Essie's Treat Love & Color Shares Vibrant Shades & Nail Care Benefits
Laura McQuarrie — January 23, 2021 — Fashion
References: essie & glamourmagazine
The Essie Treat Love & Color range has been expanded to include a new nourishing nail polish formula that's clinically proven to improve dry, brittle nails. The new, vegan-friendly Strength & Color nail polish formula not only coats nails in a vibrant shade but also shares the benefits of ultra-nourishing ingredients like camelia extract.
The nail polish, which combines nail care benefits with high-impact color, removes the need to apply a base coat, which is particularly appealing at a time when people are doing more of their own at-home manicures amidst temporary salon closures. The nourishing nail care formula will resonate with consumers at a time when hand and nail care is top-of-mind. The new products can be found in four flattering pink shades that range from cheery coral to bright and uplifting berry tones.
The nail polish, which combines nail care benefits with high-impact color, removes the need to apply a base coat, which is particularly appealing at a time when people are doing more of their own at-home manicures amidst temporary salon closures. The nourishing nail care formula will resonate with consumers at a time when hand and nail care is top-of-mind. The new products can be found in four flattering pink shades that range from cheery coral to bright and uplifting berry tones.
Trend Themes
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Nail Care Innovation — The introduction of a nourishing, clinically-proven formula in Essie's Treat Love & Color range provides a disruptive innovation opportunity in the nail care industry.
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At-home Manicure Trend — As more people are doing their own manicures at home, there is an opportunity to innovate with products that make at-home nail care easier and more convenient.
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Vegan-friendly Beauty — The new vegan-friendly Strength & Color nail polish formula demonstrates a growing trend in the beauty industry towards creating products that are not only effective, but also ethically and environmentally conscious.
Industry Implications
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Beauty Industry — The introduction of a clinically-proven nail care formula in Essie's Treat Love & Color range creates an opportunity for beauty companies to bring innovation to the nail care industry.
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Retail Industry — The trend towards at-home manicures presents a potential opportunity for retailers to innovate with new products and services that cater to this growing market.
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Health and Wellness Industry — As more people are becoming conscious of the ingredients in their beauty products, there may be a disruptive innovation opportunity in the health and wellness industry for brands that offer natural and nourishing alternatives.
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