L.A.’s Orly Launches Color Amp’d Exclusively at Target Stores

Orly Color Amp'd

Orly Color Amp’d

Target, everyone’s favorite collab-happy retailer, is giving girls even more reason to shop its well-stocked beauty shelves (as if we needed another one). The store has teamed with Los Angeles-based Orly for a unique new formula that’s only available at Target. The Orly Color Amp’d Collection ($9.99 each) brings a revolutionary polish to the masses that promises mistake-proof application and over a week of wear without the help of a UV light.

“We know our guests look to Target for on-trend beauty products and innovations,” says Christina Hennington, senior vice president of health and beauty at Target. “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.”

The Orly Color Amp’d collection coincides with the L.A. brand’s 40th anniversary and its the very first time that the label has brought anything to the mass market. The line is known for creating the French manicure back in the ’70s, and founder Jeff Pink is credited with creating some of the best base and top coats in the industry, as well as a color line that is quick to create trends and cult-fave colors. But the shades were only available for salons and those in the industry. With Color Amp’d, anyone can get in on the Orly action.

The new collection features  36 long-lasting nail lacquers in a huge range of colors. The new formula uses the one-two punch of Flexible Color and a special Flexible Sealcoat, which work together to give salon-quality manicures at home. The polish also features a smudge-fixing formula that self-corrects minor accidents and dents and promises a paint job that lasts more than a week. And unlike gel nails, Color Amp’d polishes come off with regular nail polish remover — no soaking or foils necessary.

“ORLY is constantly exploring opportunities to innovate, and we’re proud of our reputation as a leader in the professional nail care industry,” says Carina Breda, senior vice president of marketing at Orly. “We are thrilled to partner with Target to bring high-quality nail care products and a taste of our Los Angeles heritage to the masses, just in time for spring.”

Shop the Orly Color Amp’d Collection in stores beginning March 3 and online now at www.target.com.

Images courtesy Target

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Author:Christopher Luu for Fashion Trends Daily

Christopher Luu is a Fashion Trends Daily Senior Writer and Menswear Editor.