Objective: Chipping is one of the biggest concerns that Essie users have. We want to navigate away from this mindset by highlighting the longwear collection to bring that to the forefront of the brand and combine the already positive reputation they have with their highest quality products.

Target Audience: 18-24 year old women that are entering the workforce and already avid nail polish wearers. The women’s average income would be around 40k with an education background ranging from a high school diploma to a bachelor’s degree.

Big Idea: Essie’s “Gel Couture” longwear nail polish line allows women to express themselves while at the same time having a polish that lasts throughout their hands-on careers.