A pop-up window on us.rimmellondon.com claims that their nail polish "dries so fast, you can change your nail colour every day! XpressTM brush for 1 second application. Dries in less than 60 seconds. Picture perfect nail colour in a flash!"
The branded has placed a large perfectly sculpted inverted bottle of nail polish with content spilling onto the ground.
It's funny, eye catching and easily catches the attention of young women who are the prime target audience.
Brilliant brand positioning!
It's an outstanding 'Out of Home' (OOH) initiative.
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