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!"
