It’s an everyday, yearlong thing,” he said. “We don’t want to limit people to a collection of Pride colors, because we don’t want anyone to think this is a once-a-year product. In addition, it will offer free polish samples at New York City’s Pride Parade and the charity event We Party held at the Javits Center. Essie will also participate in Pride events throughout June: At The Ali Forney Center’s annual LGBTQ prom event in New York City, it will provide free manicures to attendees. Though the campaign will feature four nail designs (a marble, ombre, tie-dye and abstract rainbow look) and tutorial guides, the goal is not to sell or push product, said Greg Hui, vp of Essie. The campaign will also be distributed across the brand’s social platforms, Facebook and Twitter, as well as on. For the first time, nail polish brand Essie is participating in Pride month to show the brand aligns with modern customer values, like inclusivity and diversity.Įssie’s Pride activation centers around a digital campaign featuring Jonathan Van Ness, cast member of the Netflix show “Queer Eye.” On June 7, Essie will begin rolling out photo content and videos related to Pride month with photos on Instagram and tutorials on Pinterest every Friday.
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