Fast food and beauty. The two may not fit one another at first glance, but with the right licensing deal, food lovers and beauty lovers unite. Case in point: the latest beauty news for Nails.INC is a collaboration with McDonald’s, the first time the fast-food chain is dipping its toes into the beauty business. The deal, brokered by The Joester Loria Group, includes nail polish, press-on nails and nail art stickers inspired by the Golden Arches and its menu. License Global connected with Debra Joester, president, owner, The Joester Loria Group, and Jennifer DelVecchio, senior director, global brand, content and culture, McDonald’s, to discuss the restaurant’s foray into the beauty space and how the deal is breaking new ground.
License Global: How did this collaboration come to be? How did Joester Loria Group link Nails.INC and McDonald’s?
Debra Joester: Connecting with McDonald’s fans and providing fun, unexpected ways to celebrate their love for the brand has been the centerpiece of the McDonald’s licensing program. Nail art has become a popular form of self-expression, and JLG recognized that Nails.INC was the ideal partner for this collaboration.
When people think of beauty, they may not necessarily think of fast food. What made this collaboration a fit?
DJ: McDonald’s fandom continues to be delighted with unexpected collaborations and products inspired by McDonald’s icons and characters. The McDonald’s x Nails.INC collaboration successfully taps into McDonald’s signature colors and menu favorites, including the French Fries packaging and the I’m Lovin’ It nail polish with golden hearts.
Tell me about the products in the line. How did you merge the brand identities together?
DJ: The McDonald’s nail art collection was designed to deliver a great product and a big smile when consumers see the playful packaging, McDonald’s icons on the stick-on nails and the golden hearts floating in a clear polish. Of course, the French fries and burger packaging was a must!
This is McDonald’s first beauty collaboration. How did Nail.INC approach this responsibility?
DJ: We were very mindful in selecting Nails.INC for McDonald’s first beauty collaboration. Nails.INC is a 100% female-founded company kickstarted in London and now retailing worldwide. Their product is 100% vegan and cruelty-free. The award-winning brand is respected for innovation, fashion colors and nail art trends.
Why did McDonald’s want to work with Nails.INC? What appealed to you?
Jennifer DelVecchio: McDonald’s fans are always finding different ways to express their love for the brand, including through their nail art. Our collab with Nails.INC lets our fans show their passion and get creative with our iconic Golden Arches, Big Macs or World-Famous Fries. We’re excited to surprise and delight our fans with this limited-time collection with a leading fashion and beauty brand like Nails.INC.
