure has linked up with Butter London to develop a limited-edition nail color collaboration launching in August. Called the Arm Candy collection, the assortment will include seven stockkeeping units. Six, each 0.4-oz for $15, are individual shades; a seventh sku is a set of four shades, each 0.2-oz. and sold together for $30. All will bear both the Butter London and Allure names.

This story first appeared in the April 3, 2015 issue of WWD. Subscribe Today.

“We’ve done collaborations before, but they were very much one-offs for anniversaries and such,” Wells said. “What we wanted with this collaboration was really to have a partnership, not just put our name on something for a moment and have it disappear.”

The six freestanding shades are Nude Stilettos, a sheer pink-nude; Statement Piece, an opaque orange-red; I’m On The List, a metallic rose-gold; It’s Vintage, an opaque rust; Disco Nap, a glittery charcoal, and Lust or Must?, an opaque charcoal-brown. The set lacquers are So Major!, a shimmery loden green; The Sweet Spot, an opaque dusty pink; Violet’s Revenge, an opaque blue-purple, and Front Row, an opaque wine.

The lineup will be sold in about 2,500 doors, including Sephora, Ulta, Nordstrom, Macy’s and, from Aug. 1 through March 2016. Wells declined to discuss sales projections — or how beauty brands might feel about Allure not just covering them, but also competing with them. Industry sources estimated that the lineup could do $2 million at retail in its six months on counter.