Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources and methodology
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- FDMx market boosted by DIY, new colors
- Market competes with salons, economic instability
- Salons strive for consumer attention
- Economy continues to stagnate; consumer confidence lags and unemployment static
- Nail polish leads, but all segments grow in 2010
- Drug stores lead FDMx market
- Female population grows too slowly to help market; DIY increases
- Marketers cannot count on female population growth
- DIY increases as poor economy tightens household budgets
- Four companies lead FDMx market; all post growth in 2010
- Colors of the past, seasonal shades, and polish sets lead trends in 2010
- The hand and nail color and care consumer
- Usage of nail color and care products
- Brand usage
- Nail and hand care routines
- Professional nail services
- Where women buy nail polish
- Teen usage
- Impact of race/Hispanic origin
Insights and Opportunities
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- Room for non-nail care brands to move into the market
- Smartphone apps allow easier nail color shopping
- Private label inroads may attract more value-conscious shoppers
Inspire Insights
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- Trend: “FSTR and HYPR”
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- Figure 1: Attitudes toward nail salons, by age, September 2010
Market Size and Forecast
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- Key points
- Poor economy spurs more DIY nail color and care
- Continuing launch of new colors keeps the market fresh
- U.S. FDMx hand and nail color and care market size and forecast
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- Figure 2: U.S. FDMx sales and forecast of hand and nail color and care products, at current prices, 2005-15
- Figure 3: U.S. FDMx sales and forecast of hand and nail color and care products, at inflation-adjusted prices, 2004-14
- Walmart sales
- Fan-chart forecast
Market Drivers
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- Population growth among women too slow to rely on
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- Figure 4: U.S. female population by age, 2005-15
- Figure 5: Use of nail polish and nail care products, by age, April 2009-June 2010
- Teen girl population also increases slowly, but teens use nail products more than women
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- Figure 6: Teen use of nail polish and nail care products, by age, April 2009-June 2010
- DIY increases during flagging economy
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- Figure 7: Professional nail services vs. home nail care, September 2010
Competitive Context
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- Professional nail services compete for nail color/care customers
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- Figure 8: Use of professional personal care services and types used most often, April 2009-June 2010
- Consumer confidence unstable in 2010
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- Figure 9: U.S. consumer sentiment, 2002-10
- High unemployment could translate to fewer replacement cycles
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- Figure 10: U.S. annual unemployment rate, 2002-10
- Household incomes decline
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- Figure 11: Median household income in inflation-adjusted dollars, 1998-2008
- Half of American households earn less than $50K
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- Figure 12: Household income distribution, 2009
Segment Performance
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- Key points
- Nail color grows most
- Nearly all segments increase FDMx sales
- Sales of hand and nail color and care products by segment
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- Figure 13: FDMx sales of selected hand and nail color and care products at current prices, by segment, 2005-15
- Figure 14: Percentage of FDMx sales of hand and nail color and care products, by segment, 2008-10
Segment Performance—Nail Polish and Accessories
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- Key points
- Nail color benefits the most from DIY trend
- Sales and forecast of nail polish and accessories
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- Figure 15: FDMx sales of nail polish and accessories, 2005-15
Segment Performance—Nail Implements
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- Key points
- Implements growth limited by infrequent replacement cycles
- Sales and forecast of nail implements
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- Figure 16: FDMx sales of nail implements, 2005-15
Segment Performance—Artificial Nails
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- Key points
- Artificial nails sales unsteady through FDMx
- Broadway Nails artificial nails TV ad
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- Figure 17: Broadway Nails Television ad, 2010
- Sales and forecast of artificial nails
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- Figure 18: FDMx sales of artificial nails, 2005-15
Segment Performance—Nail Treatment
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- Key points
- At-home nail care spurs steady FDMx sales increase
- Sales and forecast of nail treatment products
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- Figure 19: FDMx sales of nail treatment, 2005-15
Segment Performance—Nail Polish Removers
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- Key points
- Polish removers rebound in 2009 and estimated 2010
- Sales and forecast of nail polish removers
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- Figure 20: FDMx sales of nail polish removers, 2005-15
Retail Channels
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- Key points
- Drug stores lead FDMx market
- Other FDMx stores outpace drug store growth
- Channel sales of hand and nail color and care products
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- Figure 21: U.S. sales of hand and nail color and care products, by channel, at current prices, 2009 and 2010
Retail Channels—Drug Stores
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- Key points
- Drug stores benefit the most from migration away from salons
- Drug store sales of hand and nail color and care products
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- Figure 22: FDMx sales of hand and nail color and care products at drug stores, 2005-10
Retail Channels—Other FDMx
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- Key point
- Mass store, supermarket store sales grow as consumers trade down
- Other FDMx sales of hand and nail color and care products
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- Figure 23: U.S. sales of hand and nail color and care products at other FDMx channels, at current prices, 2005-10
Leading Companies
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- Key points
- Coty far outsells all other FDMx companies, acquires OPI in late 2010
- Other leading brands also grow
- Leading companies
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- Figure 24: Leading FDMx hand and nail color and care companies, 2009 vs. 2010
Brand Share—Nail Polish and Accessories
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- Key points
- Newer products give Coty the edge
- Other brands ride the trend for more at-home nail care
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- Figure 25: U.S. FDMx brand sales of nail polish and accessories, 2009 vs. 2010.
Brand Share—Nail Implements
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- Key points
- W.E. Bassett, private label grow most as segment begins to rebound
- Helen of Troy slips, Coty falls
- Leading nail implements brands
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- Figure 26: FDMx brand sales of nail implements, 2009 vs. 2010.
Brand Share—Artificial Nails
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- Key points
- Kiss grows slightly as PFC World drops
- Leading artificial nails brands
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- Figure 27: FDMx brand sales of artificial nails, 2009 vs. 2010
Brand Share—Nail Treatment
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- Key points
- Segment leader Coty slips as Revlon gains
- Leading nail treatment brands
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- Figure 28: U.S. FDMx brand sales of nail treatment products, 2009 vs. 2010
Brand Share—Nail Polish Removers
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- Key point
- Private label leads FDMx, grows most
- Medtech Labs loses, Coty gains slightly
- Leading nail polish remover brands
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- Figure 29: U.S. FDMx brand sales of nail polish removers, 2009 vs. 2010
Innovation and Innovators
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- Blasts from the past
- Seasonal shades
- Nail polish sets
Brands and the Advertising Landscape
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- Overview
- Sally Hansen
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- Figure 30: Brand analysis of Sally Hansen, 2011
- Sally Hansen web advertising
- Kiss
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- Figure 31: Brand analysis of Kiss Products, Inc., 2011
- Kiss TV ad
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- Figure 32: Kiss Everlasting French television ad, 2010
- Kiss web advertising
- Revlon
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- Figure 33: Brand analysis of Revlon, 2011
- Revlon web advertising
Usage of Nail Color and Care Products
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- Key points
- Nearly two thirds use nail polish/care products
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- Figure 34: Use of nail polish and nail care products, by age, April 2009-June 2010
- Nail polish/care product use increases with household income
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- Figure 35: Use of nail polish and nail care products, by HH income, April 2009-June 2010
- Most use polish/treatments, accessories, and polish remover at home
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- Figure 36: Types of nail products used at home in the last 30 days, by age, September 2010
- Use of a range of nail products increases with household income
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- Figure 37: Types of nail products used at home in the last 30 days, by HH income, September 2010
Brand Usage
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- Key points
- Sally Hansen, OPI, Revlon most-used brands
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- Figure 38: Use of nail polish and nail care product brands, by age, April 2009-June 2010
- Household income impacts use of OPI, Wet ‘n’ Wild, and Avon
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- Figure 39: Use of nail polish and nail care product brands, by HH income, April 2009-June 2010
Nail and Hand Care Routines
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- Key points
- Respondents tend to keep both fingers and toenails painted
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- Figure 40: Nail care routines, by age, September 2010
- High household income means keeping fingers and toes painted all the time
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- Figure 41: Nail care routines, by HH income, September 2010
- Most use nail polish/care products 2-4 times monthly
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- Figure 42: Frequency of use of nail polish and nail care products, by age, April 2009-June 2010
- Household income does not necessarily mean more frequent usage
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- Figure 43: Frequency of use of nail polish and nail care products, by HH income, April 2009-June 2010
- Two in 10 care for hands with anti-aging cream
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- Figure 44: Hand care routines, by age, September 2010
- Higher household income means more use of anti-aging cream for hand care
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- Figure 45: Hand care routines, by HH income, September 2010
- Gold Bond Moisturizer TV ad
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- Figure 46: Gold Bond Ultimate Hand Sanitizer Moisturizer television ad, 2010
Professional Nail Services
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- Key points
- Two in 10 use professional manicure/pedicure services
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- Figure 47: Use of professional personal care services and types used most often, by age, April 2009-June 2010
- Frequency of professional manicures/pedicures
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- Figure 48: Frequency of professional manicure and pedicure, by age, April 2009-June 2010
- Higher household income means more frequent professional manicure/pedicure
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- Figure 49: Frequency of professional manicure and pedicure, by HH income, April 2009-June 2010
- Most still do nails at home
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- Figure 50: Professional nail services vs. home nail care, by age, September 2010
- Household income negatively impacts professional nail care
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- Figure 51: Professional nail services vs. home nail care, by HH income, September 2010
- Price is the main obstacle to professional nail care
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- Figure 52: Attitudes toward nail salons, by age, September 2010
Where Women Buy Nail Polish
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- Key points
- Most buy nail polish at drug stores, Walmart
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- Figure 53: Where women buy nail polish, by age, September 2010
- Retail choices often dictated by household income
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- Figure 54: Where women buy nail polish, by HH income, September 2010
Teen Usage
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- Key points
- Teen respondents use nail polish/care more than adult respondents do
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- Figure 55: Teen use of nail polish and nail care products, by age, April 2009-June 2010
- Wet ‘n’ Wild is the most used among teens
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- Figure 56: Teen use of nail polish and nail care product brands, by age, April 2009-June 2010
- Like adults, most teens use polish/care products 2-4 times a month
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- Figure 57: Frequency of use of nail polish and nail care products among teens, by age, April 2009-June 2010
Impact of Race/Hispanic Origin
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- Key points
- Ethnic brand preferences
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- Figure 58: Use of nail polish and nail care product brands, by race/Hispanic origin, April 2009-June 2010
- Frequency of manicures/pedicures among ethnic respondents
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- Figure 59: Frequency of professional manicure and pedicure, by race/Hispanic origin, April 2009-June 2010
- White, Hispanic women still primarily do their nails at home
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- Figure 60: Professional nail services vs. home nail care, by race/Hispanic origin, September 2010
Cluster Analysis
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- Savers
- Demographics
- Characteristics
- Opportunity
- Passers
- Demographics
- Characteristics
- Opportunity
- Polishers
- Demographics
- Characteristics
- Opportunity
- Cluster characteristics
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- Figure 61: Nail care clusters, October 2010
- Figure 62: Types of nail products used at home in the last 30 days, by nail care clusters, September 2010
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- Figure 63: Nail care routine, by nail care clusters, September 2010
- Figure 64: Attitudes toward nail salons, by nail care clusters, September 2010
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- Figure 65: Hand care routines, by nail care clusters, September 2010
- Cluster demographics
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- Figure 66: Nail care clusters, by age, September 2010
- Figure 67: Nail care clusters, by household income, September 2010
- Figure 68: Nail care clusters, by race/Hispanic origin, September 2010
- Cluster methodology
Custom Consumer Groups
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- Key points
- Unmarried respondents with children use nail polish/artificial nails most
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- Figure 69: Types of nail products used at home in the last 30 days, by marital status and presence of children, September 2010
IRI/Builders—Key Household Purchase Measures
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- Nail Cosmetics - U.S.
- Overview of nail cosmetics
- Nail polish
- Brand map
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- Figure 70: Brand map, selected brands of nail polish buying rate by household penetration, 2010*
- Brand leader characteristics
- Key purchase measures
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- Figure 71: Key purchase measures for the top brands of nail polish, by household penetration, 2010*
- Nail polish remover
- Brand map
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- Figure 72: Brand map, selected brands of nail polish remover buying rate by household penetration, 2010*
- Brand leader characteristics
- Key purchase measures
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- Figure 73: Key purchase measures for the top brands of nail polish remover, by household penetration, 2010*
Appendix: Other Useful Consumer Tables
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- Professional nail services
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- Figure 74: Attitudes toward nail salons, by HH income, September 2010
- Impact of race/Hispanic origin
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- Figure 75: Types of nail products used at home in the last 30 days, by race/Hispanic origin, September 2010
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- Figure 76: Nail care routines, by race/Hispanic origin, September 2010
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- Figure 77: Hand care routines, by race/Hispanic origin, September 2010
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- Figure 78: Attitudes toward nail salons, by race/Hispanic origin, September 2010
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- Figure 79: Where women buy nail polish, by race/Hispanic origin, September 2010
Appendix: Trade Associations
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