The Marketing Environment

         Although Essie products are desirable by women of all ages, the true target market of the company are women ages 17-34. As well as the age, Essie is also targeting to women who are fashion and health conscious, and women who are well educated working professionals. Their signature for the target market, is that they are a classy and sophisticated, while still maintaining that bold sexy look when needed. I am included in the target market that Essie is marketing towards, and from my choice of nail polish brands, i know they have the right strategy. When i walk into a salon the Essie polish always catches my eye. Either if i need a bold color such as my favorite deep dark sinister red, "Wicked", for a fun week end with friends, or a classy color such as the pale pink "Ballet Slippers", for a sophisticated event, Essie has the color I need. The quality of the polish is excellent, and remains unchipped for about a week, which is just what a girl my age needs for my hectic lifestyle. The target market Essie is selling to is the perfect one, because all women aged 17-34 also will either need a bold or classy color of a polish of excellent quality.

         Environmental management is a very important concept to Essie. in a social aspect, the colors that are in style are constantly changing, and Essie prepares itself for that by creating a new line of colors, with every new season.

 However, one factor that Essie does not factor in as much is the economic factor. Essie polish, priced at eight dollars a bottle, may be expensive to some consumers in the lower class. It is possible to find the products a bit cheaper, but only if you are willing to go to whole sale stores, or already used polish bottles. Many consumers such as myself believe that eight dollars for a bottle of fashion forward polish is a good investment, however when in the store buying polish, some people may rather pick up the bottle that is two dollars, rather than eight.

          Essie constantly wants to know the changing tastes of its consumers to be able to make the best products. Essie sends out various surveys, has many in depth interviews, as well as holds focus groups with the consumers.

         To keep up with the Consumer Product Safety Commission, Essies products are tested over a dozen times before being placed on the market. In 2010 Essie was sold to the company L'oreal, who now tests the products on animals.