12.17.09
Fashion retailer American Apparel Inc. has entered the beauty category with the launch of an 18-shade nail polish line.
The polishes are available exclusively at American Apparel’s 280 stores in 20 countries. (The retailer carries a few third-party personal care brands, such as Dr. Bronner’s Magic Liquid and Smith’s Rosebud lip balm.)
“The company, which is well known for its garments’ versatility and use of vibrant colors, felt that American Apparel Nail Lacquer was a natural extension of its current product offerings,” the firm stated.
Initially, 60,000 bottles have been produced and retail for $6 each, or $15 for a three-pack. The formulas, which are free of dibutyl phthalate, toluene and formaldehyde, include colors such as a minty green hue called Office, Factory Grey and a shade of red called Downtown LA, all of which are inspired by some facet of the Los Angeles-based company.
For instance, the shade called Hassid — a dark black — is a nod to American Apparel’s Jewish roots, the firm noted.
The beauty launch stands to bolster sales for the firm, which reported in November that third-quarter profits soared 78% as a shift toward the higher-margin retail operations of its business helped offset a decline in wholesale revenues.
The polishes are available exclusively at American Apparel’s 280 stores in 20 countries. (The retailer carries a few third-party personal care brands, such as Dr. Bronner’s Magic Liquid and Smith’s Rosebud lip balm.)
“The company, which is well known for its garments’ versatility and use of vibrant colors, felt that American Apparel Nail Lacquer was a natural extension of its current product offerings,” the firm stated.
Initially, 60,000 bottles have been produced and retail for $6 each, or $15 for a three-pack. The formulas, which are free of dibutyl phthalate, toluene and formaldehyde, include colors such as a minty green hue called Office, Factory Grey and a shade of red called Downtown LA, all of which are inspired by some facet of the Los Angeles-based company.
For instance, the shade called Hassid — a dark black — is a nod to American Apparel’s Jewish roots, the firm noted.
The beauty launch stands to bolster sales for the firm, which reported in November that third-quarter profits soared 78% as a shift toward the higher-margin retail operations of its business helped offset a decline in wholesale revenues.