Nails -BrandAwareness. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Gel overlays have grown in popularity over the last few years in the world of nails. With Bio Sculpture being one of the original companies to produce a gel colour product for use on the natural nail, Irish Beauty takes a look at the brand’s success...
Today, gel, both coloured and clear, is a popular product for use on both the natural nail and enhancements to strengthen the nail and offer a chip-free colour. One of the most established brands in the Irish market is Bio Sculpture Gel.
Bio Sculpture offers a permanent nail colour that lasts for weeks without wearing or chipping. The colour can easily be changed by applying Bio Sculpture’s varnish and then removed with Bio Sculpture’s specially formulated non-acetone cleanser and the permanent colour is restored to its original state and without removing the permanent gel.
Bio Sculpture is born
To set the scene it’s 1988 in South Africa and nail enhancements have become a popular concept, whilst ladies with natural nails are still stuck with a polish that chips in less than a day. This is
Bio Sculpture
Fact File • Bio Sculpture Gel is now shipped to over 25 countries including Japan.
• So far this year, 2,395,362 items have been sold.
• Currently 16 categories of products make up the brand, with approximately 734 items in the catalogue.
• Since the beginning, over 300 colours of gel have been launched and eight treatment gels.
1989 - The first Bio Sculpture Gel product, Clear Gel, was launched in South Africa. The first advertisement and catalogue is also launched.
where Elmien Scholtz decided there was a gap in the market and Bio Sculpture Gel was born. “I have always disliked plastic looking nails,” says Elmien. “I imagined that there had to be a better way that ladies with short nails could achieve beautiful looking nails.
“During my studies I realised that the nail section of the beauty industry was still under developed. Hair could be semi- permanently waved, lengthened and coloured yet nail polish still chipped from natural nails and lengthened nails looked false. If I wanted a change, I would have to do it myself. So, I worked in laboratories with chemists leading them to what I had in mind - Bio Sculpture Gel was the result.”
But not only has Bio Sculpture Gel become popular for natural nails, it’s great over enhancements too. Elmien continues: “When I developed Bio Sculpture Gel I wanted a product that could be applied over the natural nails, gel extensions, or artificial tips, that doesn’t chip or wear away at the free edge. I wanted all this with a shiny, flexible, hard protection that gives a neat, well groomed appearance.”
The first product to be launched under the Bio Sculpture Gel brand was the Clear Gel, which was launched into the South African market. This was just the beginning, the Bio Sculpture brand was to spread internationally and is now available in over 150 fashionable colours, including French.
Bio Sculpture is also now available Internationally, from Australia and Canada to Great Britain and Greece.
1994 - The first export of Bio Sculpture Gel products take place.
1998 - Bio Sculpture Gel moves to bigger premises.
And of course, Bio Sculpture Gel became a huge brand in Ireland when Sinead Ellison, founder of Bio Sculpture Ireland, brought it to the Irish market in 2001. “Bio Sculpture was already a success worldwide before it came to Ireland and has continued to grow in Ireland over the last 10 years,” comments Sinead.
Healthy nails
One of the main selling points of Bio Sculpture Gel is that it doesn’t damage the natural nail, which many nail enhancements had done in the past. The gel, once applied, is thin, flexible and strong, but still natural looking.
The brand’s ethos is based upon this healthier alternative to nail care: “Imagine a nail gel so good for your nails that it actually nurtures the nail bed allowing the nail to grow. Imagine a nail gel so durable that it doesn’t chip, split or damage your nail. Imagine a nail gel so healthy it protects and strengthens the natural nail instead of causing harsh and sometimes irreparable damage. Imagine a nail gel that comes in over 150 fashion colours and dries instantly... well thanks to Bio Sculpture you can have all of this in Bio Sculpture Gel. From the
2001 - Sinead Ellison brings Bio Sculpture Gel to Ireland.
2004 - S-Gel, a major best seller, is launched.
2006 - Bio Sculpture International are awarded Business of the Year, Entrepreneur of the Year and Exporter of the Year.
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Elmien Scholtz
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