Demi Lovato Partners Up with The New Black Nail Polish
Demi Lovato, singer, actress and a judge on Fox's "The X Factor" is now teaming up The New Black nail polish brand by launching three $14 three-piece kits and two $22 five-piece kits. The collection will launch at Ulta officially in November.
The New Black has been handling Lovato's nails for events for about a year. Many of their nail designs she's worn got loads of attention on Twitter. It seems like a logical step for the two to work together on a line according to Robin Coe-Hutshing, chairman, cofounder and creative director of Gold Grenade, the Calif.-based product development, marketing and branding firm behind The New Black.
"We weren't particularly looking for a celebrity, and I don't really view this in celebrity terms per se," she said. "If she wasn't known for her great nails and her forward style, this wouldn't be happening."
When it comes to her nails, Lovato takes a bold approach. She will go for vivid hues, sparkles and studs, all of which are elements of the kits that Ulta shoppers can use to replicate Lovato's style at home. "They are unusual color palettes. The colors are very intense. She's into bold colors and textures," said Coe-Hutshing.
"I love all the products that I have created because I think they embody all the qualities of a strong woman," said Lovato. "It is fun to be able to create your own look down to your nails. I'm a perfectionist when it comes to my nails, although you can't always tell. I want to put something cool on my nails that expresses who I am and what I'm feeling." Of her fondness for posting nail pictures on Twitter, Lovato added, "If you have badass nails, you are going to show them on Twitter. When I have cool, awesome nails, I want everyone to see."