Clearly with the UK mobile phone market at close to saturation point, manufacturers and retailers are having to go one step further to make customers look twice at their offerings.
For most, this is will mean value added services, cool bundled mobile phone applications or even freebies, but Samsung and Phones4U are doing it with nail varnish.
Yep. Samsung has announced the launch of the 5-megapixel G600 cameraphone to be available in a "chic" burgundy shade, named the "Belle".
Available exclusively at Phones 4U, Samsung has teamed up with nails inc to give away three nails inc nail varnishes with each purchase, one of which is an exclusive Samsung shade, Belle.
The blurb reads: "Totally exclusive to Samsung, this attractive shade, which is the same snazzy hue as the handset, is only available with the purchase of the Samsung G600 Belle... So not only will your phone look amazing but it will also colour coordinate spectacularly with your nails".