Nail color remains very much alive, despite rumblings that it has lost its luster.
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“There’s no question that retailers right now are questioning what the future of nail care looks like. ... There were four years of growth that were a little bit astronomical, and it was unrealistic to expect that that kind of growth rate would continue,” said Joel Carden, EVP of Pacific World. “The point is that, at the end of the day, nail care today is a more important segment of cosmetics than it was when this growth rate started, and we expect it to stay that way.”
What will drive growth in 2014 and beyond? Innovation.
“The reality is that what will drive growth now will be innovation and consumer- insight driven innovation,” Carden said.
Echoing the sentiment, Vivienne Rudd, director of insight, beauty and personal care for Mintel, said: “It’s an exciting time for color cosmetics, which have extended their scope into some unexpected areas. Hair chalks blend make-up with temporary colorants, primers now extend to prestyling treatments and CC creams have moved beyond facial color cosmetics into nail care, lipsticks and even hair care. The coming years will see even more developments as manufacturers build on the excitement and pique consumers’ interest in more adventurous formats and claims.”
According to data provided by IRI, sales of nail polish remain on the upswing, rising about 5% for the 52 weeks ended Dec. 1, 2013, at U.S. multi-outlets.