Insight
A duo of entrepreneurs wanted to launch a new nail polish into the UK market.
The brief: “We already have a strong nail art brand and want to add to our portfolio of cosmetics. We think we have a good brand name but our brand identity really needs help. We’re also on a mission to get to London Fashion Week.”
Implementation
A full brand audit was undertaken, including insight into competitors, market positioning, price points and customer profiling. Following careful analysis, a range of options were presented for brand launch. The strategy revolved around personifying the brand ‘Nella Milano’ and bolstering her Italian design and fashionista credentials. A new visual brand identity was created to give the brand desirability and impact.
A media campaign to support the brand launch was created to offer the latest looks from Nella Milano and suit the season’s hottest shades and looks. Nail polish samples were sent out to beauty editors to keep content fresh and on-season. We also undertook a tour of all the major magazine houses in London and offered journalists a free manicure and polish with Nella’s stunning colours.
A series of beauty PR events were set up in partnership with Cosmopolitan magazine to treat readers to a free nail polish from one of Nella Milano’s top nail artists.
By reaching out to contacts in the fashion world, we also managed to gain product placement of Nella Milano at London Fashion Week.
Impact
The new brand was unveiled on bottles and quickly became a hit with customers.
The media campaign hit national, regional, trade and beauty bloggers and were met with rave reviews.
Over 20 beauty editors gained the Nella Milano experience.
The events with Cosmo really helped lift the level of brand awareness.
The campaign was topped off with product placement at London Fashion Week. The product appeared in pictures with top models, stylists and fashionistas.
“Thanks Big Wave PR for bringing Nella Milano to life. We were delighted to be at London Fashion Week, especially in our first season and to have so many rave reviews.”
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