Minx Goes Mainstream
Everyone’s favorite metallic manicure goes public – of sorts.
Minx™ announced the June 2010 launch of a collaboration brand with Sephora and OPI, called OPI Chic Prints for Nail Design Appliqués. Available in all US and Canadian Sephora stores, this line is geared for consumers.
Prior to this development, Minx was only available through trained, licensed “minxicurists” as a luxe service. Minx founders Janice Jordan and Dawn Lynch-Goodwin state there are marked differences between the two product lines:
OPI Chic Prints:
- Last one to two days
- Applied with hand generated friction
- Initial intro of eight designs with additional designs for holidays
Minx Nails:
- Last 4 – 8 days on fingers, up to 4 weeks on toes
- Applied by heat
- Multitude of designs that are not available in the consumer line
The two year old line has found a big celebrity following, but the service itself is on the pricier side. Combine it with a flash that is hard to carry in an office setting, and it is understandable how this product, while desirable, needs another stream to keep momentum.
Unfortunately, this move from Pro to Consumer has outraged salon professionals that have invested time and money into training into a product that is now being introduced for anyone to use. Bottom line is this – if Minx can’t keep afloat, there will be neither consumer nor professional line. With this powerhouse collaboration, Minx stands a chance to continue and knock out knockoffs at the same time.
