The Essie and Scunci collection serves to pair Essie's limited-edition summer colors with colorful Scunci headwraps and scrunchies. In stores, the collection enjoys secondary merchandising space via an account-specific endcap display cross-merchandising the hair accessories and nail polish, and communicating the collection's exclusivity.
A promotional page within target.com also plugs the collection, encouraging shoppers to "play, mix & match for fresh summer feels." Similar to the in-store display, the page depicts images of different combinations of nail polish shades and hair accessories. One image, for example, depicts a model pairing a "Pink Grapefruit" headwrap from Scunci with Essie's pink "Pucker Up" nail polish, while another image pairs an orange-colored scrunchie from Scunci with Essie's "Tangerine Tease" nail polish. Multiple May Facebook updates from Scunci, as well as Pinterest updates from Essie and Scunci also plugged the collection.
In related activity, Essie tied in to "National Nail Polish Day" on June 1 by posting multiple updates on Pinterest spotlighting the brand's various nail polish shades available at Target and directing shoppers to an e-commerce page on target.com listing Essie SKUs. A June 1 Facebook update from Scunci also tied in to the holiday by encouraging shoppers to celebrate with its Essie "summer collab."