Reviewing my favourite nail polish advertisements
As someone who studied marketing, I love reviewing and analysing different promotional campaigns and seeing the impact this has on the audience. Being a fan of nail art, this was a perfect opportunity to combine two of my interests and share some of the most creative and thought-provoking nail polish advertisements I have come across. Enjoy!
Top Nail Polish Advertisements
Leighton Denny – Supermodel Nail Polish
I’m a big fan of advertisements that incorporate messages with double meanings/optical illusions. I didn’t actually realise this was nail polish at first and thought it was just a picture of a fancy chocolate bar until I saw the the ‘Leighton Denny’ logo. Though some may argue that these kinds of advertisements have implications in today’s highly saturated media landscape (because it takes longer to get the message across), sometimes you need to think outside of the box to capture attention instead of sticking to something simple. It also leaves the audience likely to take a second look. I came across this advertisement on World Chocolate Day which made it even better. P.s. this shade is stunning!
OPI Alphabet Drops
In 2015, OPI turned colour into language by using drops from their nail polishes to recreate the alphabet. I thought this was a really cool and unique approach to promoting their polish and showcased how bold and different each of the colours are. It was also a great way to show how colour can express feelings and nail art is a great way to do that. This was launched alongside an app, website and merchandise. I think it was really clever that they created a range named after each letter of the alphabet as well as numbers and punctuation marks. This was a great way to attract new customers through the power of colour.
OPI – Will you Mani Up?
Another great campaign from OPI is the 2019 ‘Will you Mani Up?’ video series from Mofilm. This showed three men in L.A. and Milan getting manicures. I really love the message behind this; it is breaking the stigma on men wearing nail polish, particularly by showing men with different backgrounds and professions e.g. a real estate broker, a progressional dancer and a DJ/bartender. Whilst men wearing polish is not something new or ‘trendy’, bringing attention to this through advertising can generate important conversions around stereotypes and gender.
KFC Nail Polish
Whilst this was more of a PR campaign to generate buzz and engagement for the brand, as opposed to selling a new polish, this campaign was too good not to include. In 2016, KFC Hong Kong released ‘original chicken’ and ‘hot and spicy’ edible nail polishes. Whether you are grossed out by this or just curious like I was, I think the concept is extremely creative and well thought out. Even if they didn’t go onto becoming polishes we would find on shelves, it was a great way for KFC’s to showcase their brand personality. This showed that KFC is not afraid to think outside of the box and show their playful side by taking their slogan ‘finger lickin’ good’ to the extreme.
Thanks for reading, I hope you have enjoyed this post. What are some of your favourite nail polish advertisements and campaigns? Let me know your thoughts.
Lots of love,