Essie will be launching a professional gel nails service this October 2013. The Essie Gel range, which consists of 36 gel nail polish tones that promises 14 days of shine and color and conditioning through the keratin technology, which delivers pro-vitamin B5 and vitamin E. The accompanying Essie professional LED light will come equipped with nine lights, designed to cure both hand and toenails quickly and evenly. Many of the new tones will closely resemble some of the brand’s best selling nail polishes, like Mademoiselle, Watermelon and Mint Candy Apple.
The service, which can be used for both manicures and pedicures, will consist of a pre-color nail cleanse, a base coat and top coat as well as a 15-minte ugel remover and will cost $35. It will be available in nail bars and full-service salons carrying the Essie brand
“This is our first technology-driven launch into the professional market,” said Densk. “Gels are a significant market and they aren’t slowing down. To be a quality player, we have to be in the service that’s getting the most attention, the number-one service in the professional nail arena.”
Densk said its designed to offer the benefits of a gel manicure without the negative side effects like the weakening of the nail and a difficult removal process. “We did a lot of research and saw the number-one issue was that gel manicures leave nails in a poor condition,” said Densk. “As much as [Essie Gel] was about nail care and conditioning, it was also very much about our color authority.”