May 13, 2021

Sally Hansen Brings Chrome-Effect Nails to Mass Market DIY Consumers

Sally Hansen’s Salon Chrome kits.

Sally Hansen is looking to social media and hijacking salon looks to shore up retail nail color sales. It will launch limited-edition Sally Hansen Salon Chrome kits at the end of this month.
The nail-care brand, which delivered a windfall to retailers by creating a product allowing consumers to get a gel-like polish at home with Miracle Gel, hopes to rustle up retail sales again. Miracle Gel became one of the biggest launches in the mass arena, according to IRI, hitting sales exceeding $100 million in its first year on the market.
This time, the Coty-owned firm tuned into an effect trending on social media: Chrome nails were tagged on more than 385,000 Instagram posts alone. The new product was designed to work specifically with Sally Hansen Miracle Gel to produce a similar look to what’s accomplished in salons using a UV lamp, cured gel and chrome technology. Prices at salons can range up to $100 for the process. With the new kit, consumers can do their own chrome looks for less than $30.
Sally Hansen executives said they are developing technology that make salon nail styles achievable at home. This is the first of what will become a

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