Nails.Inc launches new nail polish with #NailingLife campaign
Nails.Inc has launched a new range of nail polish called It’s Topless with a campaign that aims to show a candid view of the pressure all women feel to nail life.
The It’s Topless range eliminates the need for multiple products to prep, prime and seal, with a 4-in-1 formula combining benefits of nail treatment, base coat, color and top coat, per the brand. The result is a gel-like long-lasting, high-shine finish in one step.
Created by 1000heads, the campaign unpacks the demands of life and societal pressure to be everything to everyone (and look good while you’re doing it). In a world where perfection seems to have become the new normal, women are craving beauty solutions that relieve, rather than add to the pressure they feel, the company said.
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The customer-centric campaign aims to deviate from the advertising norms of the beauty category. Research into Nails.Inc customers revealed they are looking for efficiency without compromise, a moment of respite from the chaos of juggling all of life's demands.
The #NailingLife campaign aims to answer this call. It shows the benefits of no more carting around multiple bottles, no waiting for multiple layers to dry and no extra steps.
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Founder of Nails.Inc Thea Green said: “At Nails.Inc we push boundaries in beauty product creation. It’s Topless was born out of a desire to create a truly time-saving, fuss-free solution for beauty lovers who are always on the move. The It’s Topless launch will continue to build the Nails.Inc brand in the U.K., U.S. and Canada, reaching new audiences who we know will relate to these modern life truths just as much as we do. As a female founder, I know firsthand how important it is to balance ambition and self-care whilst battling the daily hustle to 'do it all'. With It’s Topless, we're taking away a layer of complication, making it just that little bit easier to add some polish to life's niggles and sideways swipes."
Managing director of 1000heads Frank Grindrod said: “#NailingLife is about showing how Nails.Inc can relate to the bold, the busy and the fearless. The campaign candidly portrays real-life moments where It’s Topless makes an impact—from the boardroom to the breakfast table, the school run to date night. We're incredibly proud to bring this innovative product to market with this campaign.”
#NailingLife will be delivered through-the-line, featuring social video customized to TikTok and Instagram, OOH, collaborations with beauty influencers and retail partnerships with Walmart, Target, Amazon and Superdrug.
