Essie opens first professional nail bar in House of Fraser Leeds
Essie has opened its first professional nail bar in a UK department store in House of Fraser Leeds, in a bid to build consumer awareness of the brand while also promoting professional nail services.
The corner unit in the store’s newly refurbished beauty hall has a bright white backdrop showcasing the 177-strong core colour collection for purchase, as well as a dedicated area for seasonal collections and nail treatment products.
There is a television screen to show the current season’s collection next to a trend board area with step-by-step nail art designs and social media inspiration, while the “What’s Hot” section highlights adverts for best-selling shades and key colours from current collections.
Clients can choose from three services: a 15-minute file and paint for £15, a full 30-minute manicure for £20 and a 45-minute gel manicure using Essie Gel for £35. Appointments are walk-in for convenience and clients are encouraged to share their manicures or purchases online using the brand’s hashtags, which are displayed around the nail bar.
Monica Teodoro, general manager for Essie Professional UK, commented: ”We are all very excited about bringing the Essie professional brand and professional services to the consumer in this way. We hope that it will really extend awareness for the brand and also capture the imagination of customers.”
The brand has long-term plans to rollout the professional nail bars to other House of Fraser stores as and when opportunities arise.