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 (smartphones), nails are subject to more wear and tear, therefore requiring higher maintenance. *Survey took across 1,500 women aged 20-45 as well as 2,000 UK salon owners (BRITISH ASSOCIATION OF BEAUTY THERAPY AND COSMETOLOGY) ​Brief: To create a short film documenting the difficulties women undergo with simple everyday activities with long acrylic nails.