Essie For TOMS, Take Two
Two weeks ago, there was a rush on the TOMS Shoes Web site. Some of that traffic was probably fashion types in search of the perfect pair of canvas wedges for Spring, but most of it was click-through visitors, navigating their way to TOMS One Day Without Shoes site, a satellite destination where limited-edition bottles of Essie nail polish were up for grabs. In support of the charitable shoe brand’s One Day Without Shoes campaign, which helps raise awareness about the millions of barefoot children around the world who are at risk of disease and infection, Essie debuted One Day Without Blues, a dark Robin’s Egg lacquer, which was doled out to the first 5,000 people who signed up to go barefoot for the cause on April 5. Needless to say, the polishes were snatched up almost instantly. But starting tomorrow morning, they’ll be back, giving you yet another opportunity to do your part and get properly painted. Words to the wise: Log in early.