I’m Beth, a Glitterbels Education Ambassador, and I’ve been in the beauty industry for over ten years now! One of my favourite things about nails is how the nail industry has evolved and how nails play a part in so many different people's lives.
I’m here to talk to you today about how nails can now be used as a marketing tool for big brands and product releases. I was lucky enough to be invited recently to create some content for Tallow + Ash ahead of their brand-new product release.
I was approached on Instagram and given a brief of yellow, lemon-themed nails from their marketing team before a big pop-up event. One of the most exciting messages I’ve ever received, I obviously said yes!
On the day, I set up a little manicure station in their head office and did sets of nails, all themed around their new product. It was so important to get the colour of the nails right and really make the nails pop, so it matched the campaign and really added another wow factor to the marketing materials for the launch day. I really enjoyed being able to do my job in a different environment, meet so many lovely people and see the joy that nails bring people.
A lot of brands now use nails as a marketing tool, whether it’s for their adverts and promotion on social media or whether it’s a short video showing a miniature 3D version of the product being created on the nails! Anything that catches the attention of the viewers - even if they're just looking for something oddly satisfying to watch! An example of this is Heinz quite recently asked a nail artist to recreate their favourite bottle of sauce as accurately as possible, on a set of nails using only nail products. I know I was certainly mesmerized by the video and it really stuck with me when I went to do my next food shop but it also had a massive boost for the brands engagement other examples that have done this are Old Mout Cider, Guylian and NYX. Nails can really help to build and promote a brand so make sure you look out to see how nails can really bring advertising to life!
There are plenty of other ways nails can creep into marketing such as album releases, movie premiers and even fashion shows! Hundreds of nail techs created sets when the new Taylor Swift album was recent released and when the Wicked movie premiered as well as so much more. Certain colour palettes and patterns help to really tie in the manicure to the branding and people instantly recognise the what the nails are displaying and help build a hype!
I can’t wait to see how marketing evolves using nail art and products and I'm excited to see what I can create next and where this opportunity takes me. I absolutely loved stepping out of my comfort zone and adding this to my portfolio.
Thank you for reading my blog and if you'd like to follow me for more tips advice and tips you can follow my instagram and TikTok - @bethlewisnails