I have started up a small business idea by creating handmade nail polish, also known as indie polish. This idea came to me one summer before I started university, my mother motivated me to do something different (as at the time I was just focusing on nail art). So I did my 'Google' research and decided to make my own nail polish.
Effiena's Handmade Polish is a bespoke brand, focusing on custom made colours for the consumer. Using the Self Concept Theory of ideal and realist selves, depending on the occasion or what the customer wants the product for it is most likely for this theory to be processed.
For example: Say it was Christmas time and a customer had a party to go to. Ideally, this customer would want bright glitters including red and green, however realistically the customer may just go for a subtle pink in the spirit that they are not over-the-top.
Effiena's Handmade Polish is also 5 Free*, Cruelty Free and Vegan Friendly. Current trends in today's society is more focused on the organic and vegan friendly products, so I decided that this was a gap in the market I was aiming to part take in.
*5 Free means that 5 of the main chemicals that can be found in many polishes will NOT be found within in mine. The top 5 chemicals that can be found are; Toluene, Dibutyl Phthalate (Also known as DBP), Formaldehyde, Formaldehyde Resin and Camphor.Toluene is classified in the EU as a category 2 toxin that is suspected of damaging the unborn child. Inhalation of Toluene can include irritation to the eyes, nose, throat and respiratory tract. Toluene can also cause effects such as hallucinations, dizziness, drowsiness, respiratory depression, cardiac effects and much more. (Public Health England - www.gov.uk)
Dibutyl Phthalate (DBP) Based on changes of the EU Cosmetics Directive, cosmetics containing DBP including nail polish, cannot be sold to the general public, DBP is potentially carcinogenic, mutagenic and/or reproductive toxicant (CMR) from being used in cosmetic applications. (www.plasticisers.org).
Formaldehyde can cause a list of things, such as: irritation and burning of the skin, nose, mouth and upper respiratory tract. Formaldehyde can also cause weakness, headache, nausea, vomiting, pneumonia and much more. This toxin is a human carcinogen. (Health Protection Agency www.gov.uk).
Formaldehyde Resin is also known as Tosylamide. Nail products containing over 12% of Formaldehyde Resin can essentially cause skin irritation. Reports of nail polish dermatitis have been attributes to this toxin also. (www.cosmeticsinfo.org).
Camphor is unsafe when ingested and if in contact with the skin. This toxin is linked to potential liver damage as well as the risk that using Camphor could make liver disease worse. (www.wedmd.com).
Currently I am advertising on many social media platforms, my main focus is on Instagram
@effienashandmadepolish
Even though statistics show that there is a slight higher percentage on male users than female users. With my brand being mainly targeted at females this may seem like a threat however the nail community within Instagram is quite big, with users from all over the world commenting and liking photos, this is also a chance to connect with new cultures and become inspired in what other people within the industry do. Instagram allows me to connect with the consumers in a way that other social media platforms cannot. As this platform is solely based on posting and reposting pictures. With gives people a visual aspect, this is perfect with a company like mine as it will give the consumer a chance to see what colours can be made and what they look like on the nail. Also it gives the company a chance to hold giveaways and competitions to give the customer a chance to be involved within an experience towards the brand. Using visual representations of what they could win and also using #hashtags to let the public advertise the competition as well as the brand itself. Effiena's Handmade Polish likes to believe that they use sensory marketing within their brand experience. As I am also a qualified nail technician at certain events I paint customers nails, which allows them to see, smell and touch the product. This also allows the customer to learn and think about the my product and products that they are currently using. Using the Brand Experience model (image above), I like to consider that my business incorporates each aspect of the model.
-Sensory: Involving customers during stalls and over social media to make them feel like part of the brand.
-Affective: Using Vegan Friendly and Cruelty Free attributes to let the customer have an emotional attachment towards the brand.
-Behavioural: Actually using the products and then telling others.
-Intellectual: Learning more about the brand and what it contains. Such as learning and understanding what 5-Free means.
Here is a quick information video I created when I first started my brand
(excuse the old logo that features within it).
(excuse the old logo that features within it).
I think I have spoken enough about my brand so...
For more information on my brand and what I do please follow me on social media:
