New to Australia – essence cosmetics

The Heat Group, Australian distributors of many leading cosmetic brands including Max Factor, COVERGIRL and Bourjois, are pleased to add essence, a German cosmetics brand, to their portfolio.

The Heat Group held a press event at Cruise Bar Sydney to introduce the media to this exciting brand, new to Australia.

Image courtesy of Elizabeth Giacco/Beauty Directory

Founded in 2001 by Casnova, essence is all about colour, trends and affordability. essence is quick to market and regularly launches on-trend collections. essence was the only cosmetics brand to obtain the rights to a Twilight inspired makeup collection of eyes, nails and lips.

Jieni Xu & Nina Richards (Professional Beauty). Image courtesy of Elizabeth Giacco/Beauty Directory

Available in over 40 countries, essence is the leader in unit market share in nine countries. The Heat Group’s Managing Director Gillian Franklin spoke about essence’s position in the worldwide cosmetics industry and society. The number one makeup brand in Germany, essence is on track to sell 500 million pieces worldwide this year, and is predicted to become the number one selling makeup brand in the world in the next 10 years.

essence’s success can be attributed to its excellent value for money with prices starting from $2.55 for a nail polish and $7.50 for foundation. “The cosmetics are exceptional quality at great prices and we’re sure this success will be replicated in Australia,” said Franklin.

Although essence has a target audience of 13-25 years, and teenagers are sure to love it due to its branding, sales from international markets show that the brand is purchased by all women whether they are 16 or 60.

Essence will be available in Target from November.

The Heat Group, Australian distributors of many leading cosmetic brands including Max Factor, COVERGIRL and Bourjois, are pleased to add essence, a German cosmetics line, to their portfolio. New to Australia, the Heat Group held a press event at Cruise Bar Sydney to introduce the media to this exciting new brand.

Founded in 2001 by Casnova, essence is all about colour, trends and affordability. essence is quick to market and regularly launches on-trend collections. essence was the only cosmetics brand to obtain the rights to a Twilight inspired makeup collection of eyes, nails and lips.

Available in over 40 countries, essence is the leader in unit market share in nine countries. The Heat GroupÃÆ’Æ‘Æ‘ÃÆ’†‘ÃÆ’Æ‘†‘ÃÆ’Æ‘Æ‘ÃÆ’¢â‚¬Å¡ÃÆ’Æ‘‚ÃÆ’‚¢ÃÆ’Æ‘Æ‘ÃÆ’†‘ÃÆ’Æ‘‚ÃÆ’‚¢ÃÆ’Æ‘Æ‘ÃÆ’‚¢ÃÆ’Æ‘¢ÃÆ’¢â‚¬Å¡ÃÆ’‚¬ÃÆ’Æ‘…ÃÆ’‚¡ÃÆ’Æ‘Æ‘ÃÆ’¢â‚¬Å¡ÃÆ’Æ‘‚ÃÆ’‚¬ÃÆ’Æ‘Æ‘ÃÆ’†‘ÃÆ’Æ‘‚ÃÆ’‚¢ÃÆ’Æ‘Æ‘ÃÆ’‚¢ÃÆ’Æ‘¢ÃÆ’¢â‚¬Å¡ÃÆ’‚¬ÃÆ’Æ‘…ÃÆ’‚¾ÃÆ’Æ‘Æ‘ÃÆ’¢â‚¬Å¡ÃÆ’Æ‘‚ÃÆ’‚¢s Managing Director Gillian Franklin spoke about essenceÃÆ’Æ‘Æ‘ÃÆ’†‘ÃÆ’Æ‘†‘ÃÆ’Æ‘Æ‘ÃÆ’¢â‚¬Å¡ÃÆ’Æ‘‚ÃÆ’‚¢ÃÆ’Æ‘Æ‘ÃÆ’†‘ÃÆ’Æ‘‚ÃÆ’‚¢ÃÆ’Æ‘Æ‘ÃÆ’‚¢ÃÆ’Æ‘¢ÃÆ’¢â‚¬Å¡ÃÆ’‚¬ÃÆ’Æ‘…ÃÆ’‚¡ÃÆ’Æ‘Æ‘ÃÆ’¢â‚¬Å¡ÃÆ’Æ‘‚ÃÆ’‚¬ÃÆ’Æ‘Æ‘ÃÆ’†‘ÃÆ’Æ‘‚ÃÆ’‚¢ÃÆ’Æ‘Æ‘ÃÆ’‚¢ÃÆ’Æ‘¢ÃÆ’¢â‚¬Å¡ÃÆ’‚¬ÃÆ’Æ‘…ÃÆ’‚¾ÃÆ’Æ‘Æ‘ÃÆ’¢â‚¬Å¡ÃÆ’Æ‘‚ÃÆ’‚¢s position in the worldwide cosmetics industry and society. The number one makeup brand in Germany, essence is on track to sell 500 million pieces worldwide this year, and is predicted to become the number one selling makeup brand in the world in the next 10 years.

essenceÃÆ’Æ‘Æ‘ÃÆ’†‘ÃÆ’Æ‘†‘ÃÆ’Æ‘Æ‘ÃÆ’¢â‚¬Å¡ÃÆ’Æ‘‚ÃÆ’‚¢ÃÆ’Æ‘Æ‘ÃÆ’†‘ÃÆ’Æ‘‚ÃÆ’‚¢ÃÆ’Æ‘Æ‘ÃÆ’‚¢ÃÆ’Æ‘¢ÃÆ’¢â‚¬Å¡ÃÆ’‚¬ÃÆ’Æ‘…ÃÆ’‚¡ÃÆ’Æ‘Æ‘ÃÆ’¢â‚¬Å¡ÃÆ’Æ‘‚ÃÆ’‚¬ÃÆ’Æ‘Æ‘ÃÆ’†‘ÃÆ’Æ‘‚ÃÆ’‚¢ÃÆ’Æ‘Æ‘ÃÆ’‚¢ÃÆ’Æ‘¢ÃÆ’¢â‚¬Å¡ÃÆ’‚¬ÃÆ’Æ‘…ÃÆ’‚¾ÃÆ’Æ‘Æ‘ÃÆ’¢â‚¬Å¡ÃÆ’Æ‘‚ÃÆ’‚¢s success can be attributed to its excellent value for money with prices starting from $2.55 for a nail polish and $7.50 for foundation. ÃÆ’Æ‘Æ‘ÃÆ’†‘ÃÆ’Æ‘†‘ÃÆ’Æ‘Æ‘ÃÆ’¢â‚¬Å¡ÃÆ’Æ‘‚ÃÆ’‚¢ÃÆ’Æ‘Æ‘ÃÆ’†‘ÃÆ’Æ‘‚ÃÆ’‚¢ÃÆ’Æ‘Æ‘ÃÆ’‚¢ÃÆ’Æ‘¢ÃÆ’¢â‚¬Å¡ÃÆ’‚¬ÃÆ’Æ‘…ÃÆ’‚¡ÃÆ’Æ‘Æ‘ÃÆ’¢â‚¬Å¡ÃÆ’Æ‘‚ÃÆ’‚¬ÃÆ’Æ‘Æ‘ÃÆ’†‘ÃÆ’Æ‘¢ÃÆ’¢â€šÂ¬ÃÆ’‚¦ÃÆ’Æ‘Æ‘ÃÆ’‚¢ÃÆ’Æ‘¢ÃÆ’¢â‚¬Å¡ÃÆ’‚¬ÃÆ’Æ‘…ÃÆ’¢â‚¬Å“The cosmetics are exceptional quality at great prices and weÃÆ’Æ‘Æ‘ÃÆ’†‘ÃÆ’Æ‘†‘ÃÆ’Æ‘Æ‘ÃÆ’¢â‚¬Å¡ÃÆ’Æ‘‚ÃÆ’‚¢ÃÆ’Æ‘Æ‘ÃÆ’†‘ÃÆ’Æ‘‚ÃÆ’‚¢ÃÆ’Æ‘Æ‘ÃÆ’‚¢ÃÆ’Æ‘¢ÃÆ’¢â‚¬Å¡ÃÆ’‚¬ÃÆ’Æ‘…ÃÆ’‚¡ÃÆ’Æ‘Æ‘ÃÆ’¢â‚¬Å¡ÃÆ’Æ‘‚ÃÆ’‚¬ÃÆ’Æ‘Æ‘ÃÆ’†‘ÃÆ’Æ‘‚ÃÆ’‚¢ÃÆ’Æ‘Æ‘ÃÆ’‚¢ÃÆ’Æ‘¢ÃÆ’¢â‚¬Å¡ÃÆ’‚¬ÃÆ’Æ‘…ÃÆ’‚¾ÃÆ’Æ‘Æ‘ÃÆ’¢â‚¬Å¡ÃÆ’Æ‘‚ÃÆ’‚¢re sure this success will be replicated in Australia,ÃÆ’Æ‘Æ‘ÃÆ’†‘ÃÆ’Æ‘†‘ÃÆ’Æ‘Æ‘ÃÆ’¢â‚¬Å¡ÃÆ’Æ‘‚ÃÆ’‚¢ÃÆ’Æ‘Æ‘ÃÆ’†‘ÃÆ’Æ‘‚ÃÆ’‚¢ÃÆ’Æ‘Æ‘ÃÆ’‚¢ÃÆ’Æ‘¢ÃÆ’¢â‚¬Å¡ÃÆ’‚¬ÃÆ’Æ‘…ÃÆ’‚¡ÃÆ’Æ‘Æ‘ÃÆ’¢â‚¬Å¡ÃÆ’Æ‘‚ÃÆ’‚¬ÃÆ’Æ‘Æ‘ÃÆ’†‘ÃÆ’Æ‘¢ÃÆ’¢â€šÂ¬ÃÆ’…¡ÃÆ’Æ‘Æ‘ÃÆ’¢â‚¬Å¡ÃÆ’Æ‘‚ÃÆ’‚ said Franklin.

Despite the brandÃÆ’Æ‘Æ‘ÃÆ’†‘ÃÆ’Æ‘†‘ÃÆ’Æ‘Æ‘ÃÆ’¢â‚¬Å¡ÃÆ’Æ‘‚ÃÆ’‚¢ÃÆ’Æ‘Æ‘ÃÆ’†‘ÃÆ’Æ‘‚ÃÆ’‚¢ÃÆ’Æ‘Æ‘ÃÆ’‚¢ÃÆ’Æ‘¢ÃÆ’¢â‚¬Å¡ÃÆ’‚¬ÃÆ’Æ‘…ÃÆ’‚¡ÃÆ’Æ‘Æ‘ÃÆ’¢â‚¬Å¡ÃÆ’Æ‘‚ÃÆ’‚¬ÃÆ’Æ‘Æ‘ÃÆ’†‘ÃÆ’Æ‘‚ÃÆ’‚¢ÃÆ’Æ‘Æ‘ÃÆ’‚¢ÃÆ’Æ‘¢ÃÆ’¢â‚¬Å¡ÃÆ’‚¬ÃÆ’Æ‘…ÃÆ’‚¾ÃÆ’Æ‘Æ‘ÃÆ’¢â‚¬Å¡ÃÆ’Æ‘‚ÃÆ’‚¢s young imagery and a target audience of 13-25 years, sales from international markets show that this brand is purchased by all women whether they are 16 or 60.

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