Essie presentation


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Essie presentation

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