For the first time this year, June 1 is to mark National Nail Polish Day.

Nail lacquer brand Essie coined the designation to help its customers spread their appreciation for its shades on social media.

“Since we see so much brand love and hundreds of social posts on a daily basis, we thought it would be exciting to organize a national holiday for everyone to celebrate and declare their #essielove,” said Essie President Ikdeep Singh to WWD.

Leading up to June 1, Essie has launched a massive sweepstake campaign through  www.essie.com/nationalnailpolishday, where users can upload Instagram-style images of their favorite Essie creations and win daily prizes. While the give-away is to continue through mid-June, on the date of the proclaimed holiday, the label is to present its major award – a 100 nail polishes.

Singh encourages fans of the brand to post pictures from memorable occasions like weddings and graduations, where Essie coated their nails.

“We want to recognize how important Essie nail polish is during these important life moments,” Singh said.

While the National Nail Polish Day is not to see a release of a new Essie line, it is getting the attention of a major launch – from digital engagement with influencers to press spots.

Seeking to boost brand recognition and, of course, sales, the day comes in a time of slumping nail polish revenues. In the last eight month, an IRI report, cited by WWD, indicated a decrease in sales of around 15 percent. This figure follows half a decade of plateauing or slipping sales of nail varnish.