The Lure of Nail Polish

Think of the movie "Charlie and the Chocolate Factory." Ever imagine a nail polish version of that? A nail color that creates a wonderland, like floating on a coral-colored stream. 

For those moonstruck about nail polishes, prepare to compare. Not necessarily nail art, like crazy flowery drawings on fake nails, but simple nail colors that coat thin, brittle nails and brighten a mood.

Essie nail polish has been around since 1981 but in recent years the company has become well-known. The unique color range and packaging gives the impression that the company is targeting a niche market at first, but it doesn’t seem necessary anymore since Essie successfully transformed the brand into a leading trend. 

Summer is right around the corner. Essie updated its color wheel with six bright colors: urban jungle; fierce, no fear; roarrrrange; strut your stuff; ruffles and feathers; and haute in the heat. Although "urban jungle" and "fierce, no fear" are two neutral colors, they match perfectly with the colorful summer wardrobe.  

Essie's color spectrum feeds anyone's color fantasy. When they are lined in color order, it's hard to resist not buying them. The appealing image draws out the inside artists of people. 

The most unforgettable ones are the creamy and fresh colors. No matter what is placed next to them, Essie stands out and attracts attention. It’s so unique that consumers shouldn't hesitate before they are sold out.

When you apply Essie it’s like putting icing over a cake and smoothing it out with a spatula. The quirky colors even remind you of food, like a piece of green tea mille crepe.  

Besides color, the packaging is another key. The bottles are small, glassy, and simple. While most other nail polishes have black handles, Essie uses white and turns messy applications into a neat fantasy. with no distraction, the packaging helped to display the nail polish elegantly.

The bottles are engraved with Essie's brand name and the bottle is slightly shorter than others. The cubic body adds cuteness to it. Together, it’s a fresh image that Essie created to emerge from other big brands. 

Anitateee posted on MakeupAlley, a makeup review site "The only polish I buy. I've noticed now after trying various brands that Essie polish is the best for me."

Beauty blogger, makeup artist and YouTuber Michelle Phan wrote on her blog about her favorite pastel polishes from Essie "My favorite shades are by Essie and even though they probably remind some people of a baby's nursery-I love them on my nails!"

Think about mascara, acne treatment, or tampons. One that works for you may not work for others. To me, nail polish is of a personal preference. Essie nail polishes are as cheap as other drug store brands but offer so much more.

Good color range makes you want to buy them, but good qualities encourage you to repurchase.

As a nail polish brand, the color variety is a must. However, the texture, consistency, long-lasting, chipping, and pigmentation are also elements that customers consider. Essie is top-notch in all these areas. Paint one coat of any Essie nail polish and top it off with some “good to go” drying coat, this will lasts at least two weeks without chipping. Because of the formula, one coat will do the job for pigmentation. Unless you want a darker shade, paint two coasts before applying the drying coat.

Since color is what Essie is known for, the company doesn’t carry other types of texture and brush. For beginners, it’s better to use a wider brush for a smoother application. Sally Hansen, for example, produces different kinds of brushes depends on the texture of nail polish. For those who are new to paint your own nails, Sally Hansen may be a better choice. It is also cheaper than Essie.

Recently, Essie caught lots of media attention. During the 71st annual Golden Globe Awards on Jan. 12, Cate Blanchett was wearing Essie’s nail color in “au naturel” to match her black lacey dress on red carpet. Also for fashion week in Feb, designer Alexander Wang chose “sand tropez” and “mademoiselle” from Essie to go along with his new clothing design.

Although Essie has gained much more press attention from magazines, fashions shows, beauty awards, and celebrities than other brands, it’s not the most outstanding in Earth-friendly advocates compare to ZOYA.

For 2014 Earth Day, ZOYA started the healthy nail polish movement. Besides producing toxin-free nail polishes, ZOYA enhances the concept by exchanging nail polishes. From the 22 to 28 of this month, you can purchase ZOYA nail polishes with 50 percent off. In return, you send back your old and out of style nail polishes. The company disposes these unwanted bottles in an eco-friendly manner.

At a glance:

Essie
What: Trendy brand of nail polish
Price range: $8-$10 per 0.5-ounce bottle
Where to buy: Major drugstores and Essie boutiques
Founder: Essie Weingarten
Parent company: Four years ago purchased by L'Oreal
Website: Essie.com