October 21, 2008

BEVERLY HILLS – Trends come and go, but when it comes to making a statement, few brands know how to consistently pave the way for the fashion elite more than Beverly Hills—a destination that has long dressed the movers and shakers of Hollywood—and essie cosmetics, famous for its bold color palettes and trend-setting clientele. This coming awards season, the two iconic brands have teamed up to debut an exclusive, limited-edition nail polish sure to land on every “Best Dressed” list from East to West, and turn heads along the way.

“Love, Beverly Hills xx” will officially hit the shelves Jan. 1, 2009 in salons, spas and beauty stores worldwide. The opulent red polish will feature an authentic shimmer thanks to the polish’s special ingredient: 24 karat pure gold. Offered in 65 countries internationally, including more than 50,000 salons and beauty destinations in the United States, this limited edition is only available while supplies last, and at a price of $18 per bottle, it’s the most reasonable gold on the market these days.

“When I thought of the color red in Beverly Hills, I knew it had to dazzle,” said Essie Weingarten, founder and president, Essie Cosmetics, Ltd. “‘Love, Beverly Hills xx’ is what happens to red in Beverly Hills – pure 24 karat gold shimmer. We are thrilled to partner with the Beverly Hills Conference & Visitors Bureau to create this gorgeous color.”

“We are excited to have the opportunity to align forces with a brand as well-respected as essie and see Beverly Hills come to life in such a bold way. This is a true reflection of the timeless, world-class standard Beverly Hills sets across the board,” said Kathryn Smits, executive director, Beverly Hills Conference & Visitors Bureau.

To celebrate the launch of the collection, essie and Beverly Hills will award one lucky grand prize winner a trip for two to experience the destination firsthand. The winner and a guest will enjoy two luxurious nights at the Beverly Wilshire, a Four Seasons Hotel, located in the heart of Beverly Hills at one of the world’s most famous intersections – Rodeo Drive and Wilshire Boulevard. They will also be treated to a signature “Love, Beverly Hills xx” manicure at Lea Journo salon, a gourmet meal at The Blvd at the Beverly Wilshire, and round-trip airline tickets. For official rules and to enter, individuals can visit any fine salon or retailer of professional beauty products or log on to www.essie.com from Jan. 1 through Feb. 28.

About Beverly Hills:
Beverly Hills is one of the world’s most sought-after locales. Centrally located in west Los Angeles, Beverly Hills is a premier vacation and business travel destination boasting beautiful year-round weather, acclaimed full-service and boutique hotel accommodations, sumptuous dining, and world-renowned designer boutiques and first-class shopping. Synonymous with Hollywood glamour, Beverly Hills has enjoyed a long and storied history as the home and playground of A-list movie stars. The city is not only known worldwide for its grand mansions and flagship shops along Rodeo Drive but also for its art and architecture, spa and salons, and walkable drives. For more information about Beverly Hills, please call the Beverly Hills Conference & Visitors Bureau at (310) 248-1015 or visit www.lovebeverlyhills.org.

About essie cosmetics:
New York-based essie cosmetics was established 27 years ago and is now regarded as a leading international nail color manufacturer offering over 250 fashion colors and total treatments for hands and feet. Essie nail color is an industry icon; distributors, beauty professionals, celebrities and consumers trust its excellence. For more information, please call (800) 232-1155 or visit us at www.essie.com.

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Media Contacts:

Tiffani D. Carter Kathryn Smits
Essie Cosmetics Beverly Hills CVB
(718) 475-5107 (310) 248-1021
tcarter@essie.com smits@beverlyhillsbehere.com

Erin Burden
Weber Shandwick
(212) 445-8164
eburden@webershandwick.com

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