What if your signature was easy to copy? It would make you vulnerable to imitators. That’s precisely what happened to Essie, whose signature logo-free polish bottle was so easy to copy that many did, some even trying to pass off their own product as Essie’s. The company’s new bottle, out this month, is the same simple shape, only now the brand name is etched into the glass mold so it appears subtly visible on the bottle.”It’s there, yet it’s not there,” says Essie Weingarten. “No one has ever done this with a polish bottle before. The response to the prototypes has been great.”

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