MAN-I Movement
Help challenge negative male stereotypes with an insight into Hard As Nails: a nail painting campaign curated with the support of salons in mind. REBECCA HITCHON discovers more
Daniele Fiandaca
Sam Conniff
THE BEGINNING OF HARD AS NAILS
In 2023, inclusion and diversity expert, Daniele Fiandaca, came across an online post by Sam Conniff, who he knew from his career in advertising. Sam had shared that he’d had his nails painted prior to attending a Harry Styles concert with his daughter, and when he asked her to remove the product, she explained that he needed to visit a professional. Lacking time to book an appointment, Sam kept his nails painted for a week – an experience that prompted many interesting conversations. “I read Sam’s post and thought about how the world needs a project to open up dialogue amongst men,” Daniele shares. The two came together to found Hard As Nails, encouraging men to wear painted nails to ignite discussions about masculinity. “Our ambition is that by the end of 2030, 350,000 men in the UK will have had all 10 nails painted for a week,” continues Daniele.
Last March, I came across Hard As Nails: a powerful initiative in its early stages, but with a clear goal – to challenge masculine stereotypes via nail painting. I’d seen the online reaction that Nottingham Fire and Rescue Service had received by taking part, and jumped on a call with the movement’s co-founder, Daniele Fiandaca, to find out more.
At the time, the initiative had opened up to its largest research group, inviting over 400 men to wear painted nails to analyse the impact. This was incredibly positive, with participants noting that they reconnected with themselves, questioned their assumptions and had meaningful conversations as a result. Specifically, there was a 42% increase in men challenging stereotypes, and a 57% decrease in fear of judgment. Daniele told me that he and Sam had a mission: to create a week where men across the UK are encouraged to wear painted nails. The Hard As Nails national pilot in November is the next step towards making this a reality.
“This is our final pilot; we will use everything we learn from the men, salons and partners involved to refine the campaign before scaling significantly in 2027,” Daniele tells Scratch. “We want to help men become their full authentic selves, while moving towards a healthier form of masculinity, with fewer restrictive stereotypes, greater empathy and stronger conversations around male mental health. The November pilot is about proving how we can make that work on a national scale – and salons can help shape this from the beginning.”
How salons can support
“For many of the men taking part, this may be the first time they step inside a nail salon. That makes the businesses involved much
more than a destination for a manicure,” shares Daniele. “They can help make what might initially feel unfamiliar or exposing feel welcoming, normal and enjoyable. There is also a commercial opportunity: in our previous pilot, one in five men who took part then booked regular nail services, which supported nail businesses.”
Salons can choose from two valuable levels of participation:
• Involvement: Those that want to be involved in the pilot will receive a campaign pack with promotional assets, plus a guide to help them promote Hard As Nails and welcome men into their businesses.
• Full salon partnership: Daniele describes this as ‘a deeper relationship with the campaign’. Full partners join a Hard As Nails salon WhatsApp group, get direct access to the initiative’s founders, receive free training and have the opportunity to shape Hard As Nails’ future.
Full salon partners will also be the first to be asked to take part in events and activations like influencer visits. “These will depend on location, availability and the wider campaign schedule, however any nail tech interested in paid freelance opportunities should get in touch with me, so I can understand how they could support,” says Daniele. experiment, and the research we require depends on us capturing responses before the experience begins.”
‘‘We want to help men become their full authentic selves, while moving towards a healthier form of masculinity. ‘‘
Step 1: sign up The first thing interested nail businesses need to do is sign up by visiting www.hard-as-nails.com/salons and filling out the online form, or emailing Daniele: daniele@hard-as-nails.com.
“I look after our salon relationships personally – so once a business expresses interest, they will hear from myself and the Hard As Nails team,” Daniele shares. “Participating businesses will receive a campaign pack including promotional assets such as a window sticker, posters and social media materials, alongside a practical guide covering what Hard As Nails is, how the pilot works and how they can support men taking part.”
Step 2: promote The pilot will comprise three windows:
• 9-15 November
• 16-22 November
• 23-29 November Salons can choose to focus their activity during one of these periods or be involved throughout the entire campaign. Men that visit participating businesses will wear 10 painted nails for a week, so the conversations and experiences that happen during that time can be studied.
For salons unsure how to attract male clients, Daniele offers marketing advice: “Keep promotion simple and welcoming. Many of the men we are trying to reach will have never booked a nail appointment before, may not know what treatment to choose or what happens when they arrive. So, the easier salons can make the journey feel, the better. Messaging such as ‘First time getting your nails painted? You’re very welcome here’ can make a huge difference.”
Nail service suggestions
“We don’t expect nail technicians to be the conduit for meaningful conversations around male mental health and healthy masculinity,” comments Daniele. “Painted nails will kick-start these conversations; we just want salons to make men feel welcome.
“For a male client’s first visit, we recommend a nail polish treatment, because they can remove the product themselves. Also, be sure to offer guidance with nail colour choice,” Daniele adds. “Black is often a safe starting point, while many men choose shades linked to something important in their lives, such as their football team. Silver and gold can also work well.
“We ask salons to promote the campaign, make the Hard As Nails experience easy to understand and book, welcome the men who take part, and ensure these men register on the Hard As Nails website and complete our survey before their nails are painted,” explains Daniele. “The last part really matters because this is a social
“The key thing is that salons make the experience easy, welcoming and positive for men taking part.”
Find out more by visiting www.hard-as-nails.com or scan to access the Hard As Nails salon pack.
Daniele with former rugby player & host of
The Scratch Stars Party
2024, James Haskell.