Marketing manager at Essano, Katarina Scrimshaw, said the brand had come a long way since it launched its renowned and hero product, the 99.5 percent Pure Rosehip Oil. This product is loaded with polyphenols, essential fatty acids, and vitamins, improving the skin's elasticity, reducing the appearance of fine lines and wrinkles, and enhancing the skin's overall tone and brightness.
It's an award-winning oil is cold-pressed, certified organic and enriched with organic Acai Berry Oil and Vitamin E to keep it in tip-top condition.
Expanding into facial skin, body, hair, and air care, catering for a diverse range of needs and demographics, Essano is proud of its unique, high-quality offerings and product creations. In 2024, it plans to launch its Hydration+ range, a complete skincare regime with each product embodying the quality of the signature rosehip oil through its multiple forms and applications of hyaluronic acid.
In the past 12 months, Essano has launched two new ranges to support and cater to consumers growing demand and desire for ingredient-led innovation. Leading in the skincare category for addressing the skin's microbiome through its Happy Skin brand, crafted specifically to enhance the skin's natural protective barrier.
In its haircare range, with the launch of Exper+ise, Essano has designed salon-quality hair products at affordable prices to give consumers the hair and scalp care they have after leaving the hairdresser available on supermarket shelves to recreate at home.
"We are very much a values-driven business with a mission to blend nature and science in products that deliver brilliant results at affordable prices," said Scrimshaw.
Driven by its mission to provide high-quality products at affordable prices, Scrimshaw added that sustainability was another leading area of importance for the brand and for the beauty category to address. In alignment with its ethos of being a free-from brand with carefully selected ingredients, Essano has signed the New Zealand Plastic Packaging Declaration and is working toward having all of its packaging 100 percent reusable, recyclable, or compostable by 2025.
"We are also proud to be the first Australasian brand to launch body and haircare bottles made completely from recycled plastic (rPET), using on average 25 percent less plastic than standard virgin plastic bottles."
One of the biggest challenges facing the beauty category moving forward is how flooded it has become, with new players entering the market and consumers being overwhelmed with various options and varying information.
"Consumer choice is a great thing, but it can become overwhelming and have the opposite effect."
Standing out as a brand means utilising and emphasising your beauty products' unique qualities and features, evolving with consumer trends and demands and providing cohesive and transparent information about how products benefit consumers.
"At Essano, we like to keep up with the trends and meet consumer demand, but we try to do so by evolving and expanding our offering – talking and listening to our consumers to understand their needs and lifestyles plays a key role in our work."
Essano is proud to be a New Zealand company with an on-site lab, where it crafts and checks every single product to provide consistency and quality in each product it manufactures.
