{"id":151819,"date":"2026-07-15T16:05:12","date_gmt":"2026-07-15T14:05:12","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=151819"},"modified":"2026-07-15T16:05:13","modified_gmt":"2026-07-15T14:05:13","slug":"pink-gellac-krijgt-likje-verf-nieuwe-branding-en-webshop","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/schoonheid-verzorging\/pink-gellac-krijgt-likje-verf-nieuwe-branding-en-webshop\/","title":{"rendered":"Pink Gellac krijgt likje verf: nieuwe branding en webshop"},"content":{"rendered":"\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"PINK GELLAC | Manifest film\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/zF_0o85mRBk?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>Beautymerk <strong>Pink Gellac<\/strong> voert een volledige herpositionering door. Met een nieuwe merkidentiteit, website en webshop wil het Nederlandse bedrijf zich duidelijker onderscheiden in de ondertussen mature markt voor gelnagellak.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Veel verhalen zijn al verteld<\/h2>\n\n\n\n<p>Pink Gellac introduceerde dertien jaar geleden professionele gelnagellak voor thuis en groeide sindsdien uit tot een van de grotere Europese spelers in nagelverzorging. Maar de markt telt inmiddels veel meer aanbieders, waardoor het merk n zijn positionering aanscherpt. Het nieuwe merkplatform krijgt de naam \u2018Colour Your Confidence\u2019, met meer focus op zelfvertrouwen en persoonlijke expressie. <\/p>\n\n\n\n<p>\u201cOnze categorie is volwassen geworden. Juist daarom vonden we het belangrijk om opnieuw scherp te defini\u00ebren waar Pink Gellac voor staat\u201d, zegt marketingdirecteur Willemijn Bouman. \u201cColour Your Confidence gaat veel verder dan nagellak. We willen vrouwen het vertrouwen geven om zichzelf te laten zien, op hun eigen manier en op hun eigen moment.\u201d<\/p>\n\n\n\n<p>\u201cVeel merken in deze categorie vertellen hetzelfde verhaal over mooi, gemakkelijk en betaalbaar\u201d, zegt creatief partner Mischa Schreuder van Fitzroy. \u201cSamen met Pink Gellac hebben we gezocht naar iets dat veel fundamenteler is: waar het merk \u00e9cht voor wil staan.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">AI moet conversie verhogen<\/h2>\n\n\n\n<p>De nieuwe positionering krijgt direct vorm in een vernieuwde website en webshop. Pink Gellac voegde onder meer AI-gestuurde personalisatie, uitgebreidere zoekmogelijkheden, cross-sellfuncties en ondersteuning bij de keuze van bezorgopties toe.<\/p>\n\n\n\n<p>Volgens financieel en operationeel directeur Sander Groenendijk moet het nieuwe platform zowel de klantervaring als de verdere internationale groei ondersteunen. Pink Gellac plant de komende maanden nog nieuwe functies en werkt daarnaast aan een eigen app. De nieuwe verpakkingen, campagne en overige merkuitingen volgen in de komende maanden.<\/p>\n\n\n\n<p>Pink Gellac voert een digital-firststrategie, maar breidde de afgelopen jaren ook zijn fysieke winkelnetwerk uit. Het merk telt inmiddels zeventien zogenoemde Colour Boutiques in Nederland, Belgi\u00eb en Parijs. In Belgi\u00eb zijn er winkels in Antwerpen, Brugge, Brussel en Wijnegem.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Beautymerk Pink Gellac voert een volledige herpositionering door. Met een nieuwe merkidentiteit, website en webshop wil het Nederlandse bedrijf zich duidelijker onderscheiden in de ondertussen mature markt voor gelnagellak.<\/p>\n","protected":false},"author":5,"featured_media":151820,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"template-video.php","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[19],"tags":[],"people":[],"extra":[43],"company":[1488],"topic":[488],"region":[113],"class_list":["post-151819","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-schoonheid-verzorging","extra-plus","company-pink-gellac","topic-marketing","region-nederland"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Pink Gellac krijgt likje verf: nieuwe branding en webshop - RetailDetail 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