Brand Tone

Trustworthy & Established, Effective & Results-Oriented, Caring & Supportive, Approachable & Authentic, Slightly Nostalgic yet Modernizing

Brand Values

• •Efficacy
• •Heritage & Trust
• •Nail Health
• •Customer Satisfaction
• •Quality Ingredients
• •Accessibility

Best Practices

• •Prioritize "Proof of Efficacy": Always circle back to the core message that the products work. Use phrases like "proven results," "visibly stronger," "trusted since 1960." Back claims with testimonials or references to the product's heritage.
• •Be Direct and Clear: Avoid overly trendy jargon or complicated language. The tone is approachable and straightforward. Clearly explain product benefits and how to use them for best results.
• •Embrace Authenticity: Use genuine customer language where possible (e.g., in testimonials). Let the product's long-standing reputation and user satisfaction speak for itself rather than relying on hype.
• •Balance Heritage with Modernity: Acknowledge the brand's rich history while also highlighting innovations like plant-based ingredients and cleaner formulas. This shows stability and responsiveness to current consumer values.
• •Maintain a Supportive and Encouraging Voice: Position Nail Magic® as a solution provider that understands nail concerns and empowers users to achieve healthier, more beautiful nails. Focus on the positive transformation and the confidence that comes with it.

Social Perception

Nail Magic® is generally perceived as a reliable, no-nonsense brand that offers proven solutions for common nail problems like weakness, brittleness, and peeling. Customers view it as a "go-to" or "holy grail" product, often recommended through word-of-mouth and positive online reviews. There's a strong sense of trust built over its long history, with many users expressing loyalty spanning years, sometimes even generations. The "magic" in its name is often echoed by users experiencing significant nail transformations. While it might not be the trendiest or most glamorous brand in the nail space, its reputation for effectiveness and dependability gives it a strong and positive social standing among those seeking genuine nail care solutions. The shift towards more natural and ethical formulations is likely to further enhance this positive perception.

Copy Examples

• •Headline: Still a Classic, Still Works Wonders. Body: For over 60 years, Nail Magic® has been the secret to stronger, healthier nails. Our original Hardener & Conditioner was born from a manicurist's desire for real results – and "IT WORKS!" is still our promise to you. Rediscover the magic for your nails.
• •Headline: Weak, Brittle Nails? Your Comeback Story Starts Here. Body: Don't hide your hands! Nail Magic's® nourishing formulas are designed to transform problem nails into a picture of health. Experience the confidence of visibly stronger, smoother nails that resist peeling and breakage. It's not just polish, it's Nail Magic®.
• •Headline: Plant-Powered Strength. Naturally Beautiful Nails. Body: Introducing our new generation of nail care! Nail Magic® now offers plant-based formulas, 80% derived from beet and sugar cane, and always 16-Free from harsh chemicals. Get the effective results you trust, with the cleaner ingredients you deserve. Healthy nails, naturally.
• •Headline: Real Results from Real People. See What They're Saying! Body: "I've tried everything, and Nail Magic® is the only thing that saved my nails!" – Sarah M. Join thousands who’ve found their nail solution with us. For decades, word-of-mouth has been our best advertisement because our products truly deliver. Share your #NailMagicStory!
• •Headline: Your At-Home Manicure's Best Friend. Body: Get salon-quality strength and care without leaving your home. Nail Magic® works as a powerful standalone treatment, a protective base coat, or a glossy top coat. Simple to use, with results you'll love. Strong, beautiful nails are just a brushstroke away.