Nail Polish Adds a Fresh Layer to the Joe Fresh Style Beauty Collection
Signature shade created to support Fashion Targets Breast Cancer campaign
Toronto, ON (March 25, 2010) -- Following the success of the cosmetics launch in 2009, Loblaws is pleased to introduce the new Joe Fresh StyleTM nail polish collection. The collection will be available mid-April in 27 colours.
“Our customers continue to enjoy the Joe FreshTM clothing and accessories we bring in each season – and they love Joe Fresh BeautyTM products,” says Joe Mimran, Creative Director, Apparel, Home and Entertainment, Loblaw Companies Limited. “Nail polish is a fun, inexpensive way to bring a stylish touch to any look and a natural extension to the Joe FreshTM brand.”
The new Joe Fresh StyleTM nail polish includes a set of 18 core shades as well as a collection of colours that will change seasonally. For spring 2010, shades like Mint and Faded Violet reflect the soft, pastel colours consumers will see in clothing collections. Joe Fresh StyleTM nail polish has been formulated without formaldehyde, toluene, DBP or camphor and will retail for $4* per bottle or three bottles for $10*.
To celebrate the nail polish launch, and in conjunction with the 2010 Fashion Targets Breast Cancer campaign, a signature Joe Fresh StyleTM nail polish shade has been created to match one of the colours on this year’s target t-shirt. 2010 marks the second year Loblaws will sell the special Joe Fresh StyleTM Fashion Targets Breast Cancer t-shirt to support Rethink Breast Cancer (www.fashiontargets.ca). As with the t-shirt, proceeds from the Joe Fresh StyleTM Wine nail polish colour will raise funds for Rethink Breast Cancer.
Joe Fresh StyleTM Nail Polish Colours:
Base and Top Coat
Joe Fresh StyleTM cosmetics can be purchased in health and beauty aisles of participating Loblaw network stores as well as select Joe FreshTM Studio stores. Visit Joe.ca for locations.