The Sephora by OPI Glee collection will feature 10 nail colors and 3 nail print designs, in an attempt to use the show’s success to reach out to its millions of fans, or ‘Gleeks’.
"Sephora is committed to bringing our clients what's hot now, and there is nothing hotter or more culturally relevant today than Glee," said Michael McGeever, senior vice president of Sephora Originals.
Launch coincides with Valentine’s Day and Super Bowl
The collection will be available from February 3rd, coinciding with the show’s special Super Bowl XLV episode, and will be supported by a multi-platform marketing campaign including key in-store placement, an in-store event, a national magazine advertising program, a spring catalogue feature, and robust e-mail and online initiative.
"Our goal with this exclusive, limited-edition Sephora by OPI collection is to reflect the unique spirit of the show – vibrant, creative and bold – while bringing our consumer another exclusive must-have that they couldn't find anywhere else," McGeever continued.
Sephora will also use the Valentine’s Day episode of the TV show to give viewers a glimpse of the nail polish collection.
As well as this an in-store launch event will be held in Los Angeles on February 12th featuring one of the hit show’s characters and the head make-up artist.
Use of social media to drum up interest
As part of its online campaign, the beauty firm will host contests on social networking sites on Twitter and Facebook to encourage fan interaction, and raise interest in the products.
Robert Marick, executive vice president of Fox Consumer Products, believes it is the show’s strong fan-base and cult status that makes it the perfect choice for merchandising in this way.
"The Sephora collection takes the essential elements of the Glee brand and incorporates them into the ultimate means of self-expression for fans of the show. This merchandising program continues our pursuit to bring Gleeks the very best products that will allow them to celebrate and live Glee in every aspect of their lives," he said.
The Sephora nail collection by OPI, who have recently been acquired by Coty, will include individual full sized colors and a six-piece mini-set collection that will feature exclusive colors only available through purchase of the set.