The line features six new shades of nail varnish, which will promote both travel and cruising on the packaging. Essie Cosmetics says that the ground-breaking promotion targets primary vacation decision makers in travel planning - women.
The CLIA, which comprises 19 major cruise lines and over 16,500 travel agent members worldwide, says it hopes that the promotion will attract those women decision-makers through the link with a cosmetic product that many of them will be able to relate to.
The new line of varnishes includes Cruise Central, Fun Ships, Jewel, Life Saver, Magnifice and Princess Pink - all subtle shades aimed at combining current trends combined with a travel theme.
"Research has shown time and again that women are the primary decision makers when it comes to travel purchases. CLIA is pleased that cruising will be featured on product packaging and point-of-purchase displays in more than 55,000 retail outlets in 67 countries throughout the world," said Terry Dale, president and CEO of CLIA, the cruise industry's chief marketing organization and North America's largest travel industry association based on travel agency membership.
As part of the new partnership, CLIA and Essie are hosting a contest whereby consumers can win cruise vacations for two, as well as sunglasses and bathing costumes. The organizors say that the promotion is expected to generate significant numbers of first-time bookings through the product association.
Essie Cosmetics, which specializes in nail care products, has a range of over 250 colors in its nail varnish line, as well as products for hand, body and foot care, combined with manicure systems and spa products.
Founded in 1981, last year the company expanded its portfolio by launching a new category of innovative nail care accessories including Nail Wipes, Nail Pads, a Corrector Pen, and a Cuticle Pen.
The company's products are sold in the United States, Canada, Australia, the Far East, South America, throughout Europe, and can be found in salons and spas.