Client Profile

Gelicious is a gel nail polish brand owned by professional nail technician, Tatyana Stojanovic. Gelicious is a peel-off gel nail system, which is ideal for at-home nail polish enthusiasts looking to take their manicures to the next level.

Gelicious delivers a salon quality experience at home through the use of an LED light system to cure the nail polish for a gel finish. Unlike traditional nail salon manicures, Gelicious peels off when soaked in warm water for 10 minutes. It has a huge range of colours, lamp sizes and accessories.

Our Approach

We were excited to be approached by Gelicious earlier this year for 360 degree marketing and public relations activity. Tatyana had just purchased the company and wanted to give it her own spin, propelling it to the next level. Passionfolk developed a marketing strategy to support its overarching business goals, then got creative!

We redesigned the brand’s aesthetic and conducted several photoshoots to create modern product shots. A communications strategy was put in place to best engage existing Gelicious clients through the database and on social media. Then a social media + digital strategy was rolled out to grow Gelicious’ online following and engagement, in turn, generating higher website visits and product sales.

Passionfolk created a brand-new website for Gelicious to improve its visual appeal, create brand consistency and super-charge the online shopping experience. A blog strategy was implemented, in addition to a digital advertising campaign - both continue to drive significant website traffic and conversions to sales.

GIFS and videos were created using photography and graphic design for attractive visual digital content. Passionfolk also coached Tatyana in social media management, allowing her to engage better with her clients and followers online.

A How-To Video We Produced


We continue to manage the brand across all aspects of marketing - from PR campaigns, digital advertising and social media. We are in the process of designing a new range, to be launched in early 2019. Gelicious is meeting its sales targets and its audience is growing increasingly engaged.

 See Gelicious’ website to shop their products!

Janet BolandComment