Sephora, Macy's, Target,
and Rite Aid are all carriers of the number one nail polish company across the
world known as "Essie." The Essie manicure is now capital in over 250,000 European, Far East, North and South American, African, Middle Eastern and Australian salons and stores, beyond 95 countries. Although extremely successful now, each company has its beginning. And just how did this company begin? was it all a plan for making money? was it the want for fame and honor? Yes those reason do seem plausible, but in truth it was all stemmed from a woman's frustration with the lack of color in beauty salons.
Essie began by creating a 12 color collection. Once created, she brought her new line to salons in Las Vegas, and there it became a wild success. Through out the next few days Essie had received dozens of phone calls from salons who were impressed by her ability to create classy, yet fashionable shades, to meet the needs of the glamorous working women. The yield was so abundant for these 12 shades, Essie almost had no other choice but to extend her pallet. Thus creating the complete Essie line today which includes over 200 colors, making her yearly estimated sales at 3.5 billion.
The key to success in Essie's understanding is the knowledge that women have two separate needs when it comes to their nail color-"there are times in every woman's activity for elegance, and times for added daring, fun colors."
