Make Nails Stylish & Special :)
NAILS INC celebrates its fifteenth birthday this year and to mark it, the brand is introducing a new face - Alexa Chung, who will replace her good friend Poppy Delevingne - a total packaging redesign with bottles by Fabien Baron and two new nail lines created in collaboration with Chung.
"Nails are the only area where I'll really get wacky with prints and color - I pretty much only wear navy and black clothing on a day-to-day basis, but then I'll happily do a crazy nail, so Nails Inc was the perfect fit for me," Chung told us yesterday, as she talked us through the six texture-inspired polishes she has created with Nails Inc founder Thea Green for autumn/winter 2014.
Chung's favourite, Alexa Cashmere - a mink-hued matt polish, is joined by the Erdem-inspired scarlet Alexa lace, an inky Alexa Silk, two glitter polishes named Alexa Sequins and Alexa Camo and a reworking of the brand's Leather polish - made famous when Chung posted a picture of herself wearing it at the British Fashion Awards in 2012, causing a global sell-out. A kale-infused range of nail care - Nailkale - will also launch in August, whilst four of the brand's bestselling shades have been enhanced with the same kale extract and the brand's Regenerating Complex for colour with conditioning benefits. Hence the Rankin-photographed campaign imagery of Chung laying on a bed of leafy greens.
Despite adding the Nails Inc collaboration to her existing beauty contracts as creative consultant at Eyeko and INOA Colour ambassador at L'Oréal Professionnel, Chung says that she isn't someone who spends hours grooming in front of the mirror.
"It's just not me," she shrugged. "Although the thing is, I say I'm really low-maintenance but I'm always in hair and make-up for work so in reality it probably takes me an hour and a half to get ready! But in my own time, manicures and generally doing my nails is the only part of grooming I can really get into - it's probably partly from living in New York where women get regular manicures as a matter of course. I can't relax during massages and facials give me spots… basically I do the bare minimum of grooming that all girls have to do and then I'll do my nails." And are chipped nails acceptable? "Oh yeah! Absolutely. I'll get a manicure, but I'll really let it settle in. The thing with collaborations is that I only want to get involved where I can have real input, I am a horrible control freak and I have ideas all the time."
For Thea Green, the fifteenth anniversary was the perfect time for a total brand redesign, based upon customer feedback from the company's many Nails Inc nail bars and a desire to keep ahead of the curve when it comes to innovation and standing out in what is famously a very saturated industry.
but there is make nails quickly stylish you do care more then you can of your care
"We see Nails Inc as a fashion brand almost more than a beauty brand - we try to second-guess trends and work with color and texture in the same way that a fashion designer would," Green told us. "And the thing with Alexa is that she just loves nails - it was the same way with Poppy Delevingne. You can tell when someone is working with a brand purely for the money or whether they're doing it because they're genuinely interested and I've been really impressed with how involved Alexa has wanted to be."
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