Borghese signs marketing deal with Del Labs
NEW YORK Del Laboratories, which was recently acquired by Coty Inc., has inked a licensing deal with Borghese, a New York-based cosmetic, skincare and fragrance company, to bring to mass a Borghese nail, hand and foot care line.
“I am a very hands-on chief executive officer and I didn’t think I could put together a licensing partnership I would be happy with, but when I met Harvey [Alstodt] and the Del team I knew I had met a partner as high-quality and particular to details [as Borghese],” Georgette Mosbacher, president and chief executive officer of Borghese, told beauty editors during a launch event held Tuesday at her Uptown home.
The collection, which is comprised of nearly 100 SKUs and 48 nail color shades, is rolling out to Ulta and select drug chains, including CVS, Walgreens, Rite Aid and Longs Drug Stores.
Each product is infused with Borghese’s exclusive Acqua di Vita Living Water Complex. In addition, the line is free of DBP’s Toluene and added Formaldehyde.
The nail color, which is priced at $8 each, is unique in that it features a Dual Curve Tip Brush that is custom designed to hug the shape of the nail.
For nail treatments, there’s Magnetico Adhesive Base Coat ($9), which bonds nail lacquer to the nail surface to keep manicures fresh for up to 10 days; Presto Fast Dry Top Coat ($9), which sets and seals nail lacquer in 30 seconds with a chip-resistant finish that lasts for up to 10 days; Brilliante Base & Top Coat ($9), which is a rapid-dry formula that bonds nail lacquer to nail surface for longer wear; Maximo Nail Growth Treatment ($15), which maximizes nail growth with nail-fortifying collagen, vitamin E and amino acids; Hydrati Nail Moisture Treatment ($15), which restores hydration and increases strength and flexibility; and Duro Nail Strengthener ($15), which builds a protective shield that surrounds the nail.
The collection also includes cuticle treatments, manicure aids such as Finale Fast Set Nail Spray and a range of hand and foot care products.
“This was to get us into luxury and we felt that the time was right,” said Alstodt, president of Del Cosmetics.
Alstodt added that what also makes the line unique is that it is a non-fragmented line so the entire collection will be merchandised together in the store. The displays, which will range from freestanding units to salon presentations, will vary depending on the retailer. National advertising is expected to kick off in February.