Beauty -BrandAwareness . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
The Gelish brand has been around for almost four years and now Creative Academy Ireland have announced that they are the exclusive distributors of the popular nail brand. We take a look at the road that Gelish has taken before landing in Ireland…
In the last few years, soak-off gel polishes have become increasingly popular, however Gelish Soak-Off Gel has been around for almost four years now. The Gelish patent was first filed in 2009 and at the same time, the Gelish brand was released on the market, launching first as a soak-off gel polish.
“Gelish originally launched first in Japan,” says Karen O Neil and Marina Egan Ruane from Creative Academy, distributors of the brand in Ireland. “At the time, soak-off gels were big news in Japan so Harmony felt it would be a wonderful place to start. Nowadays, the biggest Gelish market is in the UK and so the demand naturally spread across the isles to Ireland.”
They continue: “The brand is now a worldwide phenomenon due to innovative products as a result of modern technology and chemistry. Within just a three and a half year period since its first launch, Gelish has now spread worldwide due to popularity, demand and word of mouth.”
Founder of the brand
The product was originally founded by Danny Haile, who has now been in the nail industry for over 30 years and his passion lies in product development. Danny also co-founded EZ-Flow back in 1986, after which he went on to further research and develop several other popular nail brands.
“A few years ago, wanting to fulfil my passion, I came back to the industry starting Hand & Nail Harmony in 2009. There, I utilised the newest technology to re-develop acrylic product systems and redesigned gel systems to create the latest trend in salon nails: the Polish-On / Soak-Off Gel-Polish fusion,” says Danny.
Since Gelish Soak-Off Gel Polish and Harmony was launched, it has grown into a world leader in the professional nail market and is available globally to professional beauty therapists and nail professionals. It has now made it to Ireland and is distributed exclusively by Creative Academy.
What is Gelish? Gelish Fact File
• There are approximately 150 colours in the Gelish colour range, including limited edition ranges.
• There are 5 different types of nail files available.
• 25 products make up the Fusion Acrylic range
• There are 18 products to the Gelish Hard Gel range
• In total, there are 227 new launches scheduled for 2013
Scientifically formulated, Gelish adhesion bonds gel-polish onto the nail edges, chemically attaching a micro-fine coating all around each nail for a polished look that’s strong yet flexible, with no chipping or peeling. Gelish also cures in seconds under an LED lamp, drying to a super shiny finish that lasts for up to 21 days.
Today, the range is available in approximately 150 colour shades, with even more colours set to launch in 2013. As well as the soak-off gel, the brand also now offer Gelish Hard Gel, LED Lamps, Fusion Acrylic (Liquid & Powder), Coloured Acrylic Powders, and Magneto, as well as professional tools
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and brushes too. However, the soak-off gel still remains the brand’s best selling product.
Gelish has been seen on music stars like Katy Perry, Rhianna, JLo and Ciara, on top of supermodels for live runways fashion events, in print and magazine adverts and editorials and on the hands and toes of stars of film and television.
Success and
innovation Gelish say that the ethos of the brand is quality, innovation and education, which can be owed to its success.
However, it was always thought that the product would be a success, but perhaps just not quite as quickly as it happened to be! “We always knew such an excellent array of products would sell and be successful but we never imagined it would take off as quickly as it did,” says Danny. “We aim to work with nail professionals to increase their knowledge of our products and procedures to help them become stronger businesses.”
So what does set Gelish apart from similar brands and make it the success it
Danny Haile
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