EXCLUSIVE! Essie Spring '08 Collection - Louella Belle

Spring 2008
free
EXCLUSIVE!
Essie Spring
‘08 Collection
Spring ShadeS
Sea mineral glow
nail penS
introduce the first ever issue of ➤ ➤
Seche beSt SellerS
new Products!
20%
off at
Paris
London & Paris
fashion week
charity
ray of sunshine
have a sPeciaL
day with essie
London & Paris
Don't miss out!
Book your
Lash beLong
training now!
Polished Magazine.indd 1 23/1/08 16:33:23

news
Lisa's Column...
I would like to begin my first ever
‘Lisa’s Column’ by wishing you all
a happy, healthy New Year and hope
you all had a wonderful Christmas.
I managed to escape over Christmas
to a lovely hot climate – so there
was no supermarket rage and
panics in the kitchen – lucky me!
Back now to our lovely cold
climate and a busy year ahead.
I am so excited about the launch of our
magazine, Polished, we wanted to find a
way to let all our customers know what’s
going on with us over the next year, brand
new sneak peeks at new products and to
let you all know about our latest addition,
Lash beLong semi-permanent eyelash
extensions which are proving to be a huge
hit. Perfect Nails is now ‘not just nails’.
Introducing Essie’s much talked about
and highly anticipated Sea Mineral Glow.
I have been smothered up to my knees
with the amazing blue one step exfoliator
and moisturiser and it works wonders.
I recommend you try it – hands, legs,
all over. Together with Essie’s Spa Kirby
Creme, this exotic cocktail creates an
ultra luxurious manicure treatment or
an express pedicure.
So put your perfectly polished feet up, grab
a cuppa, have a read and meet my team!
Lisa Crook
Managing Director, Perfect Nails
say
hello
Perfect nails hQ had a
photoshoot this week...
(From top left) Ben Powell, Trevor Haygreen, Gemma Young, Charlotte Newman,
Sasha Dyson, Jamie Crook, Paul Sones, Jacqui Wood and Lisa Crook.
Polished Magazine.indd 2 23/1/08 16:33:26

introducing all the
fabulous team here
at Perfect nails
Charlotte Newman
Office and Sales Manager
Charlotte assists Lisa and
Jamie with the day to day
running of the office and
all the bits and pieces in
between! Charlotte has
9 years experience in the nail and beauty
industry and will be able to answer any
technical questions you have about our
Essie, Seche and Lash beLong ranges.
If you need help expanding your range,
or not sure which products would be
best for you, give Charlotte a call.
Paul Sones
Customer Service Manager
Heading up our Customer
Service team, Paul is notorious
for his problem solving skills
and with 7 years nail and
beauty industry experience,
he has resolved his fair few! We are sure that
the majority of your orders arrive on time, safe
and sound but should you ever experience
any problems such as delivery not arrived?
Invoice not 100% correct? Let Paul know
and he will stick with your problem until
it’s resolved.
Sasha Dyson
Customer Service
and Marketing Assistant
Sasha is the newest
member of our office team
and has taken on the role of
managing our retail website
www.nailsbymail.com. Sasha will be your
point of contact for any imagery you may
need for your price lists etc and will also be
delighted to take your telephone orders and
assist you with new products.
Paul Sones
Lisa Crook
Gemma Young
Customer Service
and Sales Assistant
Softly spoken Gemma will
always take your telephone
order with a smile. Happy
to assist you with colour
selections and update you with new products,
Gemma will always ensure your order is
processed on time. True service with a smile!
Jacqui Wood
Credit Controller
Jacqui is one of the longest
standing members of staff at
Perfect Nails but not everyone
will have spoken with Jacqui,
if she calls you it’s usually
related to overdue balances! Jacqui is an
expert Lash beLong artist and is also an
authority on the Essie colours of old.
Trevor Haygreen
Having worked in nail and
beauty warehousing for 5
years, Trevor certainly is an
expert at packing nail polish.
Your Perfect Nails parcels will
always arrive packed with
Trevor’s care and attention.
Ben Powell
Ben is the fastest packer in
the West! He currently holds
the record for personally
packing and despatching
the most orders in one day.
Alfred Schacht
Accountant
Having been with the Company
as our in-house accountant
for nearly 9 years, Alfred is the
‘dad’ of the office, looking after
all our bills and making sure
everything’s paid on time. Alfred also makes
the best cuppa ever!
Trevor Haygreen and Ben Powell
Lisa Crook and Jamie Crook
team
Lisa Crook
Managing Director
Not just the MD. Lisa is very
much ‘hands on’ in the day
to day running of Perfect Nails.
She is absolutely insistent
that her Team offer a personal
service to every customer
and they do not just become
account numbers. Lisa regularly
visits salons, spas and stores
nationwide alongside the
sales team.
Jamie Crook
Sales & Marketing Director
In October 2004 after spending
4 years in the Commercial
Property Investment industry
Jamie joined Perfect Nails to
help drive the company forward
and build on what Lisa had
already achieved. Like Lisa,
Jamie isn’t one to hide away
and is involved in all major
projects such as overseeing all
PR activity, developing the new
Perfect Nails website, looking
after our valued customers
and from now on, working on
all future issue’s of Polished.
Head Office, Perfect Nails
Unit 1, Atlantic Business Centre,
Stirling Way, Borehamwood,
Hertfordshire, WD6 2BT.
Tel: 0844 800 9396
Email: info@perfectnails.uk.com
3
Polished Magazine.indd 3 23/1/08 16:33:38

Polished Magazine.indd 4 23/1/08 16:33:40

the headlines
catch up with whats been happening over the last three months
and be the first to know all the upcoming events for the next few.
Essie Launch in
vaLentines day!
Essie celebrates love with this
delightful True Devotion gift set.
includes two glamorous nail
colours Lady Godiva and Adorea-Ball
plus a Smoothie Hand &
Body Lotion in Pomegranate
and Mango in a lovely
drawstring organza bag.
s
True Devotion £7.95
+ VAT (RRP £15.95)
This Valentines Day Essie Cosmetics and
E! Entertainment Television have teamed
up to create a new limited edition nail polish
that captures the class and glamour of 'E!
Live From The Red Carpet.' The polish was
inspired by E!'s signature “Live From the
Red Carpet” programming. From celebrity
red carpet arrivals to A-list bashes, E! takes
viewers inside the excitement to cover
the most beautiful,
fascinating, sought-after
stars on Hollywood’s
biggest nights.
s
E! Live From
The Red Carpet
£3.85 + VAT
(RRP £8.50)
12 piece display
£20 + VAT
“
♥
♥
♥
♥
♥
♥
♥
♥
♥
♥
♥
♥
♥
♥
♥
♥
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♥
Essie was THE first brand
i called when i started
at Harrods last year.
How could i not have my
favourite nail brand in my
own department? Love the
colours and the quality of
the polishes and happily so
do my customers. We've
really hit the ground running
since launch and the Perfect
Nails team have been a
real pleasure to work with.
Looking forward to another
successful year together!
Gina Cowey, Buyer,
Beauty Apothecary
✃
Mothering Sunday!
seche first aid nail repair kit includes
everything needed to repair a torn, cracked
or chipped nail easily and quickly. when used
as directed, the mended nail will look natural
and beautiful with any polish application.
in association with woman’s cancer research
fund make Mum’s feel special this mothers day
with essie’s Pink is Powerful Gift set. includes
mini Pink is Powerful nail colour, mini Good
to Go top coat, Pink is Powerful Gloss-e lip
gloss and Pink is Powerful crystal file.
news
essie scoop scratch
Magazine's 'stomp
scratch award'.
for their 'i do"
nail lacquer –
the worlds most
expensive nail
polish, which sells
for £250 a bottle.
Up to 20% off at Professional Beauty
Excel Show 2nd – 4th March 2008.
20%
”
Discount with this voucher
when you spend over £50.
Pink is Powerful
£9.95 + VAT (RRP £20)
FiND US ON STAND BB20
Customers get a 10% discount when
they spend over £50 at the show.
Take this voucher with you to enjoy
a further 10% discount.
offer
New
staff
welcome Leeanne our
new northern ireland
representative.
Seche First Aid
Nail Repair £6.50
+ VAT (RRP £12.95)
Polished Magazine.indd 5 23/1/08 16:33:43
s
s
5

new Products
the Must have
new Products & d
6
Sea Mineral Glow
The staff in the office have been
waiting, not so patiently! to get their
little mitts on this fab new product. In
just one easy step, you can exfoliate,
moisturise and condition skin with
this pot of magic. Finely ground
sea minerals and pure essential
oils gently purify skin leaving it
renewed and radiantly aglow. Give it
a stir, apply, massage and rinse for
gorgeous lustrous skin.
The Nail Corrector
New and improved performance.
Essie's corrector pen will fix those
little mistakes and smudges, leaving
your nails perfectly polished.
Lisa's
pick!
White Bright Pen
This pristine new pen utilizes
non-bleach technology to help
whiten and brighten the appearance
of natural nails. It can be used under
your regular manicure, before the
basecoat. And it dries in seconds!
Ideal product for clients who require
neat, groomed nails with minimal
time and effort.
“ the nail corrector
is back! & better
than ever”
Sea Mineral Glow The Nail Corrector White Bright Pen
essie spring 08 collection
Great
Expectations
Body
Language
Hard To Get Hi Maintenance Looking
For Love
s
Secret Affair
Mini 4-Pack
£7.50 + VAT
RRP £14.95
Colours To Go
6-Pack
£20 + VAT
36 Bottle Retail Centre
£120 + VAT
12 Bottle
Designer Display
£40 + VAT
Essie’s latest collection of light and luscious
pastel colours will compliment Spring shades.
Sweet yet sassy, pale but perky, these shades
are sure to put a spring in your step this season!
Polished Magazine.indd 6 23/1/08 16:33:51

disPLays
Floor Stand
Display
Do your
therapists
retail?
we are now holding
a retail training
session where salon
owners can send
their therapists
in for full retail
training and product
knowledge. 10am –
3pm £50 per person,
lunch included and
a 10% discount off
of all stock!
Medium Wall Display
Holds 48 Colours 1 of each
Our mission is to keep you up
to date with the latest products
that are a must for this season.
72 Bottle Counter Display
Holds 24 Bottles 3 of each
Smoothies Counter Display
new essie displays
288 Bottle Counter Display
Holds 48 Colours 6 of each
they’ve taken their time but the new essie Merchandising display’s are finally here!
with a choice of 12 designs holding between 24 and 144 different shades these new
displays are a must have. Please call the office for prices and information.
Polished Magazine.indd 7 23/1/08 16:33:55
7

get
We're excited to introduce Lash beLong...
Eyelash extensions are a new, hot
and cutting edge personal service
that will provide you with added
professionalism and an extra source
of income. Eyelash extensions are a
repeat service your clients will desire
for many years to come. Once your
clients experience lash extensions
and see the lasting luxurious results;
they will be convinced these lashes
beLONG to them!
Michelle Bouse, Hollywood Celebrity
Make-up Artist and Lash belong expert
taking a training class
Lash beLong’s unique Volume Extensions are
perfect for adding volume, filling in eyelash
spaces and gaps, as well as saving you
application time and increasing your income.
Visualise just one thick eyelash split four ways
and finely joined together to form one hair at
the end. A knot free cluster of 4 extremely fine
lashes for the most natural look possible. Even
the most advanced Lash Artist will want to
know more about Volume extensions.
Our Lash beLong Level 1 Extension Artistry
and Conversion Courses have been endorsed
by Habia for Continued Professional
Development and awarded with Beauty
Guild accreditation.
educators
Judy Paskin
Perfect Nails Head Office,
Unit 1 Atlantic Business Centre,
Stirling Way, Borehamwood,
Hertfordshire WD6 2BT
Georgie Smedley
EzFlow Nail Systems,
Unit 32, Business Innovation
Centre, 1 Electric Avenue,
Enfield, Hertfordshire, EN3 7XU
Sam Watkinson
In Salon training covering
the Midlands
Sabrina Malik
In Salon training covering
North of England
Emma Birt
ELB Treatment Specialists,
103 St Vincent Street,
Glasgow G2 5EA
training dates
Judy Paskin
March 3, March 12, March 24,
April 7, April 11, April 14, May 5
Georgie Smedley
February 4, March 6, April 8,
May 14, June 2, July 3
Emma Birt
February 15, March 11, April 29,
May 21, June 23
Sam Watkinson
Available dates from
February 2008
Sabrina Malik
Available dates from
February 2008
Polished Magazine.indd 8 23/1/08 16:33:57

Promotion
Polished Magazine.indd 9 23/1/08 16:33:59
9

events
oh what a week...
10
Jenny Longworth and model
Up and coming session tech
Jenny Longworth headed a nail
team at London Fashion Week’s
Aganovich show.
The 24-year-old has been
involved with fashion work
for the past two years,
working for cutting edge
publications such as ID,
TANK, Vogue and Another
Magazine. Alongside her
session work she also runs
a successful nail bar in
Watford. Her Aganovich
team – also comprising
Zarra Skeete and Emily
Bolton – chose to work
with Essie products for
the brand’s huge choice
of polish colours and fast
drying time. “The look
was a week old, chipped,
distressed and worndown
nail” Jenny explains.
“With the collection being
influenced by the Notting
Hill riots, this went perfectly
with the grungy, rebellious
feel. To achieve the look we
used Essie’s Wild Thing,
which with its beautiful
metallic undertones
complemented the fabrics
of the collection perfectly.
After letting the polish dry
for a while we gently wore
away at the free edge to
give a realistic looking
chipped effect.”
Jenny Longworth and team
Models showing the week old,
chipped look for the show
Polished Magazine.indd 10 23/1/08 16:34:06

Crimped hair and shock pink lips
accessorised the designs
Designer Manish Arora's
Spring / Summer 08
collection needed impact
from the nails. The Nail
Specialists let their artistic
juices flow with Essie and
rose to the challenge.
Sam Watkinson and Sabrina
Malik were invited to create Indian
Designer, Manish Arora's nail
looks as headlining techs. Manish
Arora is renowned throughout
the fashion industry for his bold
colour palettes and intricate
embroidery. For Paris Fashion Week
last September the designer's
collection sought inspiration from
vibrant Hindu festivals. Arora's
garments were technicolour with
embroidery, beadwork, sequins and
Swarowski crystals of Hindu Gods,
Indian royalty, butterflies, Parisian
architecture and images from
comic books à la Roy Lichtenstein.
Perfect Nails, sponsored The Nail
Specialists. "Essie is doing some
amazing stuff right now," says
Sabrina, Samantha adds, "After
trying and testing a few colours
recently we found Essie polish had
amazing consistency and staying
power. Plus the size and splay of
the brush gives great precision and
control and the polish dries evenly
leaving a beautiful glossy finish."
a day to rememBer!
Perfect Nails were proud to support
the Rays of Sunshine event
Essie products were used to
treat the children to manicures
essie hits Paris
Over 500 terminally and
seriously ill children
attended a party on Friday
30th November at the
Roundhouse in Camden.
With live stage shows
from Disney’s High School
Musical, magicians, walkabout-characters,
face
painting, hair, make up and
nails, arts and crafts, a
disco, amazing lucky dips
and fantastic goody bags.
It was a much needed
day of fun for these brave
kids, who have to spend
so much time in hospital,
undergoing treatment.
www.raysofsunshine.org.uk
Sam Watkinson, Manish Arora and Sabrina Malik
Model with red fingers to
highlight the white nail varnish
Disney stars made the
childern feel special
Polished Magazine.indd 11 23/1/08 16:34:11
11

12
ProfiLe
show
off!
we're featuring two new
salons each issue. check
out Green street house in
Bath and Prim in London's
Primrose hill.
Green Street House, Bath
“ our clients love essie! they
leave with healthy gorgeous
nails and always comment on
the long lasting wear they get
from the varnishes. the endless
range of colours encourages
them to always try for a 'new
look', or just a seasonal change.
Green street house have always
focused on healthy natural nails
and the essie manicure and
pedicure range makes even
the basic nail treatments
seem luxurious.”
Betsi, Managing Director
Polished Magazine.indd 12 23/1/08 16:34:13

Prim, Primrose Hill, London
“ Perfect nails have been a fantastic support to Prim
since we opened in May of last year. the direct
communication and customer service is second
to none. this, combined with the great products
and varnishes by essie will keep Prim a dedicated
customer. Perfect nails are always at the forefront
of product innovation and customers are kept well
informed of any new advances within the industry.”
Jo, Managing Director
We'll feature a few of our new salons using our gorgeous
products in each issue. If you'd like to let 'show off'
your salon we'd love to hear from you...
Polished Magazine.indd 13 23/1/08 16:34:14
13

Polished Magazine.indd 14 23/1/08 16:34:16

Welcome to our new customers
• A Time For You
• Aesthetica Beauty Studio
• Agnieszka Wirowska
• Alex Echeverri
• Alison Dronsfield
• AlphaDerma
• Amery Dental Practise
• Angel Hair &
Beauty Studio
• Angela Garner
• Angela Steele
• Annas Beauty Centre
• Aroma Beauty Rooms
• Barnsley House Spa
• Beautica
• Beautikke
• Beautique
• Beauty @ Hairlogics
• Beauty By Tracey
• Beauty Calling
• Beauty FX
• Belong Macclesfield
• Benefit Cosmetics
• Bliss
• Bliss Nail & Beauty
• Blossom Beauty Room
• Body & Soul
• Body Bliss
• Capellis of Clifton
• Carina
• Caroline Beck
• Cinnabar
• Claire McIntyre
• Claire Montague
• Clare Hallett
• Clare's Nails
• Collett's Hair & Beauty
• Corrinne Dixon
• Cowshed
• Daljit Dhoofer
• Danielle Law
• Darcey Nail Salon
• Diva
• ELB Treatment
Specialists
• Elemis Day Spa
• Elixir Holistic & Beauty
• Emma Brown Health &
Beauty
• Emma Jobson
• Emma Keenleyfide
• Emma Simmonds
• Escape Nails & Beauty
• Essentia Beauty
• Essential Beauty
• Exitor Medical Ltd
• Fab Fitness
• Fairways of Harrold
• Faza Merajdin
• Fit Rooms Beauty Co.
• Frances Hall
• Frim Health & Beauty
• Fusions Beauty Therapy
• Glynis Ficker
• Grande Albergo
• Excelsior Vittoria
• Harrods Knightsbridge
• Harmony Health and
Beauty
• HB Health of
Knightsbridge
• Heavenly Bodies
Q&A
WiTh The
PerfeCT
NAiLS
exPerT
Dr 'D'...
Please get in touch and
ask us anything we'd
love to hear from you
• Hena Salons Finchley Ltd
• Inspire Beauty
• Into Beauty
• Irene's House Of Beauty
• Ivna Kezynovic
• Jacqueline Joffe
• Jane Sinclair
• Jeni Brown
• Jenny Parker
• Joanna Garth
• Jodie Marsden
• John Ellis
• Joseph Hair and Beauty
• Just Nails
• Kathryn Arthur
• Kathy Heard
• Kay’s Klinic
• Kelly Ann Hutchings
• Kelly Watts
• Kensington Beauty
Clinic @ Fitness First
• Kevin Bennett
• Kimberley Hecht
• Kim's Nail Salon
• Kool Hair & Beauty
• Krinna Patel
• Kristina Culka
• Laila Ibrahim
• Le Sept Beauty
Therapy Clinic
• Lesley Young
• Lisa Cartmell
• Loretta Jaglinskaite
• Lorraine Stevens
• Louise Dickson
• Louisa Wooff
• Lucy Craske
• Lucy Moss
• Mee
• Melanie Dempster
• Melanie McEwan
• Michelle Ranicar
• Micky Cameran
• Monique Rosenberg
• Monpetit Spa
• My Little Luxury
• Nail Heaven
• Nail Nurse
• Nail Tech Direct
• Nails Where You Are
• Nancy Tan
• Natalie Alaway
• Natasha Ghaderi
• Natural Features
• Nicole Pinkney
• No. 23
• Pamela Johnson
• Panacea Vitae
• Paula Paulino
• Purity By Beatrice Ltd
• Rachel Streatton
• Rajmonda
• Radiance Beauty
• RBD Beauty
• Rebecca Sinclair
• Red Carpet Treatments
• Reflection
• Revive @ The Park
Health Club
• Rita Waller
• Royal Automobile Club
• Ruth Goodman
What is the best technique for
Q keeping nail polish on for as long as
possible?
Ensure the nail is scrupulously clean, a
A product such as Seche Prep will remove
any traces of oil from the nail. Apply a
basecoat such as Firstbase basecoat which
is a “sticky” basecoat designed to anchor
the enamel to the nail. When painting the
enamel use a minimum of 6 strokes so any
air is pushed out which helps to eliminate
chipping/peeling. Finish with a quality top
coat such as Essie Good to Go. Always seal
the free edge of the nails which also helps to
reduce chipping/peeling.
I have been using a treatment
Q basecoat to prevent peeling on a
couple of clients but they are still
peeling at the free edge.
This could be due to filing. A nail file
A should be used to shape only. Use
nail clippers such as Fraliz Professional
Nail Clippers to clip the excess length and
then gently file in one direction to shape
the nail. Do not use a see saw motion as
this will cause trauma to the free edge and
could result in peeling nails. When you
have finished shaping, gently angle the file
vertically against the free edge and ‘bevel’
downwards to seal.
q&a
• Sally Orchard
• The Nail Pod
• Sal-on Nails & Beauty • The Pamper Lounge
• Sarah Butt
• The Salon
• Sarah Gordon Saint • The Sanctum
• Seaspray Tanning Salon • The Spa @
• Senses Beauty
Norton House Hotel
• Serena Hawkins @ • The Studio
Odessey Beauty Salon • The Studio Day Spa
• Serenity
• The Tanning Shop
• Serenity Beauty Rooms • The Upstairs Beauty
• Shenaz Hair Health Room
& Beauty
• The Waxing Station
• Skin & Tonic
• The White Studio
• Skin Survival
• Tidy Talons
• Smoothies Beauty • Tiresa Shekarchi
Clinic Ltd
• Tonic
• Source
• Top 2 Toe
• Ssegi's Beauty
• Total Beauty @ Jego
• Star Manicure & Beauty • Touch Of Class
• Stephs Ltd
• Training Stock –
• Sue's Hair Design Head Office
• Susy Brodie
• Trinity Hair & Beauty
• Suzanne Jacobs • Unique Beauty Store
• SW1 Hair & Beauty • Urban Beauty
• Ten Pilates
• Urban Spa
• The Beauty Box • Vanda Tanner
• The Beauty Rooms • Vanilla Hair & Beauty
• The Beauty Spot • Vicky Furlouger
• The Beauty Studios • Vicky Wight
• The Comfort Zone • Victoria Bailey
• The Face & Body Clinic • Wellness Zone –
• The Face & Figure Place Hotel de Russie
• The Harbour Club • Woodlands Well Being
• The Haven Of Beauty & Beauty Clinic
• The Make-Up Shop • Zest Salon
• The Marchioness
Some of my popular polishes that
Q I use in the salon keep thickening –
please help!
Essie polishes are made to a thinner
A consistency which helps to prevent
thickening. However to eliminate thickening
completely, store your bottles in a cool
place, not under bright lights and away from
heat. Ensure you thoroughly clean your
bottlenecks after each use so there is no
product around the neck as the bottle needs
to be airtight. Keep your polish bottles
topped up to the neck where possible so
there is little room for air to circulate in the
bottle. A product such as Seche Restore will
also cure your problem with just a couple of
drops in the thickened product.
How can I encourage the therapists
Q that work in my salon to retail?
This is a question that I get asked
A so frequently. Try putting them on
some sort of incentive scheme such as a
commission or a prize for the months top
retailer. If you really want them to step up
a gear then book them in for a retail training
session at Perfect Nails HQ.
For further information about Perfect Nails
call us on 0844 800 9396 or +44(0)208 238 6300
Email: info@perfectnails.uk.com
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Polished Magazine.indd 16 23/1/08 16:34:20