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NAILED IT.

Background
Women in the UK on average spend up to £500 per year just on nails*. Today women are now spending more on their nails in comparison to their hair, due to the fact that nails are now seen as an essential expression of individual style.As a result of the increasing trend of acrylic extensions, women are now finding it more difficult to complete everyday tasks. With the added factor of new technologies (smart phones), nails are subject to more wear and tear, there for requiring higher maintenance.* Survey taken across 1500 women aged 20-45 as well as 2000 UK salon owners (BRITISH ASSOCIATION OF BEAUTY THERAPY AND COSMETOLOGY)
Brief
To create a short film documenting the difficulties women undergo on simple everyday activities with long acrylic nails. 

Project Tags

  • Nail Art
  • film

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