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Essie polishes its market


Nail polish essieL’Oreal Australia has used pop up beauty salons to relaunch US nail polish brand, Essie, into the Australian consumer market.

L’Oreal Australia, which acquired consumer distribution rights in February, relaunched Essie to shoppers last week via a pop up experiential campaign in Sydney.

Free manicures were offered at two Sydney CBD locations, as well as discount vouchers for Essie products at retail chain, Priceline.

Leah Tennant, group account director at Maverick, which managed the campaign, said the salon activation gave Essie “a real life personality”.

“[The pop up salons were] a nice way to create awareness by treating consumers to a surprise and delight moment in the every day,” she said.

Essie sells more than 100 different shades of nail polish, as well as 10 care and treatment products in major markets, including France and the US.

Georgia Reid, group communications manager of L’Oreal Australia, told Inside Shopper that the target Essie shopper is “sophisticated” and “spirited”.

“By bringing to life the colour and character of iconic Essie shades and offering trial opportunities, we hope to excite, intrigue, and captivate women all over the country.”

Essie, a salon quality product created by a beautician in 1981, already has a strong hold in Australian salons and some retail outlets.

L’Oreal, which acquired the retail distribution rights off salon licensee, BLC Cosmetics, is taking Essie to 310 Priceline stores and select pharmacies.



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