Cossma 7-8/2013

For those who want to apply their gel nails at home rather than go to a nail studio, Essence now has a solution that is not only easy for the consumer to use, but is also relatively inexpensive. Furthermore it has the advantage of not requiring the consumer to decide on a final colour at the time of purchase – all of the Essence nail polish colours are interchangeable, and after 10 days the gel nails are easily removed by gently pulling. body who wants long-lasting gel nails that can easily be removed by simply pulling them off, the Gel Nails at Home manicure kit from Essence can be the answer. A special formulation has been de- veloped for this application – namely the Peel-off Base. The formulation hardens under an Essence LED lamp in just a few minutes. And deciding which colour to apply is no problem with this kit. The wide range of gel nail colours works with every Colour & Go Nail Pol- ish from Essence. The nails are shaped in readiness with a nail file. Then, before the primer is applied, the Nail Cleanser is used to A pplying one’s own nail polish means facing the problem that the nail polish itself may be- come cracked or scratched. But for any- MARKETING PRODUCT DEVELOPMENT of the Month Star Colourless gel nails mean that the consumer has a free, and very wide, choice of colours Gel nails at home www.stolz-concept.de We’re taking a (super)critical look at extract quality FLAVEX® Naturextrakte GmbH · info@flavex.com · www.flavex.com photos:Essence;Tamara83,www.shutterstock.com remove any undesirable dust or grease. A thick, even layer of Peel Off Gel Base is the applied, which hardens in 60 seconds under the LED lamp. Now the nails are coated with the con- sumer’ preferred nail polish and finally given a top coat, which is again hard- ened under the LED lamp. Removing the gel is also child’s play – just lift one corner of the gel nail and gently remove it by pulling. The Gel Nails at Home Starter Kit, retailing at about 9.99 Euros in Ger- many, is available in two versions – the Colour Look or the Natural French Look. The kit includes primer, Peel-off Gel Base, the cleanser and the Clear Gel Top Coat or the French Gel Top Coat. The products are designed to be used with the LED lamp, which auto- matically switches off after 60 seconds, and which is sold at a price of about 21.99 Euros. AM COS1307-8_30_Star_GB_COS1306_15_Star_D 26.07.13 11:33 Seite 30

Cossma 7-8/2013

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