Out to Launch.
Entity Nail Couture set out not just to launch a new product, but to change an industry. Tom Holcomb and Tom Bachik were internationally-known nail art competitors and innovators. Their goal was to re-awaken the artist within the nail tech and celebrate the natural beauty of the human hand.
The hardest decision a skilled craftsman can make is to change her or her tools. AI chose not to talk technology, ingredients or technique, but to appeal to deeper psychological yearnings for respect, stature and meaning. Entity Beauty grew by creating not just converts, but a community of loyalists and enthusiasts.
A growing brand.
Nanovive Skin Couture was Entity’s first brand extension beyond the nail. Adapted from skincare originally designed for acute burn patients, nanotechnology had to be explained and made relevant to the world of nail salons and day spas. AI created the name, packaging, advertising, sales literature, point of sale and a trade show exhibit complete with animation.
An enduring brand.
Entity Color Couture moved the company beyond classic French nails into color across their entire lineup of enamels, gels and acrylics. AI built on the company’s reputation for sophistication and design to introduce this upscale collection of seasonal offerings.
Research. Strategy. Implementation. Engagement.
Alfredson Inc is a research-guided, creative-based marketing and brand consultancy that brings together top talent in strategy, content creation, digital design, social engagement and more. Contact Gary Alfredson at (630) 485 9994 or alfredsoninc.com.