The brief: An all-new nail polish brand born in the best nail lab in the world—with a significantly higher-grade formula than the rest of the market. Still, women like nail polish because it's fun—and probably won't respond to a hard science angle. The mission: Create the brand.
The concept: I immediately thought about cars. Specifically, how luxury sports cars are often presented as a perfect mix of performance and fun. And so, the tagline "Performance X Play" for Formula X was born. The visuals also carried that idea through of two elements crossing each other.
The voice: The language itself was also inspired by car storytelling. Specifically Porsche. Of all the luxury cars, Porsche seemed to me the most like Performance and Play. (Unlike Ferrari, for instance, which seems like Performance and Sex.)
Introducing FORMULA X, an uncompromising breed of bold lacquers that marks the NEXT IN NAIL. Boasting gel-like shine and unprecedented staying power, never-before-seen effects and an extraordinary range of standout shades, each swipe is a sleek declaration of limitless creativity—and unwavering confidence. With never a chip in sight, you are now free to revel in your supercharged life. Finally, the formula for play x performance, at your fingertips.
