Target names new nail polish shades after reality shows

Affordable range defy & INSPIRE launches in stores

US retailer Target has launched its own nail polish range – defy & INSPIRE. The line is available exclusively in its stores and aims to give professional results at an affordable price range.

The range includes 38 polish shades as well as a base and top coat, all priced at $7.49 a bottle. The five-free formula is said to be chip-resistant and can be applied and removed like any conventional polish without UV lights or special removers.

Many shades in the range share a name with popular reality TV shows, such as Simple Life, You’re Fired, Laguna Beach, Bachelor and Toddlers and Tiaras.

Dawn Block, Senior Vice President at Target, said: “defy & INSPIRE is the most recent addition to Target’s roster of exclusive brands, offering our guests access to the latest beauty technology and affording them the ability to achieve salon-quality results in the convenience of their own home.”

The range launches in stores and on the website on 17 January.