2014-02-16 21:49:45
Nails Inc 'Packages’ Fashion
2014-02-16 21:49:45
By Marie Redding, Associate Editor
A former fashion editor of the UK's Tatler magazine, Thea Green got into the nail business in 1999, when she noticed the many nail salons on every street corner in New York City. She returned to London and opened a nail bar, along with a business partner, offering manicure services, as well as selling nail polish.
Now, Nails Inc products have become one of the UK's best-selling nail brands. The brand is also available in the U.S.,
|
|
South Africa, Australia and the Middle East. The company's own eCommerce site for the U.S. market is also set to launch soon.
Nails Inc is known for its innovative formulations and kits that are designed to make it easy for the average woman to create special effects and trendy 'nail art' looks at home. And its packaging commands as much attention as the looks that can be created with its lacquers.
Product innovation is based on fashion trends, according to Green. The brand's new colors each season are based on designer runway collections. Green and her team attend their favorite designer shows, and translate the colors and textures into polish - all in under 10 weeks.
Sparkle & Shine
Round bottles are the brand's signature shape for the majority of its colors and special effects - but the caps sometimes change. Different colored caps, or labels are added, decorated to show the type of effect the user can achieve with a specific polish.
For instance, 'Feather Effect' contains tiny feather-like particles, in a range of pastel shades, formulated to create a feather-like effect on the nails. The cap is decorated with a bird.
" Feathers have been seen all over Couture runways, from
|
|
leading designers such as McQueen and Marchesa, lending a whimsical and feminine elegance to the lines of designs," says Green, describing the formula's fashion inspiration.
Graffiti is a polish formulated with various particle shapes, sizes and textures – in neon colors - and looks more dramatic over white polish. The cap is decorated with a label that has the name, Graffiti, written in neon. It resembles the look that can be achieved on the nails.
The brand's new Galaxy collection has bottles with shiny silver caps. The polish is formulated with ultra-fine iridescent pearl and crushed foil effect particles, for a 3-D effect. (However, this collection is not available in the U.S.).
The Crystal Colour Nail Polish collection has caps that demand attention - they're encrusted with over 100 individual crystals. The bottles are also packaged in a gift box.
A Magnetic Cap Creates Special Effects
|
|
One of Nail Inc's special effect lacquers has a cap that does more than just illustrate a look – it helps users to create the look.
Magnetic Polish lets users create different patterns on the nails, including Wave, Star, and Fishnet – instantly, and with little effort. The caps contain magnets on top. The polish is formulated with metallic particles, so when the cap is held over the nail, a pattern appears on the nail.
"The iron powder in the formulation gravitates towards the magnet, which forms the design using magnetic force. The secret pattern is hidden in the magnet," explains Sharon Dickinson, Edcon's International Brand Manager in South Afriica.
On-Trend Kits that are User Friendly
Nails Inc creates a slew of different types of limited edition kits,
|
|
each designed to make a trendy nail art look easy to recreate. Kits include different special effect lacquers – and the right tools.
The brand also partnered with Swarovski Elements to include sparkling crystals in some its kits, called “Bling It On,” to create 3D, jewel-encrusted nails. (See these kits here.)
The ‘Bling It On’ Emerald kit contains a green polish and matching glitter in a jar with a screw top. There’s also an application tray and dusting brush.
Looking for more cosmetic packaging, please go to www.topbeautysh.com
LinkedIn
