Make space on your table for Essie

A new brand of nail paint will be available at leading salons.

KARACHI: As salon culture thrives in Pakistan — owing largely to the growing number of women who want to be pampered — salon owners are upping their game by offering the latest in hair, skin and nail services and technology. In this setting, L’Oreal’s decision to capitalise on the high demand for beauty products has culminated in the introduction of nail paint brand Essie to Pakistan.

While the brand was launched internationally with 250 shades in 2010, it took its time to make it past the Arabian Sea. In the last few years, since salons have successfully introduced a large number of clients to nail paint brands such as OPI, Leighton Denny and Color Studio; a market survey will show how much their clients have enjoyed the new options. Earlier, ladies were limited to selecting between Revlon, Medora and Sweet Touch.

With a launch event held at Olivetto last week which was attended by socialites and the media, Essie arrived on the scene in style.

At the event, general manager L’Oreal for the professional products division Sadia Shah stated that the brand is “inspired by fashion brands” and will drive the trends in Pakistan. Out of the 250 shades available worldwide, only 120 will be available in Pakistan.



Even thought the brand is breaking into a slowly growing market where clients are not yet spoilt for choice, Shah seemed pretty optimistic when she said, “Women are keen to have professional nail care — it makes them feel good and is not time consuming.” She added that the product will be stocked at select salons in Karachi, Lahore and Islamabad.

OPI and Color Studio colours are definitely going to provide competition to this new entrant, especially since they are well-established and cheaper. While OPI nail colours are priced at Rs500, and Color Studio at Rs250, Essie is priced at Rs750. It is still cheaper than Leighton Denny nail colours, which are priced at Rs950 each.

Unfazed by competitiors, Shah said that women could mix and match the Essie shades with the colour of their outfits. “Essie has shades for every mood and every moment to enjoy,” she said.

Like OPI colours, the nail paint shades have catchy names like Ballet Slippers, Mademoiselle, Sugar Daddy, Merino Cool, French Affair, Eternal Optimist, Mob Square, Muchi Muchi, Peach Daiquiri, Coat Azure, Buy Me a Cameo, Lady Like, Vanity Fairest and Wicked.

Published in The Express Tribune, June 30^th, 2013.

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