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Essie presentation Essie presentation Presentation Transcript

  • essie nail polish Brand Analysis Alexandra Fernandez-de-Castro, Samantha Kimmel Emily Siagel, Angela Tisone
  • agenda
    • Category
    • Essie Brand & Positioning
    • Competitive Analysis
    • Methodologies & Insights
    • Target
    • Challenges & Objectives
    • Creative Brief
  • category overview
    • beauty category estimated yearly sales at $35.5 billion
    • Retail and drugstore brands:
      • Sally Hansen, Revlon and Coty
    • Salon brands:
      • Essie, OPI, China Glaze
    • “ Push” strategy to wholesalers and retailers
  • trends
    • Natural beauty
      • revert from color polishes
      • seeking softer more neutral tones
      • eliminate hazardous chemicals
    • Salons  DIY
    • Communities
      • blogging
      • social networking
  • essie: brand overview
    • Products
      • nail polish
      • nail treatment
      • nail accessories
      • spa products
      • lip gloss
    • Colors launched seasonally
      • inspired by fashion trends
      • fun, quirky names
    • Tools of the Trade, Essie Spa, Naturally Clean lines
  • essie: positioning
    • Essie is a luxury leader that blends the fashionable with the functional
  • competitive analysis: OPI
    • Founded in 1981
      • top performing salon brand
    • Products
      • nail care
      • nail polish
      • nail treatment
      • skin cares
    • Over 200 color choices
      • lines reflect current trends and pop-culture (movies, celebrities)
    • Availability
    • Category leader in marketing efforts
    • Positioned as “world leader in professional nail care,” committed to excellence and innovation
  • competitive analysis: china glaze
    • 14 years old & currently owned by American International Industries
    • Distributed in retail, beauty supply outlets and limited salons
    • Known for vibrant colors
      • whimsical collections
    • Positioned as “fun, affordable nail polish with colors designed to add to and compliment every individual
  • swot analysis for essie S T W O
    • increased sales
    • industry expert
    • salon branding
    • good PR
    • elegant, classy, sophisticated
    • lags behind OPI
    • bottle does not reflect quality
    • little recall
    • little advertising
    • salon brand = inaccessible
    • potential to expand
    • DIY trend
    • customization trend
    • natural beauty
    • own the fashion industry
    • heavy competition
    • increased regulations
    • luxury going mainstream
    • L’Oreal brand
    • recession ending – more spend
  • methodologies
    • Primary
      • 10 in-depth interviews
      • 265 survey respondents
      • 3 focus groups
    • Secondary
      • articles
      • blogs
      • magazines
      • MRI
      • Mintel
  • key insights
    • Essie has the quality and colors consumers desire, yet it lacks the brand awareness of other brands like OPI
    • Current advertising does not support its positioning
    • Women associate Essie with classic, soft and understated looks – not high fashion or trendiness
    • The packaging looks “cheap”
  • findings
    • 68% visit nail salons
    • 37% paint own nails weekly
    • 67% purchase nail polish in pharmacies
    • 75% purchase nail polish because they saw a color they liked
    • 56% have not heard of Essie nail polish
    • 61% rate Essie highest for its colors
    • 90% recalled that their nail salons use OPI while 39% recalled Essie
  • qualitative findings
    • “ Essie is chic, understated and elegant.”
    • “ OPI is bold, dark, and makes a statement.”
    • “ Essie is a good brand that is supplied at my favorite nail place. They have a wide range of colors that often aren't too exotic…a lot of grades/shades of certain colors that I like since I'm pretty picky.”
    • “ Essie and OPI must be the highest quality nail polishes since the salons carry them.”
  • target audience
    • Females
    • 18-34
    • Fashion & health conscious
    • Well educated, working professionals
    • New jobs, weddings, new homes
    • Nail polish consumers – salons & at home
  • perceptual map
  • challenges & objectives
    • Business Challenge: OPI has more market share and brand awareness in the nail care category due to their mass marketing that is reflective of the entertainment industry.
    • Communications Objectives: To create top-of-mind awareness and bottle recognition and to increase sales for Essie above competitors in salons and in fashion retail stores above more well-known competitors like OPI.
  • brand essence
    • Emotional: Essie is a brand that brings out sophistication, confidence, individuality and feminity to consumers.
    • Rational: Essie is an authentic, affordable salon brand with a notable reputation for keeping up with fashion-forward trends while maintaining a sophisticated and clean look.
  • the big idea
    • Capitalize on the fashion industry by retail store placement/displays
      • J. Crew
      • Banana Republic
      • Club Monaco
      • The Limited
      • Express
      • David’s Bridal
      • BCBG
    • Incorporate sophisticated fashion for Essie nail colors
    • Partnerships with recognizable brand names in the fashion retail industry
  • support
    • Women paint their nails to feel feminine, polished and confident
    • Our target is highly concerned with fashion and trends
    • Our target recognizes and respects value and quality
    • Nail polish is an impulse buy and can be bought outside the salon
  • current and desired responses
    • Current Response:
      • lack of awareness
      • high quality = unavailable
      • classy colors, best for softer, more understated l
      • do not associate with high trendiness or fashion
      • bottle appears “cheap”
    • Desired Response:
    • brand recognition for
      • salon-quality
      • assortment of colors
      • fashion trends.
  • executional considerations
    • In-store displays at select retail fashion stores
    • Increase advertising
      • Full-page print ads
      • Full online-integrated campaign
    • Partnerships with
      • retail brands
      • notable fashion bloggers
      • brand ambassador
    • Emphasis on seasonal advertising
    • Sponsoring big fashion events
      • Fashion Week
  • concluding remarks
    • Although it has fallen behind competitors, Essie’s strong positioning statement leaves room for many opportunities within the nail care industry
    • increase advertising
    • brand awareness
    • bottle recognition
    • powerful partnerships
  • Questions?