Nail Polish: Unconventional Marketing 101
The annual Hospitality Design Exposition & Conference (HD Expo) was a show of firsts for both I Imagine and the expo itself. The expo hosted its first ever Social Hub, an event space designed using a surface from our client Lamin-Art’s Pearlescence collection, and we tested a marketing technique: nail polish. Yes, nail polish.
Lamin-Art recently debuted Metal-Art™, its newest collection of decorative surfaces, and as a marketing agency, we wanted to build upon the buzz that we had already generated for the new product—beyond traditional social media methods.
Since Metal-Art boasts the tagline, Shine On, we couldn’t think of a more perfect way to promote the collection than with matching Essie nail polish colors. We found two Essie colors that matched Lamin-Art’s metallic surfaces and handed them out as giveaways. One matched the product so closely that they even share a name: Brushed Steel and Steel-ing the Scene. #Fate.
The 200 bottles of nail polishes worked to promote Metal-Art in two ways: they attracted visitors to our booth and also functioned as a marketing tool. Primarily the nail polish was intended to draw visitors into the booth and spark conversation about the new, captivating line of metallic surfaces—who doesn’t want free nail polish? Once they were in, Lamin-Art’s sales team was able to talk about the product, and engage in conversations about other collections.
Second, and possibly more importantly, we were able to leverage the nail polish as a marketing tool by attaching a 1”x2” product sample chip to every nail polish lid. Because the tags include product information and the Lamin-Art logo, each bottle serves to remind the nail polish aficionado about Metal-Art, letting the product “Steel” the scene.