Michigan State student becomes Chief Executive Officer of a rising nail polish company.
March 15, 2011
Word Count: 860
EAST LANSING – Being a college student isn’t easy so how is it possible to manage classes while becoming the CEO of your own nail polish company as well as manage other entrepreneurial businesses you’ve started? Superstar Nail Lacquer is the nail polish company created, owned and managed by Ariana Pierce, 21, and Michigan State University Marketing junior.
These $10 bottles of nail polish have something that many companies do not; a fast drying formula that dries in about five minutes, compared to about 20 minutes drying time for other nail polish companies.
“Being at college, I needed to get to class fast, so the fast drying formula is for girls on-the-go so you can get in and get out. It was made for college students,” Pierce said. The product is also free of formaldehyde, and toluene-free making it environmental friendly, Pierce said.
Pierce wanted to be different when she created her brand and wanted to do something that many others were not. “I saw the need for more fashionable colors and I wanted to make a nail polish brand versus clothes or shoes or other items. I wanted to make nail polish more of an accessory,” Pierce said.
"Ariana's product is long-lasting . . . and keeps up with the latest couture trends. I use her products weekly and love them," said Shanacee Shreve, 19, Michigan State University Journalism sophomore, model, and customer of Superstar Nail Lacquer.
Pierce said, that in 2010, Superstar Nail Lacquer grossed about $500,000 in sales and the company plans to double that amount by the end of 2011. Superstar Nail Lacquer produces thousands of units per month, Pierce said, and it would take thousands more for the company to reach its goal of doubling.
Since Superstar Nail Lacquer is a fairly new brand with many other businesses and people taking note of the actions of the brand, Pierce said, she cannot disclose certain information regarding exact profits and expenses, but the business is, “definitely profitable.” Although she did manage to say the company is manufactured within Michigan, she could not name her exact manufacturers.
Based in East Lansing, Mich., Pierce’s product is sold in salons across the United States as well as overseas in countries such as Russia, Ukraine and parts of Europe. Awards shows such as, The Golden Globe Awards, the Oscar’s, the Emmy’s, and celebrities such as Courteney Cox have contacted the company about using the product.
"My business is in preparation for the stage of Globalization," Pierce said. She wants to create a line specifically for the Japanese culture along with many other lines she plans to create for other cultures and cities around the world. Pierce said because Japan is so, “fashion forward,” and they have so many different patterns and colors she found it to be interesting. She has similar collections out already like, “The City Collection,” which she said was inspired from the New York scene.
The company’s main venue of transactions is an online store, SuperstarNailLacquer.com because Pierce said it would be easier to maintain than an actual store. “The site creates more revenue than stores because it is relevant to the market of customers who utilize the project,” Pierce said.
Colors for the nail polish are based on colors that Pierce duplicates from clothing she sees on that season’s fashion runway. She releases Autumn and Spring collections and occasionally Summer. Her product appeals to ages 16 to 30, but she has begun incorporating more mature colors to appeal to older crowds as well. The polish lasts about five days on a regular nail and about two weeks on acrylic nails.
Her parents helped fund the production of about 1,000 bottles when she was 18. She and her mom, Dr. Stacia Pierce, took the product to a Women’s Success Conference, in East Lansing, the summer before she started classes at MSU and the nail polish sold out completely, so she knew it would be big, Pierce said.
“Being in business you can’t just have one product so I started a phone case company called Phone Candi and a jewelry line called Style Shopp. I’ve created four books about creating businesses since the age of 12 when my mother got me started, and they’re about how to be successful as a young adult. I write to a specific crowd that is relevant to my age at the time. Recently I created an audio book, “30 Days to Making It,” which along with all my other products can be purchased at arianapierce.com,” Pierce said.
She finds her competition in most other nail polish companies like OPI who have been around for many years, unlike her business which has just begun within the last three years, Pierce said. It’s such a small market that she believes everyone is pretty much in competition.
Pierce said that right now she plans on keeping her business but in the future if someone wants to buy them out she would consider it if the price was right or possibly partial selling.