New Line Digs In for Nail Deal

Posted on by Chief Marketer Staff

Makeup company Hard Candy will unveil its latest product on the fingers of Alicia Silverstone during her new movie next month.

Silverstone was the first celebrity to wear upstart Hard Candy’s product on national TV, when she recently went on Late Night with David Letterman. She selected a conveniently named new color, Blast, for her New Line Cinema movie, Blast From the Past. The nail polish, a pale metallic pink, will be sold with the tag, “Chosen by Alicia Silverstone” at 600 retail outlets including Macy’s, Saks, and Nordstrom.

In February, department stores will feature Hard Candy makeovers, and each customer will get a free movie poster. Those who buy Blast will get a sampler of the film’s soundtrack from Capitol Records.

Blast From the Past, to be released Feb. 27, is a romantic comedy that features Brendan Fraser as a man who has spent his entire life in a bomb shelter. When he comes out for supplies and to find a wife, he meets Silverstone.


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