I was recently browsing thru my local Ulta's nail polish section, and was excited to see a new Dermelect display! I snapped a (very unfocused) pic with my cell because I remember seeing some press release info about this.
Dermelect Cosmeceuticals, the company that introduced the 1st Peptide Infused, Anti-Aging Nail Treatments, announces that their entire Nail, Hand & Foot care range will now be available at ULTA stores nationwide and Ulta.com. Beginning January 2014, all ULTA locations will feature Dermelect’s collection of Nail Treatments and ME lacquers on end-caps throughout the month of January and then Dermelect can be found amongst ULTA’s professional assortment of products.
“By having a national presence at ULTA Beauty, Dermelect anti-aging nail treatments are now readily available to the woman who has been experiencing changes to the appearance and health of her nails. We’re excited to be able to provide our innovative solutions to help restore naturally long, strong, beautiful nails, while flaunting fashionably forward fingertips,” says Amos Lavian, Founder of Dermelect Cosmeceuticals.
ULTA will offer a variety of Dermelect’s leading Nail Treatment products, including treatment base coats, a manicure extending top coat, colored treatment lacquers and restorative creams all infused with Protein Keratin Peptide, a pure protein derived from New Zealand sheep’s wool that works to strengthen the nails and nourish the skin. Award-winning Rejuvenail Fortifying Nail & Cuticle Treatment and Timeless Anti-Aging Daily Hand Treatment along withRunway Ready Luxury Foot Treatment are mainstays of the line-up, as well as nail treatment lacquers Launchpad Nail Strengthener, Makeover Ridge Filler and High-Maintenance Instant Nail Thickener. Step-by-step Nail Recovery System provides a complete regimen to restore damaged, hard-to-grow nails in a value set. 24 shades of ME’s peptide-infused, professional-strength lacquers will round out the range combining hydrolyzed keratin with rich pigments in a 3-Free formula. In March, Dermelect will introduce three new Nail Treatments and seven on-trend spring hues.
In anticipation of Dermelect’s launch at ULTA, the retail packaging has undergone a complete revamp featuring a sophisticated, dual finish texture to better align with the high quality and efficacy of the innovatively advanced treatments. To convey the feel of the luxury treatments, the new packaging features a soft touch technology and is coupled with a high gloss finish to complement the high-shine of the lacquers. The DER ME LECT logo, seen throughout the polish collection has been carried over for brand uniformity. The messaging communicated has also been improved upon to better cater to the educated consumer, not simply listing the product’s feature/benefits but also providing key ingredient definitions.
“We are pleased to launch Dermelect exclusively at ULTA Beauty,” said ULTA Senior Vice President of Merchandising, Janet Taake. “We believe that Dermelect’s technologically advanced line of peptide infused, anti-aging nail treatments and colors will be a perfect fit for ULTA Beauty and our customers.”
To support the launch at ULTA Beauty, Dermelect will be included in ULTA’s circulars and sampling promotions. Online initiatives will include utilizing mass emails and social media Q/A’s, nail maintenance tips, and nail art tutorials to further the brand’s messaging.
The Dermelect Nail Treatments range from $14.00 for the ME Anti-Aging Color Nail Treatments to $59.00 for the Nail Recovery System.
About Dermelect Cosmeceuticals
Dermelect Cosmeceuticals was formed in 2006 to provide targeted, multifunctional treatments to the woman experiencing changes to her appearance. As a complement to invasive procedures or as a stand-alone DIY range, its no-nonsense beauty philosophy is to combine luxurious formulations with innovative technologies to achieve and maintain realistic skincare and beauty goals. In 2012, Dermelect expanded its heralded Anti-Aging, Nail Treatment category by introducing professional color lacquers, Dermelect ME, the 1st Peptide-Infused, Anti-Aging Color Nail Treatment collection. The Dermelect range covers eight key anti-aging categories including Skin Solutions, Skin Brightening, Décolleté, Hands & Feet, Total Body and Eye Care. Dermelect Cosmeceuticals is available at high-end apothecaries, beauty boutiques, salons, spas, medi-spas and doctor’s offices as well as www.dermelect.com. The Nail Treatments andME Lacquers are also available at ULTA Stores Nationwide and www.ulta.com
About ULTA Beauty
ULTA Beauty is the largest beauty retailer that provides one-stop shopping for prestige, mass and salon products and salon services in the United States. ULTA Beauty provides affordable indulgence to its customers by combining unmatched product breadth, value and convenience with the distinctive environment and experience of a specialty retailer. ULTA Beauty offers a unique combination of over 20,000 prestige and mass beauty products across the categories of cosmetics, fragrance, haircare, skincare, bath and body products and salon styling tools, as well as salon haircare products. ULTA Beauty also offers a full-service salon in all of its stores. As of November 2, 2013, ULTA Beauty operates 664 retail stores across 46 states and also distributes its products through the Company’s website: www.ulta.com.