Nailpro - October 2017 - 39

Making Moves
Kupa has expanded both its brand and executive team. In August, the
Anaheim, California-based manufacturer announced that it acquired the
Valencia, California, nail wrap company Nailebrity and named its founder
and industry veteran Elaine Watson as executive vice president. Kupa
president and CEO Richard Hurter enlisted Watson, who joins the Kupa
team with more than a decade of experience as an educator, salon owner,
celebrity tech, competition judge and entrepreneur, in hopes of having her
elevate the nail brand and boost its international presence. Here, Hurter
shares how he believes these changes will take Kupa to the next level.
NAILPRO: Now that you have Elaine Watson on your team, how
do you plan on growing the Kupa brand?
Richard Hurter: Elaine and I are working together to create
content for the U.S. and global nail market. Elaine is also working
on partnerships with key industry companies to get Kupa e-files
and education into the hands of more nail technicians.
NP: Kupa is a leader in the e-file category. In your opinion, what's
next for the category and how will Kupa address that need?
RH: I am working with a team of engineers to turn my ideas into
a reality. Beyond creating state-of-the-art technology, we are also
focused on making e-files attractive. This is the beauty industry,

Kupa president and CEO Richard Hurter with new
Kupa executive vice president Elaine Watson.

and the e-file should be an extension of the technician's artistic
expression. As technology comes down in size, we also continue
to downsize our designs. Taking the e-file off the table and onto a
tech's waistband or belt means it needs to be classy and beautiful
while doing its job.
NP: Kupa has expanded its presence on YouTube. How will you
and Watson continue to grow your digital brand presence?
RH: Elaine has a lot of experience talking in front of large crowds.
Her time as a judge on the reality show "Nail'd It" gave her oncamera skills that we hope to utilize. Our plan is to continually flood
YouTube, Facebook and Instagram with fun content that will keep
viewers coming back.

OCTOBER

2017

NAILPRO.COM

39


http://belava.com http://www.NAILPRO.COM

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

Contents
Nailpro - October 2017 - Intro
Nailpro - October 2017 - Cover1
Nailpro - October 2017 - IBD_L
Nailpro - October 2017 - IBD
Nailpro - October 2017 - Cover2
Nailpro - October 2017 - 1
Nailpro - October 2017 - 2
Nailpro - October 2017 - 3
Nailpro - October 2017 - 4
Nailpro - October 2017 - 5
Nailpro - October 2017 - 6
Nailpro - October 2017 - 7
Nailpro - October 2017 - 8
Nailpro - October 2017 - 9
Nailpro - October 2017 - 10
Nailpro - October 2017 - 11
Nailpro - October 2017 - 12
Nailpro - October 2017 - 13
Nailpro - October 2017 - 14
Nailpro - October 2017 - 15
Nailpro - October 2017 - 16
Nailpro - October 2017 - 17
Nailpro - October 2017 - 18
Nailpro - October 2017 - 19
Nailpro - October 2017 - 20
Nailpro - October 2017 - 21
Nailpro - October 2017 - Contents
Nailpro - October 2017 - 23
Nailpro - October 2017 - 24
Nailpro - October 2017 - 25
Nailpro - October 2017 - 26
Nailpro - October 2017 - 27
Nailpro - October 2017 - 28
Nailpro - October 2017 - 29
Nailpro - October 2017 - 30
Nailpro - October 2017 - 31
Nailpro - October 2017 - 32
Nailpro - October 2017 - 33
Nailpro - October 2017 - 34
Nailpro - October 2017 - 35
Nailpro - October 2017 - 36
Nailpro - October 2017 - 37
Nailpro - October 2017 - 38
Nailpro - October 2017 - 39
Nailpro - October 2017 - 40
Nailpro - October 2017 - 41
Nailpro - October 2017 - 42
Nailpro - October 2017 - 43
Nailpro - October 2017 - 44
Nailpro - October 2017 - 45
Nailpro - October 2017 - 46
Nailpro - October 2017 - 47
Nailpro - October 2017 - 48
Nailpro - October 2017 - 49
Nailpro - October 2017 - 50
Nailpro - October 2017 - 51
Nailpro - October 2017 - 52
Nailpro - October 2017 - 53
Nailpro - October 2017 - 54
Nailpro - October 2017 - 55
Nailpro - October 2017 - 56
Nailpro - October 2017 - 57
Nailpro - October 2017 - 58
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Nailpro - October 2017 - 60
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Nailpro - October 2017 - 89
Nailpro - October 2017 - 90
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Nailpro - October 2017 - 120
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Nailpro - October 2017 - 136
Nailpro - October 2017 - Cover3
Nailpro - October 2017 - Cover4
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