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Market Analysis for the New Products of Essie in China

The well-known nail polish brand Essie recently released its 3 new series of nail colors: the Navigator Her series aims to target “beautiful and ambitious ladies“; the Resort series seeks to be a “miniature of the amazingly attractive world” and the Wedding series are for those who are about to getting married in the spring.

Essie also provides new nail stickers the young and fashion Chinese in the time of New Year. The aim of Essie Sleek Stick series is to “drive the art of nail stickers into a whole new level”. There are more than 12 designs in the series and most of them are with metal texture. It seems that the new nail sticker series are going to have a satisfying sales performance after release, as is suggested by a related market analysis in China.

Main Competitors of Essie in China: Opi, Za, Revlon

Essie still has little development in China, but the nail polish market in China is very much developed and there are many renowned brands of nail polish currently dominating in the Chinese market. The most famous ones are Opi, Za and Revlon.

Opi Products Inc., is a manufacturer of professional-quality hand and nail care products founded in 1981. It is globally recognized as a leader in the Professional Beauty Industry and the number one brand used by professionals. Opi entered the Chinese market in 2002. Realizing the great future possibility of China market, Opi took step in China and had taken great market share and reputation in the market.

Za is a cosmetic brand designed to support women who desire sophisticated and high-end products. Both Za skincare and makeup are renowed to offer products which require no special techniques to ensure easy use and simple skincare steps. Now Za has its shop in almost every corner in China and has built up an unshakable position in the Chinese market.

Revlon was founded in 1932. Starting with a single product, nail enamel unlike any before it, the three founders pooled their meager resources and developed a unique manufacturing process. The Chinese translation name of Revlon is from a famous poetry of the Chinese poet Libai. Early in 1976, the first product of Revlon was sold in Guangzhou and now its business has been spread over 50 cities in China.

Amy Wang

To see more on the cosmetic industy in China

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