Manucurist GM, USA
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2022
Consulted with the Founders as “feet on the ground” to help further establish the brand in the USA. Drove 3x DTC sales growth by increasing basket size 35%, conversation rate 1.5x and 2x customer by 18%.
eCommerce Growth
Tripled sales in 2022 vs. 2021. Rationalized SKUs and introduced two ‘starter kit’ bundles, the Super Starter Kit and Starter Kit, which instantly became best sellers. These products, along with a user navigation refresh, enabled us to increase conversion 1.5x and repeat buyers by 18%.
Repositioning and Repackaging
Green Flash is Manucurist’s differentiator, a unique nail color product, not quite a gel, not quite a nail polish. The original packaging touted LED Gel Polish, but the point of Green Flash is that it is not a gel, the product is clean and HEMA-free. We arrived at the “first LED Nail Polish” and repackaged. We also added the shade name to the front of the packaging increasing shoppability.
Celebrity Nail Artist Collaborations
Negotiated formal relationships with dozens of LA and NY-based nail artist creators, including top celebrity favorites Betina Goldstein, Stephanie Stone, Kim Truong and Natalie Minerva to increase brand visibility among nail professionals and consumers.
Manucurist Maison
Created a permanent, exclusive nail content studio in Beverly Hills to host nail artists in residence and Influencers to increase awareness and build community in the Los Angeles area.
Manucurist Maison
Created a permanent, exclusive nail content studio in Beverly Hills to host nail artists in residence and Influencers to increase awareness and build community in the Los Angeles area.