Online Exclusives

CVS Nails It with New In-Store Kiosks

By Melissa Meisel, Associate Editor | November 26, 2012

Nail HQ set to hit 2,000 retail locations.

Nail care products in the mass market are predicted to reach $2 billion in sales by 2016, according to market research firm Packaged Facts, so retailers are looking capture the eye of the fickle consumer with displays and campaigns as illustrious as the products themselves.
 
“A continuous flow of innovative technologies and products designed to empower women to imitate nail salon effects simply and cost-effectively on their own has been a driving force in the growth of the nail care category,” noted Packaged Facts Publisher David Sprinkle.
 
CVS/pharmacy is looking to capitalize on this burgeoning trend. The company is launching Nail HQ, in-store kiosks that showcase nail trends and product innovations. Available in more than 2,000 CVS/pharmacy locations now, Nail HQ provides easy access to nail technology, including drugstore firsts like at-home gel kits and on-trend shades from former salon-exclusive Essie, according to the company.
 
 
In-store nail display at CVS
“With nail care sales booming, it’s clear that customers are looking to CVS/pharmacy to find the latest innovation that the category has to offer,” said Cheryl Mahoney, vice president of beauty for CVS/pharmacy. “With the launch of the CVS/pharmacy Nail HQ, we are able to feature a wide variety of the best new nail trends and technologies that she can experience in our stores and then apply for herself at home—all with the added convenience of shopping at her local CVS/pharmacy.”
 
Nail HQ will debut a former salon-exclusive—gel nail technology—with new products from SensatioNailand Sally Hansen. Nail HQ will also feature an array of new shade options and allow shoppers to view polish shades outside of the bottles through nail color strip displays.

Essie's hot nail colors arrive just in time for Winter.
The popular Nuance Salma Hayek line, a CVS/pharmacy exclusive developed in partnership with the actress, will introduce a 32-SKU Nail Lacquer collection too, as previously reported on Happi.com.Essie will also launch its newest collections at the Nail HQ every month.
 
“We are thrilled to partner with CVS/pharmacy on this amazing collaboration,” said Essie Weingarten, founder and global director, Essie. “It’s very exciting to see the nail category take its well-deserved center stage across the country.”

Of course, Nail HQ will have a social media presence too—on Facebook (http://facebook.com/CVSBeautyClub) and Twitter (http://twitter.com/CVSBeautyClub), including inspirational nail art all month-long.

“Along with this continuing flood of innovative nail care products, a combination of trends create conditions favorable to market growth,” noted Sprinkle of Packaged Facts. “These include an increase in the number of frequent users of DIY nail care products; the overlap between women who use professional nail care services and women who make frequent use of DIY nail care products.”


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