Shere & nagel
The German brand Shere&Nagel is known for its premium health and beauty products. A proponent of cuticle push-back manicure and pedicure, the brand entered the market with its Cuticle File.
Because of its special surface treatment, it could be used directly on dry skin, eliminating the need for pre-steaming the skin of the fingers. Customers got an opportunity to do a manicure wherever convenient, quickly achieving excellent results. The quality of this manicure technique was in no way inferior and often exceeded the quality of manicure done in a beauty salon.
By launching its first product, Shere&Nagel not only created a new market segment in manicure and pedicure tools — the brand has kept its leadership ever since.