CND Shellac is the first and superior gel nail polish at the world’s market. This miracle of the beauty industry became the global leader in professional nail care. The new-age super proof, damage resistant and long-lasting nail coat was first introduced by CND brand in 1979. Nowaday, there is a special system of base, color and top coats that works together, delivering two-weeks of high-performance manicure. Its innovative UV technology contemplates speed drying. After more than 30 years, this classic product continues to be a go-to favorite of professionals and consumers around the world.

CND AND MILESTONES

“Creative Nail Design, Inc.” (CND) was founded by the Nordstrom family in 1979 in Vista, California. Its founder was Stuart Nordstrom. Dr. Nordstrom was a dentist. In the 70s one of his dental patients, who was a nail technician, got sight of the material, used by doctor for temporary crown, as one that may be applied to sculpt nails. The customer accidentally noticed that the smell of the dental mixing powder with a liquid was similar to the smell, which appears when creating porcelain nails, which where in use for that time, but because of the stifling smell, difficult performing and the imperfection of technology began to disrepute. Dr. Nordstrom was interested in that fact, but the mixture became yellow with the time, so he made some samples, tested them in his home lab and the one that was of perfect texture, color and fit for nails design was chosen. In 1978 he formulated a liquid and powder system. He called a special monomer “Solar Nail” that was capable to strengthen the nail plate and to make it more flexible. It was a real revolution in the world’s nail design industry, providing a decent alternative to the conventional enamel coating. Soon it was compliant with FDA standards. At the same time he created a company CND, which initially counted 7 family members. First, their family company called “Classique Nails”. It was located in a small garage. All the Nordstrom was involved into family business bottling the liquid, putting boxes together, making advertisements.

In those years, professional nail art was in need of new materials, able to give the nail a beautiful shape. The company CND was able to make the necessary nail accessories, impressing customers with perfect quality nail care products.

Over time, the company moved from the home garage to the big building with modern laboratories and the latest equipment and got its present name “Creative Nail Design”. Improving conditions allowed it to create new spinoffs and soon the newest line of hands, feet and SPA care came to light.

The next steps were made on the way toward success:

Nowadays the brand is the global leader in professional nail, hand and foot beauty. The official producer of CND Shellac has the wide range of decorative nail polishes, gel systems, manicure and pedicure care and spa products. The high quality of its production and services made the brand generally recognized among the beauty professionals and their clients. The beauty industry is developing with the incredible speed. For over thirty years the company has revolutionized the process of the nail industry. It keeps looking for innovative and reliable nail products. Each product is meticulously researched and tested before it reaches the customer. CND constantly provides support, education, and inspiration to the customers. It also keeps up to the times, introducing long-lasting materials and colorful nail polish palette.

MS. JAN NORDSTOM ARNOLD

Ms. Jan Nordstom Arnold is a daughter of Dr. Stuart and Mary Nordstrom, a co-founder and style director of CND. Already for more than 30 years she is deeply committed to advancing the nail care industry, and successfully continues the family business. Her knowledges in natural nail services helped to develop CND products. Jan Arnold is a central character in the nail art movement. She is involved into the “CND Design Lab”. She made CND the A-lister on the world’s red carpet of NY Fashion Weeks. Together with research and development team she brings innovations to market. On year-round basis she visits salons, work trade shows, trains the staff and beauty professionals. Ms. Jan Arnold constantly appears in educational and other official CND videos.

Ms. Arnold is a board and member of the Global Nail Exchange, Beauty and Barber Supply Institute, American Beauty Association and Nail Manufacturer's Council. In 1998 she got City of Hope's Spirit Award for supporting of breast cancer research. In 2000 she was awarded by the American Beauty Association.  Ms. Jan Arnold has become one of the “Beautiful People”, the list of top beauty industry professionals.

SHELLAC SYSTEM ADVANTAGES

The best innovation is considered CND Shellac manicure. This persistent and unfading coat is a global leader in nail industry. СND Shellac nail coating system is a game-changing combination for manicure and nail care. It combines the advantages of both polish and gel, but it shouldn’t be confused with similar products like gel, acryl or soak-off polish. Comparing CND Shellac with a simple polish, acryl or gel it is easily to see all the advantages starting with easily applying-removing procedure, less drying time, ending 5 times longer wearing time. The new formula includes oils and vitamins, and that is crucial it is “7-Free” and doesn’t contain toluene, camphor, formaldehyde, phthalates (DBP), formaldehyde resin, xylene, or methyl ethyl ketone (MEK). It helps to create high-quality colorful trendy manicure, moreover adds health and shine to nails. It's highly resistant and long lasting. 

The key benefits of CND Shellac system are:

The main feature of Shellac is that it’s the same easy to apply as well as to remove. There is a special step-by-step procedure for applying the brand’s CND “Shellac +14 Day Nail Color” system. According to CND it starts with PEP, a method of preparation natural nails that includes P-performing a manicure, E- eliminating contaminates, P-purifying nail layers. Then the base coat several layers of multi-colored Shellac and express 5 top coat are applied. Each layer is cured under the LED lamp. In order to finish the procedure the top sticky film is removed and a drop of “Solar Oil” is put on each nail to condition the skin. The coat goes on like polish; it is worn tuff like a gel and comes off in a five minutes.

CND Shellac easily slides off without peeling or scraping. There is a special nourishing acetone-based remover. The macadamia and vitamin E oils help to avoid nail or skin damaging. There are also Foil Remover Wraps, which are wrapped around the fingertips and make procedure comfy. Once the remover sits on the nails for five minutes, the polish should be removed using an orangewood stick. CND Shellac has proven itself among manicure professionals and their clients, who appreciate its doubtless benefits.

NEW COLLECTION

The CND offers the fantastic color palette that is continuously changing. 118 of CND Shellac shades vary from elegant to challenging, from carbon fibre to shining luster. The new collections are introduced seasonally. In September 2016 the brand added glitter to its classic palette, introducing “Starstruck Collection”. It totally differs from the previous colors. At no time in history CND had such glittering shades. “Starstruck Collection” includes six new sparkly colors such as: Garnet Glamour, Alluring Amethyst, Dark Diamonds, Blushing Topaz, Emerald Lights, Starry Sapphire. The powder now is mixed up together with gel in order to get a dazzling color. This collection is perfect for Christmas period. 

CND LAB

There are two CND Labs: the Production Cycle Lab and the Design Lab. CND’s Research and Development Lab is in Vista, California. The secrets of production are covered behind the lab walls. CND devotes significant time and resources on product innovation and quality. The scientific and technological know-how of the leading engineers helps to create the exact products that professionals want and their clients need.  It is pushing boundaries and creates nail everlasting products. The team of chemists is experimenting with the color palette, developing new materials and testing their quality and safety. First, the lab team mixes up different kinds of base coats and then makes “soakability” tests to check if they well separate in acetone. The gels are also proofed for the flexibility. This is how the new kinds and colors of Shellac appear. As one of a vivid example of the watchful and rigorous testing, Shellac was in development for five years before it was first introduced to the customers. Brand is committed to advancing the nail care industry.

MARKETING

CND’s Design Lab is a wise interlinking between the world’s high fashion and professional nail industry. It works specially with designers to realize different projects during high fashion performances. Headed by style director Jan Arnold, it finds ways to accessorize the designs on the New York Fashion Week runway. Formerly the brand took part in 15 fashion shows each season.

The brand participates in two shows during the New York Fashion Week together with Libertine and the Blonds designs. The design process differs from show to show, but every time the creative relationship between nail team and designers are very tight. The Libertine Fall/Winter 2016 runway show was full of modernism and creativity of the clothes, accessories and nails. CND manicurists spent more than 200 hours sculpting and polishing mini masterpieces. The models were wearing the most fantastic fashion clothes with eyes elements. They also wore colorful graphic nails with hand-sculpted eyes created using bestselling coats of CND Shellac core collection. Totally there were 213 sculpted eye nails together with eyes decorated Swarovski pupils on collars and hats. There were contrast nails with soft, fluffy, candy stylish look. The concept of the show was the playful fashion collaboration with nails, displayed both chic and top graphic works of art.

CND Marketing and Creative Services team has a great experience in beauty industry. It oversees all of CND's business categories of natural nail care, hand and body products. The team makes positive and results-oriented changes. During last 5 years the marketing team has doubled in size and has won 22 awards in beauty sphere.

In order to be in time with information technologies, the company developed special nails app.  The new “CND Nails Mobile App” for iPhones helps customers to get acquainted with the Shellac palette and virtually try on different colors, choose the nail shape and create look book of manicures.

DISTRIBUTION

CND Shellac system distributes via salons and spas. With CND products nail and beauty professionals discover endless possibilities for stunning nail art designs, color layering options, fashion trends and enhancements. With such professional nail services of the high quality the clients get everything they need. To purchase the brand's products, professionals as well as customers may visit the official web-site. CND nail products are globally sold by official distributor’s on-line shops. For example, New Summit Colors, understanding the needs of nail care range, became an official distributor of CND. The products are also available on such popular USA web-shop as Amazon.

PRODUCT PRICING

Brand continues to create new products, but the main CND core products such as Cool Blue (disinfector for hand), Scrub Fresh (disinfector polish), Base Coat (basecoat), Color Coat (any color of CND), Top Coat (top-fixer) remain the bestsellers. Here are the prices for main products and accessories:

The products are usually sold at premium among professional salon manicurists. The average price for one color Shellac manicure is 100$ so the material costs could be easily compensated.

FINANCIAL STATEMENTS

Revlon Inc. is one of the strongest consumer brand franchises in the world. In the past two years the company has reinvigorated its key brands and increased their profitability. 2015 was a strong year for Revlon. The international net sales of the third quarter of 2016 increased by 6.3% compared to the prior year quarter. The company improved its competitive positioning and had more resources to invest in brands. СND company is in the Revlon’s global brand's portfolio. The brand is a top performer of the net sales in Revlon's professional segment and occupies the leading position in the global market. The brand’s professional net sales increased $12.2 million in 2015 compared to 2014. The professional segment profit in 2015 was $103.9 million.

MASS MEDIA

“Lot of new fun products will be launching September 2016. I can’t wait to show you! But till then here is a sneak peek of the beautiful "Starstruck collection" from CND™. This collection is all about glitters. I’m so happy, we have been missing glitter colors and now we have a full collection of beautiful glitters. We have been asking for glitters and I love that CND™ listens to us professionals and that they deliver that to us. I couldn’t be happier. Thank you CND™! I’m really trying to find a favorite but I really can’t choose. I love them all. I really can’t wait to get the collection and start working with it.” Ivana, professional manicurist Nordicbeauty

“CND's Style Director Jan Arnold is the brains and beauty behind the brand, and has transformed the 30 year-old, family-founded company into a cult professional line. With cutting-edge technology like Shellac, an elite team of nail artists behind her, and a never-ending roster of designer clients (Marc Jacobs, Jason Wu, and The Blonds, and to name a few), Arnold is a central character in the 21st century nail art movement.” Beautylish

“I've had the CND Shellac manicure twice and both times it lasted the two weeks as promised. The CND Shellac manicure is great, because it really does last for up to two weeks. Your nails are shiny and don’t have any chips. I even washed the dishes without gloves, but it still didn't chip. The addition of having no extra drying time is also a major plus. You can walk out of the salon, pay and dig in your bag with your car keys the second you're done.” By Anne Fritz, 15-Minute Fashion Expert

FEEDBACKS

 “I usually forget the colors I get for my previous gel manis, so it's almost freaking impossible to get the color again, especially if I go to a different salon and they don't have it (cause sometimes they'll go get it for next time). I love that with the new CND Nails Mobile App I can find and save my colors so I can pick exactly what I want when I go into the salon! Plus there's a cute place to take pics of your mani, which is nice especially to remember how the color looks on your own hand.” Brittabrack2013

“After unsuccessful manicures my nails were spoiled. I got together my patience, oils, vitamins, hand cream, and, of course, bought oil care Nail Solar Oil by CND. Solar Oil is excellent oil, which consists entirely of natural ingredients. There are several different options of bottle volume, but I took 7.3 ml. Price was totally acceptable, especially as I previously enjoyed the other products of CND and was pleased with the quality and the results. The cuticle became healthy and hydrated and well maintained, there is less manicure need, and with this oil it makes much faster. I liked this oil both for the ease of use, and for the results. I definitely recommend it.”  OksiRoxi

“One of the key things people keep asking me is about whether CND Shellac damages the nails.  It doesn’t, if anything it helps to strengthen the nail whilst worn, it’s just important to come back to the Salon to have the CND Shellac removed properly.” Orchid Beauty