There’s no doubt about it, the power of bloggers is huge.
There’s a reason that so many brands are pouring their advertising funds into other non-traditional forms of media. Why spend hundreds of thousands on a print ad, when they can just reach out to bloggers, who will simply do a review of a product, or even just snap a photo of it and post it to Instagram?
And it’s not just advertising that’s been affected. Five words: Jaclyn Hill, Becca, Champagne Pop. In the first 20 minutes it was available on sephora.com, the Becca Cosmetics Champagne Pop highlighter sold a record-breaking 25,000 units. All because of a single YouTuber.
Clearly Sephora got the message with that milestone, because starting this month they have released the #ColorCurators collection for their Formula X nail polish line. This first-of-its-kind collection features 10 bloggers, one a month, who will release three polishes for the Formula X line, each inspired by their own passions, lifestyle, and personal expression.
I received the first three months (the additional months haven’t been released yet, and I don’t know what they are doing for the other two months of the year), and Sephora definitely did not hold back. All three of these bloggers are powerhouses who regularly collaborate with brands on their own collections. January is Aimee Song of Song of Style, February is YouTube phenomenon Patrick Starr, and March is lifestyle blogger and author Emily Schuman of Cupcakes and Cashmere.
Although the press send was impressive (it was basically a pizza box with a rotating wheel, each “slice” was a different nail polish), even more exciting were the colours. Usually when a nail polish collection is released, there’s always those few colours which I don’t gravitate towards, but all of these are fabulous.
January’s releases from Aimee Song are pastel neutrals that should be in anyone’s collection. Nude For You, is as Aimee Song says, the perfect nude for any skin tone. Girl’s Best Friend is a gorgeous pastel baby pink that is suitable for everyday, and Mintfluencer (that name!) is a perfect mint colour. Usually with mints, I find they run either too blue or too green, but this one she really nailed on the head.
February was the month I got the most excited about as it’s three pink shades. But these aren’t boring pinks (like Patrick Starr would every do anything boring..), Yazz was the showstopper for me, a gorgeous magenta that pops, but Lucky Starr was also amazing (glittery, but not too glittery), and so was She Better Werk, which is a pink that has peachy undertones. You need all three of these for sure. Plus, I loved how they all fit into the Valentine’s Day theme.
March is courtesy of Emily Schuman of Cupcakes and Cashmere, which I thought was the more plain of the colours in the collection. Haute Sauce, a tomato red, was the most “meh” colour in the bottle, but actually applied quite nice once on. This one is the only one I would skip from the collection, but if you’re into those kinds of reds, then I would explore picking it up because the formulation is quite nice.
Peach Tea is a nice peach shade, which would look amazing on tanned hands, and Latte Run is a taupe-coloured nude colour that is a perfect everyday colour.
I absolutely love this collection, and Sephora hit it on the head when they came up with this idea. After the whole Jaclyn Hill Champagne Pop phenomenon, they no doubt saw the true power of bloggers. Not only do these products have the backing of the bloggers behind them, but they are also amazing shades. I would honestly pick up each and every one of them, you won’t be disappointed. I believe these are only available for the months that they are released for, so head to Sephora soon so you can get all the January colours!
Will you be buying any of the Formula X #ColorCurators polishes?
Please note, products sent by PR. All opinions are my own.
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