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Sephora’s challenge: to coherently and compellingly introduce an extensive new product line, with dozens of colors, to the web’s surprisingly vast and vocal community of nail artists and nail fangirls. D/C’s UX solution: the first social media site for nail art enthusiasts, complete with user profiles, user portfolios, follow capability and more.

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These train cases full of Sephora product were delivered to nail artists and social media makeup and fashion mavens in the hopes of planting a seed about the company’s wildly colorful, uniquely fun new nail lacquer, Formula X. And this large online community erupted with enthusiasm.