Sunday, 29 August 2010

Mavala and Elle 25th Anniversary Polish

Disclosure - PR sample

Believe it or not, Elle magazine is celebrating its 25th anniversary this year. 25 years - that's a lot of fashion. I'm imagining 25 years' worth of back issues right now, and it's got to be a pretty big pile of mags.


Anyway, to mark the occasion, they've hooked up with Swiss manicure miniaturists Mavala to create a limited edition nail shade called - what else? - Elle. When I first read the press release I was expecting something bright, maybe a hot pink or a dark red, something timeless. However this is a decidedly contemporary shade, a grungy sludgy slate colour that leans towards mauve.


Personally, I love it. I'm a fan of both the shade and the application (which typically for Mavala is smooth and creamy, opaque in 2 coats). As a halfway-type shade that hovers between two colours, it's right up my street. However I can't help but notice the similarity to a certain Chanel it-polish that's just been released.


For an anniversary shade celebrating the iconography of a long-running publication, this is kind of surprising. I get that fashion is about being conscious of the latest trends, and that's something that Elle prizes highly. But an anniversary polish would have been the perfect opportunity to express the brand in a unique, original way. What I'm seeing here is less about Elle's anniversary and more about tying in with what other people are doing at the moment.

What do you think? Does this polish sum up the Elle brand for you, or is it just a dupe?

Mavala's Elle will be exclusively available at John Lewis from 1st September, priced at £3.95 for 5ml.

4 comments:

  1. I think the colour's boring for what it's supposed to represent but it doesn't look like Paradoxal.

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  2. I think it's definitely a "now" colour rather than an "Elle" colour though, right?

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  3. I agree - it's a nice colour, but I don't associate it with Elle. It's quite stylish though! x

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  4. I love the colour but agree with Vexinthecity not like Paradoxal, it's much nicer, i have both!! x

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