Talking straight means doing what you say and explaining how you do it. It means presenting the simple truth about products without all the fuss, frills and exaggerated claims found in women's cosmetics. It means talking the way men talk - getting right to the point.

A man wants results and wants them right away. Looking good immediately and knowing that it shows without anyone being the wiser. Nickel proposes specific products with non-greasy textures that give visible results.