Essie Cosmetics Digital Strategy

1. Essie Can Be
Your Bestie.
Essie Cosmetics

2. What is Essie?
• A nail care line with multiple collections of
colors and nail care products that promote
stronger and healthier nails.
• $8.50

3. What We’re All About.
• One of the first things we notice is an
individual’s nails and his or her polish. We
blend fashionable with functional.
• Chipped polish never looks good or
professional.

4. Target Audience
• Women of all ages and even men who aren’t
afraid to show off their colorful side.
• We do not necessarily target younger girls or
boys due to the price.

5. Competition
• OPI- $9.50
• China Glaze- $4.00
• Sally Hansen- $7.00

6. Key Performance
Indicators & Our Goal
• Monitor our online analytics, online sales, in
store sales, and our product orders from all
other distributors.
• Our goal we wish to accomplish is to boost
absolutely every category I just mentioned by
20% & to boost brand awareness.

7. Digital Strategy
• Boost and revamp every aspect of our social media including our
blog.
• All in all we also wish to broaden our community. Engage with our
customer’s via social media more often especially with blog
comments and Twitter.
• Buy ad space on twitter.
• Giving updates on our big idea.

8. The Big Idea
• We will be allowing customer’s to create their own
custom polish online
• Contest with a $50,000 reward and more.
• must be 16 years old to win and to enter.
Contestants also have to purchase it and
photograph it. From there they will submit photos
for us to judge.
• Contest will last several of months but the option
to create your own custom color will last a year.

9. Our Budget
• 5 million dollars
• 3,749,500 of it will be for ad space on social
media and for Google AdWords.
• 50,000 dollars will go to the winner of the
contest.
• Remaining 1,250,000 will be to produce the
new color created and to advertise our winner.

10. More Essie For Me Please
• If you want nail polish that last longer than a
day, then go for Essie I promise it won’t let you
down.
• “The happiest girls always have the prettiest
nails.” – Tammy Taylor
• Thank you for your time, now go enjoy your
Saturday and paint your nails!