L’Oréal USA is turning its attention to the nail colour and nail care sector with the acquisition of Essie Cosmetics.
According to L’Oréal USA’s president and ceo, Frederic Roze the deal will “enable L’Oréal to increase its share in the nail colour and care market, which has seen significant growth year over year”.
Essie, whose nail colours, treatments, accessories, spa products and lip-glosses are sold mainly through spas and salons in the US, was founded in 1981 by Essie Weingarten and last year recorded net sales of $28m.“This acquisition presents a tremendous opportunity to allow the Essie brand to grow even stronger,” comments Weingarten. Both Weingarten and Essie’s ceo, Max Sortino will continue to play a pivotal role in the brand’s future.According to a recent report by Kline & Company, the nail polish market in the US grew 14.3% in 2009.
In the UK Perfect Nails are the UK distributor for the brand- Perfect Nails are the a UK distributors of professional manicure, pedicure, beauty and spa products to Salons, Beauty Therapists, Mobiles and Nail Technicians nationwide.
They distribute several top American celebrity based product ranges including ESSIE Cosmetics, SECHE Natural Nail Care Products - world famous for SECHE VITE - award winning Fast Dry Top Coat, Lash beLong Professional Eyelash Extensions, FOOTSIE BATH of Beverley Hills, BELAVA, FRALIZ implements, DR GEES solutions - plus many more products needed to offer first class professional treatments.
They exhibit at professional trade shows throughout the year, their head office and showroom is based in Borehamwood, Hertfordshire, but the business has agents nationwide who will call on salons and look after your individual requirements. Back at the Perfect nails Head Office there is a fully trained team of sales staff.
It is unclear as to how the UK business will change following the L'oreal Aquistion at this stage.
Not long ago Essie Weingarten was saying “I open about three envelopes a day with offers,” said Weingarten earlier this month over lunch. “I did that just this morning.” And now L’Oréal got it, must have been a hard to refuse offer and good move for L’Oréal. According to Kline nail polishes was the only category to post a double-digit increase in 2009 due to the return of nail color in the fashion world, as well as the shift from nail salons to at-home application as economic instability motivated consumers to forego salon visits. http://www.klinegroup.com/news/nailpolish_recession.asp Also see WWD Andrea's Nagles article.http://www.wwd.com/beauty-industry-news/essie-attracts-suitors-3041464?browsets=1273147900506
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