The story: “Cutex has been around for over 100 years and is the original manufacturer of nail polish and nail polish remover,” says John Mandelker, president of Cutex. “Over the years, Cutex has expanded its product line into other cosmetics including lipstick and lotions. Today’s Cutex products deliver on a healthy approach to not only remove polish but also to strengthen consumers’ nails. Our team is focused on bringing innovative products that meet the needs of our consumer base. In 2012, we introduced Cutex Advanced Revival, the first new formula in over 15 years. This product is so unique that in 2013 Cutex received a patent for the botanical oils, which both strengthen and condition nails.”
The challenge: The century-old brand was acquired by St. Louis-based Arch Equity in 2010, which assessed Cutex’s state. Though the company has many faithful buyers, research showed shoppers were having trouble spotting their brand of choice at shelf.