Essie Nail Color Launch in Karachi

  1. [Karachi, 27th June 2013] 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.

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