Manufacturers hit nail on head with lacquer launches

Antoinette Alexander

It’s no secret that the economic crunch helped to spur the sales of nail products in 2009—especially nail color—and that trend is expected to continue as women still are likely to forgo the pricey salon and embrace the do-it-yourself trend.

“The DIY trend helped drive 9% value growth in nail products in 2009. Budget-conscious women continued to give themselves at-home manicures instead of going to salons. As a result, after years of sales declines, nail products turned in a positive sales performance in 2008 and 2009. Within nail products, nail polish was the best performer with value sales growth of 11% in 2009,” stated research firm Euromonitor International in its most recent U.S. color cosmetics research report.

Looking ahead, Euromonitor expected the trend to continue, with nail products projected to experience a 2% constant value increase over the forecast period of 2010 to 2014.

Judging by the slew of new nail products coming to market, manufacturers are banking on the fact that beauty mavens are still hot on nail color. One such example is Nicole by OPI, which is looking to ring in the holiday season with new seasonal shades and special collections. Coming exclusively to Target is the new Nicole by OPI Shades to Crave Collection, which is comprised of 12 nail lacquers, ranging from glittering magenta to the darkest of blacks. Each shade has a suggested retail price of $6.99.

The company also is launching in November its new Tinsel Tips Collection at Harmon and H-E-B, as well as select Walgreens, Sears and Wegmans locations. This is a limited-edition collection featuring three mini nail lacquers with “jewel” nail decals. The gift set will have a SRP of $10 each. There also is the Holiday Magic limited-edition collection, featuring four different shades, coming to Ulta, Meijer, Harmon, H-E-B and Sears in November.

As previously reported, N.Y.C. New York Color, a Coty beauty brand, is ready for fall with its new limited edition Berry Blossom color collection that includes In A New York Minute quick-dry nail polish (SRP $1.99).

Also, POP Beauty, which is sold at Duane Reade’s Look Boutique locations and CVS’ Beauty360 stores, launched in mid-September several new products, including Nail Glams nail polish (SRP $10) in Punk’d (denim blue), Ultraviolet (purple) and De-Glaze (mattifier).

Login or Register to post a comment.