KFC Hong Kong has released a limited-edition line of edible nail polishes based on its signature fried chicken flavours – playing with the intersection between beauty and food, and showcasing the allure of brand stretch.
Taking KFC’s tagline “Finger Lickin’ Good” quite literally, the two limited-edition nail polishes are formulated with natural ingredients and are designed to be nibbled on once applied. The trendy nude shade boasts the Original Recipe flavour, while the summery coral version tastes like the brand’s Hot & Spicy coating.
The glittery formulas are presented in stylish glass bottles with on-trend graphics “to appeal to young consumers’ love of food and fashion”, the brand said in a statement. A social media campaign for the launch, driven by global advertising agency Ogilvy & Mather, is currently encouraging consumers and fans to vote for one polish to be put into mass production.
From a beauty perspective, this release demonstrates great potential for brands with a fun-loving, trend-seeking consumer base. More interesting still is the scope for collaboration and licensing deals between beauty and food brands.
This project is also a great example of brand stretch, where moving beyond traditional remits gains new consumer audiences and credibility. For more on this, see Brand Stretch: Elastic Food & Drink Development.