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Essie Looks to 'Step Up the Gel Experience' With Pro Service

Image via <a href="http://www.wwd.com/beauty-industry-news/color-cosmetics/essie-launching-professional-gel-service-7103996?module=Beauty-Color%20Cosmetics-main">WWD</a>
Image via WWD

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Pun-tastic polish brand Essie is expanding into the world of gel. Essie Gel will be made up of 36 color options likened to some of their most popular shades (perfectly color matching in the gel formula isn't possible). For instance, the hue closest to Ballet Slippers is called Dance Class. Other favorites being reinvented for gel include Mademoiselle, Watermelon, and Mint Candy Apple.

The service costs $35 and is available for manicure or pedicure at all nail bars and full-service salons carrying Essie, including the brand's flagship at the Samuel Shriqui Salon on East 65th Street. The Essie Gel service includes a pre-color nail cleanse, a base coat, a top coat, and a 15-minute gel remover.

After much research—or asking any girl who has ever griped about her nails post-gel manicure—the brand found that the number one issue with the service was weakened nails (cue Karen from Mean Girls: "My nail beds suck"). Essie has souped up their formula with keratin technology, employing pro-vitamin B5 and vitamin E for nail conditioning.

Additionally, the LED light that cures the gel is 25 percent more powerful than competing models, designed for consistency across all five digits. The brand promises 14 days of shine and color.
· Essie Launching Professional Gel Service [WWD]
· Now You Can Get Your Essie Manicure at an Actual Essie Salon [Racked NY]

Essie Salon

35 East 65th Street, New York, NY 10065 (212) 472-6805 Visit Website

Samuel Shriqui Salon

37 E 65th St, New York, NY