“ 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.”
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.