essie

Relaunch essie in New Zealand

Brief

Reintroduce beauty and fashion media and key female personalities to the essie brand through a PR-led launch.

Solution

Launch the brand’s extended offering of colour and care products now available through a wider distribution in New Zealand under the ownership of L’Oreal.
Create an exclusive event which saw guests chauffeured by private cars to secret location on Auckland’s waterfront & treated to mini manicures. An essie garden of themed instillations reflecting the new shade ranges.
 

Result

Re-launch recognised internationally on three separate occasions. Event attracted 75% turnout of media and influencers; instant social media coverage; positive feedback from guests and subsequent media coverage. ROI of 29:1.