Developing a Global Vision

Although Essie polish started off in Las Vegas as just 12 colors, Essie brand polish is now sold in over 250,000 European, Far East, North and South American, African, Middle Eastern and Australian beauty salons and stores, across 95 countries. The polish is advertised globally as sophisticated and edgy. It is available online, and can be shipped worldwide to any salon, spa, or household; or around the world it is sold in various drugstores, department stores, and spas. Yes the classy brand is popular everywhere, it is most popular in the United States, Canada, Australia, and South America. Global sales of the polish were about $358 million in 2011, and will increase 0.9% at the end of 2012. 

       In order to adapt to the culture of each country, Essie Company does research and surveys to find which countries should be marketed to certain colors. While marketing to South America, Essie advertises her many different shades of red, because the surveys proved that more people in those countries prefer red shades polish to any others. When marketing to Australia, Essie makes sure to advertise her oranges, and pinks, seeing as those are the colors of preference for that particular country. 

            Essie brand polish does not sell as well globally as it does in the United States. Reason being perhaps is because Essie Company shows particular interest in the changing seasons and trends of the U.S. and not nearly as much to the trends of the other countries. Essie bring in majority of its revenue from the United States.