Nails.INC set out to launch It’s Topless, a first of its kind 4 in 1 gel manicure product, into a crowded beauty market. The mission was to cut through noise and capture the hearts and hands of Gen Z and Millennials.
Beyond awareness, the goal was to drive genuine connections, fuel cultural conversation, and position Nails.INC as the innovation leader in nails.
Key objectives:
We knew our target audience craved authenticity, creativity, and speed in both beauty routines and the content they consumed. We therefore curated a tiered influencer mix:
The creative platform, #NailingLife, captured the product’s functional benefits such as speed, variety, and long lasting quality while connecting to deeper emotional drivers like confidence and resilience.
We designed three influencer personas to ensure content diversity while keeping the narrative united:
The guiding principle was simple: real people, real stories, real nails. Every moment showed how It’s Topless fits seamlessly into real life.
Execution
The campaign spanned three markets: UK, US, and Canada.
Influencer activations
Live-in-Culture events amplified reach and positioned Nails.INC at the centre of cultural conversations. Influencers were hosted at experiences such as
These events were shared experiences that reflected brand personality, strengthened community bonds, and celebrated diversity.
Retail amplification ensured the product story extended into shopper moments. Bespoke creator-briefs were tailored by retailer:
Quality control and brand alignment were rigorously managed. Criteria included
This ensured the campaign's look and feel stayed consistent with Nails.INC’s inclusive and real-world ethos.
The campaign exceeded expectations. Micro-influencers punched above their weight, delivering particularly strong video views and engagement, validating the strategy of leaning into niche communities and always-on storytelling.
The campaign did more than deliver sales. It reaffirmed Nails.INC’s position as a bold, inclusive innovator in beauty. By celebrating diversity, creativity, and individuality, the brand connected with its audience in ways as lasting as the 8-day shine of the product itself.
The formula for future campaigns was clear: excellence powered by micro-authenticity, with community at the heart.
Micro-Influencer Impact:
Campaign performance:
Cultural & Brand Impact...
Commercial Impact...
Thea Green, Founder & Chairwoman, Nails.INC:
"The 1000heads team were brilliant partners on the It’s Topless campaign. From the outset, they combined sharp strategic thinking with real creative confidence, using their unique approach to social listening to uncover genuine audience insight and shape a highly relevant campaign.
They took the time to truly understand our product innovation and our brand, helping us bring something genuinely new to market in a way that felt bold, culturally relevant, and true to the Nails.INC DNA. It was a highly collaborative process and a partnership we genuinely valued."
