A consumer who would chose to buy Essie as their brand of polish would generally be a women of class, sophisticated, looking for a fresh look, and cares about her appearance. The consumer has a want, she wants to show elegance and class and therefore wants to paint her nails a dashing color. The external stimulus of the Essie brand makes it very hard to resist, many women who want to look nice and elegant have painted nails, the fashion forward colors that Essie has in their collection line make Essie the number one brand of polish to buy.
Once the consumer decides that she wants to have her nails painted, often a internal information search is then played out, in which the consumer thinks back to all the advertisements, and photos of celebrity's in Essie colors and then searches out to buy the product. Luckily, for Essie consumers there does not have to be much involvement. one the decision is made to buy, the polish is available on over 150 websites on the internet, and in thousands of salons and retail stores across the world. The decision to buy Essie is often made when the consumer has an important event coming up, perhaps a date, or if she knows sh is a girl who like to go out and loves looking stylish. Essie persuades their customers to buy their products by giving off the impression that they are a brand about other polishes, and that someone who wears the polish will look classy, chic, and sophisticated.
