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Crazy Ciaté Branding Pays Attention
By: Cindy Wendland
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Innovation is exciting. In the beauty industry, it continues to happen on a regular basis, as seen with Ciaté. Ciaté is a UK-based brand specializing in nail polish colors, nail treatments, accessories, and now makeup. It was founded by celebrity nail artist Charlotte Knight. Ciaté introduces innovative nail trends that push the boundaries of beauty. Knight tries to create things people have never seen by bringing her wild imagination to beauty products.

Through Knight’s product development, she noticed that people didn’t always want to pay attention to what she wanted to talk about. Instead, at one press conference, they wanted to talk about a nail accessory she was wearing. Instead of forcing the issue, she listened. She listened to what excited people. In a few months, she came out with a product that excited people and has now sold over a million of her beaded Caviar Manicure Kits.

The nail industry is over $7 billion. Having your nails done or doing them yourself is a fun thing for young girls, a necessity for some working women, and a nicety for others. But add that all up, and it comes to a whopping billion-dollar industry. Some people may not bat an eye at Ciaté introducing nail polish with beads. But it is big business and females love it. Ciaté offers crazy options and they are being embraced. Ciaté is known for being crazy, imaginative, creative, and exciting. Those are exciting attributes for a brand targeted to women and a fun campaign to manage.

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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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