This year's Emmy Awards saw the arrival of platinum nail polish in the celebrity arena.

Launched earlier this year as the world's most expensive nail polish, the joint venture between Johnson Matthey, Allure magazine, Platinum Guild International (PGI) and Essie Cosmetics was shown off to those attending the event at PGI's Red Carpet Jewellery Preview Suite.

In partnership with the Clothes Off Our Back Foundation, PGI offered those arriving at the Emmys with the chance to sample the platinum polish and to sign some of the bottles on display.

Those bottles were auctioned off for the benefit of the Red Cross Hurricane Katrina relief work and Unicef's work in Sudan, among other good causes.

Makers of the I Do platinum nail polish, which is valued at around $250 per bottle, are hoping that the product will become the next big thing among celebrity must-have items, following on from the booming demand for platinum jewellery.


Ÿ Adfero Ltd