L’Oreal adds Essie Polish to the Lineup

One darling of New York gets consumed by another.

While breezing through Target the other day, I mused on the ever expanding line of “exclusive” and “prestige” items going mainstream.  That this is a sore subject for salons and spas, and a source of confusion created by massclusivity should be another post.  Those two items rotated through my head though, as I spied Essie lacquers on the shelves.

Some of you may be asking – Essie who?  On one hand, my heart breaks that you have not experienced this lush, long lasting brand that made light pink iconic (Ballet Slippers, anyone?) as well as a more beautiful version of Chanel’s Particuliere, Mink Muffs, of which I could take gallons and gallons of the stuff.  On the other, think of the joy you will soon experience at discovering a great brand.  For years, Essie has been an East Coast favorite for stylists.  As little known as the brand seemed to be beyond those borders, Essie pulled in $28 million dollars in net sales over the last 12 months.  Not shabby for finger paints. Long lasting, chip resistant, beautifully colored polishes.

Established in 1981, Astoria based Essie moved beyond the easily accessible Duane Reade in New York to Trade Secrets in cities like Milwaukee.  But an appearance in Target in middle America?  All of that was explained away with the announcement L’Oreal had snapped up this boutique-ish brand to go manicure mainstream.  Essie will bring to L’Oreal a very serious and cult favorite brand, giving them a lead in the drugstore market.  What are the chances the formulations will change?  The sale is to finalize in the next 60-90 days.  Only time will only tell.

Are you a salon/spa carrying Essie?  Does this impact whether you will use the line in your services?  OPI is a brand that has survived having sales channels in supermarkets and is still considered a top line.  If it is sitting next to Clearsil and still in demand, is the though of salon only old school?  Does being salon exclusive matter anymore?