Nailpro - June 2017 - 72

A Pink
family pic.
The Spring 2017
Color Pass box.

NP: Shanee, can you
expand on your role as
creative director?
SP: First of all, I want to
remind people that Orly is actually a woman. She is my mom
and was the muse for the brand
when my dad started it. She
has her own unique style and
we wanted to bring that back
to the forefront of the brand: a
woman who is sophisticated
and elegant, yet fun with a
twist. That's what I want to portray in our color collections.
TP: When Shanee joined
the company, she really
wanted to reposition the brand,
and the

website is such an enormous
part of that. We knew that we
wanted to tell the brand's 40year story and remind people
of who we are and why we
make our products, and the
quality that goes into them.
Shanee took the lead on the
aesthetic.
SP: I wanted to freshen up
the way we look to the world
with images that pop and more
nail art photos. My Dad invented
the French manicure, which
really is the first nail art, and we
want to own that. We also want
to put at the forefront the fact
that we are a family business, we
are a vegan and crueltyfree company, and we
are made in L.A.

Ran Pink:
We manufacture in
Los Angeles, so we
are connected to
where the product is made. My
father built this
place and made it
possible for us to
have [complete]
quality control.
We needed to
let the world
know, and the
website is doOrly's custom color cart lets fans
mix their own nail polish.
ing that now.

72

NAILPRO

JUNE

2017

NP: An online presence
is so important for brands
today. How do you see
Orly going forward in
that space?
Jeff Pink: The biggest
revolution that I've seen in the
industry is the digital revolution.
When I invented the French
manicure in the '70s, it took
six years for the public in the
U.S. to be aware of it. Can you
imagine? Today, within a week,
the whole country would have
seen the French manicure!
TP: The web is like a
double-edge sword. [A new idea]
takes a week to get out there,
but it might last only a week before something new comes out.
JP: That's right. When you
introduce a new product, a week
later they say "What's next?"
NP: How are you
making sure consumers
and professionals think of
using Orly first?

RP: Take, for example, our
Breathable line. Breathable was
not just a new collection, but also
a new formulation, and to tell that
story we had to think outside
the box. We know that the way
most video is consumed these

days is mobile, so we had to
figure out how to catch viewers'
attention while taking into account
that most people won't have the
sound on. We knew it needed
to be text focused. So, we used
stop-motion photography to tell
the Breathable story in a fun way.
SP: Instagram has also
been really fun for us. We
love to search for what nail
techs and artists are doing
on Instagram and then we
re-gram them. People are so
creative and the things they
do just blow our minds. We've
also been doing some very fun
events, including at The Zoe
Report headquarters and Soul
Cycle in Los Angeles as well
as at Coachella. We bring in a
custom color cart and people
create their own nail polish
color, then name and label it.
TP: It's about walking away
with a color that's all about you
and that nobody else has.
SP: Plus, the cart is super
cute. It looks like an old-fashioned French ice cream cart,
and people can see all the different glitters and the pigments.
TP: It's also an opportunity
for us to talk about Orly and
get people engaged. They walk
away [with a custom polish] and
a great story to share.

PHOTOS: COURTESY OF ORLY

Jeff Pink with Orly, the
inspiration for the brand.



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
Nailpro - June 2017 - 10
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
Nailpro - June 2017 - 30
Nailpro - June 2017 - 31
Nailpro - June 2017 - 32
Nailpro - June 2017 - 33
Nailpro - June 2017 - 34
Nailpro - June 2017 - 35
Nailpro - June 2017 - 36
Nailpro - June 2017 - 37
Nailpro - June 2017 - 38
Nailpro - June 2017 - 39
Nailpro - June 2017 - 40
Nailpro - June 2017 - 41
Nailpro - June 2017 - 42
Nailpro - June 2017 - 43
Nailpro - June 2017 - 44
Nailpro - June 2017 - 45
Nailpro - June 2017 - 46
Nailpro - June 2017 - 47
Nailpro - June 2017 - 48
Nailpro - June 2017 - 49
Nailpro - June 2017 - 50
Nailpro - June 2017 - 51
Nailpro - June 2017 - 52
Nailpro - June 2017 - 53
Nailpro - June 2017 - 54
Nailpro - June 2017 - 55
Nailpro - June 2017 - 56
Nailpro - June 2017 - 57
Nailpro - June 2017 - 58
Nailpro - June 2017 - 59
Nailpro - June 2017 - 60
Nailpro - June 2017 - 61
Nailpro - June 2017 - 62
Nailpro - June 2017 - 63
Nailpro - June 2017 - 64
Nailpro - June 2017 - 65
Nailpro - June 2017 - 66
Nailpro - June 2017 - 67
Nailpro - June 2017 - 68
Nailpro - June 2017 - 69
Nailpro - June 2017 - 70
Nailpro - June 2017 - 71
Nailpro - June 2017 - 72
Nailpro - June 2017 - 73
Nailpro - June 2017 - 74
Nailpro - June 2017 - 75
Nailpro - June 2017 - 76
Nailpro - June 2017 - 77
Nailpro - June 2017 - 78
Nailpro - June 2017 - 79
Nailpro - June 2017 - 80
Nailpro - June 2017 - 81
Nailpro - June 2017 - 82
Nailpro - June 2017 - 83
Nailpro - June 2017 - 84
Nailpro - June 2017 - 85
Nailpro - June 2017 - 86
Nailpro - June 2017 - 87
Nailpro - June 2017 - 88
Nailpro - June 2017 - 89
Nailpro - June 2017 - 90
Nailpro - June 2017 - 91
Nailpro - June 2017 - 92
Nailpro - June 2017 - 93
Nailpro - June 2017 - 94
Nailpro - June 2017 - 95
Nailpro - June 2017 - 96
Nailpro - June 2017 - 97
Nailpro - June 2017 - 98
Nailpro - June 2017 - 99
Nailpro - June 2017 - 100
Nailpro - June 2017 - 101
Nailpro - June 2017 - 102
Nailpro - June 2017 - 103
Nailpro - June 2017 - 104
Nailpro - June 2017 - 105
Nailpro - June 2017 - 106
Nailpro - June 2017 - 107
Nailpro - June 2017 - 108
Nailpro - June 2017 - 109
Nailpro - June 2017 - 110
Nailpro - June 2017 - 111
Nailpro - June 2017 - 112
Nailpro - June 2017 - 113
Nailpro - June 2017 - 114
Nailpro - June 2017 - 115
Nailpro - June 2017 - 116
Nailpro - June 2017 - 117
Nailpro - June 2017 - 118
Nailpro - June 2017 - 119
Nailpro - June 2017 - 120
Nailpro - June 2017 - 121
Nailpro - June 2017 - 122
Nailpro - June 2017 - 123
Nailpro - June 2017 - 124
Nailpro - June 2017 - 125
Nailpro - June 2017 - 126
Nailpro - June 2017 - 127
Nailpro - June 2017 - 128
Nailpro - June 2017 - 129
Nailpro - June 2017 - 130
Nailpro - June 2017 - 131
Nailpro - June 2017 - 132
Nailpro - June 2017 - 133
Nailpro - June 2017 - 134
Nailpro - June 2017 - 135
Nailpro - June 2017 - 136
Nailpro - June 2017 - 137
Nailpro - June 2017 - 138
Nailpro - June 2017 - 139
Nailpro - June 2017 - 140
Nailpro - June 2017 - 141
Nailpro - June 2017 - 142
Nailpro - June 2017 - 143
Nailpro - June 2017 - 144
Nailpro - June 2017 - 145
Nailpro - June 2017 - 146
Nailpro - June 2017 - 147
Nailpro - June 2017 - 148
Nailpro - June 2017 - Cover3
Nailpro - June 2017 - Cover4
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