With customers still unsure whether to brave salons for beauty treatments (and which to take the plunge for), nail care has become a part of the larger self-care beauty proposition. According to NPD’s second-quarter sales results, nail care saw a 29% increase in year-over-year sales, as it helps to re-create a spa atmosphere at home. Even skin-care brands like Augustinus Bader and Nécessaire are pushing that point forward with recent launches, as hand care is arguably as important as face care today. But for brands like Sally Hansen, nail color remains a priority, and it is using out-of-the-box partnerships to lure consumers.

On Wednesday, Sally Hansen announced its collaboration with Sour Patch Kids, which will be available for $5.59 at Amazon, Ulta and Walgreens, strategically in time for Halloween. Exclusively featured in its Insta-Dri franchise, Sally Hansen’s Sour Patch Kids collection is meant to replicate the success of its past collections with Crayola in 2017 and Jelly Belly in 2019. Celia Tombalakian, Sally Hansen vp of global marketing, said Sally Hansen has routinely seen a 10-20% sales lift in the periods that its collaborations have been available. In the past, the Crayola collaboration was tied to back-to-school, while Jelly Belly was pegged to spring beauty launches.

“Halloween is a key holiday for us, and it is all about color. We are a color authority, and we feel like Sour Patch Kids is something that kids love, but so do adults. It is cross-generational,” said Tombalakian, who said Sally Hansen’s color business is approximately four-times larger than its nail-care business, based on sales.

Like other nail brands such as Butter London and Olive & June, Sally Hansen has seen sales increase; its market share has jumped since Covid-19, to 44.9%, according to Nielsen. Tombalakian said the brand has seen triple-digit e-commerce growth through partners; Sally Hansen does not sell through its own DTC site. Though Coty underpeformed in its most recent results, Sally Hansen was one of the key highlights called out within its consumer beauty division.

Historically, Halloween is a big beauty holiday for all categories. Brands are likely to see some losses compared to last year, with schools experiencing uneven re-openings and in-person events still a shell of their former selves.

Tombalakian underscored the rationale for executing this collection in Sally Hansen’s Insta-Dri franchise, that offers a quick dry, salon effect with one coat of polish. “These collections have always focused on being achievable at home, but that’s even more important now,” said Tombalakian. “We can’t just put something out in the world that is beautiful, but that no one can do themselves.”

Other nail collaborations have popped up in the color realm, like Butter London’s play with Barbie that debuted last week and startup Orosa Beauty’s collection with TikTok stars and sisters Charli and Dixie D’Amelio. Butter London and Orosa Beauty have leaned on their own digital channels and, of course, TikTok and Instagram for launch buzz and sales. Sally Hansen is also leaning on traditional channels.

The company is teaming with Sally Hansen nail art ambassador Hannah Lee for how-to tutorials on social media and sending the collection with personalized Sour Patch Kids to influencers, in hopes of shareable UGC. In addition, the brand is offering the collection as a gift with purchase at Ulta.

“The idea is to make this launch craveable,” said Tombalakian. “Once people get their hands on the Sour Patch Kids collection, more people are going to want it.”