Creating a ‘must have’ for teen girls

The nail care segment continues to battle a downshift in sales as the once red-hot at-home gel manicure trend cools and manufacturers face tough comps.

(For the full report, including charts, click here.)



According to the vendor-supplied IRI data, the drop in sales of nail polish at U.S. multi-outlets continues, declining about 9% for the 52 weeks ended July 13.



The good news is that polish remains a popular fashion accessory, and manufacturers are hard at work to deliver the latest innovations.



The affordability of nail polish, in addition to new product innovations, makes the category popular, and this is especially the case for younger girls.



Mintel research revealed that nail products are a “must-have” item for teens and tweens. Indeed, 92% of girls between the ages of 9 years and 17 years use some sort of nail product — making it the most popular cosmetic item among teen girls. Nail product usage rises to 97% for girls ages 12 years to 14 years, and 14% of all teen and tween girls use nail products on a daily basis.