BEAUTY CARE

Artificial nails boast consistent growth

BY DSN STAFF

Instagram is helping boost sales of at-home artificial nails. The nail category is still trying to claw its way out of the red, with IRI reporting sales still down. For the 52-week period ended May 15 across multi-outlets, sales are down 0.7% overall, but nail color is still down just over 7%.

(To view the full Category Review, click here.)

Where there is robust growth is artificial nails. The category has consistently grown, with the most recent period showing a 14% climb. The other growth in the category is from implements and treatments.

Social media is igniting nail trends at a blistering pace — many of which require a little help from artificial nails to achieve. Looks ranging from snow globes to faux turtle shells are adorning nails on Instagram and Snapchat. And, of course, the popularity of Pokémon Go has inspired Pokémon tributes.

Many women who can’t keep trendy nails for work or who can’t grow nails long enough to sport the on-trend looks opt for artificial help. And, for those who aren’t as artsy, there are nails already adorned with on-trend fashion that can be popped on as needed. Longer nails are making a comeback, and that’s good news for the artificial segment.

Because women like so many different types of nails, brands have added to the selection. French nails remain the most popular, such as Broadway Real Life Everyday and the recently launched Nude French Nail from Kiss. Reacting to newer shapes, however, Kiss added oval shapes to its imPRESS collection.

Recently, Kiss sampled imPRESS to consumers at 1,100 Walmart stores. Demo specialists helped with sizing and showed consumers how to align the nails. In-store demonstrations are key, according to Annette DeVita-Goldstein, SVP global marketing at Kiss, because it helps convert those who hadn’t tried artificial nails before. The demonstrations were accompanied by a Kiss end cap.

Nailene produces several unique items for women looking to adapt artificial nails to their grooming routine. One is a Finger Tip Pen, which helps create the white tip endemic to French manicures. The brand also sells an Ultra Quick Gel Kit — a brush on gel overlay.

As for treatments, a brand that gained attention two years ago at NACDS Total Store Expo is proving it deserved the buzz. Several chains, including Walgreens, stock Vitry. Among the hottest items are the Lacquer Drying Drops and Nail Growth Serum. There’s also an innovative Whitening CC base, which helps with yellowed nails.

Nail-biting remedies often are an overlooked, but notable, sub-category — especially for those who want to grow nails. SinfulColors and Mavala are two noted entries.

Several retailers said they’ve trimmed the footage to color as it has slowed to make room for more treatment lines.

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BEAUTY CARE

New device refreshes skin in a flash

BY DSN STAFF

CHICAGO — Merchants looking for the “next best thing” in at-home treatments might want to eyeball Dermaflash. Sephora is already selling the at-home exfoliation device, which removes dead cells, “peach fuzz hair” and built-up debris.

(To view the full Category Review, click here.)

Dara Levy came up with the idea while performing Dermaflash facials in a salon. The idea to create an at-home option came to her one day in the shower. “We wanted to create something truly unique that would address an unmet need for women,” Levy said.

It is resonating with Sephora customers. “This technology brings a sought-after spa treatment into people’s own homes in a safe and efficacious way,” said Priya Venkatesh, the VP and DMM of skin and hair care at Sephora.

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Consumers desire instant results

BY DSN STAFF

American consumers love instant results. That fact is propelling sales of beauty devices — hair straighteners, power cleansers, blue- and red-light devices for acne or wrinkles, microderm tools, hair removers and hair growth stimulators. These items tend to provide immediate improvements.

(To view the full Category Review, click here.)

NPD’s Karen Grant, global beauty industry analyst, said at-home skin care devices are “carving out a place within the beauty industry.”

Estimates are that the devices market is expanding at an 8% to 10% clip. One obstacle in the past has been the price of the items, with some feeling they were an expensive luxury. But as more mass market versions infiltrate the market, prices are coming down.

For example, a few alternatives to the Clarisonic brand of devices — which retail around $150 — are popping up at retail. Conair’s Power Facial Cleanser retails for under $20. And many retailers are turning real attention to the Conair True Glow Sonic Skincare Solution, which costs less than $60.

Instrumental Beauty is a new collection of tools from Lornamead. “It is primarily a line of facial cleansing devices, starting with a small rotary brush up to a sonic cleansing brush that give consumers, who are looking for technology to keep their skin beautiful, a cost-effective way to use beauty tools,” Randy Sloan, Lornamead’s president, said.

Lornamead leveraged technology and sourcing capability from its parent company Li & Fung to launch the new line. Social media helped elicit interest for the collection, including the vlogger and blogger communities. “They have even more impact than celebrities, in many cases because they are perceived as real people,” Sloan explained. “It is like your friend telling you to use something.” Vlogger campaigns for the beauty tools drove measurable sales both online and in store, he said.

Facial devices are estimated to be approaching $200 million, and body devices about $10 million, according to industry market research. NPD’s Grant said device sales growth is outstripping traditional skin care increases.

There are many new appliances in the pipeline. Foreo is a luxury brand pumping big money into building enhanced devices, which undoubtedly will filter down to mass market mimics. Retailers also noted that online they can stretch the boundaries of their offers. Walgreens, for instance, offers the Baby Quasar device from Pure Rayz on its website for $249.

While hair appliance sales were generally flat, a few appliance exceptions were Conair’s Infiniti Pro-Hair products, which expanded almost 12%, and Remington T Studio Silk collection, with a more than 100% boost in dollar sales for the 52 weeks ended May 15, according to IRI.

Retailers also singled out continued interest in men’s products, especially beard trimmers. Men’s power cleansers are now available in the prestige market and could be on the radar in mass, buyers said.

One challenge has been where and how to merchandise the gadgets. For some, the decision has been made to cull space from slower-moving and over-extended skin care areas. To highlight the benefits, several retailers have created “play” displays so people can actually touch the products.

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