Nails Inc New Look and Alexa Chung!
Nails inc have revealed their new nail polish look, and officially announced Alexa Chung as their new Brand Ambassador, and face of Nails Inc. Alexa posted the below picture of herself on Twitter, with a bottle that says ‘NailKale’ – yes, this is nail polish with kale in it. Has the world gone completely mad!?
Apparently not – the hipster superfood is good for the nails too, who knew!
Anyway, the new Nails Inc bottle, redesigned by Fabien Baron will appear worldwide from August this year as part of the brand’s 15th birthday celebrations.
It’s COMPLETELY different! With a new logo, and a new bottle shape, the new Nails Inc has a modern sophistication about it. Explaing the reasons behid the change, founder and MD of Nails inc, Thea Green said: “The nail industry has exploded in the last few years and for the first time in the UK sales of nail varnish are hitting those of lipstick It is the right time for the brand to step up a gear. We’ve had an amazing 15 years, grown exponentially and our re-branding strategy will ensure our next 15 years supersede the past 15. It is a hugely exciting time for Nails inc.”
ABOUT THE BOTTLE
Here’s what Nails inc have to say about the new bottle:
“The new Nails inc nail polish pack consists of a unique concave profile glass bottle and a luxurious metal cap/applicator. The heavy glass bottle, which now offers 14ml of product (40% more polish than current Nails inc bottle), is designed for maximum visual impact and features a positive cap alignment feature. The unique and premium quality metal cap continues the concave pack styling and is finished with a luxurious polished surface finish.
“The overall weight of the cap and applicator elevates the overall marketing position and presentation of the pack. The internal construction of the cap provides a click fit assembly to the bottle and offers a separate consumer applicator that is perfectly designed to enable superior application of the nail polish. The innovative brush design has been developed to provide the consumer with incredible performance, application and control.”
I’ve yet to have a look or touch of one of these bottles, but will report back when I do! Thea Green is clearly thrilled with the Fabien Baron collaboration, and the results, saying: “When working with Fabien, I had a clear vision. I wanted our bottle to stand up to that of a luxurious fragrance bottle. A heavy glass bottle finished with a first-class weighted metal cap – a bottle that our customers fall in love with, that’s no longer throw-away. The final design is exactly that – fresh, modern and luxe. Working with Fabien has been a complete inspiration and I’m excited to see what our continued relationship will bring to our brand.”
Alexa Chung will feature within the brands fashion-led campaign photography shot by Rankin, as well as being brand ambassador. Oh, and she has also ‘creatively collaborated’ on an innovative line of fabric inspired co-branded polishes, which launch in August this year.
Debuting in Nails inc’s new bottle designed by Creative Director Fabien Baron, the range of six polishes embraces a new era of fashion forward fabric effects for nails. There wioll be a sneak peek ahead of the August launch, as the brand pre-launches the first product Red Lace in its original bottle on Nailsinc.com in June (£12). With only a limited run, Red Lace is set to be the hottest and most coveted beauty launch of the summer.
The full Alexa Chung collection looks like something to get excited about! Here are details on all the polishes:
ALEXA LACE IN RED – The fine detail of lace has been brought to life using the latest red matte particles in different sizes creating a delicate lace effect, especially when applied over your favourite nude. Nails inc recommend Colville Mews.
ALEXA CASHMERE IN MINK – gorgeous warming mink shades of matte polish are fused with pure glass pearls to provide a subtle sheen and a luxurious Cashmere texture. “For me fashion is all about texture and colour. I love cashmere, it’s so luxurious. My favourite feeling is pulling on a cashmere sweater,” says Alexa.
ALEXA SILK IN BLACK – smooth and rich shades are complimented by a fine pearl which flows through the polish like silk.
ALEXA LEATHER IN BLACK – inspired by Alexa’s love of our black leather polish, we’ve dedicated this best-selling and award winning polish to her. The polish uses cutting-edge technology which allows it to dry with a matte leather texture. “I’m a huge fan of the black leather polish. It was my favourite look on the shoot. The effect is so cool and I love the matte texture. I’d wear it with a Breton T-shirt for an edgier look,” says Alexa.
ALEXA SEQUINS IN BLACK AND GOLD – fine matte black particles provide the perfect backdrop for the bold gold metallic glitters, giving the effect of an amazing sequin dress.
“My favourite polish in the collection is sequins. It’s classic and easy to team with lots of different outfits. Often I dress relaxed and in a tomboy kind of way, so it’s nice to have a little disco on my nails,” Alexa says.
ALEXA CAMOUFLAGE – blending a mix of green and nude metallic and matte particles to create an innovative camouflage effect for the nails.
Read more from Alexa herself in this exclusive interview with Vogue.com.
The Alexa Chung Nails inc Collection will be on sale at counters, and nailsinc.com, £15 each, from August 2014
