A Spring Affair: Founder Essie Weingarten Explains How Essie Gets Witty Names

Every week or so, a new nail polish hits the shelves. So, if you missed last week’s collection, it’s never too late to be on top of the following one that will have your manicured fingers looking pretty. The classic names of polish colors are always clever and appealing, and I’m sure you’ve asked yourself at some point in time, “How in the heck do they come up with these names?” The founder of 27-year-old Essie Cosmetics, Essie Weingarten, explains how the magic happens. –mckenzie harris

On How The Polishes Are Named

I’ve named every polish up until now. We’ll see what the future holds. It’s me, it’s what inspires me, what resonates. I have creative people help suggest names, and some of them are really good! But in the end, I decide. A name has to be witty and fun. It has to have personality, and it has to resonate with what I know women want. I think about a moment or something that inspires me, like a summer vacation. Sometimes, it’s an irreverent play-on-words, a funny story or theme. Ultimately, the names have to be memorable.

On What Makes Essie Unique

Nail polish names are all over the board now, and there are just so many copycats. When we started in the nail business 30 years ago, the shades were named by number. It was very impersonal and boring. Essie was first to add the clever shade names to polish, and we made it fun!  Women everywhere loved it and remembered us. It set Essie apart.

So grab some “French Affair” and try to appreciate all the thought and time that went into that little bottle of perfect spring pink. Take a look at the new 2011 Spring Collection below.

“My idea of a French affair … wine, sand, and endless shopping.” –Essie