Not Your Usual Book Marketing Tie-In

What happens when a debut women’s fiction novelist teams up with a cosmetics company? Really smart marketing.

zoya you knew me whenEmily Liebert, author of You Knew Me When, teamed up with Zoya to create three different nail polish colors based on characters in her book. Katherine Hill, the cosmetics executive, is matched with a gorgeous deep red. Laney Martin, the young wife and mother, is a green hue.Luella Hancock, the eccentric rich old lady, is a rich dark purple. Since the book is about a cosmetics executive returning to her hometown after Luella’s death, the nail polish tie-ins are pretty freaking genius.

**I tested Zoya’s Luella Hancock. I have been an OPI fanatic for over a decade. I’ll just say the marketing campaign totally worked on me, and I’m a Zoya convert.**

YKMW--KatherineLiebert wasn’t finished after coordinating nail polishes. She teamed up with designer Meskita for dresses based on the three women. Liebert will wear the designs during her author events.

All this, and I have yet to really talk about the book. After I painted my nails purple and imagined twirling around in “The Katherine,” I cracked open the book and started reading. You know what? I thoroughly enjoyed it.

What intrigues me the most about the marketing plan for You Knew Me When is the potential something like this has for other books. What kind of pairings can you imagine?


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