US company Sally Hansen is looking to take advantage of the growing nail category in the UK by launching its Diamond nail range onto shelves. After launching Hard As Nails forty years ago, the company now claims to take a 26% market share in the US in the nail care sector and in the past four years has focused on expanding the brand, entering 64 markets, including many countries in Central Europe, recently appearing in Sweden and now looking to Norway and Denmark, Eastern Europe, Asia and the Far East. The company has further plans to expand into both China and India in the near future.
With an array of launches in the pipeline, such as 4 in 1, a nail polish for those who are time poor, Natural Shine, a polish which also acts as a buffer, and Brightener, a lip gloss designed to make teeth look whiter, Sally Hansen has its foot firmly on the accelerator. In the hair removal category, Spray on - Shower off is a depilatory spray with a vanilla scent ready for launch in the US in mid-2007. Hansen for Men is also set for release soon in the US. And, following the organics trend, the company is to launch a mineral lip product in late spring.
The company says it is constantly seeking out new and improved ways to 'turn the manicure regime on its head'. Harvey Alstodt, ceo of Del Laboratories/Sally Hansen explained, “When it comes to innovation, we by far would stand at the top of the ladder.” When asked if Sally Hansen had any interest in acquisition or mergers, Alstodt stated that the company are looking to buy.