Nail innovation meets snack sensation.
The popular nail polish company and beloved snack brand joined beauty’s most iconic duos as they redefined the meaning of “finger food.” The two teamed up to deliver the “Feelin’ the Cheeziest” collection, a limited-edition nail polish duo inspired by the classic red Cheez-It box and orange Cheez-It cracker.
The new shades — aptly named “Flexin’ in the Red Zone” and “Orange You Feelin’ the Cheeziest” — officially debuted at the Cheez-It Citrus Bowl with several brand activations. The event featured the Cheez-it Flexin’ Section, a unique barbershop and spa-inspired experience offering manis and pedis (or, in their words, “mani-cheddiz”). Attendees could also dye their hair orange, indulge in Cheez-it scented massages, or relax in an on-field Cheez-it hot tub.
Needless to say, everyone left looking — and feeling — like a snack.
Positioning the product as a limited-edition offering, especially with its official debut at the Cheez-it Citrus Bowl, added an element of exclusivity. Limited availability often drives demand; in this case, it paid off: the collection sold out online during pre-order.
The polishes feature Nails.INC’s vegan longwear formula and a patented wide-hugging brush for flawless application. They’re also 100% vegan and cruelty-free, aligning with the rising demand for ethical beauty products.
From a marketing perspective, the collaboration between Nails.INC and Cheez-It showcases the power of playfulness. By not taking themselves too seriously, brands that lean into absurdity tend to feel more authentic — especially those that find the sweet spot between confusion (“Huh? Why does this exist?”) and humor (“Wait... that’s actually pretty funny.”). The snack-inspired shades also signal an opportunity for more crossovers with food-and-bev brands (let’s not forget the success of the Rhode Skin x Krispy Kreme lip peptide treatment).
The partnership might not be one you had on your bingo card, but Nails.INC is no stranger to cheesy collaborations. Last year, they worked with Velveeta to release the “La Dolce Velveeta” collection, a cheese-scented nail polish duo. Historically, this has been a great move to build brand awareness, as they capitalize on their existing consumer base while attracting fans of the other brand.
Nails.INC serves as a compelling example for others in the beauty industry. By daring to think outside the conventional beauty box and embracing unexpected partnerships, marketers have the opportunity to create memorable and buzz-worthy experiences for consumers. The lesson here is clear: Cheese the day!
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