Nail polish category shines as consumers bypass salons
If there’s one big story currently playing out in nail care, it is that nail polish is hot. Red hot.
According to data provided by The Nielsen Co., sales of nail polish for the 13 weeks ended Aug. 8 at food, drug and mass (including Walmart), totaled about $116.6 million, up an impressive 18.1% compared with the year-ago period.
It is likely that the economic crunch has prompted many beauty mavens to skip the pricey salon for cheaper at-home manicures and pedicures, as it has been years since nail polish has received such fanfare.
Coty Inc.’s Sally Hansen brand reported that recent IRI data showed that Sally Hansen nail color achieved a 51.1% share during the four weeks ended Aug. 16 at food, drug and mass (excluding Walmart). According to the brand, its growth has been fueled by several successful launches: Sally Hansen Insta-Dri fast drying nail color, which was introduced earlier this year and has won several beauty awards, including the recent Beauty Breakthrough Award at the Allure Best of Beauty Awards; Sally Hansen HD Hi-Definition nail color inspired by HD technology; Nail Art Pens; and new shades of Xtreme Wear.
Sally Hansen once again partnered with designer Tracy Reese during Fashion Week to create a new collection, and the Sally Hansen team manicured all of the models backstage. The brand also did manicures at Tracy’s Hudson Street store for Fashion Night Out, and participated in the CVS/pharmacy Reinventing Beauty Fashion Week Lounge by giving manicures from Sept. 12 to 17.
MODE Cosmetics, a beauty brand developed by sisters Cristina Samuels and Jennifer Isaac, is launching for its fall/winter 2009 collection a new nail enamel inspired by the hit television show “Mad Men.” In a throwback to the 1960s, the nail enamel comes in Creamy Fire Red, and will be available in December.
Keeping in line with the trend toward at-home solutions, false nails also are experiencing double-digit growth. According to data from The Nielsen Co., sales of false nails and nail decoration rose 15.4% to nearly $41 million for the 13 weeks ended Aug. 8 at food, drug and mass (including Walmart).
Joel Carden, EVP of Pacific World, told Drug Store News that the rebranding of its Nailene brand of artificial nails has proven to be a success to date, and it expects to see double-digit growth. In addition, the company is shipping this fall its new no-chip technology under the Nailene So Natural brand. “We are finding that this economy doesn’t have to hurt the nail care business,” Carden said.
Meanwhile, artificial nail manufacturer Kiss is launching for the holiday four new limited edition designs available in medium and real short lengths. The Design Everlasting Nail Kits will be on shelves Nov. 1 through Jan. 1.