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Marketing in Brief: Orly nail care products

This article was originally published in The Rose Sheet

Executive Summary

Orly nail care products: Twelve-month $2 mil. ad campaign to break in October issues of women's fashion and beauty books, the Chatsworth, Calif.-based nail care company said. Developed by ad agency The Brainyard (Costa Mesa, Calif.), the spots will feature "hip" models and will communicate the idea that Orly "is about color," the company said. The ad debut will coincide with the company's launch of its Orly fall nail polish shades. Colors include the "Nightshades" collection with Moonlit Madness, Eclipse and Total Darkness, and "Safari," with Eye of the Tiger and Jungle Love. On-counter in September, a .5 oz. nail polish will retail for $3.50...



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