Nail-ing it on the head
Bold, creative, daring and hot. Those are the words that come to mind when I think of nail polish.
Nail polish continues to be the rock star of the beauty world, showing double-digit growth and no signs of slowing. According to SymphonyIRI Group, sales of nail polish rose nearly 43% to more than $528 million for the 52 weeks ended April 15 at food, drug and mass (excluding Walmart).
Manufacturers are churning out products that continue to drive excitement in nail. One prime example is Coty Inc.’s Sally Hansen Salon Effects, which are strips of real nail polish that are applied to nails by simply peeling, applying to the nail and filing the edges.
The innovation immediately caught the industry’s eye, and Sally Hansen Salon Effects landed a spot on SymphonyIRI’s 2011 New Product Pacesetters: Top 10 Non-Foods Brand list. According to the report, Sally Hansen Salon Effects pulled in $41.8 million in total year-one dollar sales across food, drug and mass (excluding Walmart).
Earlier this year, the brand broadened the collection by teaming up with pop star Avril Lavigne to launch a limited-edition collection of edgy Salon Effects real nail polish strips designs. With patterns ranging from skull-and-bones to funky leopard print, the nail polish strips were inspired by the pop star’s signature energetic, no-frills attitude and straight-talking lyrics.
More recently, Sally Hansen jumped aboard the magnetic nail polish bandwagon with its new Magnetic Nail Color, which enables users to get 3-D nail art in seconds. The formula, available in eight shades, is infused with metallic particles that move when exposed to the specially designed built-in magnet.
In April, Nicole by OPI launched a collection of nail lacquers, dubbed Wel-Kim to My World, that was inspired by Kim Kardashian; and the brand also introduced new limited- edition Texture Coat shades — opal, quartz, amethyst and aquamarine — for instant nail art. Texture Coat is a line of graffiti-style nail art products that offer an easy way to create an edgy, two-texture effect on nails.
Orly is launching in June at such select retailers as Ulta and Sally Beauty its new French FX for a modern twist on classic nails. There are three kits — Cosmic FX, Foil FX and Neon FX — to achieve a unique French manicure.
Then there’s gel manicures, a growing niche within nail care as manufacturers strive to bring the popular salon service to the mass market for at-home application. Red Carpet Manicure launched in the second half of 2011 its at-home LED gel polish manicure and pedicure system, and now is expanding distribution to Canada.
Meanwhile, Pacific World has launched its new SensatioNail Invincible gel polish, which works with an LED light. It is a collection of at-home gel polish products that provide users with up to two weeks of damage-proof wear. The brand now is launching its summer 2012 collection at Walmart, CVS and Rite Aid.
Speaking of Rite Aid, the retailer is hyped up about nails and announced in May the launch of its Nail Extravaganza campaign. At the center of the seven-week campaign is the “Search for the Rite Aid Nail Enthusiast.” The winner receives a $1,000 Rite Aid gift card and the chance to share nail expertise through Rite Aid’s social media channels.
NEW YORK — Maybelline New York is taking a new approach to mascara with Mega Plush by Volum’ Express — the brand’s first gel-mousse mascara.
The new gel-mousse formula contains 40% less hard waxes. Volume is further amplified through its Flexor Brush technology. The oversized brush works two ways: The big bristles envelop each lash, while the flexible head shock-absorbs for less pulling and more lifting. The result? Mega volume that is soft as velvet. The new Mega Plush mascara comes in five shades and will be available as of June at a suggested retail price of $7.77.
Q&A: World of success
Pacific World is a provider of nail care products and beauty accessories and sells its products in more than 85,000 doors in more than 80 countries. Joel Carden, EVP of Pacific World, recently talked with Drug Store News about what has led to the global beauty company’s success and how it continues to achieve growth through retailer partnerships, innovation and mergers.
DSN: Pacific World is known for its category management and ability to provide insights and analysis. What sets Pacific World apart from rivals when it comes to category management?
Joel Carden: It is going to sound basic, but I really think that the key to success in category management is a true understanding of what the consumer wants and what the consumer is communicating. We do this through both insights and data to help the retailers sort through information to provide them the best possible shopping experience for their consumers based on the knowledge that we’re able to accumulate. In this process … trust between the retailer and category partner is really critical. … There are a few steps to insure that the category management process is maximized for each retailer. This includes: A clear understanding of each specific retailer’s departmental goals and objectives. We want to make sure that we don’t approach category management for each retailer as a cookie-cutter approach. … And we want to combine consumer insights (forward view) with the analytical insights (historical view) in an objective manner. … Of course, once you make the recommendations and implement the recommendations, you want to make sure there’s a process by which you measure results and make adjustments as needed.
DSN: For 2012, the company has brought to retail its new SensatioNail gel polish. Why is SensatioNail an important launch for the nail segment at mass?
Carden: SensatioNail is a great example of an idea that had taken off in the salon industry, and we were watching it carefully because we believed it was a huge opportunity for the mass market. … The opportunity was to provide the mass market consumers with a DIY approach to what the consumers were experiencing in the salon with great results but for a fraction of the cost. We were well aware of the salon trend and were watching it closely in conjunction with working closely with our vendor partners to ensure that we could achieve the best possible result. … It includes LED lights, which cure the gel polish, and it was crucial that these LED lights worked well with the polish formula. … Fortunately, we were very successful with achieving great results and, most importantly, we were successful in achieving a “first to market” with this product.
DSN: In October 2011, Pacific World merged with the W.E. Bassett Co., which is a supplier of beauty implements. Why was this merger important and what does it mean for Pacific World?
Carden: The merger really allowed us to bring two very good companies together to make one great company. The combined expertise of both companies working together today is much more powerful than either company, by itself, could have been. Additionally, it places Pacific World into a significantly more important role for all of our top retailers. We are either the No. 1 or No. 2 provider of total nail care products and beauty accessories in most, if not all, of the top retailers in the United States and internationally. It places us in a very strong position to really provide the key elements of best practices to our retail partners, including, but not limited to, innovation and category management.
For the full audio Q&A, click here.