Nail-art fans can search by color, effects, editor’s picks, popularity and more; post pictures of their own nails and colorful things that inspire nail art; follow other users, seek advice and shop. Rather than vertical or horizontal, the design grid is a dynamic diagonal, each tile a colorful diamond.

At launch, a stylish "train" case full of Formula X was delivered to prominent, socially active nail artists and bloggers.

More than a gesture, this is a real social site for a real community, offering user profiles, portfolios, preferences and multifaceted interactivity, comprehensively enabling the delight of being fangirls together.

The website traffic, participation and, most importantly, sales exceeded the client’s three-month goal within the first week. And the site continues to attract active users, building and sustaining the Sephora and Formula X fanbase.