L’Oréal announces new distribution strategy for Essie Professional in UK and Ireland


L’Oréal has announced a new distribution strategy for the Essie Professional nail brand, with a new direct sales force to cater to existing and future clients in the UK and launch the brand into Ireland.

The new strategy sees an end to L’Oréal’s partnership with UK distributors Louella Belle and Aston & Fincher, who were distributors for the UK – London, South, Midlands, Southwest and Wales. Concurrently, Alan Howard Group has appointed a dedicated Essie sales force to continue servicing the north of the UK.

L’Oréal, who purchased the Essie brand in 2010, has developed the new strategy to ensure that the Professional Products Division is positioned to deliver the future growth plans for Essie Professional. It aims to improve the sales, marketing and educational services provided to new and existing clients by offering direct representation.

“L’Oréal is passionate about driving the Essie Professional brand forward, leading the field within the professional nail industry,” comments Kenneth Campbell, managing director, L’Oréal Professional Product Division UK&I.

He adds, “Committed service and support to all salons is at the heart of everything we do and is synonymous with L’Oréal’s salon heritage; we are confident that this new approach will see greater benefits and opportunities for Essie Professional salons and spas.”

For more information, product sales or education queries please contact Emma Lynwode, direct on 07825 106519 or call the Essie customer care line on 0800 012 1784