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DEL LABORATORIES INC. Uniondale, New York Cosmetics Supplier Nails A Hot Market.(THE NEW AMERICA)
Byline: MARILYN MUCH
Marketers at Del Laboratories Inc. knew they could make a splash with a new metallic nail polish line launched early last year.
But they didn't know that the product, Sally Hansen Chrome Nail Makeup, would become Del's most successful nail polish launch ever.
Del makes and markets cosmetics and over-the-counter pharmaceuticals to mass merchants, drugstores and grocers.
Over a 10-month period, Chrome Nail Makeup raked in nearly $50 million in sales. That was more than four times the combined sales of other new lines.
How big a hit is Sally Hansen? In September, it vaulted past Revlon Inc. to the top spot among nail enamels, according to figures compiled for Del by ACNielsen.
"Any company that can draw consumers and gain market share in this intensely competitive environment must be doing a heck of a job," said analyst William Steele of Banc of America Securities LLC. "The more successful companies are finding a focused strategy is paying dividends, (as is) having a keen understanding of what customers want."
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