# Official Mascot Manicures gel by essie is the Nail Polish Partner of the New York Liberty By Laura McQuarrie | Published 2025-04-15 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/gel-by-essie References: [beautypackaging](https://www.beautypackaging.com/breaking-news/essie-becomes-official-nail-polish-partner-of-new-york-liberty-wnba-team/) & [instagram](https://www.instagram.com/p/DIRO9HBudJi/?hl=en&img_index=1)  gel by [essie](https://www.trendhunter.com/trends/gel-couture-collection) is newly reformulated and to celebrate, the brand announced that it's the Official Nail Polish Partner of 2024 WNBA Champion [New York Liberty](https://www.trendhunter.com/trends/new-york-liberty). Ahead of the 2025 WNBA season, New York Liberty's mascot, Ellie the Elephant, became the brand's first-ever celebrity spokesperson and put the long-wearing nail polish to the test with her first-ever manicure. gel by essie goes on with a two-step system (color, then top coat) and doesn't need to be cured with a UV light. What's more, gel by essie delivers a glassy shine ith up to 15 days of gel-like staying power, and a durable, chip-resistant finish thanks to patent-pending Flex-E gel technology. Beauty brand partnerships with sports teams are on the rise, blending glamor with anticipated game day events to tap into the growing community of female sports fans. ## Trend Insights (Trend Hunter) - Score: 5.0/10 - Popularity: 51% | Activity: 62% | Freshness: 38% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Mascot-centric Marketing:** Brands are leveraging sports mascots as unique spokespeople to create memorable marketing campaigns that resonate with devoted fan bases. - **Uv-free Nail Technology:** Innovation in nail polish formulations is focused on UV-free gels that offer long-lasting wear, appealing to health-conscious consumers. - **Sports-beauty Collaborations:** Collaborative ventures between beauty brands and sports teams are gaining traction, tapping into new audience segments and broadening market reach. - **Long-lasting Nail Innovations:** Developments in nail technology focus on extended wear and durability, meeting consumer demand for low-maintenance beauty products. ### Who This Affects Most - **Professional Sports Partnerships:** Brands are increasingly partnering with professional sports teams to enhance brand visibility and engage with diverse fan demographics. - **Cosmetic Ingredient Innovation:** The beauty industry is witnessing advancements in ingredient technology, driving a shift towards more sustainable and effective beauty solutions. - **Female Athlete Marketing:** The rise in female sports enthusiasts is encouraging tailored marketing strategies and products aimed at addressing this burgeoning consumer group. ## Related on Trend Hunter - [Performance-Driven Nail Care Collabs](https://www.trendhunter.com/trends/official-nail-partner.md) - [Sports-Themed Beauty Kits](https://www.trendhunter.com/trends/new-york-liberty.md) - [Beauty Brand-Sponsored Sports Events](https://www.trendhunter.com/trends/official-beauty-partner.md) - [Glamorous Sports Collabs](https://www.trendhunter.com/trends/glamnetic-x-fanatics-collection.md) - [Sports Beauty Partnerships](https://www.trendhunter.com/trends/wnbas-new-york-liberty.md) - [Exclusive Game-Face-Ready Collaborations](https://www.trendhunter.com/trends/spirit-stripes.md) - [Beauty Brand Jersey Partnerships](https://www.trendhunter.com/trends/official-jersey-partner.md) - [Two-Step Nail Systems](https://www.trendhunter.com/trends/gel-couture-collection.md) - [Athletic Nail Polish Ambassadors](https://www.trendhunter.com/trends/sally-hansen-and-jared-mccain.md)