essie-nail-polish - Dan Heching | Copywriting

THE
CHRONICLES
THE INSIDE SCOOP ON ESSIE’S COMMUNICATION PLAN
Dear Teams,
We started 2012 in style here at essie with our international Fashion Weeks, and now we’d like to share
some valuable and timely information with you as
well as give you a sneak peek of what’s next! As
your NYC-based Global Communications team,
we are at your service to help make all of your local initiatives a success, from basic ‘pure PR’ plans
to new strategies in the digital realm. Today, there
are so many ways to reach your media and influencers. and we can’t wait to help you do so. Since
the acquisition of essie, our team has been doing
great work continuing the brand’s success, and
we’re not done yet!
Which brings us to some exciting news: the nail
market is quickly becoming a force to be reckoned with. You’ve perhaps heard of the ‘lipstick
index’? Well the next big thing is the ‘varnish index’, and essie is at the forefront of that growth! In
the following pages you will discover just how nail
polish has established itself as the fastest growing
segment of the beauty industry. To help capitalize
on this quickly expanding market potential, it is my
personal mission—along with Essie Weingarten herself and the rest of our amazing team—to provide
you with the tools you need to lead this category
in your local market.
the amazing team members who help me provide
you with all the assets that ensure success in all
our collective endeavors!
Remember, we are here for you, to answer questions, hear concerns and even bounce ideas
around together. We look forward to sharing continued success with you, and making essie the #1
nail brand out there!
Warm regards from New York,
You will also find a plan detailing what’s next in
the months to come, which should help in plan- ning your local launches and budgets as well as Kiva Silberfeld
extra out-of-the-box tools to create buzz. Finally, I Global Communications Director
am so very proud to formally introduce some of
DID YOU KNOW?
NAIL POLISH IS THE FASTEST-GROWING SEGMENT OF THE INDUSTRY!
18000
16000
14000
6000
Nail Polish Buzz
over the last 90
days
4000
essie Nail
Polish Buzz
over the last
90 days
2000
0
MAR 18 | 11:00 PM
8000
MAR 06 | 11:00 PM
FEB 24 | 11:00 PM
10000
FEB 13 | 11:00 PM
FEB 02 | 11:00 PM
12000
JAN 22 | 11:00 PM
JAN 11 | 11:00 PM
NUMBER OF DIGITAL MENTIONS
WHAT’S NEXT?
THE PLAN FOR SPRING-SUMMER 2012!
april
may
june
Seasonal
PR Guidelines
july
august
FALL
WINTER
2012
2012
Collection
PR Guidelines
RAISE
REPSTYLE
AWARENESS
The Essie Diaries
essie Informatives
Q&A
SURVEY
RESULTS
ALL ABOUT
ESSIE
essie Tools
FTP
LAUNCH
PRESS KIT
TEMPLATE
Editorial
Top 10
TOP
10
TOP
10
TOP
10
TOP
10
TOP
10
YOUR AMAZING TEAM
WE ARE AT WORK BEHIND THE SCENES FOR YOU!
KATIE GRAY
As the essie DMI Global Communications Manager, Katie is
here to help you with anything you may need, from images
to interview requests to advice on launches. Hailing from Atlanta and a graduate of FIT, she is a PR pro who has worked
on the essie brand for a year and a half now. Katie has previously worked at MAC, where she perfected her skills and
expertise in the Beauty category.
TERU ONISHI
Teru Onishi was born in Japan and received a degree
in Science and Technology from Kelo University in Tokyo.
He is a highly dedicated photographer with experience in
commercial and editorial work focusing primarily on stylelife photography. He has worked on some of the most luxurious and sought- after brands in the world. His calm and serene manner is evident in his beautiful compositions. He is
based in NYC and works out of his own studio in Chelsea.
PETER ASH LEE
Peter Ash Lee is the co-founder and creative director of Corduroy Magazine, an international arts and culture biannual.
A native of Seoul, Korea, he was raised in Toronto, and later
moved to New York City to study photography at the School
of Visual Arts. His portraiture is characterized by a minimal
aesthetic that foregrounds his subjects and emphasizes
their individuality. Lee’s photographs have been featured in
a multitude of international publications. He is based in New
York City and travels the world extensively.
REFLEX NEW YORK
An agency that originated in Paris over 20 years ago, reflexnewyork has extensive experience developing on-trend
and eye-popping materials for Beauty, Lifestyle and Travel
clients around the world. With a fluency in print, online and
through social networking, the team is ready to assist the
markets with exciting and engaging strategic ideas and
design. Based in the Flatiron district of Manhattan, the diverse and dynamic international team looks forward to continuing to make essie a true stand-out nail brand as they
have done so since L’Oréal’s acquisition of the brand!
LET’S KEEP ESSIE ON TOP!
HERE’S TO A GREAT YEAR OF NAIL BEAUTY BUZZ!
The plan is in full swing and it’s up to
all of us to keep essie on top. We hope
you find the enclosed materials helpful
and informative as we move forward
into 2012 and continue to make it a
fabulous and noteworthy year!
Nail polish is a woman’s must-have
accessory, the perfect way to express
herself in that special way. As Essie
Weingarten says, “You’re never fully
dressed until your nails are done!”
We are here to help you ensure
direct contact with the women and
influencers in your market, making
each and every one of them an essie-addict!
Car e to r each out?
For questions , concer ns or comments , contact us!
Kiva Silberfeld, Global Communications Director
Tel: (212) 338-3351 Email: [email protected]
Katie Gra y, Global Communications Manager
Tel: (212) 984-5190 Email: kgra [email protected]