NAIL TALE: the lacquer market just keeps growing ..

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Not since lip gloss in 2004 has the market seen such rapid, exponential growth, say WWD. In the US, Symphony IRI reports mass-market nail “Nail is the fastest-growing category", says Victoria Gustafson, principal of strategic insights at Symphony IRI Group, talking to WWD. “It’s the biggest contributor to cosmetics growth in the last four years. It is amazing how much innovation and ingenuity goes into this category.” Some retailers think this is only the tip of the iceberg. “I don’t think that we have fully tapped the potential of the category,” says Margarita Arriagada, senior vice president of merchandising at Sephora. “Will nail see the humongous, explosive growth it has seen in the past? It will stabilise. But I do think it will outpace the total colour category. There are many new businesses, like gel coats, that are going to be sustainable in the future", she continues. “There’s no looking back. We anticipate that it will absolutely deliver great growth.” Demographic factors also foretell continued growth report WWD. “I’ve never seen movement like I’ve seen on the retail side,” says industry veteran Jan Arnold, co-founder of CND. Meanwhile L’Oréal Paris report that, on average, women purchase 11 bottles of nail lacquer each year. Sally Hansen’s research reveals a similar dynamic, with more than 58% of women saying they buy a new polish as a treat. “Nails is something women do for themselves,” says Bill Boraczek, senior vice president of global marketing at Sally Hansen. “It’s the only makeup where you can see the color all day long. And nail colour is a great way to play in the current trend without spending a lot of money.” Colour is hot, but Boraczek says "texture is the new frontier". “We think 2013 will be about texture with embellishment,” agrees Julia Goldin, global chief marketing officer at Revlon. Women are taking more risks like nail art, since it doesn’t interfere with their daily look". The variety of textures is boundless — feathering, matte, satin, beaded, chalkboard, fuzzy, sugary, glitter (big and small, shiny and matte), lamé, denim, velvet, magnetic, jewelled, stickers, patterned—inspired by everything from fabrics to ceiling finishes and, of course, fashion. “Because of textures, nail has become like a hybrid fashion category,” says Orrea Light, colour designer of L’Oréal Paris. “It’s very fast and what’s great for us is that we can move a lot quicker to the market. You don’t necessarily always see as much change in the other categories". In fact, analysts say that energy is one marketers would do well to harness. “I hope that lip will wake up and try to do what nail is doing, which is excite the consumer", says Gustafson. “Hopefully, there will be some lessons learned and lip will be the new nail".

 

 

GET CREATIVE WITH THESE COMBOS - the following enamels work brilliantly together:

Face Stockholm Nail Polish #56 (hot pink) and #67 (yellow) - try the yellow as a base and pink on the tips.

T Leclerc Nail Enamel Oxygene (turquoise blue) and Exceptionelle (dark pink), and Goyave (coral) and Marine (deep blue).