Essie Loves Diamonds
It’s a well known fact that diamonds are a girls best friend. But then again, so are shoes, handbags, cosmetics, dresses, accessories and restaurant reservations.
Diamonds last forever. That is perhaps one of the greatest marketing lines ever invented. DeBeers came up with that one years ago; they are the clearing house for all diamonds sold and are responsible for keeping the price points high.
Sapphires and emeralds aren’t too bad either. Although a bit lower priced, they have that lure that brings attention day after day. One never gets tired of looking at brilliant gems.
With this in mind, Essie herself a connoisseur of fine diamonds, an idea hatched. Why not put a diamond, sapphire and emerald in a bottle of polish and name the collection Essie Loves Diamonds?
Essie partnered with designer Judith Ripka and with no budget spared, came up with a special 1-ct diamond, sapphire and emerald gem. The collection has 3 colors and each color will have one lucky bottle in it containing the gem, up to a $5000 value. At $15 a pop, it ain’t cheap but the marketing folks at Essie are tossing in a signature crystal file, a $14 value, for free (Max is a big shooter).
The collection officially launches August 1 but you can buy now at theindustrysource.com and bebeautiful.com.
If you are a lucky winner, you have to let me know so I can feature you in my blog and in our magazine. Good luck to all.
Happy Thursday!
July 23rd, 2009 at 10:56 am
I think this is a wonderful marketing idea!
Everyone will be going gaga over buying the polish, hoping to see a sparkling jem.
I wonder, do you have to use all the polish before you find out the gem is there?
Good luck everyone!
July 23rd, 2009 at 10:59 am
in Stock and ready to go!!!
July 23rd, 2009 at 11:40 am
So the gems are inside the polish??
July 23rd, 2009 at 1:05 pm
Yes, the gems are inside and since the polish covers them up, you have to feel the gem with the brush. You can’t see it from the outside.
July 23rd, 2009 at 1:43 pm
I am buying the poilish no matter what! Gem or no Gem! I love Essie polish!
WE make a deal pairing this with the Sfactor Diamond dreams shampoo and conditioner! (this would fly off Salon shelves)
You could name it “Dreaming Diamonds and Gems”…..or “The Gem Factor”?
July 23rd, 2009 at 1:44 pm
That should have been “WE should…
July 23rd, 2009 at 1:46 pm
Gem or no gem, I cannot justify spending that on a polish.
July 23rd, 2009 at 2:37 pm
Gem can get stuck in the brush. If you do find, the polish should come off with a little remover and the stone unharmed!
July 23rd, 2009 at 3:32 pm
What about returns?
July 23rd, 2009 at 3:34 pm
our luck, someone will be holding it looking at it and drop it..
July 23rd, 2009 at 3:51 pm
All sales final!
July 23rd, 2009 at 3:57 pm
That could be the make or break of the polish! With things the way they are, maybe more will feel the same about not justifiying spending 15$ dollars a bottle? “no budget spared” This may not ahve been so worth it if the majority ends up looking and thinking it’s great, but not buying it?
Or will people splurge and try to win that GEM! Willy Wonka was able to get people to buy chocolate for the Golden TICKET!
Kudos ESSIE!
July 24th, 2009 at 8:38 am
It states above that they are tossing in a crystal file, so it is well worth the buying price and should be an easy sale.
July 24th, 2009 at 9:41 am
I think every employee should get 1…….LOL JK
July 24th, 2009 at 9:44 am
I agree….I can’t imagine spending $15 on a bottle of nail polish. That money will be better spent towards groceries, gas or bills. Sorry Essie but I will not be participating.
July 24th, 2009 at 9:45 am
I think this is a cool idea. Good luck to whomever purchases these.