This week聽MAC Cosmetics聽announced the upcoming launch of 65 new enamel shades. What, only 65?
The new line will be introduced globally, starting with US stores this July, and September throughout Canada, Asia and Europe. Only 30 of the new shades will be聽permanently聽available in MAC stores, with the rest rotating seasonally. With only 8 enamel colours currently available full-time, it’s clear that MAC is looking less at short-term collaboratives, and is hoping to create a core collection which consumers can purchase again and again.
Nail enamel has quickly become one of the biggest booming beauty items in the last few years — neon colours (which are reportedly banned in the US), creative DIY textures (those hit-or-miss caviar creations from聽Ciate)… and even some that are scented (made by Korean beauty company聽PeriPera).
“We support hundreds of fashion shows and we were starting to see an increased emphasis on nails over the last few seasons,” MAC says. “Also, nails are the fastest-growing segment of U.S. prestige makeup. The category is up 67 percent and is currently a $32 million dollar business in prestige. It is a category that has primarily been in the salon and mass channels in the U.S., so there is tremendous potential in the prestige space. Nail color is an affordable indulgence and women continue to trade up in it.”
I don’t know a lot about MAC’s nail polish to say if this will be a winner or not… but none of these shades look particularly exciting. Will you be shelling out $16 for a bottle?