Case Study: Crete.
Developed in close collaboration with Lil Yachty, Crete is the first non-gendered nail paint of the Gen Z era. The vision: to dismantle restrictive societal boundaries, crafting a space for empowerment + creative exploration through an innovative product accessible to anyone interested in using nail paint as a mode of self-expression.
The opportunity.
For You, Not Them.
Most nail polish is made + marketed with a limited scope. Crete aims to redefine who nail paint is “for.” It makes a point to welcome previously unrepresented consumers, striving to be accessible to + inclusive of anyone interested in expressing themselves through the medium.
A Perfect Partnership
Yachty is just as known for his often-viral manicures as he is for not giving a f*ck about anyone’s opinion of how he chooses to express himself. He teamed up with Kinetic Brands to reshape the narrative around nail care with an innovative boundary-pushing product.
NEGATIVES 001
Wanting to create a universally appealing palette of essentials at launch, the first drop, NEGATIVES 001, featured three monochromatic shades: Asphalt, Sheetrock, + Concrete.
Featured on
Influencers, like Landon Barker, Presley Gerber, + Zach Bia.
Rethinking Nail Paint
With a first-of-its-kind, pen applicator, each paint is sleek enough to be displayed as a collector’s piece (in a shoppable concrete dock) + allows for easy, click-and-go use that's accessible to painters of all levels.
Drop Support
To build genuine hype, we leaned into the experiential + approachable, with the launch notably promoted by a PR box gone-viral.
On Twitch, Aidin Ross helped the collection gain the exposure of 1 million viewers, leading to an immediate gain of over 10,000 email subscribers.
