Polish

Click with Consumers?

The Gap is competing for your clients’ retailing dollars in a totally new way.

The Gap is competing for your clients’ retailing dollars in a totally new way— with digital displays of nail color that can be instantly accessed in the privacy of the shopper’s own home. E-nails, the latest addition to The Gap’s website, www.gap.com, lets consumers test all 11 shades of Gap Colors — no wait, no fumes, no acetone required. How? First, call up E-nail’s virtual hand and select the skin tone closest to your own. Then choose one of the glossy shades and click on a nail. With E-nails, you can paint five nails the same color, or try a different shade on each nail. “Now anyone who visits our website can experience the world’s first virtual mani­cure,” says Michael McCadden, senior vice president of Gap marketing. Designed to match their current clothing fashions, the polishes are available at Gap stores for $3 95 a bottle.

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