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Target Is Launching a Nail Polish Brand With Shades Like Rose Ceremony and Real Housewife

Photo: Kathryn Scott Osler/Getty Images

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As Target attempts to beef up fashion and upscale offerings for its customers, it is launching its very first nail polish collection called Defy & Inspire, according to WWD. Target's Defy & Inspire line is a way for the brand to offer what it hopes will be a high-quality product at affordable prices in a category — beauty — that its customer is interested in.

There will be 38 different colors in Defy & Inspire's first collection of nail polishes, which will also include top and base coats. The collection embraced pop culture with names like Real Housewife and Rose Ceremony.

Dawn Block, senior vice president of beauty for Target, tells WWD that she hopes the nail line will fill a gap in the market that isn't being served by gel and premium polishes. The line is intended for "time-starved, budget-conscious [shoppers]," she says. Industry sources believe that the line will make $10 to $15 million in the first year, according to WWD. And because the brand will be exclusive to Target, it will also serve as a draw for the beauty section.

The new nail polish line will be available in-stores and online on January 17th. Each polish is priced at $7.49.