Jonathan Van Ness of 'Queer Eye' is Essie’s First Male Ambassador
Katherine Pendrill — June 10, 2019 — Pop Culture
It's no secret that 'Queer Eye's' Jonathan Van Ness loves a good manicure, which is why it makes perfect sense that he would be Essie’s first male ambassador. As Van Ness wrote on his Instagram, nail polish has always been one of his favorite forms of self-expression and Pride is the perfect time to show that off.
Van Ness and Essie recently came together for a special Pride Month campaign. As the brand's first male ambassador, Van Ness worked with Essie to create a special manicure that includes all the colors of the rainbow. However, unlike the Pride flag, this new Essie manicure features more muted, pastel shades brought together by Essie’s Global Lead Educator Rita Remark to create a stunning mosaic pattern created. As Remark explains, "We wanted the colors of the rainbow, rather than be painted in a typical arc, to energetically splash across each nail for a playful, artistic result."
Image Credit: @jvn.
Van Ness and Essie recently came together for a special Pride Month campaign. As the brand's first male ambassador, Van Ness worked with Essie to create a special manicure that includes all the colors of the rainbow. However, unlike the Pride flag, this new Essie manicure features more muted, pastel shades brought together by Essie’s Global Lead Educator Rita Remark to create a stunning mosaic pattern created. As Remark explains, "We wanted the colors of the rainbow, rather than be painted in a typical arc, to energetically splash across each nail for a playful, artistic result."
Image Credit: @jvn.
Trend Themes
1. Gender-inclusive Beauty - The partnership between Jonathan Van Ness and Essie as the brand's first male ambassador demonstrates the rise of gender-inclusive beauty, providing an opportunity for companies to expand their product lines and imagery to appeal to a broader audience.
2. Self-expression Through Nail Art - Jonathan Van Ness's love for nail polish and his collaboration with Essie highlights the trend of using nail art as a means of self-expression, presenting an opportunity for nail polish brands to innovate by offering more diverse and creative options.
3. Diverse Representation in Brand Ambassadors - With Jonathan Van Ness as Essie's first male ambassador, there is a growing trend of brands embracing diverse representation in their ambassadors, opening a door for companies to tap into new markets and connect with diverse consumer segments.
Industry Implications
1. Beauty - The partnership between Jonathan Van Ness and Essie in the male nail polish market signifies a potential disruptive innovation opportunity for beauty brands to create gender-inclusive beauty products and campaigns, catering to a wider spectrum of consumers.
2. Fashion - The trend of male nail polish ambassadors, like Jonathan Van Ness for Essie, suggests an emerging opportunity for fashion brands to incorporate nail art and manicure accessories as part of their product offerings, enabling customers to express their personal style holistically.
3. Marketing and Advertising - The rise of diverse representation in brand ambassadors, exemplified by Essie's collaboration with Jonathan Van Ness, presents a disruption opportunity for marketing and advertising agencies to develop inclusive campaigns that resonate with diverse consumer demographics and foster brand loyalty.
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