Percy Pig moves into the beauty world with Nails.Inc

Published on: 19th December 2022

The partnership marks the first collaboration for Percy Pig in the M & S brand’s 30-year history.

British nail brand Nails.Inc is teaming up with one of the most famous faces in the world of confectionery, Percy Pig, to introduce a scented nail duo, perfectly timed for the festive season.

The Percy Pig team at Marks and Spencer has been working closely with Story.1888, The Point.1888’s creative marketing sister agency, for a year now exploring brand partnership strategy, noise making campaigns, licensing and more, and It is the first time in Percy’s 30-year history that the brand has collaborated with another.

The partnership with Nails.Inc has launched exclusively at Marks and Spencer stores nationwide and online.

Martin McLaughlin, director of Strategy, and co-founder of Story.1888 said: “It has been a lot of fun working with team Percy. What other brand has the kind of reach and iconic status that Percy does? The ideas just flow with this one and the opportunities for how Percy can now branch out into more categories and emerge in more areas of our homes and lifestyle will be very exciting to see.”

Sophie Jacobs, Brand & Marketing manager, M & S Foods, commented: “Working closely with Martin and Sarah at Story.1888 has allowed us to really push our thinking for what is possible for Percy Pig – now and in the future – in terms of how we retain Percy’s iconic status.”

“It was an absolute dream to work with such an iconic brand like Percy Pig,” added Thea Green, founder of Nails.Inc. “We’ve had a long standing relationship M&S Beauty and working with Story.1888 really helped bring the collaboration to existence – we are looking forward to seeing where this partnership will go.”


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