Celebrities set the trend. If a celebrity like Rica Peralejo owns it, wears it and loves it, then the public’s mad dash to achieve the same look cannot be far behind.

We’ve seen it happen before, we see it happening now, and we will most certainly see the same thing happening in the future.

It is almost inevitable that new trends achieve public acceptance because celebrities such as Rica Peralejo effectively campaigns for it. We see it on billboards, print ads, television shows. And now, people also chat about it on the Internet.

The formula works. Effectively marketing new products and services via celebrity endorsement is perhaps one of the most effective and efficient way of setting a trend. And in making a business success out of it.

Rica Peralejo has been the endorser of Posh Nails from the start. With three branches (Taft, Greenhills and Tomas Morato), and several more to open this year and a nail-care product line to be launched soon, she has personified the brand.

Young, carefree, confident, and sometimes, irreverent. These are some of her personal traits that she brings to the salon, the brand and the product.

Posh Nails Salon, the hand and foot spa specialist, is owned and operated by Cat Ilacad and her partners. Cat, a close friend of Rica, is a budding entrepreneur who takes on after her successful dad, the business mogul and entertainment magnate, Orly Ilacad.

Some of the celebrities who are clients of Posh Nails include Alessandra de Rossi, Tanya Garcia, Nikki Valdez, Mylene Dizon, and Karel Marquez. Even guys like Epy Quizon, Rovilson Fernandez, Greg Martin, Bernard Palanca, and Dingdong Dantes are not ashamed to admit they go to Posh Nails to avail different services and treatments.

This is the 2nd campaign we’ve photographed for Posh Nails. The Playground was abuzz during the shoot. Joining Rica Peralejo during the pictorial are two other celebrity endorsers of Posh Nails, Valerie Concepcion and Cristine Reyes. Valerie and Cristine are two of the hottest young female stars today.

Hair and makeup for this campaign was designed by makeup maven Chechel Joson. Chechel is one of the most in-demand makeup artists and stylists in Manila. She is known for her impeccable taste and ability to transform a blank canvas into a work of art. Her work often graces the covers and pages of Manila’s top fashion magazines, as well as a multitude of advertising campaigns with clients including L’Oreal Paris, Lancome, Elizabeth Arden, Estee Lauder, Shiseido, Max Factor and Inuovi cosmetics.