At-home trend 'colors' nail care market

It comes as little surprise that nail color continues to be hot — red hot — as beauty mavens enjoy the self-expression, experimentation and affordability provided by at-home nail color innovation.

"The appeal and power of the nail category is both the permission to play and the accessibility in price," stated Karen Grant, VP and global industry analyst for The NPD Group. "Even for those on a tight budget, nail products offer a relatively guilt-free treat, with the power to change their options."

According to NPD's March 2013 "Nail Care and Polish Consumer Report," more than half of women ages 18 years and older have purchased nail products for at-home use or professional nail services in the past year. While many women continue to frequent the salon for professional services, there is no doubt a dynamic do-it-yourself trend at play that is being fueled by on-trend polish shades, special effects like glitter and crackle, and more cost-effective at-home gel polish technology from such players as Red Carpet Manicure and SensatioNail.

As previously reported by DSN, it is estimated that, within the next year, gel polish retail sales will more than double and come in somewhere near the $75 million to $80 million mark, according to Joel Carden, EVP of Pacific World, which markets the SensatioNail at-home gel polish. Carden also said that, based on the findings of a recent survey conducted by Pacific World, prior to using SensatioNail, 56% of the consumers went to the salon for a gel polish manicure. Once having tried SensatioNail, only 9% of these consumers have gone back to the salon for a gel manicure.

Clearly, women are enjoying the nail polish innovation hitting the mass market, and the trend shows no signs of slowing.

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