Essie To Introduce Gel Device
One of our favorite nail polish brands Essie is stepping up their game with the announcement that they are launching their own gel device. Essie’s general manager, Gerald Densk spoke with WWD about the launch. Densk said, “Gels are a significant market and they aren’t slowing down. To be a quality player, we have to be in the service that’s getting the most attention, the number-one service in the professional nail arena.”
Gels manicures and pedicures have gained popularity in recent years and Essie is making sure they are in the forefront of the trend. The brand plans on launching 36 gel shades that are all near replicas of more classic Essie nail polish shades. While Densk explained that they cannot be exact copies due to the gel formula, they are very close.
Though gel manicures and pedicures are popular, many potential customers are aware of the negative impact gel can have on nails. Densk said Essie gel was designed with this in mind. Keeping in line with the promise of traditional gel manicures, the Essie version will last for the standard 14 days and will contain vitamins B5 and E to keep nails conditioned.
Essie brand gel service will be introduced into nail bars and salons in October and it will be $35 and can be used for both manicures and pedicures.
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