Essano’s global sales reached US$36 million in 2023. Essano was born (2015) of a vision to create an affordable, beautiful quality, all-natural organic skincare brand for the grocery channel – at a time where there were NO such products in grocery aisles. By 2018 Essano was New Zealand’s top selling skincare brand in grocery*
Essano was the brainchild of Mix founders Shane Young and Anthony Goddard – successful New Zealand makers and manufacturers of Dominate and Primal Earth men’s hair and skincare products.
Under the savvy leadership of Shane, the talented design direction of Jen Cheyne Design, and with the benefit of consumer research and consumer focus groups at key junctures of product development we authored the name Essano (essence of nature/no nasties/sano = latin good health) and developed the story for the first range of gorgeous and effective, Rosehip skincare products.
Using the word Rosehip was key. As this range was an ‘unknown’ in a mature category – leveraging a well understood, all-natural ingredient gave us a ‘leg-up’ in consumer’s minds (as initial research confirmed Rosehip held positive associations and was synonymous with ‘goodness on the skin’). LOVE was a major brand cue. Earlier in the strategy process, research had indicated (loud and clear) that women wanted natural, effective skincare that they LOVED the feel of on their skin. Love was central to the DNA of this brand, informed design and gave rise to the original positioning strategy: Loved by Skin. Naturally.
Brand success:
- Recently acquired by Melbourne’s Vitality Brands, Essano has become an acclaimed clean brand and proof of brand ROI. The price paid was confidential, although Vitality estimates the combined group would see annual turnover of A$130 million ($142m).
- Results: Finalist, 2015 Best Design Awards, ‘Best Effect’ (a category acknowledging the business results of branding).
Since – Essano has won multiple global beauty and business awards, year after year. - Grown from grocery channel only in NZ, to grocery and pharmaceutical throughout Australasia, Japan, Singapore and the US.
- #1 selling skincare brand in New Zealand – outperforming international brands such as Garnier, Simple and Aveeno.
- Grown from 6 Skus – to hundreds of product sku’s including hair-care, deodorants and candles.
**IRI MarketEdge NZ Grocery – Natural Organic Skincare Selected, Value sales, MAT to 15/07/18.
Brand Strategist: Diana Parry
Designer: Jen Cheyne Design
