Mustang gets polished
Ford tries to reach women with nail polish co-brand deal

By Jamie LaReau
Automotive News / April 25, 2005




The Ford Mustang logo appears on bottles of new OPI nail polish shades.


Talk about accessorizing.

Revved Up & Red-y, You Make Me Vroom and Gone Platinum in 60 Seconds are shades of nail polish. They replicate paint colors of the 2005 Ford Mustang: Redfire Metallic, Torch Red and Satin Silver Metallic. The polish is the Mustang's latest foray into co-branded marketing.

OPI, a beauty products company in Peru, Ill., pitched the pairing to Ford Motor Co. late last year, says David Fee, Mustang's marketing manager. Ford saw the promotion as a way to reach female consumers. Women make up about 35 percent of Mustang buyers, Fee says.

The Mustang's galloping horse logo appears on bottle stems of the nail polish.

The bottles are scheduled to arrive at more than 25,000 salons in the United States and Canada starting June 1.

Ford plans to run Mustang ads this summer in the fashion magazines

ELLEGirl, Marie Claire and Harper's Bazaar. The ads will show models displaying the nail colors.

A Mustang-branded page at OPI's Web site, www.opi.com, will link to Ford's Web site, www.fordvehicles.com. Visitors to both sites will be able to enter a sweepstakes to win a 2005 Mustang. The sweepstakes runs from June through September.

Last year, Ford sponsored an essay competition in Marie Claire and Cosmopolitan that invited each contestant to describe how the man in her life was a "Mustang man." Fee says the winner got a two-year lease on a Mustang.

Fee says the Mustang is "such an appealing vehicle, both visually and sensually, that we can be more creative and use the image of the vehicle.

"The interest in and demand for everything Mustang right now is probably stronger than it's ever been in the history of the car."

Ford is marketing the Mustang to children and young adults as well as women.

The Mustang comes in a Matchbox miniature die cast version, as well as a Transformer toy that converts the car to a robot.

Mustang T-shirts, leather jackets and other clothing are aimed at teenagers. As many as 10 video games feature the 2005 Mustang.

Ford says it is boosting Mustang production this year to 192,000 cars, up more than 80,000 from 2004.

 

A lot of women in trailer parks will be happy

 

that's funny

 

Perhaps Ford had some extra touch-up paint to unload .

 

Neat, she wears it and if you get a stone chip you can use it to touch up the finish. A true unisex gift.

 

Very BOLD indeed.

 

Thats hot! . . . I hope thy make a legend lime color to match my baby!

 

So thats why I never got my touch up paint in the mail like everyone else.

 

You all are behind the times..

I have had windveil blue and legend lime nail polish for over a year....Back when I was deep in my I want one of those colors phase, when people used to ask what color it was, I would show em my pedicure and say- this color!

To match my bathing suits of course.

 

Where did u get LL Polish? . . . I want sum!

 

 

Sorry, Ive got nails, but I dont do all that polishing up.... Im too much of a tom boy I guess

 

Thats why they are behind on getting the mustang out..the women on the production line are comparing nail colors!!!!

 

 

Dustin thanks for the wit...made me laugh

I do wish Ford well in the marketing endevor - I wonder if that nail polish will be cheaper than buying the touch up paint? :scratch:

 

i was just watching my local news channel and they said that the 05 mustang will have color matching nail polish,it will be out soon idk who it is by but thats ll i heard.

 

Yeah, there was already another post about it.

 

No Emberglo, I bet.

 

 

FORD MUSTANG COLORS GO FOR A JOY RIDE – INSPIRE NEW LINE OF OPI NAIL LACQUER

• 2005 Ford Mustang and its dramatic color palette inspire a customized line of OPI Nail Lacquers
• "Revved Up & Red-y" interprets Mustang’s Redfire Clearcoat Metallic, "You Make Me Vroom" is tied with Mustang’s Torch Red Clearcoat and "Gone Platinum in 60 Seconds" embodies Mustang’s Satin
• Customers can enter a sweepstakes sponsored by Ford and OPI for a 2005 Mustang

DEARBORN, Mich., April 26 – The hottest car in America – Ford Mustang – today became the inspiration for this season’s hottest Nail Lacquer colors.

OPI, the leader in professional nail care, has teamed up with Ford to offer three high-octane shades of Nail Lacquer, available starting in June at more than 25,000 fine salons in the U.S. and Canada. "Revved Up & Red-y" (a dark red that’s ready for the fast lane), "You Make Me Vroom" (a hot red that leaves no "vroom" for doubt) and "Gone Platinum in 60 Seconds" (a cool silver that goes from zero to gorgeous in a flash) will get consumers’ nails to the winner circle.

"Mustang customers know style when they see it, and now they can take their pony car coolness with them everywhere they go," said Larry Erickson, Mustang chief designer. "These Nail Lacquers and the OPI brand say Mustang all the way, and set new standards for muscle-car style."

This innovative marketing partnership will involve co-branded packaging and point-of-sale materials. Each bottle of OPI Nail Lacquer will feature Mustang’s trademark "galloping horse" logo on the bottle’s cap. In addition, special print advertisements in Elle Girl, Marie Claire and Harpers Bazaar will feature the 2005 Mustang with models wearing these hot OPI shades.

OPI will also feature a specific Mustang branded page on its website, http://www.opi.com, which will include a data collection tool as well as drive traffic to http://www.fordvehicles.com.

Partnering with the OPI brand is powerful and unique way to reach female Mustang buyers. Traditionally more than 35 percent of Mustang buyers are women.

"We are thrilled to partner with Ford and their new 2005 Mustang, which, like OPI, is all about taking it to the limit while looking great," says Suzi Weiss-Fischmann, OPI Executive VP & Artistic Director. "These three new OPI shades exactly replicate three of the new Mustang colors, delivering racy style and fearlessness with a punch of fabulous color."

The Mustang has been inspiring, and even defining American style since its introduction in 1965. Now the all-new 2005 Mustang, with its bold style, a brawny engine and rear-wheel-drive excitement is once again becoming ingrained with pop culture inspiring toy manufacturers, video game designers and fashion designers to create one-of-a-kind Mustang collectibles.

The company also recently announced that it will take production of the hot new Mustang to more than 192,000 units in 2005 – an increase of more than 70 percent, or 80,000 units, from the previous year.

Pick up OPI’s Ford Mustang Nail Lacquers, available beginning June 1, 2005, at fine salons including Regis, JCPenney, Trade Secret and ULTA for $7.50 each ($12.50 CAN) suggested retail.