NEW YORK — Coty’s Sally Hansen brand is looking to capitalize on a big social media trend with its latest launch. The brand will be introducing the first DIY nail it in the United States with its Sally Hansen Chrome kits, inspired by the Instagram trend of sharing #chromenails.
The limited-edition kits will be available in rose gold, peacock, holographic, gunmetal and mermaid. The kits each contain Miracle Gel Black-y O Base Coat and Miracle Gel Top Coat, as well as Chrome powder, Special Effect top Coat and a sponge applicator. To create the look, shoppers should apply two thin coats of Miracle Gel in Black-y O or Miracle Gel in Frill Seeker and allow to dry for two to three minutes, then use the applicator dipped in Chrome Powder on the nail with light pressure. They then apply the Special Effect Top Coat and allow to dry completely before sealing with Miracle Gel Top Coat.
The mermaid, rose gold, peacock and gunmetal kits will be available on Target.com starting in mi-August with a retail price of $20. The holographic kit will launch exclusively at Ulta stores in September and Ulta.com in October with a retail price of $30.