Orly nail care to make first major foray into mass beauty market

MINNEAPOLIS — Target is bolstering its exclusive beauty offerings by launching the new Orly Color Amp’d nail polish collection this spring.



Orly Color Amp’d will be available exclusively on Target.com starting Feb. 23 and in all Target stores beginning March 8. Prices range from $9.99 for Flexible Colors and Flexible Sealcoat to $14.99 for a Launch Kit containing a Flexible Color and Flexible Sealcoat. The launch, which coincides with Orly’s 40th anniversary, marks the Los Angeles-based brand’s first major foray into the mass beauty market.



“We know our guests look to Target for on-trend beauty products and innovations,” stated Christina Hennington, SVP, health and beauty at Target in the company’s A Bullseye View newsletter. “Launching Orly Color Amp’d exclusively at Target makes it easy for guests to experience the latest nail care technology and a new array of spring-inspired colors — all without making a trip to the salon.”