Nails -BrandAwareness . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
This month’s Brand Awareness takes a look at the history of the well-known nail brand JESSICA and how French Cosmetics plan to take this leading name in nails further.
Since 1978, JESSICA has been a long- standing brand providing nail products with the philosophy based upon the premise that beautiful nails are healthy nails – cultivated from the inside out. But the story of how JESSICA first began dates back further than the 70s.
Known as the ‘First Lady of Nails’, Jessica Vartoughian opened the very first nails only salon in the world, JESSICA Nail Clinic, in 1969 in the US. It was from here that she developed her system and philosophy and went on to launch her products in 1978, aptly named Jessica.
Oonagh Clarke of French Cosmetics, distributors of JESSICA nail products in Ireland, says: “JESSICA officially launched in the US. US distributors did not focus on nail care at the time and she introduced her products to salons
The JESSICAFactFile
• The JESSICA brand is shipped to over 45 countries.
• Jessica Vartoughian was the first to identify different nail types – damaged, dry, brittle or normal.
• Celebrity clients include Demi Moore, Ellen Degeneres, Reese Wetherspoon and Paula Abdul.
• Jessica’s ‘nails-only’ salon sits amongst chic boutiques on Sunset Boulevard, California.
1969 Jessica Vartoughian opens the first nails only salon in the world.
1971 Jessica created her signature natural manicure, later coined the French Manicure.
1972 Jessica is named the First Lady of Nails by the NY Times.
via telemarketing in 1978 and created a solid brand identity and launched with distributors in 1980. She was truly a pioneer and named the First Lady of Nails in 1971.
“When Jessica started doing nails, there were no professional nail lines in the market and in order to treat the different issues her clients had, she purchased different retail products to find the right product for her clients. She developed her philosophy that nails are not alike and required customised treatments – that was the beginning of the amazing journey Jessica has taken to revolutionise the nail industry. She was the first to determine nails were different types - dry, brittle, damaged and normal – and she developed solutions for each nail type and the rest was history.”
Jessica went on to launch in the UK in 1992, celebrating 20 years with The Natural Nail Company this year, and in 1996 made its way to the Irish market too.
Jessica in Ireland
The JESSICA brand was launched in Ireland in 1996 by Breeda O’Sullivan. “Breeda was actually the very first JESSICA customer in the UK when she managed the Harrods Spa in London,” says Oonagh. “She then went to Dubai and was under contract to run the nail division for a distributor there and
1978 The first line of solution based nail treatments for nail types are developed.
brought JESSICA to them, running the JESSICA business in Dubai for a few years.”
Upon her return to Ireland, Breeda became the first JESSICA distributor in Ireland. As she has moved on in her career, French Cosmetics have recently taken over the distribution of JESSICA and JESSICA as a brand are very excited about the next chapter in Ireland.
Out of Ireland, JESSICA is available in over 45 countries and continues to build. “The key component of [Jessica’s] success is her strong education program. As the brand develops in each market, the credibility of the brand grows and there is a word of mouth element to the success of JESSICA”, says Oonagh.
The products
The very first products to be launched by Jessica in 1978 included Cuticle Crème (Nourish); Phenomen Oil; Primer (basecoats) for Dry, Brittle, Damaged, Normal Nails; Glaze (topcoats) for Dry, Brittle, Damaged, Normal Nails; and Hand and Body Crème.
1980 The JESSICA brand is launched with distributors in the US.
1981 The first international distributor is launched in Japan. The first JESSICA training school is also opened.
1996 JESSICA is launched in Ireland.
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Jessica Vartoughian
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