edding L.A.Q.U.E.®

Description

edding L.A.Q.U.E.® – a new generation of nail polish in edding quality with the “permanent factor”. Thanks to the innovative edding Permanent Resist® technology, these new polishes add colour to nails that’s ultra-resistant to scratching and chipping. The highly pigmented formulation offers maximum coverage with just one stroke, so one coat is all you need. It also dries quickly, giving you perfectly polished, durable colour in an instant.

Statement of the jury

The move to spray paint cans showed that edding possessed extensive expertise in brand management and communications design. So it isn’t surprising that the brand has spun out nail varnish with the iconic edding cap, ensuring a high degree of recognition and unmistakeably setting itself apart from the competition. The brand’s ambitious entry into the beauty industry does initially seem somewhat bold. Nevertheless, closer examination of the product USPs and communications design – both in perfect harmony and precisely tailored to its young target audience – reveals the logic behind the brand’s move and makes it seem entirely logical. A real coup!