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Tangent

Core disciplines: Creative technology, CRM/Customer engagement, Customer experience, Digital

As Nails inc’s lead digital agency, we have helped the prestigious nail and beauty products brand grow globally across digital channels for the past five years. From platform development to CRM campaigns, our goal has always been to maximise Nails inc’s digital footprint and grow online sales year-on-year.

The home page on www.nailsinc.com showcases a sleek user experience design (UX) and interface, combining the dark colours of the brand, with a nude background, creating sophisticated ambience

The Brief

Nails inc competes in a crowded and competitive market. We needed to provide an e-commerce, CMS-driven solution that allowed a small team to confidently and efficiently implement content changes to the site, whilst integrating a number of functions from third-parties.

Our Approach

The mobile-first site was designed to mimic the experience of entering a store.

We created ‘Styled by You’, the industry’s first personalised gift mechanic, offering customers the chance to choose a polish and customise the bottle and packaging.

Special features include Try It On, which allows users to select a nail polish colour and see what it would look like on their hands, mirroring the experience of a high street store.

An online magazine and the chance for visitors to design their own nail polish, was also added, creating more value for web visitors.

Homepage

The Magazine

The site is available in more than 30 countries – showing off a minimalist look and feel, with strategic white space, lending a visually pleasing aesthetic to the homepage which keeps it organised and easy to read

Most Loved

In the ‘Most Loved’ section, we showcase a series of popular quality products, from nail polishes to foot files to popular trends.

One-click functionality enables users to add to their shopping bag and proceed to checkout, while the user-friendly experience crystallises what the product looks like on a woman’s hands.

Most Loved

Most Loved Page 2

YouTube videos take users inside the world of how-to guides and practical tips on teaming nail polish with make up.

Nails inc Magazine

The online magazine showcases a latest news section and blog from company founder, Thea Green. Tips, tricks and a celebrities' space help to emphasise the brand appeal of Nails inc through reportage of the likes of Victoria Beckham, Beyonce and socialite, Alexa Chung.

The brand also worked with make-up artist and social media influencer, Lottie Tomlinson, to help drive awareness and the social reach of new collections across the digital space.

Lottie’s innate style, effervescent attitude and make-up authority, were highlighted as key contributors in selecting her as a brand ambassador.

The magazine article announcing news of the brand partnership with Lottie Tomlinson, who boasts a following of 1.7m Instagram followers

Shop, Just arrived, VIP

The ‘Shop’ section enables you to explore products by type and range, ranging from nail polish colours and collections to innovative skin care ranges.

And the ‘Just Arrived’ area lays bare the hottest new arrivals to help your nails look flawless, while shoppers can become a part of an exclusive set - VIPs - when they sign up to the VIP club for just £5 per year.

Social Media Integration

Social media integration, including Facebook, Twitter, Instagram, Pinterest and YouTube, has helped accelerate the reach and engagement of the Nails inc brand across the social space.

The plugins have helped propel the brand to more than 150,00 likes and followers, totalling more than 200,000.

Results

Following the redesign, the Nails inc website received follow-up coverage in The Daily Telegraph and Mail Online.

The Telegraph chronicled the experience of using Nails inc’s new spray-on polish, while Mail Online picked up on brand ambassador Lottie’s attendance at events, with an article featuring the social media personality celebrating the launch of the brand’s Nails inc X.

Our Impact

Thea Green, founder of Nails inc, said: “Our online presence and in particular our e-commerce site, have become critical to our business strategy.

“We invested significantly in the new launch and expanded on the features of the site, which has created a significant impact on our online sales and in strengthening brand equity.”

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