We saw how a unique technological advance could solve an emotional issue.
  • Challenge: How do you make an introductory splash in an ocean of nail polish?
  • Strategy: Tap into the frustration women feel when they smudge and ding their
    just-applied nail polish.
  • Big Idea: Gel Perfect swears on its unique, rock-solid, gel-color manicure... so you don't have to.
  • Result: Sales were so strong in test markets, a national launch ensued shortly thereafter.