# Razor Sharp Nails Nivea Calcium Power Ad By Bianca | Published 2008-05-23 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/nivea-calcium-power-can-ad References: [adsneeze](http://www.adsneeze.com/beauty/nivea-calcium-power-advertisement) & [products2.nivea](http://products2.nivea.com/products.php?page_id=2392&lan=com) Ladies, how healthy are your nails? Are they strong enough to slice through the top of an aluminum can? No? You're obviously not painting your nails with **[Nivea Calcium Power](http://products2.nivea.com/products.php?page_id=2392&lan=com)** polish. The fantastic ad for TBWA, [Vienna](https://www.trendhunter.com/trends/daydate) tackles a desire many women have using visual extremism. Instead of focusing on the internal, invisible health benefits of the added calcium, they focused on the aesthetic advantages the [nail polish](https://www.trendhunter.com/trends/opi-and-wingstop) provides. **Implications** - This approach is an effective one that caters to the modern generation of consumers, whose primary concern is often routed in presentation and aesthetics as opposed to quality and purpose. [Nail care](https://www.trendhunter.com/trends/nail-products) is a primary concern for many women, and with the variety of competition that exists in the industry, an approach like this one is sure to make a lasting impact. ## Trend Insights (Trend Hunter) - Score: 2.4/10 - Popularity: 21% | Activity: 43% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### What Makes This Trend Stand Out - **Aesthetic-first Marketing:** Marketing approaches that prioritize visual appeal and aesthetics over function and internal benefits can capture the attention of modern consumers who value presentation. - **Extreme Visuals:** Advertising campaigns that use visually extreme examples to showcase product benefits can effectively communicate the value of a product to potential consumers. - **Competitive Personal Care:** In a crowded personal care industry, focusing on unique and novel approaches to traditional products can give companies a competitive advantage. ### Sectors Adopting This - **Cosmetics:** The cosmetics industry can leverage aesthetic-first marketing and extreme visuals to showcase product benefits and maintain a competitive edge. - **Personal Care:** Personal care companies can differentiate their products by exploring novel approaches and emphasizing unique benefits, such as nail polish that can cut through metal. - **Advertising:** Advertising companies can explore extreme visual campaigns that offer a unique approach to promoting products across various industries. ## Related on Trend Hunter - [Multidimensional Press-On Nails](https://www.trendhunter.com/trends/kiss-colorfx-by-impress.md) - [Crime-Inspired Press-On Nails](https://www.trendhunter.com/trends/aprs-x-liquid-death.md) - [Protective Nail Care Treatments](https://www.trendhunter.com/trends/spf50-nude-veil.md) - [Y2K Weather-Report-Style Skincare Campaigns](https://www.trendhunter.com/trends/drycuticle-season.md) - [Nourishing Press-On Nails](https://www.trendhunter.com/trends/sally-hansen-salon-effects-perfect-presson-nail-collection.md) - [Liquid Nail Patch Products](https://www.trendhunter.com/trends/nail-patch.md) - [Creative Ad Responses](https://www.trendhunter.com/trends/kiehls-response.md) - [Children's Beauty Products](https://www.trendhunter.com/trends/olive-june1.md) - [Lifestyle-Inspired Press-On Nails](https://www.trendhunter.com/trends/nail-collections.md)