Beauty pro division

Is it really still all about the color?

Editors gathered this past week at Bryant Park Hotel to view former founder; Dineh Mohajer 90’s color hit; Hard Candy as they launch into Wal-Mart. Yes, I said Wal-Mart. You may think I am being hard (no pun intended) on this polish performer but for those of you who worked at Neiman Marcus in the 90’s where the brand was largely carried at the time will remember when they were acquired by LVMH for $30 million. With that said, consumers today should expect the comeback to be fierce! They have had numerous owners over the years from Urban Decay who is now managed by Castanea Partners to Falic Fashion group. Yes, it’s quite confusing!

More importantly, Wal-Mart and Hard Candy should note that a lot has changed in the nail industry since the brands inception in 1995. For example, most brands today are formulated exclusively without the use of potentially toxic ingredients including phthalates, toluene, and formaldehyde. The releases on the launch include several classics from the previous Hard Candy collection but are they going to be in style? Do they have plans to reformulate to stay on pulse with the market?  We know that the economic downturn affecting salon manicures has not resulted in the increased spending of at-home nail kits. Women today have a strong desire to sustain a more “natural” look. Drug stores continue to dominate the sales of this category verse the mass market retailers, especially superstores like Wal-Mart. There is also a limited audience that is curbing the growth of these brands.  

Vegan Nail Care 

Today nail polish brands have gone vegan. The best selling colors are those that have a soft white wash and strive for the natural nail. Though the mystic black trend remains on the rise it’s not enough to build a brand entirely. Bright colors remain an editorial favorite on the toes of those well-heeled in the summer months but they are not as commonly sported on the hands.  

Glitter, Not Really 

For make-up (yes Hard Candy will continue its facial cosmetics) most of what we have seen forecasted for 2010 has not been glitter gloss but rather moist nude lips and very smoky eyes. Experts suggest that 2010 may be the year of the lip stain but uber shimmer, not so much.  

Treatment Benefits vs. Color

When Hard Candy launched it was strictly about the color, no treatment or nail benefits. Most competitive color brands, even non-mineral, must have a treatment aspect as a return on the investment to the consumer, whether it be; UV protection, hydration, anti-oxidants, anti-aging, plumping and so forth. This remains regardless of price point. Consumers want nail nutrition while being chip free.  

Let me know your thoughts. The packaging for Hard Candy is most adorable and I am confident that the press will love writing about it. My question remains, however, will consumers buy the product?