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PICK THREE: Ruffian is entering the nail polish category, and asking consumers for help with nailing down its debut shades. Launching in partnership with Birchbox, the Ruffian Nail Lacquer Collection will begin as a limited-edition range of three colors inspired by the upcoming spring line. Through Wednesday, Birchbox’s Facebook fans will be asked to choose three of five possible shades, which pay homage to various elements of the “Ruffian world.” In September, the winning hues will be mailed to Birchbox subscribers and featured at New York Fashion Week.

“We are [pleased] to launch our collection of nail polish nationwide to the 500,000 subscribers of Birchbox,” said Brian Wolk, co-creative director of Ruffian, who added that the move into nail color was inspired by a growing cult following behind the Ruffian Manicure, a two-color reverse moon design. “Offering nail polish in our runway colors will be the perfect continuation of our passion for beauty.”

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This story first appeared in the February 26, 2013 issue of WWD. Subscribe Today.

According to Wolk, the brand is in talks with “major beauty retailers” to secure a simultaneous release of the collection into brick-and-mortar stores. For Birchbox, the initiative marks its first designer collaboration, and an opportunity to crowdsource its digital fan base. “We saw that Ruffian had a really beautiful idea and thought we could make the launch big through our audience on social media,” said Katia Beauchamp, cofounder of Birchbox, who added that future product collaborations with designers are planned. “Consumers, more than ever, love to get close to a brand so why not let them tell us what they want to buy.”

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