Creative Nail Design VP of sales and marketing John Heffner says that the company is “aiming for greater awareness by consumers,” which is the motive behind the company’s several announcements at a BBSI press conference.

“We are building awareness and reinforcing our position in the industry” explained Heffner, as he revealed the new corporate logo: a tightened version of the company’s sweeping “C” and new typeface for the company name. Heffner said the design team had achieved a logo that was “contemporary, prestigious, had authority, and emphasized the sweeping C, which will become our global insignia.”

Also unveiled was a totally new advertising campaign (which began running in the September issue of trade magazines) that focused on the word “creative.” Creative will also begin advertising to consumers, in such publications as Allure and Elle.

But the news that drew a collective gasp from the crowd was the announcement that Creative had developed a line of professional manicure implements that would be introduced in January 1998.


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