Loreal 2012 Annual Report Download - page 51

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ESSIE WEINGARTEN
Essie Weingarten, who founded the brand that bears her name in 1981,
draws on her talent and imagination to design nail varnishes in an infinite
range of colours.
Colour is one of the keys to the beauty market. This
was the finding of a study of 12,000 women in 12 countries con-
ducted by L’Oréal at the end of 2012. More than 80% said colour
was an important aspect of beauty, re-
gardless of their age or nationality. More
than 95% of the women who use colour do
so to be more attractive (United States),
more feminine (Europe and Brazil) or more
self-confident (China). The make-up market
represents 5.5 billion units worldwide, and
has nearly doubled in size over the last
15 years. This growth has spread to all geographic zones, even
though affinities with colour vary greatly depending on beauty
habits. In this market, the nail varnish category has skyrocketed
over the last five years. Now a must-have fashion item, nail varnish
is often the first beauty product young girls experiment with.
The remarkable success of the American brand ESSIE, acquired
by L’Oréal in 2010, has been emblematic,
contributing to the expansion of this seg-
ment. Its strength? Its amazing palette of
colours—with highly evocative names,
such as “Ballet Slippers”, “Eternal Optimist”
and “Sand Tropez”!—and the talent of its
founder, Essie Weingarten, in imagining
new shades and setting new trends. After
doubling its sales in 2012, ESSIE is continuing its internationalisation
in 19 new countries and expanding into the professional and mass-
market channels.
THE BEAUTY
OF COLOUR
Over more than 30 years,
ESSIE has created
826 colours, including
53 new shades in 2012.
49