This product is a winner in the category Nail Products of Cosmoprof 2023
According to the jury, the Quartz Illuminating Nail Concealer is the equivalent of skin therapy adapted to nails, perfect for daily care when you want to take a break from gels, acrylic polishes and nail art treatments.
The product not only nourishes and repairs nails, but also gives a light touch of color, masking any imperfections through the use of special particles that can reflect light. No base or top coat is needed. It is a unisex, vegan, cruelty-free and paraben-free product, ideal for anyone who wants manicured nails without having to put on polish.
Product Tagline
Quartz Illuminating Nail Concealer by Londontown is applied directly onto a clean nail, no top or base coat is required, and it neutralizes the yellowing. The product also blurs imperfections with light-reflecting particles, and imparts a milky glaze on the nail. The Quartz shade has reflective white brighteners that catch the light. Porcelain extract and optical brighteners filter out discoloration for a flawless finish. The product can be worn as a signature shade or between manicures as a perfecting treatment.
Product description
A subtle, light reflecting gray take on our cult-favorite Illuminating Nail Concealer. This formula is the ideal combination of color and care, designed to give the illusion of naturally flawless nails—and now it’s available in a soft, milky-gray. Reflective white brighteners catch the light oh-so-beautifully for a healthy-looking glow; Porcelain Extract and optical brighteners instantly filter out discoloration for a flawless finish. The final effect is elegant yet effortless: wear it daily as your signature shade or between manicures as a perfecting kur treatment.
Claims & Benefits
Key benefits
▪ Eliminates discoloration and erases imperfections
▪ Brightens and perfects nails while infusing them with botanical-infused care
▪ Applies seamlessly and allows for buildable, streak-free coverage; simply layer as desired, making sure each coat is dry before applying the next
▪ Sheer yet flawless coverage is breathable, which makes it the perfect kur treatment between gels or acrylics to help boost nails while offering a sheer wash of color
▪ May be used on bare nails, with or without top coat.
Technical details
Key Ingredients
▪ Illuminating Optical Brighteners
▪ Brightening Porcelain Flower Extract
▪ Rejuvenating Lime Tree Extract
▪ Nourishing Florium Complex (Londontown’s proprietary blend of Rapeseed Flower Oil, Cucumber Extract, Garlic Extract, Evening Primrose Oil, Chamomile Extract, and Vitamin E)
Website or Main Social media
www.londontownusa.com
What sets your product apart and why is it innovative?
Illuminating Nail Concealers are in a class of their own when it comes to nail color. They are designed to be applied directly to a clean nail (no top or base coat required) neutralize yellowing, condition with Florium (Londontown's propriatory blend of antioxidants, plant oils and flower extracts), blur imperfections with light reflecting particles, and impart a chic, milky glaze on the nail. The Quartz shade has been enhanced with more light reflectors to scatter catch light resulting in a perfecting ethereal glaze.
How do you promote your product on multiple channels?
Quartz Illuminating Nail Concealer was launched with a campaign that included a mix that included social media advertising, email marketing, editor outreach, and influencer seeding.
How does your product meet the evaluation criteria of its category?
With yellowing, nail imperfections, and damage and dryness due to harsh nail formulas being common problems for our customer this illuminated a whitespace in the market. We worked to create a multi-tasking nail product that was easy to use and provided a beautiful one-step manicure. The market has responded and Illuminating Nail Concealer is Londontown's #1 category. Londontown Illuminating Nail Concealers have gone viral on social media (as reported on by InStyle, Byrdie, Refinery29, and People) with the launch of Quartz garnering excited anticipation. Influencer response to Quartz has been extremely favorable. And sales exceeded expectations following launch.
