Each product in the range has a minimum of 90% natural and 10% organic ingredients and and Essano has one of the strongest Product Promises in mass retail channels in the world with NO Parabens, Sulphates, Nitrosamines, DEA, MEA, Ethoxylates, PEGS, PPGS, Phthalates, GMOS, Mineral Oils or Animal Testing. Essano haircare is formulated using salon quality ingredients that were hand selected by business owner and hairdresser, Shane Young. The result delivers new innovation into the mass retail channels where Essano skincare performs as Australasia’s No.1 skincare brand natural brand. As with the Essano skincare range, the seven haircare products give consumers the chance to experience high quality, natural products without a hefty price tag. The launch of Essano haircare reflects the success of the Essano Skincare range within the Australian market, which since launch has grown 250% and is now available nationwide at Woolworths, Coles and Priceline.
Shane Young and Rachel Morrison - Marketing Manager, Mix Limited/Essano – hosted an ‘experiential’ product launch to beauty media by inviting them to Sydney’s Surry Hills salon, Anthony Nader RAW where they were prescribed the range for them and given a shampoo, condition and blow dry.
Shane says: “We believe we have one of the strongest Product Promises consumers will find. We’ll never include harsh chemicals and these products have a minimum of 90% plant based and 10% organic ingredients.” Rachel tells esprit Magazine: “The range looks beautiful, feels beautiful and smells beautiful to surprise and delight our customers. And it does what is says it’s going to do. We’re very conscious of our target consumer – she’s busy, rushing around and delights in a guilt-free little moment for herself. That’s why Priceline and grocery works well for the brand – it’s so easy to buy. It’s accessibly priced at $15.99 for 300mls yet the packaging feels like it’s been designed with love.”
Talking about extending the range, Shane tells esprit: “our skincare has been a success because we’ve listened to consumers. We have ideas for new pillars but getting deed back is so important first.” Available from Priceline and Woolworths, nationally.
Shane Young Mix Limited (Essano), Anthony Nader - RAW and Rachel Morrison