To get your brand noticed these days you need to create a few waves or make a debate. American grooming brand EVOLUTIONMAN are certainly doing that with their range of male nail varnishes.
They have just extended their Rebel Nail Paint collection for men by collaborating with American fashion designer, stylist, and TV personality INDASHIO to create a custom colour - a matt formulation of metallic black with gold flecks.
Male nail varnish - is it a marketing gimmick or a new trend? Will it go the same way as male make-up? Which was much heralded as the latest grooming innovation and well and truly flopped.
Does creating a special range specifically for men make a product more masculine? Is matt more manly than gloss?
It's interesting to look at the picture. Your eye is trying to access whether it is a male hand or not. The nails are rounded and short but the principal idea is so feminine that it is hard for your eye to accept. It's confusing but like every other new idea or barrier, that's part of the excitement.
EVOLUTIONMAN isn't available yet in the UK but we predict it will only be a matter of time before it arrives here. Even if it doesn't sell, it's great press.