The
U.S nail salon expert since 1981, acclaimed nail polish brand Essie launched in
Pakistan with an exclusive media preview for salon professionals, media and
celebrities in “An Evening with Essie!” at Olivetto in Karachi on Wednesday 26th
June. For more than 30 years, Essie has been a
beauty industry icon, trusted by beauty professionals, celebrities and even
royalty. Essie is the go-to colour choice for more than 7.1 million women
worldwide with its sophisticated quality, long-lasting nail polish, extensive
colour palette and colours that drive trends. Essie has launched in Pakistan with over 120 unique shades
and has plans to introduce additional shades and collections in the near
future.
The exclusive evening
began with a red carpet meet and greet featuring salon professionals, journalists,
media personalities and other guests. This was
followed by an on-stage presentation where Essie was introduced by Sadia Shah, General
Manager, L’Oreal Professional Products Division who addressed the august audience in
attendance. This was followed by a brand presentation by Product
Manager L’Oréal Professionnel Products Division Sehrish Lalani who elaborated
on the “no-chip” properties and enhanced lacquer capabilities of Essie nail
polishes. Lastly, the evening featured a live nail bar session where members of
the press and guests were given the opportunity to try out their favourite
shade from Essie’s broad spectrum of colours.
The evening was well-attended
and featured beauty industry stalwarts, celebrities and media personalities
including: Managing Director L’Oréal Pakistan Musharaf Hai; fashion designers
Sania Maskatiya and Ayesha-Somaya; stylists/make-up artists Saba Ansari of
Sabs, Shammal Qureshi of TONI&GUY, Meher Najeeb, Peng Qureshi, Redah Misbah
of Depilex, Angie Marshall, Hina of Blush, Nida Rizki, Shaheen Raheem, Ruhana
Iqbal, President of the Pakistan Hair and Beauty Association, Altaf, Mona J, Sehar
Farrukh, Shaheen Saeed, Shehla Poonja and Ujala Zia of The Dressing Table;
media personality Ayesha Omar along with members of the esteemed media. The
event was managed by Anisa Rashid Khan and Amina Rashid Khan of RAKA with public
relations handled by Lotus.
Essie Weingarten, Founder and Global Creative Director
of Essie, is a modern-day beauty icon and is the official authority on colour.
She founded essie in New York City in 1981 and said, “Essie isn’t an ordinary brand and
it isn’t just nail polish. I wanted the colours to have a personality of their
own and for women to treat them as their new best friend.”
A brand of the L’Oreal group, Essie nail colours are
inspired by trends and the catwalk and
have become a celebrity favorite - Angelina Jolie, Beyonce, Kate Middleton,
Lady Gaga, Madonna, Oprah Winfrey, Rihanna, each have their own favorite Essie
shade, of which many are iconic Essie colours.
On
the launch of Essie in Pakistan, Musharaf Hai, Managing Director of L’Oreal
Pakistan said: “With the launch of Essie,
we will be creating and building a new category in our professional business.
We will be investing in nail education and as always, will be the trend setters
of high-end quality.”
Sadia
Shah, General Manager, L’Oreal Professional Products Division, said on the
launch of Essie: “We are very excited to
be introducing the world of Essie in Pakistan – with Essie, we are bringing a
new category of nail colour and care within our professional business. Essie
will raise the bar in our salon industry with its cutting edge iconic colours
that are ahead of trends and sophisticated quality. Essie is truly a style
leader and colour with personality and will resonate with every woman in
Pakistan.”
The
ultimate colour authority, Essie offers fashion-forward colours which are chic
and elegant and can be worn ‘from the bedroom, to the boardroom, to the
ballroom.’ With its prize winning high tech formula,
made for professionals, Essie is renowned for its “no-chip” properties,
assuring a sophisticated and shiny finish. Essie will be available nationwide
at all leading salons.
For more details, please visit https://www.facebook.com/LOrealProfessionnelPakistan or http://www.essie.com.
