Strategic Planning for Competitive Advantage

               When walking into a salon, what is it that will make the consumer choose the Essie brand of nail polish over its many competitors such as O.P.I., and China Glaze? Each season as we all know, the magazines come out with some new hip trend and/or style; and so does Essie. Inspired by different fashion trends at the time, each and every season Essie comes out with a new color line, all called fun quirky names such as "Cocktail Bling," "French Affair," and even "Its in the Bag." With these funky names, as well as colors that match the latest trends, who wouldn't want to choose an Essie color? 

              Essie has created itself to be an authentic brand, while still keeping their products affordable. Not only does Essie sell over 200 different colors of polish, the brand has expanded to sell their own company polish remover, nail accessories, nail treatments, spa products, and even lip gloss.  

             Not only does Essie give its polish the funky names that gets customers excited, while flipping through the pages of magazines such as Seventeen, and InStyle,often you will find bright colorful adds, with exciting catch phrases on it, making the Essie company stick in your mind even once the magazine is closed. 

Consumers have reported that the Essie advertisements have given the company the reputation of having individuality, confidence, and sophistication. 

                         

                                "Essie is a luxury brand that blends the fashionable with the functional"