Taking Polish for a Test Drive
  • NAILS Magazine
  • March 23, 2010
Auto maker Volvo typically retails cool gear to match its cars — items like key rings, T-shirts, golf umbrellas, and sunglasses. With the launch of the Volvo S60 at the Geneva Motor Show this month, the manufacturer, for the first-time ever, launched the most perfect accessory to complement its stylish sedan: three nail polish colors that match the car’s color options.

The pack of three nail polishes (shown from left to right in the photo) showcases Cosmic White, Ember Black, and Vibrant Copper (car color option shown), and is intended to attract the sedan’s target demographic. "We wanted to do something a bit different, with a touch of humor and a little unexpected twist for the launch of the new car, while at the same time offering our female target group an unusual product," says Yvonne Hall Tobiasson, director of merchandise and licensing at Volvo Cars' global marketing department.

At the Geneva show, visitors were greeted by Fällanden, Switzerland-based nail artist Ines Végh of Diamant Nail-Studio, as she offered to polish attendees’ nails in one of the three special colors.
 
The polish was been manufactured in the United Kingdom and sourced by Brandon Company AB, Gothenburg, Sweden, which does corporate merchandising and experience marketing solutions for its clients. The polish is available for sale at Volvo dealerships or online at www.volvocars.com/collection.
 
What other consumer products do you want to match to your nails?
 
—Sree

Keywords:   products     tradeshows  



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