Consumer beauty editors got a chance to speak to nail authorities directly and see “The Magic of Makeovers” at the NMC press event in New York.
Seizing the opportunities to reach today’s beauty consumers, the Nail Manufacturers Council (NMC) launched its annual “Nailwatch” program in 1993, which is designed to inform and help shape consumer beauty editors’ notions of trends in nail care. This year’s event was held at the fashionable Macklowe Ho9tel in midtown Manhattan and was attended by some of the top editors in the business.
Nailwatch ’95 was hosted by the NMC and organized by the council’s public relations committee which is chaired by Creative Nail Design Systems’ Jan Arnold.
The theme of the 1995 program was “The Magic of Makeovers,” and council member manufacturers were invited to sponsor a demonstration of a nail care makeover. Fifteen sponsors provided a professional nail technician and makeover model. Seeking to highlight trends and techniques over companies or products, the NMC did not allow any company marketing information to be displayed at the makeover stations (editors could browse new products at a special product table).
The event began with a light breakfast hosted by the NMC and a slide show and trend forecast. Arnold focused her remarks on how artificial nail care be used to create natural-looking nails.
After a brief presentation, the editors talked to the nail technicians about the makeover techniques, viewed the new product table, made notes from the “Color Trend Board” provided by several polish makers, and took home a goodie bag stuffed with nail care product samples.
The following companies sponsored problem-solving makeovers at the NMC Nailwatch ‘95. Amoresse treated bitten nails with a sculpted nail a form; Brentwood Beauty labs Inc. treated weak, thin nails by capping natural nails with a powder/glue system; Contours made over mature hands with sculpted nail enhancements on a form with a liquid and powder overlay; Creative Nail Design Systems treated bitten nails with a permanent French tip with overlay; Design Classic transformed split nails with tip and fiberglass wrap extensions; Develop 10 soothed dry hands with a facial for hands; Gena Laboratories beautified unattractive feet with regular pedicures; IBD corrected splitting nails with gel overlays; Kristy Wells gave a model with no nails beauties using nail tips with fiberglass wraps; Light Concept nail gave another model with no nails makeover using sculptured nail extensions; OriginNails strengthened weal nails using nail tips with fiberglass wraps; Orly transformed discolored nails with a Beverly Hills manicure; Peau de Peche applied strengthener to thin, short nails to make them grow thicker and faster; Pro Finish applied sculpted UV acrylic nail extensions to broken, torn nails; and Triumph Fiberbond System treated flat nails with a fiberglass wrap over white tips.