Artistic Colour Gloss

The Brief

Entice worked with award-winning nail and beauty distributor, Louella Belle from 2011-2012. Amongst its other brands, Louella Belle is the exclusive distributor for Artistic Colour Gloss, a long-lasting professional nail treatment range from the US. Our brief was to launch this new treatment to the UK consumer press, with a five week lead time, and on a limited budget. We were also tasked with generating coverage in trade titles to drive enquiries from salons and spas to stock the product.

The Plan

One of the range’s unique selling points is that it was created by celebrity manicurist, Tom Bachik, one of Hollywood’s top nail artists, whose clients include J-Lo, Victoria Beckham and Beyonce. We planned and executed a press event to launch the range, which included a personal appearance from Tom Bachik.

Our strong relationships with key beauty press, together with Tom’s celebrity connections proved the perfect mix, helping us secure attendance from more than 60 guests. Our “Nails and Cocktails” event was held at a central London private members’ club where guests were given Artistic manicures as they were served bespoke cocktails created to match shades in the nail colour range. To secure sustained coverage after the launch event we conducted a proactive press office service across both consumer and trade titles, as well as social media outreach.

The Results

The event ignited the interest of our target press and our proactive follow up activities across both trade and consumer titles helped to drive sustained appearances in target media, from national newspapers, magazines and supplements, as well as beauty blogs and online magazines.

Key statistics:
• Annual campaign resulted in:
• More than 50 pieces of coverage
• More than 20 blog posts
• More than 50 million people reached
• More than £129,000 advertising value equivalent
• More than £388,000 perceived editorial value (Average PVE per month: £55,529)
• ROI: 13 times monthly spend (industry average is 4)