My usual reaction when I hear about a non-beauty/non-fashion company doing something beauty related to tie in with a product release is to throw my eyes skywards in despair. It’s what happened when Volvo came out with a line of car-coloured nail polishes a couple of years ago and my eyeballs involuntarily twitched in their sockets when I heard about a similar sounding stunt from Nokia.
To support the launch of their Lumia 900 smartphone in limited edition pink, Nokia have gone and sorted themselves out with a coordinating hot pink nail polish called – imaginatively – Nokia Lumia Pink. It’s available to customers at Lumia 900 launch events in the States – sadface if you were hoping to get your paws on it, eh? – where they can also have manicures and nail art administered by manicurists to the stars Kandi Banks and Nikki Schwan in dedicated pink Lumia lounge zones.
Now, part of me thinks “Cool! Nokia embraces nail art!” but there’s another part of me that feels a bit maddened by brands’ desire to appeal to Wimmin Consumers by tying pretty things like beauty bits to their products. (Because, of course, the only reason Wimmin buy anything is because it looks nice or because they can get a nail polish to match it.) Maybe it’s just me, but I find these sorts of marketing ploys gimmicky and kind of insulting to my intelligence.
What do you reckon? Am I overthinking it or does this kind of thing get on your wick, too?