Aprés nail
Aprés Nail, the pioneer in soft gel nail extension technology and creator of Gel-X™, expanded the brand’s catalog with the launch of Aprés Gel Couleur, an assortment of 100 gel shades. Faced with the challenge of launching a gel couleur line in a popular space, Beach House worked with Aprés Nail to build awareness of the launch to enhance visibility for both professional nail technicians and at-home users. To showcase the line, Beach House conducted PR efforts, participated in New York Fashion Week, hosted a 4-day activation in Los Angeles, secured Emmy’s sponsorships, focused on paid partnerships with top nail techs and influencers, and conducted organic seeding.
“I’m Officially a Believer in the Apres Gel-X Manicure.”
“Chaun Legend, aka the man behind Kylie Jenner and Khloé Kardashian’s nails, whipped up a special-edition gel mani kit with Apres. Unlike other gel polishes, this kit comes with pre-shaped coffin nails that get attached to your natural nail.”
HOW DID WE DO IT?
Public Relations
Influencer Marketing
Activations
Sponsorships
details
Through targeted outreach, Beach House secured millions of impressions that highlighted the new Aprés Gel Couleur collection into an impressive array of beauty and lifestyle outlets. The agency also hosted in-person manicure desksides where editors received one-on-one time with the brand to learn about the launch while receiving an Aprés Nail manicure at a prestiges nail salon in NYC. Notable press wins include: Bustle, Coveteur, ELLE, PopSugar, StyleCaster, Who What Wear, and Nail Pro. Beach House secured a NYFW sponsorship for the Maisie Wilen show, which showcased the gel shades and collection look, peekaboo nails, that was included in beauty trend roundups. To enhance visibility, Beach House also hosted a 4-day activation where we invited beauty editors and influencers to visit a pop-up nail salon truck in a heavy trafficked area in LA to receive an Aprés Nail manicure. We also secured 4 Emmy’s sponsorships with celebrity nail artists and pitched the nail looks to media. Beach House onboarded 12 influencers to kick off paid programming. Throughout the year, we will continue paid partnerships each month as Aprés Nail expands the collection. These partnerships showcased the simplicity to do your nails at home. Additionally, we sent out a personalized mailer to 50 influencers in the nail tech community and lifestyle influencers. Top nail techs and influencers we have onboard for the launch thus far that have contributed to its success were: MakeupShayla, BritneyTokyo, Maria Corrigan, HeyGreatNails, and Paige Lorenze.
The Results?
In less than 2 months, Beach House was able to secure 45 press placements with 1,044,404,909 impressions that featured the new Aprés Gel Couleur launch. For paid programming, Beach House has secured 16 paid partnerships and has general seeded to over 70 influencers.
“I Regularly Spent $150+ on Manicures Until I Found This $120 Kit That Gives Me Salon-Level Nails Anytime”
“I’ve Tried the Peekaboo Nail Trend & I’m Never Going Back. You’ve heard of peekaboo hair, with a bright color underneath a darker shade, but have you heard of peekaboo nails? The nail trend is gaining speed, with Aprés Nail, the pioneer in soft gel nail extension technology, helping lead the way.”
“Whether you’ve heard of Gel-X or not, you’ve likely seen the innovative nails on some of your favorite celebs without even noticing. For one, every single nail look on the cult-fave show Euphoria was crafted using Aprés Nail’s Gel-X Nail Extension System, and they are frequently worn on red carpets, magazine covers, and beyond on A-listers like Zendaya, Kim Kardashian, Rihanna, Ariana Grande (on her wedding day, no less), Lady Gaga, Lizzo, Katy Perry, Hailee Steinfeld, Adele — need I go on”
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