Loreal 2013 Annual Report Download - page 62

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⁄ ESSIE,
PROFESSIONAL
IN NOVATIONS
Thanks to its backstage presence at fashion shows, ESSIE
keeps up with the latest trends, with around six new collec-
tions a year that enrich its vast palette of more than 180
colours. The brand born in hair salons draws on expertise
and know-how garnered alongside beauty professionals,
and in 2013 continued to invent exclusive services for them.
One example is Essie Gel, a formula that combines colour
with a keratin-enriched nail care solution, activated by LED
gel system. Launched in the United States last autumn, this
innovation will be rolled out in Europe in 2014.
⁄ FASHION
INSPIRES
REDKEN
The No.1 professional brand in the United
States (1), REDKEN is directly plugged into fashion
trends, through its association with celebrated
hairstylists such as Guido Palau. In 2013, a new
partnership was signed with blogger Chiara
Ferragni, an ambassador in the front row of fash-
ion events who puts REDKEN under the fashion
spotlight. The brand is taking the opportunity to
strengthen its presence in social media that act
as real image and reputation vectors. Its expan-
sion is also being underpinned by the launches
of the Diamond Oil range and Curvaceous for
curly hair, along with the extension of the
Chromatics franchise.
(1) Source: KLINE United States 2012 study, Salon Hair Care Global Series
and L’Oréal 2013 data.
Essie Gel, the
first nail care
and colour
formula with
LED gel system.
60
PROFESSIONAL
PRODUCTS