A new product line has entered the professional nail industry with a well-known name. Elizabeth Arden Red Door Nail Care is a full manicure and pedicure line that includes nail lacquer, service treatment kits, and a full complement of nail treatment products.
A new product line has entered the professional nail industry with a well-known name. Elizabeth Arden Red Door Nail Care is a full manicure and pedicure line that includes nail lacquer, service treatment kits, and a full complement of nail treatment products. To understand what makes the line unique, NAILS talked to president/CEO Bill McMenemy at Del Professional Products.
NAILS: First, explain the structure of the company. This company isn’t the same as the Elizabeth Arden Red Door salons, is it?
McMenemy: Elizabeth Arden Red Door Nail Care is a new venture of Del Professional Products, Inc., a separate division of Del Laboratories, Inc. We’ve developed this line of salon and spa manicure and pedicure formulas exclusively for prestige salons and spas.
NAILS: What’s different about the product line?
McMenemy: First of all, we have developed cosmetic-grade nail, hand, and foot care formulas. Our nail treatment products feature a two-step repair and maintenance system engineered to solve even the most frustrating nail problems. The category has four major problem/solution themes — grow, hydrate, restore, and strengthen — and the nail technician will be educated to diagnose each client’s unique nail problems.
The technical service products work together in synergy to maximize benefits and utilize efficient, effective ingredients like tamanu oil, shea butter, and sweet almond oil. All of our manicure and pedicure kits include complete protocols and website education. Our service products encompass both basic and advanced services. Seasonal manicure and pedicure kits tie to seasonal color stories.
One of our most exciting developments is the use of tamanu oil, which is a pure, natural oil derived exclusively from the nut of the Ati tree in Tahiti.
It has been used for centuries as a regenerative skin care treatment. Our innovative products include cream and sugar scrubs that won’t separate, healing balms in easy-to-apply stick format, and powerful callus treatments.
NAILS: There are so many nail color lines for a nail professional to select from. What makes this collection stand out?
McMenemy: Elizabeth Arden Red Door Nail Care nail lacquer is a contemporary, prestige brand with a sophisticated color pallet for those “in the know.” We honor the client’s savvy by naming our shades after key “in spots,” including cities, streets, beaches, monuments, and locations. All the reds are named after past or present Red Door Spa locations.
Our professional-base nail lacquer formula is designed to meet the exacting standards of spa and salon nail technicians by reinforcing, conditioning, and protecting the nails. Our longwearing, high-shine formula with UV protection resists chipping and fading. We have added natural pearl to ensure a smooth application and brilliant luster.
NAILS: Will you offer nail technicians professional education?
McMenemy: We have already hired dedicated full-time educators for salons and distributors. The educators provide training in product knowledge and service protocols for our new treatments. Our new website features nail “tips,” product features and benefits, current promotions, and an on-line certification program. A “professional only” segment allows technicians and owners to access information and ask questions with a 24-hour turnaround. Our exclusive new 16-page magazine, Manicured, will feature the Elizabeth Arden Red Door Nail Care line with educational information and promotions.
NAILS: What will you be doing to help nail technicians succeed if they try the products?
McMenemy: We believe Education = Power and Profit. We will educate nail technicians in offering advanced services to increase incremental sales and profit, and we will aid the technician in becoming a nail authority to improve client services, develop client loyalty, and increase total dollars spent. We provide exceptional brand support and will participate in all traditional forms of marketing to promote the brand.