Cosmetics Design spoke to Nathaly Guerrero, who is the technical director for Organic Nails Colombia, In her position she has been pivotal in driving growth by ensuring the business is tuned into the right trends and ensuring that beauty professionals are well informed.
Colombia has a very sophisticated and multi-layered nail care category, with consumers demanding a wide selection of colors, techniques and effects as a means of standing out from the crowd.
Strong colors are in
As Guerrero explains, there are new emerging trends, but they are also being combined with longer terms trends in nail color, which means that almost anything goes and a wide variety of choice is a winner.
"We focus mostly on the technique of semi-permanent enamelling, which is the strongest market worldwide," Guerrero said.
"Nowadays the trend in South America is focused mainly on strong colors, although the tradition of nude colors is not lost and French colors have always been on trend."
Choice and education are key
During the discussion Guerrero explains how choice has helped to give Organic Nails the competitive edge in the Colombian market and that has pushed the business to become one of the leading in brands in the market, just six years after entering it.
But on top of that, she also explains how education has been pivotal, with comprehensive programs to inform both students and beauty professionals about the latest techniques and trends also serving to elevate its position in the category.