M&S launches Percy Pig collaboration with Nails Inc
The scented nail duo features ‘Pig-ture Perfect’ (hot pink) and ‘Kind Of A Pig Deal’ (Percy pink). Both colours dry down to release the signature Percy scent which "lasts for days", according to the brand.
Nails Inc recently reported that it sells a nail polish every 7 seconds and seen sales rise 7.3% to £16m for the year-to-date. The brand also noted that collaborates like this are "incredibly helpful to sales", with “past collaborations delivering a 400% increase in sales on the Nails Inc website.”
Nails Inc has previously have worked with Magnum Ice-cream, where they created 6 scented polishes in the US. It was also collaborated with Kraft to create a nail polish duo of cheese scented polishes, which sold out in 48 hours.
This is the first time in Percy Pig’s 30-year history that Marks & Spencer has collaborated with another brand.
Speaking to TheIndustry.beauty, Thea Green, Founder of Nails Inc, commented: "I truly believe this collaboration was meant to be, as it all came together from different sources. We had the idea and approached M&S then days later an agency working with M&S approached us not knowing we were already in talks! Lastly in her job interview for Percy Pig Brand and Marketing Manager, Sophie Jacobs had Nails Inc listed as a brand to collaborate with. The stars aligned, and Percy Pig polish was born!
"We want to collaborate with brands that create a real talking point but also surprise and delight customers. Percy Pig is such a cult foodie favourite, and we love bringing our trademark innovation to the table in the form of our polish with the signature Percy Pig scent.
"It’s two iconic British brands offering an unexpected product in a perfectly timed launch – the duo is the ideal festive stocking filler and a great talking point around Christmas time. The customer response has been incredible and there is so much excitement for this launch. It’s great to be able to bring a feel good product out in time for Christmas."