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Marketing in Brief: Orly

This article was originally published in The Rose Sheet

Executive Summary

Orly: First product specific ad campaign will promote the company's new Satin Hues Satin Matte finish nail polish line as part of the firm's $2 mil. ad campaign that began last October. The Satin Hues "breakthrough formulation" dries in 90 seconds with the "appeal, appearance and unique texture of pure satin," the company said. Orly said the matte finish product will be the next trend in the increasingly competitive nail color market that has sent mass market polish sales skyrocketing. Advertising and in-store end caps will attempt to communicate the polish's departure from traditional offerings; shelf displays will show an "Impressionist" style painting of a woman with red nails. Print ads will include $1-off coupons for the new polish, which costs $4.95, a full $1 more than Orly's other polishes. Six shades packaged in a frosted bottle with a brushed silver cap are debuting now at chain drug and beauty stores, to be followed by another 22 shades rolling out in March. Colors include Satin Grace (beige), Satin Eloquence (lavender) and Satin Passion (red)...
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