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Wal-Mart stocks shelves with Hard Candy cosmetics

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Hard Candy is coming to Wal-Mart Stores (NYSE: WMT), and I don't mean Jolly Ranchers. The high-end name in trendy cosmetics, famous for bringing unusual colors to ladies' palettes in the late 1990s, is now bringing a specially created line to the discount retailer.

Hard Candy products will hit shelves in 3,000 Wal-Mart stores next month, and will be available internationally by the spring. Products, from gold lipstick to bright green eyeliner, will range from $5 to $10 and target women between 18 and 35 (oooh! I'm just under the wire!).
This move, along with Jimmy Choo accessories at H&M and Vera Wang clothing at Kohl's (NYSE: KSS) is a sign of the changing times. Mass production has become the new couture as top designers reach out to the everyday consumer. And during recessionary times, everyone is trying to save discretionary income where they can.

Wal-Mart is trying to walk a fine line as it maintains its identity as a discount store where families can buy cheap paper towels and Ritz crackers, while also trying to attract shoppers in search of new clothing or housewares. Will the Hard Candy deal make them a more worthy competitor for Target (NYSE: TGT) or simply confuse women looking for traditional beauty aids? Time will tell, but mark me down for a few bottles of blue nail polish.

Beth works for The Options News Network (www.ONN.tv), which provides daily stock and options commentary. The above comments are not intended as trading advice.

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Last updated: November 26, 2009: 01:44 PM

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