Farmington Hills, MI-based spa products cataloger/retailer The Nailco Group aims to help consumers get gorgeous with the launch of Bebeautiful, its first consumer catalog. The 68-page book, which sells professional-quality beauty care products, is scheduled to mail on Aug. 20 to 400,000 prospects and customers of the Bebeautiful Website, which launched earlier this year.
The catalog will offer 500 items, including flat irons, blow-dryers, nail polish, antiaging creams, and massage oils. The Website offers about 3,500 SKUs. Nailco is also opening a Bebeautiful store this month, which will offer 2,500-3,000 items.
Nailco president/CEO Larry Gaynor says the catalog and the store, set to open on Aug. 24 in Cleveland, fill a void: “Consumers are looking for professional products but are confounded as to where to find them.” Although cataloger/retailer Sephora, specialty retailers such as Beauty First and Trade Secret, and even drugstore chains such as CVS and Walgreens sell professional-quality haircare and skincare products, Bebeautiful will focus on selling lines usually found only in spas and salons.
Gaynor considers spa chain/cataloger Bliss its closest mail order competitor. But Bliss, he says, is more similar to the stores that sell professional-quality products: “Bliss focuses more on the retail aspect, and we’re focusing more on the salon.”