Meet the CND™ icons: Reena Hammer
By Helena Biggs | 30 January 2020 | Movers & Shakers, News
To celebrate 40 years of CND™ – and to honour the brand’s long-time fans, CND™ has brought back five of its most iconic shades, available for a limited time only.
The CND™ Iconic collection – featuring Company Red, Spike, Jiggy, Pointe Blanc and Satin Sheets available in Shellac only – celebrates classic style and sophistication, and is designed to ignite some cherished memories.
To celebrate this one-time launch, Sweet Squared, UK distributor of CND™, has unveiled a campaign in partnership with Scratch. It features Sweet Squared’s co-founders, Samantha & Samuel Sweet, on the front cover of the January 2020 edition, and photographs of industry professionals selected by Sweet Squared to present each colour. Here, we profile ‘The Entrepreneur’ – Reena Hammer…
MEET REENA HAMMER
Reena opened hair, beauty and spa destination, Urban Retreat at The White House, in Knightsbridge in 2019. She has been familiar with CND™ throughout her career and worked with the brand to create the UK’s first CND™ Nail Lab, found inside the premises, which has enhanced CND™’s reputation as a brand that offers a luxury nail experience.
Behind-the-scenes at the Iconic campaign photo shoot
“I discovered CND™ 15 years ago in New York,” Reena reveals. “At the time, I used to bite my nails and CND™ products really helped to get me out of that cycle. Jan Arnold solidified my love for the brand. She is so passionate about her work and the best example and advocate of the brand, which is a mix of artistry, passion, science and technology.”
When asked about what defines something as ‘iconic,’ Reena comments: “I think being the first is always quite an important feat. There have been lots of copies, but to uphold an iconic status means you can be the first and still be the best.”
She chose CND™ for Urban Retreat at The White House as ‘the brand is of such great quality and has a wonderful range of shades that last really well.’
“I was seeking the balance of a decent choice with sheer quality and CND™ delivers every time.”
Reena wears CND™ Pointe Blanc from the Iconic collection, available via Sweet Squared.
Read more about Reena’s journey and the story behind the shades in the January 2020 issue of Scratch magazine.
Campaign photography by Jon Shard.