To introduce Dr.’s Remedy Enriched Nail Care, a healthy alternative for nails, into the already saturated nail care category.
We capitalized on the distinction that Dr.’s Remedy was the only doctor-formulated nail polish brand available. Created by two board-certified podiatrists with a blend of safe and effective ingredients, Dr.’s Remedy was positioned as the “good-for-you” nail polish. We focused on their ingredient story and their status as the only nail polish to have the American Podiatric Medical Association Seal of Approval.
Diane Terman Public Relations saw that this healthy nail product resonated with the beauty press and quickly gained their attention. In addition to general beauty and lifestyle publications, we targeted a network of influential mommy bloggers and health writers.
We successfully turned Dr.’s Remedy into a household name synonymous with healthy nails and the brand became a leader in a new beauty sub-category.