A Creative Change
Women’s Wear Daily
August 31, 2007

Creative Nail Design has changed its name to CND as part of a larger rebranding effort. Jan Arnold, co-founder of the 28-year-old Creative Nail Design, said CND was introduced this summer in repackaging of the Brisa line, and the entire product repertoire is scheduled to get the new, modernized initial logo and labeling in 2009. Two years ago, Creative Nail Design hired brand design firm MiresBall to study how nail professionals and consumers viewed the company’s products. “A real key learning was the confusion brought on by the various categories of the business,” said Arnold. “A lot of people were shocked to know that their pedicure and enhancement products were made by the same people. We did a good job in the past of branding our categories, but we did a poor job in branding that to the corporation.”

To remedy the confusion, the revamped packaging prominently displays the corporate logo first, then goes on to divulge the category—the company has eight in total—and finally the name of the product.

CND, a $60 million company based in Vista, Calif., is on pace to increase revenues nearly 10 percent this year, according to Arnold. Colomer Group bought the company about six years ago, and two years ago moved its manufacturing to Mexico. “In a five-to-10-year growth strategy, the manufacturing move was phase one, the branding was phase two and the new salon [slated for spring 2008 in Los Angeles] is phase three,” said Arnold. “It is a lot of change, but very strategic and very thought-out.”