Mistero Milano, a brand developed by APM Group, was strongly associated with the professional nail styling category. A natural next step was to expand the portfolio with products addressing the needs of professional foot and nail care.
The objective of the project was to create the FootHelp+ line - a specialised product range supporting salon professionals while also enabling customers to continue their foot care routines at home.
The line was designed to extend Mistero Milano’s expertise beyond nail styling products and establish the brand in a more specialised segment of the beauty market.
The key challenge was to develop a cohesive product range that combined the professional performance of podiatry-grade products with clear, consumer-friendly communication.
FootHelp+ needed to address a wide spectrum of foot care needs-from dry and callused skin, through targeted heel care, to specialised solutions for nails requiring intensive support.
The project involved designing a well-structured product portfolio, tailoring the range to different usage scenarios, and creating an offer that would perform effectively across professional channels, retail, and e-commerce.
APM Group was responsible for the end-to-end development of the FootHelp+ product range-from product concept and portfolio architecture, through formulation coordination, to filling & packaging, quality control, and preparing the products for market launch.
The project included:
The project resulted in the launch of a complete FootHelp+ range under the Mistero Milano brand-a portfolio designed to support professional foot and nail care.
The range includes products for both professional treatments and at-home care, creating a cohesive system that addresses a variety of user needs-from regeneration and hydration to targeted foot care and everyday nail maintenance.
This enabled Mistero Milano to expand its portfolio into a category complementary to nail styling and offer customers a broader range of solutions within a single brand.
The project covered the end-to-end development of a new product range-from the initial concept through to the delivery of ready-to-market products.
FootHelp+ was designed as a scalable range with strong potential for further development, both through new product launches and expansion across professional, retail, and e-commerce channels.
The launch enabled the brand to expand beyond its existing category and build an offer tailored to the needs of salons, specialists, and individual consumers.
The project resulted in the successful launch of FootHelp+-a professional foot and nail care range under the Mistero Milano brand
The new range enabled Mistero Milano to enter a more specialised market segment and strengthen customer relationships by extending its offering beyond nail styling to include professional foot care.
The portfolio was designed to meet the real needs of both professionals and consumers, combining the performance of professional-grade products with clear, consumer-friendly communication.
FootHelp+ demonstrates APM Group's end-to-end approach to product development-from identifying a market opportunity and defining the product concept, through portfolio architecture, formulation coordination, filling & packaging, and quality control, to delivering a ready-to-market product range.
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