As we all know, advertising is a major part of every company. The way a company markets its products to the customers, will result in the amount of profit made. Essie polish spent an estimate of $150 million in advertising in 2011. Essie company has specific areas in which they advertise. Essie has a continuous media schedule with Seventeen Magazine, each week when a new magazine comes out Essie has one full page add featuring a product from their new line. While advertising, the adds are attempting to build a mood and image for its consumers. Each Essie add consists of a fabulous color dripping onto an object, highlighting the beauty of each color: if you want your hands to be beautiful, you must buy the Essie polish. Along with the Magazine another common way Essie advertises their products in through Outdoor Media. Essie has images on billboards, mini billboards in malls, and on the top on taxis.
Essie keeps up with their consumers needs by creating seasonal line. continuing on, Essie keeps its companies names circulating with the concept of "name dropping". The company's names being mentioned by famous artists, in games shows, and more. one example is in 1983 when Joan Rivers announces that she is wearing Essie Jelly Apple polish, or when in 1989 when Queen Elizabeth hair dresser sends Essie a request for her color Ballet Slippers, saying that is the only color Her Majesty would wear, that year the Ballet Slippers colors sold over 25,000 bottles in 2 months. The name dropping continues when "Essie" is the answer to a question on the game show "Who Wants to be a Millionaire."
Essie uses its company website, Essie.com, for most of its advertising. on the website includes the new collection for that season, all colors ever created in Essie, Editorials, a timeline of the companies journey, nail care, where is find Essie products, and so much more.
Essie uses advertising appeal to reach out to its consumers. It makes the consumers realize the gorgeous colors Essie has and makes them want to have them.
