The Ed.
Well-Known Member
You cant move for celebrity collaborations and honestly, they are becoming an epidemic in the nail industry. Whether its Minnie Mouse, the Muppets, Mariah Carey or Nicky Minaj, nail companies cant wait to plaster a celebrity face over a six-colour collection and call it a collaboration. But are they really worth it?
The idea, presumably, is that fans of said celebrity will snap up the colours in a heartbeat but is that really what happens? Deborah Lippmann has just launched a range in collaboration with hit 2012 TV series Girls and while the colours are pretty and pastel-hued, I cant really see what they have to do with the girls from Girls. Is a celebrity collaboration too tenuous to be worthwhile?
How much input do you really think Mariah Carey put into developing her own colour range? I (perhaps cynically) expect that OPI sent her some swatches, which Carey glanced at casually before flapping a brief approval in the direction of one of her people. I could be wrong. For all I know, Carey could have stood in laboratories for hours on end tweaking shades and making manufacturers jump through sparkle-coloured hoops, but I doubt it.
It seems like lazy marketing to me. So lazy in fact, that it only works on the people that would buy anything associated with any celebrity anyway. Im going to go out on a limb and suggest that the rest of us couldnt give a damn whos face graces the bottle of polish as long as the colour in it rocks our world.
So, heres to calling out companies on their lazy attempts to catch out attention. Create great products that speak for themselves.
Until then geek on!
The Ed.
The idea, presumably, is that fans of said celebrity will snap up the colours in a heartbeat but is that really what happens? Deborah Lippmann has just launched a range in collaboration with hit 2012 TV series Girls and while the colours are pretty and pastel-hued, I cant really see what they have to do with the girls from Girls. Is a celebrity collaboration too tenuous to be worthwhile?
How much input do you really think Mariah Carey put into developing her own colour range? I (perhaps cynically) expect that OPI sent her some swatches, which Carey glanced at casually before flapping a brief approval in the direction of one of her people. I could be wrong. For all I know, Carey could have stood in laboratories for hours on end tweaking shades and making manufacturers jump through sparkle-coloured hoops, but I doubt it.
It seems like lazy marketing to me. So lazy in fact, that it only works on the people that would buy anything associated with any celebrity anyway. Im going to go out on a limb and suggest that the rest of us couldnt give a damn whos face graces the bottle of polish as long as the colour in it rocks our world.
So, heres to calling out companies on their lazy attempts to catch out attention. Create great products that speak for themselves.
Until then geek on!
The Ed.
