About SensatioNail

SensatioNail is a world class home manicure set that gives a salon quality finish at a fraction of the price. The SensatioNail LED technology and unique gel formula let women achieve an easily removable high-gloss, damage proof manicure that’s simple to achieve and great for everyday wear.

SensatioNail has been developed by Nailene, a US company that leads the way in artificial and natural nail beauty. They are owned by Pacific World Corporation who are renowned for nail care innovation and supply products to retail outlets worldwide. Founded in 1973 by Robert Leathers, Pacific World launched Nailene in 1983, establishing themselves in the US nail care industry.

In 1995, Pacific World grew to include international markets and in 2002, signed a licence agreement for the Revlon Artificial Nail products. A year later, this licence agreement expanded to include Revlon-branded false eyelashes.

Pacific World is a Levine Leichtman Capital Partners portfolio company and also includes:

Woodward Laboratories
Fing’rs Europe
The W.E. Bassett Company
Since 2007 Pacific World has been the leading sales/marketing distributor of Bio-Oil in the United States and in early 2011 also founded geoGiRL Cosmetics.

There are currently 1,181 products in the Pacific World range. These are distributed across six key product lines in more than 86,000 retail locations worldwide.

The Brief

Pacific World instructed Universal to create a TV commercial for the launch of an exciting new product, the SensatioNail Polish to Gel transformer kit, an exciting new product within the SensatioNail range, being launched in Boots (UK). Universal were instructed to produce a TV commercial and behind-the-scenes video, and to plan and execute a TV campaign.

Challenges

To show as many of the unique selling points as possible, including ease of use, and to incorporate the Boots launch offer within a 30second TVC.

Results

Universal TV & Media produced a 30second spot with 100% product focus, outlining key selling points such as the ability to transform existing nail polish into gel polish, and a speedy 30second cure time. The launch campaign was aired on ITV, ITV2, ITVBe and E! Entertainment.