Demi Lovato, The New Black Partner on Nail Polish Line
Photo by Tyler Boye
There is a new factor in nail polish: Demi Lovato.The judge on Fox’s “The X Factor” and “Heart Attack” singer is doing a duet with The New Black by launching three $14 three-piece kits and two $22 five-piece kits with the nail lacquer brand, first at Ulta officially in November. Industry sources estimated the collaboration would result in sales of $1 million. The New Black has been handling Lovato’s nails for public appearances for about a year, and several of the nail designs she’s worn garnered considerable attention on Twitter. It was a logical next step for the brand to work with Lovato on products, according to Robin Coe-Hutshing, chairman, cofounder and creative director of Gold Grenade, the Santa Monica, Calif.-based product development, marketing and branding firm behind The New Black.  For More

Demi Lovato, The New Black Partner on Nail Polish Line

Photo by Tyler Boye

There is a new factor in nail polish: Demi Lovato.

The judge on Fox’s “The X Factor” and “Heart Attack” singer is doing a duet with The New Black by launching three $14 three-piece kits and two $22 five-piece kits with the nail lacquer brand, first at Ulta officially in November. Industry sources estimated the collaboration would result in sales of $1 million.

The New Black has been handling Lovato’s nails for public appearances for about a year, and several of the nail designs she’s worn garnered considerable attention on Twitter. It was a logical next step for the brand to work with Lovato on products, according to Robin Coe-Hutshing, chairman, cofounder and creative director of Gold Grenade, the Santa Monica, Calif.-based product development, marketing and branding firm behind The New Black.  For More

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