Manhattan Cosmetics

Last & Shine

As part of a new campaign for Manhattan’s Last & Shine nail polish collection we challenged influencers and fans to step out of their colour comfort zone, to try something fresh and new. With over 75 colours in the collection, we devised a series of ways to encourage fans to be bolder and even more confidant in their colour choices. Finding new ways for fans to ‘EXPRESS YOURSELF!’

TEASE PHASE

We kicked the campaign off with bold and colourful statement imagery. Each piece of content featured visually arresting subject matter, designed to stop the audience in their tracks and invite them into world of colour. From fashion photography of the colour obsessive women and their street style, to stop-motion animation; educating fans on the product design upgrade and the full gamut of colours at their fingertips.

Our content was adapted and targeted to fans across Manhattan’s key social platforms, ensuring the campaign's impressive.

LAUNCH

Off the back of a PR event in Germany announcing the new collection, we set about capturing tutorial content starring some of the social influencers and journalists in attendance. Armed with a camera and some of the best manicured hands in the business, we shot as many finished ‘nail art’ looks as possible. Back in London, at a photography studio in East London, we recreated the nail art looks again into full step-by-step nail art tutorials.

This approach enabled us to collaborate with a lot of social influencers to create unique nail looks whilst creating high-quality studio shot tutorial content.

Over the course of 2 weeks, the content was used each day to challenge the audience to enter a competition. Fans were asked to experiment with new colours and trends and share the results. Short educational videos comprised of our photography captured in Germany and London, revealed the steps to achieve the looks. Fans wanting to follow more specific instructions were directed to the Manhattan Cosmetics where more guidance was at hand.

Using the #ColourChallenge hashtag, fans uploaded their interpretations and attempts at recreating the nail looks. The winner received the full 75 nail polishes!

RESUPPORT

Once the competition was over, we wanted to ensure that the product messaging and positioning wasn’t lost in the hype and buzz surrounding the launch phase.

We set up a series of aspirational lifestyle images, in the vein of authentic blogger photography. Each shot cemented the product in ‘real life’ with curated props and sets that worked with product colours and packaging design.