L’Oreal appoints engagement agency Maverick to launch American nail specialist essie in Australia

From ‘Marshmallow’ to ‘Mint Candy Apple’, engagement agency Maverick, part of the STW Group, has been appointed by L’Oreal Australia to bring to life the colour and character of iconic American nail specialist essie, which officially launches in stores in Australia this September.

Throughout September, giant sculptures, hand carved to replicate the whimsical nature of the essie colours and product name and also bring to life the ATL creative, will be erected in high traffic areas around the Sydney CBD and Bondi Junction.

As part of the consumer engagement experience, brand ambassadors will hand out bespoke essie lolly bags and discount coupons to Priceline to drive consumers in store, while also showcasing the breadth and range of essie colours available. essie manicure stations will also feature at Vogue Fashion Night Out and Go Naked.

Says Leah Tennant, group account director, Maverick Marketing and Communications: “We are delighted to be working with essie on their launch in Australia. This execution demonstrates the prestige and salon heritage of the brand, giving it a real life personality. It’s a nice way to create awareness by treating consumers to a surprise and delight moment in the everyday.”

Says Georgia Reid, group communications manager, L’Oreal Australia: “Internationally, essie is an established and iconic salon and consumer brand and by launching into the Australian market with  a unique and bold public activation,  we hope to capture the attention of Australian women and introduce them to a whole new world of colour.”

The activation will run from 4th – 12th September at World Square, QVB, Wynyard Park, Bondi Junction Mall, Vogue Fashion Night Out and Go Naked.

Maverick has also worked with L’Oreal Australia on Maybelline New York, leveraging their sponsorship of Mercedes -Benz Fashion Week Australia and Mercedes-Benz Fashion Festival Sydney for the past two years.