Rather than watch the nail category continue to evaporate, retailers and brands are bonding together with innovative launches and impactful in-store presentations.
(To view the full Beauty Trends Report, click here.)
For the 52-week period ended Oct. 30, nail color sales were down 11.4% across multi-outlets, according to IRI. That’s prompting action.
CVS, for example, has a traffic-stopping new nail bar department in many of its stores, highlighted with Essie’s Gel Couture gel nail system and nail care tools. “It is an in-store destination with all the tools and trends for an at-home spa nail care experience,” said Alex Perez-Tenessa, VP beauty and personal care for CVS.
Several chains report strong movement out of the gates with Sally Hansen’s new Color Therapy, a collection created to offer on-trend colors and nail care benefits at the same time. One of the “hero” ingredients is argan oil, which has become sought after by consumers in many products across categories. “Sally Hansen has long stood for both color and care, and the Color Therapy line represents both of these,” said Shannon Curtin, SVP North America for Coty’s consumer beauty division.
"Women are more open-minded and looking for something better than traditional nail polish and gels.”Some chains are looking for more salon-style treatment options, such as the HealthyWiser Nail Care Tool Kit, which offers all the products needed to achieve a professional mani or pedi at home — safely. The product includes an electronic nail-filing device to avoid bruising from the usual filing.
Rite Aid, Walmart and Walgreens are among the chains pushing more deeply into nail care. Vitry is bringing high-quality repair products to drug stores with its Nail Care Repair, which one buyer said is gaining traction as people seek to strengthen nails after using gels.
Buyers also hope innovation in artificial nails will continue to build that business. According to IRI, artificial nails sales soared 10% in the 52-week period ended Oct. 30. That was one of only two positive growth segments within nail; the other was implements.
“Women are more open-minded and looking for something better than traditional nail polish and gels,” said Annette DeVita-Goldstein, SVP of global marketing at Kiss. Kiss is using more in-store education and consumer demonstrations to help women feel at ease with applications.
To read about four of the hottest nail products out now, check out the slideshow above.