CASE STUDY / EPHD NAIL
Launching a Revolutionary Bond Repair Treatment in the Nail Care Industry
Thought Leadership / Experiential PR / Product Launches / Beauty & Wellness
Dr. Eric Pressly, the inventor behind epres bond repair treatment and a pioneer in the bond repair category with over 100 patents, expanded his expertise into nail care with the launch of ePhD. As a groundbreaking innovation in nail repair, ePhD aimed to redefine the category and establish itself as a leader in bond-building nail treatments. 5WPR was tasked with making a significant impact for the brand's debut, ensuring that ePhD not only gained widespread media attention but also set the stage for long-term success in the nail care industry.
CHALLENGE
Launching a completely new concept in an already saturated beauty space presented a unique set of challenges for ePhD. While Dr. Eric Pressly brought significant credibility from his work in hair bond repair, the concept of bond-building technology for nails was unfamiliar to both consumers and the media. 5WPR needed to educate beauty editors and influencers about the science behind bond-building nail treatments in a way that felt accessible and exciting. Additionally, the brand faced the pressure of carving out a new product category while competing for attention against well-established nail care brands with larger marketing budgets. Ensuring media understood the innovation, while simultaneously positioning ePhD as a must- have breakthrough, required a highly strategic, hands-on, and relationship-driven approach.
To introduce ePhD to the market in a compelling and immersive way, 5WPR hosted an exclusive, embargoed media event at Paintbox, a premier nail studio known for its trend-setting manicures. The event provided top beauty editors with the opportunity to experience the product firsthand through elevated manicures and custom nail art, highlighting the brand's next- generation technology in an engaging, hands-on setting.
Throughout the event, attendees had direct access to Dr. Eric Pressly, allowing them to gain deeper insight into the inspiration behind ePhD, the science behind bond-building nail repair, and the brand's plans for the future. Additionally, 5WPR facilitated introductions between Eric and the Paintbox corporate team, initiating discussions about potential retail partnerships and in-salon treatments at Paintbox and MiniLuxe locations nationwide.
For those unable to attend in person, 5WPR coordinated one-on-one virtual interviews with Eric, securing additional media opportunities with leading outlets. To further expand reach, 5W also curated a mailer sent to 30 key editors, ensuring that beauty writers from top-tier publications across the country had the opportunity to experience ePhD for themselves.
STRATEGY
RESULTS
The ePhD launch event successfully positioned the brand as a trailblazer in the emerging nail repair category. The event saw 27 media attendees, with scheduled appointments every hour throughout the day, ensuring personalized interactions and meaningful product experiences. Leading beauty outlets such as Allure, Who What Wear, Glamour, Vogue, CEW, CNN, and Well+Good were in attendance, generating significant buzz around the launch.
For editors unable to attend, 5WPR arranged individual Zoom interviews with Eric, securing additional top-tier coverage in Harper's Bazaar and Byrdie. Additionally, 5W's targeted mailer campaign extended the brand's reach even further, landing in the hands of key editors from InStyle, Cosmopolitan, The Wall Street Journal, Us Weekly, HuffPost, People, and more.
Through strategic media engagement, hands-on experiences, and high-profile editorial placements, 5WPR successfully amplified the ePhD launch, solidifying its position as an innovator in nail care and bond repair technology.
Launching an innovative product in a new category requires a thoughtful and education-driven beauty public relations approach. Through personalized editor experiences, direct access to the brand's founder, and targeted outreach across top-tier beauty media, 5WPR successfully introduced ePhD as a groundbreaking name in the nail care industry. This case study demonstrates that a strategic mix of experiential marketing, media relationship building, and strong brand storytelling can accelerate category creation and establish lasting brand authority.
KEY TAKEAWAYS
