L ' Oréal brings luxury enamel line to Brazil

São Paulo – After 30 years of its release, the luxury line of Nail Polish Essie, L'Oreal will be commercialized in Brazil this month.
According to L ' Oréal, the cosmetics company's strategy is to turn the operation only to beauty salons, just as is done with other brands of professional niche group, as the load out with Kerastase and Redken.
At first, the line will be distributed in the States of São Paulo and Rio de Janeiro and it is expected to be expanded to other regions from the month of March. According to the company, the intention is that 4,000 hair salons to work with Essie until 2015.
The product is present in more than 250,000 salons, nail bars and spas in more than 120 countries. In Brazil, the professional products division of L ' Oréal intends to liaise with customers to achieve other business areas of the halls.
"The Essie is the ideal brand to meet the beauty salons, contributing to the professionalisation of manicures and bringing a proposal for education and high-level product," the company said, by way of official statement.
Founded by American Essie Weingarten in 1981, the brand is known to have received several awards from magazines and international organizations of beauty. In 2010, was acquired by L ' Oréal and French began to expand their business. Currently, the line is investing and offers training courses for manicures.