'ONE DAY WITHOUT BLUES' Special Limited Edition Nail Color

NEW YORK, March 10, 2011 /PRNewswire/ -- On April 5, essie cosmetics joins forces with TOMS Shoes to support One Day Without Shoes, a global campaign to raise awareness of the millions of children at risk for disease and infection as they grow up without shoes.  Designed by essie cosmetics and TOMS Shoes, a special limited edition nail color aptly named One Day Without Blues encourages people to go barefoot with can't-miss toes.

(Photo: http://photos.prnewswire.com/prnh/20110310/NY62977)

Beginning March 8, the first 5,000 people who sign up will receive a bottle of essie One Day Without Blues nail color, a light blue shade designed to mirror the TOMS Shoes flag.  Fans can join by visiting the TOMS Shoes website (http://www.toms.com) or the TOMS Shoes or essie Facebook pages, and show support by posting a barefoot photo or brief video online.

A short video featuring leading ladies in the beauty and fashion world has been created to encourage groups to paint their toes and go without shoes so kids don't have to. Participants included Lucky Magazine Editor in Chief Brandon Holley, DIY blogger and PS I Made This author Erica Domesek, beauty guru Karla Sugar and others from Makeup.com, Fashism.com and Birchbox.com.

To date, One Day Without Shoes participation has included celebrities Demi Moore, Heather Graham, Kristen Bell, Olivia Wilde, Mary-Kate and Ashley Olsen, Hanson, Edward Sharp & The Magnetic Zeroes, Nneka, and many others.

Founded by American traveler Blake Mycoskie, TOMS Shoes 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  (www.OneDayWithoutShoes.com) was founded to spread the word, and in 2010, over a quarter of a million people went without shoes to show their support, with more than 1,600 barefoot events taking place globally.

"We are excited to be partnering with essie cosmetics for One Day Without Shoes," says Blake Mycoskie, TOMS founder and chief shoe giver. "This is the day we raise awareness around the world and ask people to do something – anything – without shoes.  We're thrilled that essie is helping us do that in an interesting and fun new way."

"TOMS has really shined a light on the millions of children around the world at risk for disease and infection because they lack proper footwear. We are thrilled to partner with such an incredible company. On April 5th, we're encouraging everyone to show their blue essie toes so kids don't have to!" says Essie Weingarten, founder and creative director at essie cosmetics.

How to show your support on April 5 for One Day Without Shoes:

• Join the One for One for movement by visiting the TOMS Shoes website (http://www.OneDayWithoutShoes.com/Pedicure)
• TOMS Shoes Facebook page (www.facebook.com/tomsshoes), or essie Facebook page (www.facebook.com/essie)
• Go without shoes!  Post a group photo without shoes on the One Day Without Shoes site, or record a short video showing your bare feet.
• Link and share!  Post your participation in social media outlets and tweet using "#withoutshoes"

About essie: New York-based essie cosmetics colors the world.  Founded by Essie Weingarten in 1981, the global brand is the ultimate color authority and the go-to nail brand.  A luxury leader that blends the fashionable with the functional, the name essie is known worldwide as a beauty trailblazer and is trusted by distributors, beauty professionals, celebrities and consumers. Offering over 250 nail colors and more, essie is unmatched in producing high-quality, on-trend beauty products. essie nail polish is 3-free; contains no formaldehyde, DBP or toluene. For more information, visit www.essie.com.

About TOMS Shoes:

In 2006, American traveler Blake Mycoskie befriended children in a village in Argentina and found they had no shoes to protect their feet. Wanting to help, he created TOMS Shoes, a company that would match every pair of shoes purchased with a pair of new shoes given to a child in need. One for One. Since 2006, TOMS has given over one million pairs of new shoes to children in need through giving partners around the world.

SOURCE essie cosmetics