Read it with: figures come from BLOOM10X’s records of the engagement. Aprés Nail owns the accounts and we no longer have access, so this page shows no platform screenshots. One client’s history, not a forecast.
Two buyers who want different things.
Aprés Nail makes the Gel-X system of soft gel extensions. Nail pros buy it in bulk for their salons. Consumers buy it to do their nails at home.
Michael Bui ran ecommerce marketing for Aprés in-house from 2023 to October 2024. After he left, Aprés signed BLOOM10X on as a contractor to keep the work going.
The brief: grow into Amazon and TikTok without losing the professional buyers who built the brand.
Fast growth, one store for everyone.
Wholesale on a retail store
Salons ordered through the same store as consumers, with no custom pricing, catalogs or bulk ordering.
New channels, same audience
Amazon and TikTok had to reach new buyers without undercutting the pro market.
A slow site
Pages, cart and checkout needed to load faster and convert better on phones.
Content without a job
Organic and paid content weren’t planned together, so ads relearned what posts already knew.
Six workstreams, one plan.
A B2B Shopify store
Role-based pricing, exclusive catalogs and bulk ordering, with automatic account creation, order routing and rep assignment.
Headless build and CRO
A headless Shopify front end for speed, then a full audit of product pages, collections, cart and checkout.
Amazon and TikTok Shop
Amazon listings, keywords and ads. TikTok Shop set up with content-led selling.
Loyalty and Refill Day
A tiered loyalty program for pros and consumers, and a monthly refill promotion on the last Sunday.
Meta, Google and TikTok
Structured A/B tests, hero products first, audiences split, retargeting loops.
Organic and paid lanes
What to film, which posts stay organic, and which earn ad spend, judged on hook strength and product visibility.
What moved, workstream by workstream.
Change after each workstream
Return on ad spend by platform
One line, sold six ways.
For consumers
Starter kits and colors for at-home sets, sold on the store, Amazon and TikTok Shop.
For salons
Pro kits and full collections, ordered in bulk on the B2B store at wholesale pricing.
Product photos: Aprés Nail.
Five lessons for brands with two buyers.
Wholesale needs its own store
A B2B store took friction out for salons and lifted order volume 40%.
Give content lanes
Decide what stays organic and what earns spend before anyone films.
Expand without cannibalising
Same message on Amazon and TikTok, so the pro audience never felt undercut.
Make repeat orders a habit
A monthly Refill Day turned restocking into a date on the calendar.
Fix the funnel before the budget
Speed and checkout work paid back faster than more ad spend.
