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Struggling To Grow Nail Polish Brand
HELP! Ideal small client up against big brands. Looking to get a piece of the pie but my goodness, what a peculiar terrain. Competition is stiff. However, most social pages in this niche all look similar. Research shows overall audience provides low engagement, except for new product releases (there are few due to budget restraints). Owner willing to make video content but no real compelling brand story to push. Open to suggestions.
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1 Reply
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First things first, you gotta make your brand pop like that neon polish. Think quick tutorials, behind-the-scenes mixing magic, or even a “nail fail” series for the laughs. Real talk, I get my inspo from Boost App Social; it’s a goldmine for fresh ideas.
But at the end of the day, it’s all about that killer content. Serve ’em value on a silver platter, and they’ll come back for seconds.
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I follow a few polish pages/influencers. They don’t look very similar when it comes to content.
One does releases based on popular shows/media and has wild names that come from the shows for example “What the fork?” For a Good Place collection. Lots of glitter/multichromal colors.
The other does a lot of branded edited reels that preview the next theme. They also do a lot of hi-def polish mixing content, which always does well. Lots of muted or nuanced bright colors that aren’t typically released in stores. They use a lot of local or indie sourced ingredients.
Both use small influencers to promote the polish and get brand pics. One does pre-orders for collections, which allows them to do constant new shades with guaranteed sales. Then a small amount goes on the website. Rarely there is a restock.
The other just releases online and restocks popular colors. Collections don’t get restocks.
Either way your brand either needs to showcase polishes that can be used for current trends or do drops. Otherwise, they’ll easily be drowned out by more popular indie brands like Mooncat, Halo Taco & Kathleen Lights brand.
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My advice would be to do the unconventional tbh make little short films all for a nail polish most can be filmed and edited from cellphones these days and if you can work really hard to get content creators to help promote your product/business as well:
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There are many ways:
Create an app where users can take pictures of their hands and virtually use your nail polish. Then share this in their network. They can also make purchases from the app itself.
Create a competition where users can post their nail pictures with some unique things using your nail polish.
There are many more!
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