Mylee Launches Summer Festival Campaign

Mylee, the UK's number one gel nail brand, has recently launched its latest product innovation, the Mylee fully cured Gel Nail Wraps, the first of their kind in the UK. To mark the launch, Mylee is hitting the summer festival circuit with an experiential campaign designed to put the wraps to the ultimate test , on the hands of festival-goers at Glastonbury and Soho House Festival.

In collaboration with Lucie, the high-end beauty concierge app, Mylee will deliver curated wrap manicures to VIP guests over Glastonbury weekend at Winding Lake, the luxury pop-up accommodation site.

The brand will then bring the experience to Soho House Festival at Gunnersbury Park, London, on Thursday 3rd July, where guests can enjoy walk-up manicures from 2pm to 10:30pm.

The campaign is designed to demonstrate the wraps' unique value proposition -  a professional, long-wear finish without the need for curing lamps, mess, or lengthy removal. With a 14-day chip-resistant wear, application that takes minutes, and 44 trend-led designs, Mylee Wraps are positioned to redefine the at-home and on-the-go nail category.

“We know our customers are increasingly looking for beauty that fits into their lives, says Gemma Romano, Chief Marketing Officer at Mylee. “The Mylee fully-cured Gel Nail Wraps were created to deliver salon-quality results wherever you are, whether that’s your kitchen table, in front of the TV, or the middle of a festival. Glastonbury and Soho House Festival are the perfect platforms to showcase what the wraps can do in real life environments.”

Romano continues: "Festivals represent a strategic channel for the Mylee fully-cured Gel Nail Wraps launch, a direct opportunity to engage consumers at-scale in an environment where beauty needs to perform,  rain or shine. The brand aims to reach thousands of beauty-forward attendees across both events, driving awareness, trial, and social amplification ahead of peak summer trading."

Rosie Hart, Operations Director at Lucie, says: "We're thrilled to partner with Mylee to bring their brand new fully cured gel nail wraps to the Lucie spa at Winding Lake this year. It's the ideal combination of luxury and convenience – beautiful nails are the perfect way to add a touch of glamour and fun to any guest experience."