Life-Size Lacquer
The ad agency JWT London recently crafted such an innovative ad campaign for nail polish that it literally stopped women in their tracks. To promote Rimmel’s Quick Dry nail polish, the agency created large, eye-catching sculptures of nail polish bottles pouring out  lacquer to highlight the product’s quick-drying benefit. While the life-sized lacquers created a surreal spectacle outside Rimmel retailers in London, model-sized bottles were placed at Rimmel sale counters. We enjoyed the fun and imaginative concept of this ad campaign that showed off one of our favorite products in the industry—nail polish!
Breathe Easy
According to the American Cancer Society, 1 in 13 men and 1 in 16 women will develop lung cancer in their lifetime (smokers and non-smokers alike). Due to these staggering statistics, OPI Products partnered with the Lung Cancer Foundation of America (LCFA) to create an exclusive new nail lacquer in hopes of raising awareness and funds for early detection, diagnosis and maybe one day a cure for lung cancer. In addition to the new silvery-blue lacquer Breathe Life, OPI also made a donation to the LCFA. “Because LCFA is a new organization working on the frontlines at the grassroots level, every dollar contributed makes a tremendous impact,” says Suzi Weiss-Fischmann, OPI executive vice president and artistic director.
Heart Healthy Divas
In honor of National Heart Month, Dashing Diva Salon paired up with the American Heart Association (AHA) to host the Divas Go Red event at its Gramercy  location in Manhattan in February. The event was held to bring awareness to the No. 1 health threat facing women today—cardiovascular disease--and to urge women to take charge of their heart health.
At the two-hour event, attendees were treated to free sangria as well as discounted services if they chose one of Dashing Diva’s new red polish colors in honor of the heart healthy event. In addition to manis and pedis, women were offered free blood pressure tests and body mass index screenings while Dr. Jenny A. Delfin, director of the Echocardiography Laboratory at NYU Langone Medical Center at Trinity Center and attending physician at NYU Medical Center and NY Downtown  Hospital, spoke about the importance of a healthy heart and vital ways to prevent heart disease. In addition, AHA Go Red For Women spokeswoman Tisha Dixon-Williams spoke about her experience with the disease and what she does to live a heart-strong life. The event was a great success, with attendees receiving both flawless nail services and crucial health information. For more information on women’s cardiovascular health, visit goredforwomen.org
Rev It Up!
In honor of the fall 2009 Mercedes-Benz Fashion Week in New York, Essie Cosmetics collaborated with luxury automotive company Mercedes-Benz to  create two limited edition polish colors. Inspired by the newly launched Mercedes-Benz SL65 AMG Black Series, Essie created a black polish of the same name as the new line of cars, and another lacquer named Palladium Silver, inspired by the color of the Black Series car that was on display at the opening event. Unfortunately, these sought-after lacquers were only available at the commencement event, but don’t fret—you can get the same revved up look with Essie lacquers in Licorice and Loophole!
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Sultry Nails
 This February, the Vanity Fair Oscar Party (a.k.a. the go-to Oscar party for celebrities) had to trim down their guest list due to the rough economy. Despite the smaller crowd, all the big name movie stars made it out, including newlywed  Salma Hayek. She arrived on the red carpet wearing a chic Balenciaga dress, Neil Lane jewels and, of course, the must-have fashion accessory--beautifully manicured nails. Celebrity manicurist Jenna Hipp polished Hayek’s finger- and toenails with Orly’s opaque black lacquer Vixen, which added an edge to the star’s glamorous yet understated look. Hayek proved that even as a wife and mother, she still knows how to play the “vixen”!
Runway Nails
The nail trends found on the runways at Mercedes-Benz New York Fashion Week were numerous, beautiful and oh-so-chic. Several major nail manufacturers and their skilled nail techs--such as OPI, Zoya, Dashing Diva and CND—worked behind the scenes to make sure that each designer’s vision was achieved from tips to toes.
OPI made it’s way onto the New York Fashion Week scene at the Cynthia Rowley show. Five nail techs were on hand to paint the models’ nails in a  new dark hue that will be part of the OPI fall collection.
Zoya nail lacquer appeared on numerous runways, including Project Runway winner Leanne Marshall’s show, where she chose golden Richelle to enhance her collection. And at Ohne Titel, manicurist Jackie Saulsbery used Zoya Gretchen and Dea--both creamy tan nudes—to play off the sculptural pieces.
Alisha Rimando, head nail tech for Dashing Diva, and her skilled team of nail techs were also  hard at work backstage as they polished nails for 13 different runway shows. At Charlotte Ronson and Erin Fetherston, the Dashing Diva team used Jet-Set, a dark burgundy frost polish. Rimando also created a custom pink fade at Akiko Ogawa using Headliner, Dashing Diva, Cosmopolitan and Debutante.
And let’s not forget the CND veteran nail team, who put their polishing touches on 51 runway  shows during New York Fashion Week. The CND team custom mixed polishes for several designers including Diesel, where nail tech Amanda Fontanarrosa created a custom shade of dark chocolate to match the clothes, and at Karen Walker and Catherine Malandrino they custom-mixed shades of grey and mushroom enamel. Take a cue from the skilled nail techs at fashion week and create stylish nails to fit your clients’ personal style.
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