brand targets
Posted by Sara Zucker on October 12, 2009 10:43 AM
Fashion designers have long partnered with beauty brands, lending their names (if not always their talent) to nail polish, lipstick and makeup. Celebrities often do the same. But a PC maker?
Apparently so. The latest collaboration of note is between Dell and OPI; the two companies teamed up to create a series of laptops patterned on the nail polish line's most popular colors, 26 in all:
The color palette is Dell’s most popular option for consumer laptops, and the OPI partnership will soon add 26 exciting, high-style OPI fashion shades to the color and artwork offerings available as options in the Dell Design Studio. Beginning next month in the U.S., Dell will offer OPI 20 classic colors plus six Holiday Collection colors including “Dear Santa,” “Merry Midnight” and “Smitten with Mittens.” Seasonal choices will vary with Dell and OPI will periodically revise its other color offerings based on what’s most popular.
Color options will be available in the Mini, Inspiron, and Studio laptop styles at Dell.com, and will release first in the U.S. and later in other countries.
“Beautiful nails really are the ultimate accessory to any look,” said Suzi Weiss-Fischmann, OPI Executive Vice President & Artistic Director. “And now, with Dell laptops that coordinate with OPI Nail Lacquers, you can match your nails to your emails!”
I can’t help but roll my eyes harder than when I heard that Sarah Palin was designing a lipstick line. It is pretty clear that Dell has been skewing down in regards to their consumer age group, aiming for teenage and twenty-something females, but seriously? Nail polish? Is this just a tech attempt at the matchy-matchy outfits seen at recent recent Givenchy and Limi Feu spring collection reveals?
Women may find this branding campaign a bit insulting, since it implies they would be more easily swayed by a computer’s color than by its capabilities. This seems to be Dell's standard approach: last spring, they launched their “Della” campaign, helpfully suggesting that women use their laptops to store recipes and find diet tips.
Just stop. Enough already.
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