“We have been 100% satisfied with the service Catalyst PR offer. The support we receive is immense and if we feel we are lacking somewhere an email will quickly sort the problem. The nicest thing is that our management team here at Nail Harmony is so busy, it is amazing that we can leave the PR in Catalyst PR’s very capable hands without a worry”
Director of Nail Harmony UK
About Nail Harmony UK
Nail Harmony UK was born in 2010, after Georgie and Jason Smedley introduced Gelish to the UK market. Not only was Gelish the first ever Gel brand to be developed but is now the industry leader across the UK and beyond.
Growing from two employees with no salons to a well established brand with over 60 employees and thousands of salons offering Gelish nationwide, it is safe to say Nail Harmony UK have taken the market by storm.
With such incredible success it was not long until Gelish gained several celebrity fans including Amanda Holden, Little Mix and Ella Henderson. Nail Harmony needed a forward thinking and proactive PR agency to take the brand to the next level across consumer and trade media platforms
Nail Harmony UK started working with Catalyst three ago where a dynamic PR plan was devised to utilise Catalyst’s comprehensive knowledge of the market and its extensive contact list.
Nail Harmony UK
Campaign Strategy and Execution
Catalyst executed the following PR plan:
» Nail Harmony UK’s incredible trade awareness in the UK meant Catalyst could take full advantage of their assets to push the brand out in front of consumer press and bloggers. Treatment days were booked to encourage face to face meetings with the people behind the brand including Jazz Smedley (Georgie and Jason’s daughter). Widespread coverage was achieved across print and digital publications as well as with bloggers.
» Extensive access to regional educators and salons, has meant Catalyst has optimised coverage and can offer regional support to freelance Nail Harmony UK educators and salons.
» In late 2013, Jazz Smedley launched her own manicure and lacquer range, All That Jazz UK. Catalyst created a PR plan to heighten awareness for Jazz before the launch to encourage maximum impact when the All That Jazz brand launched. PR activity included
profile work which resulted in a double page spread in Look magazine to name just a one
» Following on from the mass success of All That Jazz UK, Catalyst created an ongoing strategic campaign to promote seasonal collections for both All That Jazz and Gelish following their sales cycle.
» Catalyst have also implemented stand alone PR campaigns focusing on specific product launches which have run alongside external and third party marketing campaigns. This was an area explored with Nail Harmony UK during the launch of their much anticipated Cinderella Collection. Catalyst worked with Disney to initiative a fully comprehensive PR strategy to coordinate with all marketing based around the movie and third party brands.
» Catalyst focused on setting up treatments days for all beauty journalists to have a magical Cinderella mani. This created maximum awareness for the limited collection resulting with coverage in Look magazine, Reveal, Instyle and Wedding to name a few. Catalyst also organised and co ordinated a press screening of the Cinderella movie which created an incredible buzz around the movie as well the collection itself. Press who attended the screening included Marie Claire, Reveal and the Press Association.
» Catalyst also PR the fantastic training schemes offered by Nail Harmony to emphasise the importance of standards within the nail industry. This has involved sending beauty editors and leading nail bloggers to train in Gelish application