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Reach out to a member of the team today to find out how we can help grown your fragrance brand.
The UK nail market is growing at nearly 7% year-on-year and at Foundation, we know how demanding marketing nail products can be, but we also know what drives results across the industry, from nail care and colours, to salon services.
Marketing nail products is deceptively hard. It requires a partnering agency to understand how consumers behave, to respond quickly to trends and an agency that focuses on results.
Because we work exclusively on beauty, we have a team of in-house specialists. We know the difference between salon-grade gel, BIAB, regular polish and salon treatments, and when it comes to ROI, we know what works and what doesn’t. If you want to see how we can help scale your nail brand, let’s talk.
Nails are hyper visual, and consumers have high expectations, but often the impact is lost in pictures online, which can reduce trust and engagement.
Proving a product works well over time is challenging, so brands must rely heavily on reviews and user-generated content.
Nail brands have two audiences they speak to – retail consumers, and nail businesses like salons and nail technicians. These two audiences have very different buying motivators, so messaging needs to be hyper targeted.
The market is competitive, and it can be difficult to differentiate one brand’s products against another.
Global beauty brand Benefit came to us with the challenge to improve their ROI and CPA figures through PPC in the UK. Benefit also wanted to utilise their data to make smarter business decisions.We expanded the focus to create a brand awareness strategy that would gain more relevant traffic and new customers.
Marketing nail products is deceptively hard. It requires a partnering agency to understand how consumers behave, to respond quickly to trends and an agency that focuses on results.
Because we work exclusively on beauty, we have a team of in-house specialists. We know the difference between salon-grade gel, BIAB, regular polish and salon treatments, and when it comes to ROI, we know what works and what doesn’t. If you want to see how we can help scale your nail brand, let’s talk.
Reach out to a member of the team today to find out how we can help grown your fragrance brand.
As nail marketing specialists, we know how to overcome these challenges and can help brands reach the right audiences at the right time, with the right services:
Our in-house SEO team will create a comprehensive SEO strategy to help improve your website so it includes relevant industry keywords, ranks higher on Google search, and captures high-intent traffic to boost authority and brand visibility.
The team will undergo multiple audits to identify the best, most relevant keywords for your brand and will optimise your site accordingly. We’ll look at long-tail keywords like “best non-toxic nail polish” or “best non-chip top coat”.
Digital PR is an effective tool to build brand awareness, credibility, and trust, while also supporting SEO through backlinks. Particularly in a saturated market like the nail industry, digital PR can help both big, and lesser-known nail brands secure exposure in top tier publications like Elle and Glamour for best beauty or nailcare round-ups, such as ‘best nail polishes 2025’.
Our specialist content writers can support you with everything from long-tail, SEO-focused landing pages, to how-to blog tutorials, helping you educate, inspire and guide your customers through their buying journey.
Paid campaigns are a great tool to quickly drive traffic and conversions. Our paid media specialists will identify the best platforms for your brands, and create tailored campaigns for each channel- depending on your goals, the audience, the campaign type (e.g. awareness) and where in the funnel your customer is.
Our PPC tactics include ensuring Google Shopping ads have strong visuals and accurate but competitive pricing, as well as checking that you have branded or competitor keyword bidding set up effectively.
Visuals and storytelling are so important when marketing your nail brand, and social media is the perfect platform to share them. Our social media experts will build and activate your social strategy, showcasing your brand, building awareness, and growing your community.
From creating short-form videos like ‘how-to’ tutorials, making the most of user-generated content, and jumping on trends like the ‘milk nail trend’ or ‘aura nail trend’, our social experts will help get your nail brand seen.
If you already have an internal marketing team, but they’re lacking the digital marketing skills to get your beauty brand to the next level, then we’re on hand to support. In a range of capacities, start a conversation with us to learn more.
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To download the white paper, please enter your email address:
To download the white paper, please enter your email address:
To download the white paper, please enter your email address:
To download the white paper, please enter your email address:
To download the white paper, please enter your email address: