Nail color and care manufacturer Kirker emphasizes custom services with updated website

27-Feb-2018 - Last updated on 27-Feb-2018 at 14:23 GMT

This month, the New Jersey – based nail lacquer and nail care treatment product maker announced a full online refresh that foregrounds the company’s place in the modern beauty industry.

“Our industry demands continuous innovation,” emphasizes Sara Garcia, vice president of marketing and research at Kirker, in a company media release about the site relaunch. “The new website communicates our commitment to developing and manufacturing cutting edge, custom formulations combined with first-class service,” she says.

The desktop and mobile-friendly site design is intended to showcase content and features that will “inspire visitors and improve customer experience,” according to the release.

Digital presence

Being online isn’t just about ‘being’ online anymore; it’s about doing digital well and showcasing your company’s service offerings and innovation expertise in ways that engage and assist your customer. And, this is as true in the B2B space as it is in consumer-facing businesses.

Kirker’s new digital presence bears this out. “Our mission is to continually improve upon Kirker formulations and customer interactions with the most recent technological advances and unprecedented service levels,” Garcia tells the press. “Through creating an improved customer experience with the new Kirker website, we are demonstrating our innovative spirit and painting a clearer picture of how we are creating the future of nail polish.”

Actual business

The Kirker company got its start as an automotive coatings maker and has evolved into a company that specializes in nail lacquer and operates today as a subsidiary of RPM International, a holding company that owns coatings and specialty chemicals companies.

According to the new kirkerent.com site, the team at Kirker offers product development services, manufacturing, filling, and packaging.

Summarizing the product dev services, the site reads, “we develop unique specialty products designed for promotional activity and brand distinction.” And regarding packaging, Kirker provides “an assortment of packaging options ranging from single bottles and kits to gift set options and displays.”

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Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.