Akzentz gel jars on a dark background — KAYER case study

Case study · 2017–2020

KAYER — marketing for a professional nail cosmetics distributor

Nail cosmetics marketing for a distributor launching the professional brands Luxio, Akzentz and Footlogix in Ukraine. The task: make them recognisable among nail technicians, build a community around them and set up an in-house marketing department.

FieldNail cosmetics
MarketB2B + B2C · Ukraine
Team6 people
My roleCMO

A 6-person marketing departmentBrand launchesLuxio shade videosPromo videosRoll-ups and POSWebsites for brands and eventsTopNailFest championshipPress wallPhoto shootsSocial media

A marketing department that launched brands

The task

The distributor of Luxio, Akzentz and Footlogix enters the market. The brands need recognition among nail technicians; the company needs its own marketing.

What was done

A self-sufficient marketing department of 6 people. Brand launches: shade videos, promo videos, roll-ups, banners, certificates. Websites for brands and events. The TopNailFest championship: promo script, animated programmes, press wall. Photo shoots for Yuliya Stadnik Nail Academy.

What the client got

Brands nail technicians recognise, and marketing that works like a proper department rather than a set of contractors.

Nail cosmetics marketing: how the department worked

Nail technicians trust results on the nails and their colleagues’ opinion, not advertising. So the brand launches were built on shade videos, promo clips and events where the product could be seen live.

As CMO, I built an autonomous marketing department of 6 people, and made the websites for brands and events and the layouts myself — from idea to launch. For the launch of Luxio, Akzentz and Footlogix we prepared videos, POS materials and certificates. A separate project was the TopNailFest 2019 championship: the promo script, animated programmes and the press wall.

Videos for brands and the championship

Luxio promo, branded Luxio and Footlogix gloves, the PILO4KI gift set and an animated invitation video for TopNailFest — from script to finished video.