PALM BEACH GARDENS, Fla. — MBA Beauty is looking to shake up the nail care segment with the rollout of its new tweets :), Waterworks and Dr Marvey lines.
Looking to target the tween/teen market, the beauty brand has developed tweets :) nail color, which is a water-based, two-coat, full coverage nail color for the mass market. The collection is comprised of nearly 50 shades priced at $2.99 each.
In keeping with its name and further playing off its social media product positioning, the tweets :) polish has a tag line that reads: “the nail color that communicates.” In addition, the shades bear such names as TBL (Text Back Later), SUP (What’s Up), CULA (See You Later Alligator) and AITR (Adult in the Room).
For the woman who is looking for a more natural nail polish, MBA Beauty has developed Waterworks. The water-based polish is odor-free and free of phthalates, parabens, formaldehyde, glutens, toluene and DBP. And it is not tested on animals. The Waterworks collection is comprised of more than 30 shades that are priced at $4.95 each.
The manufacturer also is looking to bolster the nail treatment category with its new Dr Marvey line. The line is comprised of five different solutions — Nail & Cuticle Care, Base & Top Coat, Repair & Recover (features three-step kits), Strengthen & Grow and Hardener. Each solution is color-coded to make it even easier for consumers to quickly identify the product benefit.
Dr Marvey is made in the United States and free of formaldehyde, toluene, DBP, camphor and gluten. The nail treatments are priced between $5.95 and $9.95.