Product
Development
Concept
Storytelling
Packaging
Marketing & Launch Strategy
Licensing
As demand for nail art skyrocketed, Alexandra was able to expand Clutch's offerings to include a vast range of nail designs. Through focus groups, sampling, and extensive research, she was able to create an algorithm to predict nail trends 12-18 months in advance.
This system allowed her to effectively execute seasonal endcaps--surprising and delighting the store's guests every 60-90 days.
Furthermore, she launched hundreds of designs on her direct-to-consumer website to collect a massive amount of data and determine which few SKUs should be available as core offerings at retailers year-round.
Short & Sweet
Alexandra took on the task of elevating short nails by adding fun playful elements while maintaining a wearable neutral palette.
Classic
Her best-selling designs are her sophisticated, classic styles that can be worn everywhere from the office to a wedding.
Funky Fresh
Social media has encouraged nail art fanatics to lean into colorful, dramatic designs. Alexandra was inspired by the popular phrase "Hot Girl Summer" to make these gorgeous nails.
A Marvel-ous Collection
Alexandra partnered with big box retailer, Target, to roll out six Marvel-licensed SKUs to celebrate the 2022 release of Black Panther 2: Wakanda Forever and to cater to the underserved market of sci-fi fanatics in their beauty offerings.
