Nailpro - June 2017 - 71

Orly is positioning the brand
for a new crop of techs with the
power of Pink.
By Jennifer Carofano

L

os Angeles-based Orly International, which recently
celebrated its 40th anniversary, is looking ahead to the
next 40 years through the eyes of a new generation.
While founder Jeff Pink will continue as president and CEO, he
has tapped his three children-Ran, Tal and Shanee Pink-to
further the company's legacy and continue to grow the brand
in the digital age. Ran, 42, is Orly's new content creator; Tal,
40, joined the company three years ago as digital director;
and Shanee, 32, started last year as creative director. "It's a
different company than before they joined," says Jeff Pink.
"They are contributing to the culture, the product and the
brand name, and definitely our digital media, which is very,
very important." NAILPRO recently sat down with the extended Pink family to talk about the brand's new online look, the
latest product launches and how Orly plans to target the next
generation of nail fans.

PHOTO: JASON BENNETT

NAILPRO: Orly has been a successful brand
for more than four decades. How will you keep
it relevant?

NAILS

Tal Pink: Social media has disrupted the way people learn
about brands and the way they connect with the ones that they love.
Our big picture strategy is community building-for example, with
our new Color Pass subscription service. We saw an opportunity to
fill a need for people who want our seasonal collections, but who
don't have a local retailer. We did a soft launch for the holiday 2016
season and subscribers got the new collection [sent to them] a
month before the public. We're seeing that the first-end user is the
Orly super fan and the nail polish addict. When they get the boxes,
they post images and tell us how much they love it. The goal is to
use Color Pass to reach new customers.
Shanee Pink: The subscription-based box really touches
on the younger generation. That was a great idea on Tal's part.
TP: Thank you, Shanee. I had the idea and we pushed it out
quickly because we wanted to test it. But Shanee felt we needed
to elevate the look. That's where the collaboration really happens
because Shanee has such a creative mind and aesthetic.
SP: I wanted Color Pass to look really fun. When you open it,
there are the nail polishes, plus a little postcard to mail. As creative
director, I'm bringing artistic ideas to everything that we do, from our
collection shoots to our Instagram page.

JUNE

2017

NAILPRO.COM

71


http://www.NAILPRO.COM

Table of Contents for the Digital Edition of Nailpro - June 2017

Contents
Nailpro - June 2017 - Intro
Nailpro - June 2017 - Cover1
Nailpro - June 2017 - IBD_L
Nailpro - June 2017 - IBD
Nailpro - June 2017 - Cover2
Nailpro - June 2017 - 1
Nailpro - June 2017 - 2
Nailpro - June 2017 - 3
Nailpro - June 2017 - 4
Nailpro - June 2017 - 5
Nailpro - June 2017 - 6
Nailpro - June 2017 - 7
Nailpro - June 2017 - 8
Nailpro - June 2017 - 9
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Nailpro - June 2017 - 11
Nailpro - June 2017 - 12
Nailpro - June 2017 - 13
Nailpro - June 2017 - 14
Nailpro - June 2017 - 15
Nailpro - June 2017 - 16
Nailpro - June 2017 - 17
Nailpro - June 2017 - 18
Nailpro - June 2017 - 19
Nailpro - June 2017 - 20
Nailpro - June 2017 - 21
Nailpro - June 2017 - Contents
Nailpro - June 2017 - 23
Nailpro - June 2017 - 24
Nailpro - June 2017 - 25
Nailpro - June 2017 - 26
Nailpro - June 2017 - 27
Nailpro - June 2017 - 28
Nailpro - June 2017 - 29
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Nailpro - June 2017 - Cover3
Nailpro - June 2017 - Cover4
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