French beauty retailer, Sephora opens its doors to OPI ‘s ‘Glee’ limited edition nail colour collection in stores in the US.
“We’ve been very careful and strategic with the ‘Glee’ brand. This is a long-term brand for us, and it’s not just about getting products on the shelf – it’s about making sure whatever we do complements the show. Sephora is very committed to what is hot now, and that is a key attribute of the show. They are also supporting this with a multiplatform marketing effort. Further, fragrance and colour cosmetics are also on our radar as we are already in discussions for both, and one could come by the end of the year. We’re going to add freshness and news along the cycles, rather than all at once”, says Robert Marick, Executive Vice President, Twentieth Century Fox Consumer Products.
There are going to be seven shades meant for individual sale: Slushied, an opaque blue; Hell to the No, a bold purple; Gleek Out, a lime, glittery green; Diva-in-Training, a poppy pink; Who Let the Dorks Out, a peacock green; Miss Bossy Pants, a rich raspberry, and Mash-Up, a pearlescent green gray.
The collection will be sold in all 270 freestanding Sephora stores in the US, all 210 Sephora/J.C. Penney doors in the US and on sephora.com.
Posted on: 14.1.2011
Source: www.wwd.com
