Women’s Wear Daily Marks Essie’s Success
  • NAILS Magazine
  • April 16, 2010

It’s not just nail techs and their clients who find Essie’s product line hard to resist. According to an article in yesterday’s Women’s Wear Daily (WWD), owner Essie Weingarten receives about three offers a day from consumer companies and investment firms wanting to purchase Essie Cosmetics.

 

It’s no wonder when you consider the continued success of the company Weingarten founded 29 years ago. According to the article, Essie generated $150 million in retail sales in 2009 and sales are up 30% in the first quarter of 2010. Even during times of financial uncertainty, a manicure is accessible and important, Weingarten told WWD. “Getting your nails done is a commitment to yourself. It makes you feel good. And, we can all afford it,” she said.

Other facts you might not know about the company: Essie is sold in more than 250,0000 salons, spas, and beauty destinations in about 101 countries. The firm launches six new colors every 90 days, as well as two trend looks or partnerships a year.

 

Weingarten deems her success “a gift,” telling the fashion-industry trade journal: “It’s gut. It’s not market research. As a woman, I feel I know what women want.”

 

— Judy



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