Friday, March 18, 2011

Essence coming to Australia?!?!

I was just browsing the internet and found this article on The Heat Group website. I am so excited to be able to finally try Essence polishes! I wonder if anyone has seen them in Priceline in Sydney yet???


Heat News - Essence Cosmetics joins Heat's brand portfolio
Nov 2010


"Essence Cosmetics, Europe’s favourite cosmetic brand, has been launched into seven Melbourne Priceline stores with a complete rollout across Australia scheduled for early next year.


Essence is the number one cosmetics brand in Germany and represents a quarter of the cosmetics sales in this market. It has recently overtaken a key international brand as the leader in that market. Essence is in 32 countries and is the leader in unit market share in 7 countries.


“In only a short period of time, Essence has become a major player in across Europe and the United States,” says Gillian Franklin, Managing Director of The Heat Group distributors of Essence Cosmetics. “The cosmetics are exceptional quality at great prices and we’re sure this success will be replicated in Australia.”


The brand is all about colour – eye-catching nail colour in a wide range of shades, beautifully coloured lipsticks and glosses, and eyeshadows in any colour you desire. Not to mention blushes, bronzers and concealers to give your face a glowing complexion.


Essence is quick to market and boasts regularly on-trend collections. Essence was the only cosmetics brand to obtain the rights to a Twilight inspired makeup collection of eyes, nails and lips.


So what is different about Essence? It’s the brand’s positioning in the cosmetics market where is creates its own segment – Essence is a very accessibly priced brand that is right on-trend.


The range starts from $2.95 for nail colour and $5.95 for mascara and quad eyeshadows. The on-trend products boast excellent coverage, vibrant pigments and super smooth textures.


Essence is supported by its face – Cosma – the brands poster women. With her own constantly evolving looks, Cosma speaks to all consumers whether they prefer a natural, vibrant, catwalk inspired or glamorous look. And despite the young imagery, although the core market of Essence is 13-25, sales from international markets show that this brand is purchased by all women whether they are 16 or 60.


Essence is not just a new brand, everything about it is new! It’s a completely new approach to cosmetics!"


19 comments:

  1. Only Melbourne for the mo? Booo! But yay they're eventually all over the country :D

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  2. @Nixxy - Yeh I'm really excited! I didn't think they would be that cheap! I can see a massive haul happening when they actually hit a store near me :D

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  3. I would be happy to mail you some with no profit, or to do a swap! I can get the 99cent ones in the US and some of their makeup too. I hear the lipsticks are good but haven't tried them. Let me know!
    Itsrainingstars13@hotmail.com

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  4. I've heard that Essence products are good, can't wait to try them!

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  5. Ooh, Essence! I have two of them! But yayyyy~ you can try these tiny bottles of goodness soon, too. :]

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  6. please let essence come to Hong Kong... ._.

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  7. $2.95 for nail colour ??? you get them here in Ireland for as little as 1.00euro ;)

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  8. Aww wish we had Essence in Sweden, it's not like it's far from Germany...so wouldn't cost too much to import them. :(

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  9. Ohh awesome! I did some research and they have this awesome magnetic copper nail polish! That's the next one on my shopping list =P

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  10. I can always help you out with Essence, Catrice, P2 as I live in Germany and have the whole line!

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  11. i'm glad for you, i really love essence and agree that is the best european brand with afordable price :-D

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  12. I'm from Holland, we have Essence too.
    the nail polishes are terrible, theye are after +- 3 months thick and dryed out

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  13. Oh really!!!! That's no good :( I was really looking forward to getting some but maybe I wont now :(

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  14. I'm dying to get my hands on some polishes from those brands! I'm going to have to email you about this! x

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  15. OH MY GOD! Magnetics! I have to find some of those!

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  16. Awww thats lucky! $2.95 is considered super cheap here!

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  17. That would be fantastic babe! I'll email you!

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  18. Hey Carina - just thought I'd let you know I saw the display at my local Target for Essence yesterday! (I'm in Sydney.)

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  19. REALLY!!!! Can you email me the suburb/shopping centre you saw it in??? :D

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Thanks for your comments! I appreciate them and will try and respond as quickly as I can! :D