On April 10, 2012, essie cosmetics will join forces again with TOMS to support One Day Without Shoes, TOMS’ global campaign to raise awareness of the millions of children at risk for disease and infection as they grow up without shoes. A special limited edition nail color, essie Barefoot in Blue, has been designed to encourage people to go barefoot with can’t-miss toes.
Beginning March 7, essie and TOMS will host a FREE giveaway of 15,000 bottles of nail polish! Every day for 15 days, 1,000 people who sign up for the giveaway will receive a complimentary bottle of essie’s Barefoot in Blue – a creamy, sky blue that’s sure to call attention to anyone wearing it. To make a pledge and receive essie’s Barefoot in Blue, visit the TOMS or essie Facebook pages.
Founded by American traveler Blake Mycoskie, TOMS was created in 2006 when Mr. Mycoskie befriended children in Argentina who lacked proper footwear. Wanting to help protect their feet, he founded the company, which for every pair of shoes purchased gives a pair of new shoes to a child in need. One for One. In 2008, One Day Without Shoes was founded to spread the word, and in 2011, over a quarter of a million people went without shoes to show their support, with more than 1,000 barefoot events taking place globally.
“We are thrilled to partner with TOMS again to support One Day Without Shoes,” said Essie Weingarten, founder and creative director of essie cosmetics. “We wanted to come up with something that would really spark conversation and bring attention to the campaign – a new rally cry for an important cause. There’s no better way to do that than with blue toes!”
One Day Without Shoes has received support from celebrities such as Charlize Theron, Demi Moore, Donna Karan, Heather Graham, Kristen Bell, Olivia Wilde, Mary-Kate and Ashley Olsen, Hanson, Edward Sharp & The Magnetic Zeroes, Nneka, and many others.
“We are excited to work with essie again this year,” says Blake Mycoskie, TOMS founder and chief shoe giver. “This movement is about raising awareness and asking people to do something – anything – without shoes. We love that essie is helping us do that in such a fun, new way.”