Monday, 25 February 2013


Leading fashion forward nail brand Nails inc has supported the launch of its latest ‘Bling it on’ nail kits range, with a new in-store POS campaign devised by award-winning point-of-purchase display specialists, arken P-O-P.
To demonstrate the essence of the range, the unit’s design incorporated a unique UV glitter print finish to recreate the effect of being encrusted with tiny Crystals. Each display header was passed through a printing process called Flitter – a screen process using unique screens that adds multiple layers of glitter on top of the base silver screen print to achieve an amazing sparkling effect.
With the new nail kit range designed to satisfy the increasing demand for unique lacquer finishes amongst female shoppers, the POS campaign’s strong creative execution centres on the use of close up hand imagery showing nails painted in various finishes available from the kits.
Nails inc prides itself on offering a unique shopper experience with a focus on exceptional and innovative services, so it was vital that this latest in-store campaign delivered real impact and effectively communicated the various ‘bling’ effects of the new products for the brand,” says Tracy Scutt, Managing Director at arken P-O-P.
The card-based temporary FSUs (freestanding units) features four card shelves of varying lengths in a deliberate unsystematic manner on the front of the fascia to house a total of 5 variants of the boxed kits available, including Bling it on Rocks, Bling it on Midnight (a 3D glitter effect encrusted with midnight glitter particles), Bling it on Hologram, Bling it On Feathers and the new Bling It On Leather and Skulls kit. The variation in packaging sizes across the range was a key consideration during the development of the design concept for the display. Meanwhile, the interchangeable nature of the display headers and flexibility of the card shelves - having no product placement restrictions – will enable the brand to use the display solution for multiple product promotions and launches.

Already rolled out to all Nails inc bars in the UK, including the brand’s presence within House of Fraser and Debenhams stores, the campaign is now being further refreshed with replacement headers for the launch of the brand’s new Bling it on Leather and Skulls kits.