Essie has declared June 1 as National Nail Polish Day.
Social media platforms are flooded with dogs on National Dog Day (Aug. 26) and piercings on National Piercing Day (May 16), so why not nail polish?
“Since we see so much brand love and hundreds of social posts on a daily basis, we thought it would be exciting to organize a national holiday for everyone to celebrate and declare their #essielove,” explained Ikdeep Singh, president Essie, Maybelline and Garnier.
The timing coincides with the start of the peak summer nail season. Supported by a social media campaign, Essie loyalists are asked to share their manicures, favorite shades and personal connection with polish on #essielove. Starting mid-May, Essie will kick off the holiday with a sweepstakes at essie.com/nationalnailpolishday.
While women love nail lacquer, sales have languished over the last four years. In the most recent 12-week period ended April 16, 2017 tracked in multiunit doors by IRI, nail color sales were down 15 percent. If there’s any good news in that number, it is a smaller decrease than the last four-month period where sales were in the red by 17 percent. Nail category sales have received a boost from nail care.
Singh acknowledged he expects a lift in sales from the campaign. “But we are focused on sharing and spreading the #essielove,” he said.
From mid-May to mid-June, fans will have the chance to win Essie nail polish-themed bundles. On National Nail Polish Day, a grand winner will receive 100 Essie shades.
Essie won’t be launching a collection to herald the day, rather encouraging users to recall a favorite shade — perhaps one they wore on their wedding (Essie is a go-to brand for many brides) or on a vacation. “We want to recognize how important Essie nail polish is during these important life moments,” Singh said. “We are encouraging fans and loyalists across the country to visit essie.com/nationalnailpolishday to submit and create a unique Instagram-worthy image of their favorite mani, shade or Essie stash.”
However, the campaign is getting the marketing muscle usually reserved for product launches. The efforts include its own social channels, press, digital influencers support and retail partners. The push to promote the sweepstakes runs throughout the month of June.
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