Influencer activity, social engagement and interactive elements add to the uniqueness of each brand licensing collaboration.<\/figcaption><\/figure>\nPolishing the future<\/h3>\n
Looking to the future, Green reflects first on what she has learnt over the last decade of nurturing brand collaborations (the first was a partnership with Victoria Beckham back in 2014).<\/p>\n
One crucial lesson is the importance of partnering with brands that share your enthusiasm and vision.<\/p>\n
\u201cWork with brands who are as enthusiastic as you to make the collaboration happen. It\u2019s not just a brand licensing cheque”, she states.<\/p>\n
Embracing fun and innovation –\u00a0 and occasionally taking those calculated risks – has fuelled Nails.Inc’s growth in recent years, as it extends beyond Europe to international markets.<\/p>\n
It is also looking to extend the key brand categories, moving into sectors such as gaming – which Green admits the brand has never done before but is open to the challenge. There are also dream brands that Nails.Inc hopes to work with as well as non-profits that promise more purpose-led campaigns.<\/p>\n
“It\u2019s about being surprising and thinking outside the box,” Green concludes. “After that, the sky\u2019s the limit!”<\/p>\n","protected":false},"excerpt":{"rendered":"
Nails.Inc founder Thea Green speaks about experimental nature brand licensing, the nail brand\u2019s past collaborations and opportunities for the future.<\/p>\n","protected":false},"author":53,"featured_media":45600,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3929,3921,102],"tags":[14565,14566,14564,14563,5973,5654],"_links":{"self":[{"href":"https:\/\/www.marketing-beat.co.uk\/wp-json\/wp\/v2\/posts\/45594"}],"collection":[{"href":"https:\/\/www.marketing-beat.co.uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.marketing-beat.co.uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.marketing-beat.co.uk\/wp-json\/wp\/v2\/users\/53"}],"replies":[{"embeddable":true,"href":"https:\/\/www.marketing-beat.co.uk\/wp-json\/wp\/v2\/comments?post=45594"}],"version-history":[{"count":5,"href":"https:\/\/www.marketing-beat.co.uk\/wp-json\/wp\/v2\/posts\/45594\/revisions"}],"predecessor-version":[{"id":45654,"href":"https:\/\/www.marketing-beat.co.uk\/wp-json\/wp\/v2\/posts\/45594\/revisions\/45654"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.marketing-beat.co.uk\/wp-json\/wp\/v2\/media\/45600"}],"wp:attachment":[{"href":"https:\/\/www.marketing-beat.co.uk\/wp-json\/wp\/v2\/media?parent=45594"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.marketing-beat.co.uk\/wp-json\/wp\/v2\/categories?post=45594"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.marketing-beat.co.uk\/wp-json\/wp\/v2\/tags?post=45594"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}