Nails - Brand Awareness...................................................................................................................................................................................................
This month’s Brand Awareness takes a look at the history of NSI and how Nail and Beauty Systems made one of the world’s leading nail brands a huge hit in Ireland too.
Louisa & Robert Flanagan
Since its launch as Nail Systems back in 1987, NSI has become one of the best selling brands in the professional nail industry and thanks to Nail and Beauty Systems, Irish nail technicians were also able to get their hands on NSI products in 2000.
Just as popular in Ireland as it is around the rest of the world, Louisa Flanagan, founder of Nail and Beauty Systems along with Robert Flanagan, puts the success of the brand down to a good marketing strategy and even better customer service. “Good customer service is the lifeblood of any business,” comments Louisa. “Good customer service is all about bringing customers back and about sending them away happy. Happy enough to pass positive feedback about your business along to others.”
Coming into the world with the ever- popular nail form NSI has gone from strength to strength over the years and now offers everything from the original idea of nail forms and systems, right up to nail files and an array of colourful polishes and gels.
The unique way
What makes NSI as a brand so unique is the way in which it began - a sheer accident that led to the widespread nail brand as we know it today.
Back in 1955, founder Dr. Fredrick A. Slack Jr, a leader in prosthetic dentistry and one of the original developers of the process for manufacturing plastic teeth, started his own dental products research, development and manufacturing company. While working in the laboratory, Dr. Slack cut his thumbnail. Using aluminium foil, he created a platform to fi x the nail with dental acrylic. This then led to the patent of the industry’s first nail form.
NSI’s parent company went on to spend the next decade developing and manufacturing many of the first professional dental products, which proved to be the building blocks for today’s nail enhancement industry.
In 1970, NSI’s parent company began to use the dental products’ chemistry to create acrylic and UV gel products for the nail industry. All this happened before it was even known to the world
as NSI, but in 1987, Fred Slack and his son Rick Slack decided to brand their formulations and create the brand known as Nail Systems. The fi rst product to launch under this new brand was Secrets, the industry’s fi rst odourless liquid/powder acrylic system.
Becoming NSI
After launching their fi rst professional kit and revolutionising the nail industry by blending acrylic and gel enhancement techniques, it was decided that Nail Systems would become known as NSI (Nail Systems International) due to exclusive distribution contracts overseas.
Under the company’s new name, the standard and fast-setting TNT powders were launched; the industry’s fi rst fibreglass reinforced polymers. These were later to be renamed Choice Acrylic System.
“These products were used by the top nail technicians of the time as there really wasn’t any other products like them on the market, such was the pioneering development of products from NSI,” says Louisa.
1957 While working in the laboratory, founder Dr. Slack cut his thumbnail. Using aluminium foil, he created a platform to fix the nail with dental acrylic. This then lead to the patent of the industry’s first nail form.
1970 Using dental products’ chemistry, NSI’s parent company begins to create acrylic and UV gel products for the nail industry and becomes a leading private label manufacturer for the industry’s first branded companies.
1987
Fred Slack and his son Rick Slack brand their successful formulations and create Nail S
S
la in o
a
Systems. The first product, Secrets, was launched, the industry’s first odourless
lliquid/powder acrylic system.
1991 Due to exclusive distribution contracts overseas, the name was changed to what we know it as today - NSI (Nail Systems International). Standard and fast-setting TNT powders were launched.
t
1989 Light Fantastic
Acrylic revolutionised the nail industry by blending acrylic and gel enhancement techniques.
68
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100