Nail care brand, Essie has announced its inaugural partnership with Fashion Weekend Sydney (FWS) as the event’s official nail care partner.
FWS, which takes place in May, gives visitors the opportunity to experience shopping, designer catwalk shows and makeovers. According to the FWS website, the event showcases designer clothes and accessories from over 80 of Australia’s leading fashion designers, with discounts of up to 70 per cent off their current and last season collections.
As FWS exclusive nail care partner, Essie will be collaborating with Australian designers such as Alex Perry, Sass and Bide, Marnie Skillings, Nicola Finetti and Alice McCall to create the nail looks for each designer showing on the catwalk.
Essie will also host a nail bar, where the brand will showcase its latest colours and offer nail care tips from its nail experts. The nail bar will also offer mini express manicures; including a nail polish colour chosen from the brand’s range of 250 colours.
Gavin Caganoff, Marketing Director for Essie in Australia, said: “We were on the lookout for events that could help us tap into the broader fashion community and get in touch with the designers and consumers who are fashion forward and beauty conscious. We came across FWS and felt it was the perfect environment [in which] to showcase Essie as we will be providing express manicures throughout the event and showcasing our fabulous colours on the models’ nails during the fashion shows.
“It’s an extremely exciting partnership for Essie because the link between Essie and fashion is extremely important. Essie has a huge colour range and each of the seasonal collections are heavily influenced with what’s happening in the fashion realm; New York, Paris and Milan fashion weeks, and designers’ collections. Essie’s involvement in fashion events in Australia is something we plan to focus on in the future in order to expand and explore this link.”
Fashion Weekend Sydney takes place from May 14 to 17, 2009 at the Royal Hall of Industries, Moore Park.
For more details contact BLC Cosmetics: (02) 9477 6900