The New CND

At a two-day conference held during Cosmoprof, Creative Nail Design had a coming out party to announce its new identity as CND to 400 of the company’s top global educators, distributors and other industry “influentials.” Two years in the making, the new CND isn’t just a simple name change. It’s a complete rebranding effort, anchored by the opening in early 2008 of the CND Institute and Concept CND in Los Angeles. “All of our knowledge and expertise comes together with the CND Institute, our flagship teaching institute where certified CND professionals will share advanced ideas and education for total hand and foot beauty,” said Jan Arnold, co-founder of CND. The CND Institute will be adjacent to Concept CND, the company’s flagship salon. “From an external perspective, nearly everything is different,” says John Heffner, president and CEO. “We have the same wonderful and passionate team, but our presentation at field and salon level has been updated. This includes streamlining the product range; designing new, more modern packaging that is easier to understand; developing amazing new education formats designed to elevate nail professionals; creating impactful new advertising that clearly communicates our message in a visually stimulating way; and of course next year we’ll be opening our own signature salon and education institute designed to billboard the brand and serve as a place of higher learning for nail professionals worldwide.” Designed to roll out over the next 18 months, Brisa will be the first system to incorporate the new look and feel of the brand. “Once fully implemented, I think the impact will be significant, sustainable, and global,” adds Heffner. “Every project we embark on begins with the same question: How does this serve the needs of the nail professional? This program will bring more depth to our relationship and make it easier to understand our range of products while elevating the pride one feels when choosing CND as their product of choice.”

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