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Brief Published: 17 Dec 2015

Digital Nail Wraps: Youth Engagements

The Preemadonna Nailbot

Digital nail-art innovations are giving young consumers the tools to create and style their own designs quickly and affordably, providing inspiration for colour cosmetics and beauty accessories brands.

Platforms such as NailSnaps allow consumers to customise nail wraps with their own digital photographs. The US brand’s website and dedicated app enable users to download snaps from their camera or social media and apply them to nail-wrap stencils that are delivered within seven working days. Consumers can also purchase designs created by other members of the NailSnaps community, forming a creative sharing economy within the branded NailSnaps space.

The Nailbot, which debuted at this year’s TechCrunch Disrupt event in September, aims to bring the digital nail experience into the home. Users simply prime their nails with white polish and the ‘robot’ prints colour designs on top in seconds. The device currently uses Inkjet cartridges, but will eventually use nail polish, and will offer users the chance to modify and share their designs with an accompanying app. “We wanted to meet girls with technology that’s relevant to their lifestyle,” creator Pree Walia told TechCrunch.

The device will retail for $199 – which, considering its target audience of kids and teens, comes up pricier than it should. However, instantly gratifying stick-on beauty concepts such as these will continue to attract young millennial and Gen Z consumers.

For more how mass-market brands can quickly and easily capitalise on this segment, see Eye Foils: Product Trends, The Youth Hook in Product Projections 2016: Beauty, Temporary Transformations in Product Projections 2016: Hair, and The Future of Temporary Tattoos. Also see Teen-Targeted Beauty for more on the youth consumer's attitudes to beauty and experimentation.