by Emily Draznik on
In a world where the first question a celebrity is asked on the red carpet is, “Who are you wearing?”, often what’s on their fingernails is ignored. But with the recent trend of elaborate nail art on the red carpet and the Mani Cam that debuted at the Emmys, the next drop is expanding to what nail polish the stars are wearing.
The E! channel debuted their Mani Cam at this year’s Emmy Awards and the response was a rousing success. Celebrities began to drop the specific colors of polish they were wearing during their red carpet appearances and this has caused the sales of the featured brands to skyrocket.
Kat Dennings sported a dark manicure by OPI and Julia Louis-Dreyfus wore Essie. A spokeswoman from OPI stated while it was hard to know the exact number of sales the Emmys coverage drove, it has made customers aware of the colors their favorite celebrities are wearing and thus has encouraged them to buy.
Azature founder Azature Pogosian has been swamped with inquiries about the $250,000 bottle of nail polish and its $25 equivalent that Kelly Osborne wore to the Emmys. The exposure has caused the affordable $25 version of the nail polish to sell out at Fred Segal and Ron Robinson.
Originally inspired by Zooey Deschanel’s tuxedo manicure that she donned at this year’s Golden Globes, the mani-cam and red carpet manicure coverage is here to stay.
Having celebrities name drop their dress’s designer on then red-carpet is an old trick for brand advertising, but after the mani-cam’s success will celebrities have to go as far as to remember what color of nail polish they are wearing? Celebrity manicurists are rejoicing everywhere and we will probably see an increase of actresses demanding high prices to wear specific nail colors on the red carpet.
After red-carpet coverage was starting become stale and predictable, E! has finally thrown another element into the ring. Giving us a reason to tune back into the pre-awards show coverage, we cannot wait to see what types of creative nail art our favorite celebrities will have on their fingertips.