Individual expression via music and colors


Band Gracenote performs their version of Caronia jingle during the launch of The Sound of Color Music Festival

Women are invited to express individuality at the Sound of Color campaign to be staged by Caronia from September to November this year.

On June 26, Caronia launched this first of its kind for the 50-year-old homegrown brand at the Hexagon Bar, RCBC Tower, Makati City.

“The Sound of Color campaign is the first time that Caronia has elevated the use of color to another level. Instead of being used for purely aesthetic reasons, we want every Filipina to realize that they can use nail color to showcase their individuality,” brand manager Olive Soria explained to The Manila Times. “We currently have over 72 shades, which women can use to represent their moods, emotions and personality.”

As to what served as the brand’s inspiration to bring together its wide range of shades and music for the campaign, Soria replied, “From the women who interact with us regularly through our official accounts in Facebook and Twitter.”

She added that these women continue to look for venues where they can bring out their identity—and what better vehicle to do so that through music?

“Since music has long been considered as an avenue of personal expression, we thought of combining color with music to help women recognize how color, like music, can also be used as a channel for self-expression.”

To let women—and men alike—to be themselves, Caronia prepared a number of activities for the Sound of Color campaign.

A jingle contest officially kicks off the campaign, inviting amateur groups to interpret the “I love Caronia” jingle through their own sound. It is open to groups with two to five members of males, females or both. Submission of video entries via YouTube or post mail is until September 30.

The winner of the competition will be announced at the culminating Sound of Color Music Festival set on November 8 at the Sky Dome of SM North EDSA. There, the winners will also perform the Caronia jingle cover live, and will get to share the stage with established local artists.

A P70,000 cash prize is also at stake for the contest participants, as well as a endless avenues of opportunity.

“It is for the eventual participants that we have organized a live concert in a popular venue for our finals night. We want to give these deserving bands the experience of performing for a sizeable crowd and be able to showcase their talents.”

More events and activities will also make the music festival all the more exciting. There will be a fashion show in partnership with Tony and Jackey revolving around the concept of how women can personalize their looks based on the musical genres. Then, talents from official music school partner Center for Pop will also perform. Lastly, nail care booths will be set up at the festival where guests can have their nails pampered and designed.

A major highlight of the 2013 campaign is the “Everything I Touch Turns to Color” project. “In support of local talents and national artistic pursuits, we will also have an urban beautification advocacy held months prior to the festival,” Soria announced. “Happening this September, Caronia will be partnering with local government units to bring color to several areas of Metro Manila. This will involve female graphic artists who will paint street murals to the beat of live music being played.”

For more information log on to or call (632) 751-5478 to 79.


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