Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The market
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- Figure 1: Total U.S. sales and fan chart forecast of nail color and care, at current prices, 2007-17
- Market factors
- Weak economy benefited the nail color and care category
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- Figure 2: Disposable personal income, 2007–September 2012
- Teens, young women drive category growth
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- Figure 3: Female population, by age, 2013 and 2018
- Households with children declining, though use more nail care products
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- Figure 4: Households, by presence of children, 2001-11
- Segment performance
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- Figure 5: Sales of nail color and care products, segmented by type, 2010 and 2012
- The consumer
- Majority of women use nail tools, though nail polish most used among young women
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- Figure 6: Top five nail products used, by total respondents and 18-24 year olds, October 2012
- Nail care users rely on friends and family for product information
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- Figure 7: Top five sources of nail product information, October 2012
- Quick dry polish broadly appealing, though young women interested in newer forms
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- Figure 8: Interest in nail products—any interest, total respondents and 18-24 year olds, October 2012
- Women view painting their nails as an affordable way to treat themselves
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- Figure 9: Top five attitudes toward nail care, October 2012
- Seasonality impacts nail polishing frequency
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- Figure 10: Top five nail care behaviors, October 2012
- What we think
Issues in the Market
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- Growth in the nail care category has been very strong over recent years, but as the category becomes more competitive, how can current momentum be sustained?
- The nail category benefited from the weak economy, but as levels of disposable income begin to increase and confidence in the economy improves, how will the at-home nail market respond?
- Consumers are connecting with brands and retailers outside of the traditional in-store experience. What role will technology play in the nail color and care category?
Insights and Opportunities
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- Exclusivity
- Collaborations
- Added benefits
- Engage the senses
Trend Applications
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- Trend: Make it Mine
- Trend: Premiumization and Indulgence
- 2015 Trend: Old Gold
Market Size and Forecast
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- Key points
- Weak economy, product innovations helped to spark category growth
- Growth expected to continue, though at slower rates
- Sales and forecast of nail color and care
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- Figure 11: Total U.S. retail sales and forecast of nail color and care, at current prices, 2007-17
- Figure 12: Total U.S. retail sales and forecast of nail color and care, at inflation-adjusted prices, 2007-17
- Fan chart forecast
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- Figure 13: Total U.S. sales and fan chart forecast of nail color and care, at current prices, 2007-17
Market Drivers
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- Key points
- Economic downturn likely helped the nail care category
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- Figure 14: Disposable personal income, 2007–September 2012
- Figure 15: Consumer Confidence, 2007–September 2012
- Category growth fueled by teens, young women
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- Figure 16: Female population, by age, 2008-18
- Households with children are declining but over index usage of nail care products
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- Figure 17: Households, by presence of children, 2001-11
Competitive Context
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- Salon services offer alternative to at-home nail care
- Opportunities for the nail color and care category
Segment Performance
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- Key points
- All nail color and care segments experiencing growth
- Nail polish and accessories is strongest performing segment
- Sales of nail color and care products, by segment
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- Figure 18: Sales of nail color and care products, segmented by type, 2010 and 2012
Segment Performance - Nail Polish and Accessories
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- Key points
- Nail polish leading sales, growth in category
- Sales and forecast of nail polish and accessories
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- Figure 19: Sales and forecast of nail polish and accessories, at current prices, 2007-17
Segment Performance - Nail Accessories and Implements
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- Key points
- Nail accessories and implements weakest performing segment
- Sales and forecast of nail accessories and implements
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- Figure 20: Sales and forecast of nail accessories and implements, at current prices, 2007-17
Segment Performance - Nail Treatments
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- Key points
- Nail treatment segment healthy, growing
- Sales and forecast of nail treatments
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- Figure 21: Sales and forecast of nail treatments, at current prices, 2007-17
Segment Performance - Artificial Nails and Accessories
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- Key points
- Growth in artificial nails has fluctuated, though segment is expected to gain momentum
- Sales and forecast of artificial nails and accessories
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- Figure 22: Sales and forecast of artificial nails and accessories, at current prices, 2007-17
Segment Performance - Nail Polish Removers
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- Key points
- Nail polish remover segment bolstered by new product innovations
- Sales and forecast of nail polish removers
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- Figure 23: Sales and forecast of nail polish removers, at current prices, 2007-17
Retail Channels
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- Key points
- Nail category experiencing strong growth across all channels
- Sales of nail color and care products, by channel
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- Figure 24: Sales of nail color and care products, by channel, 2010 and 2012
Retail Channels - Drug Stores
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- Key points
- Drug stores focusing on nail care
- Drug stores sales of nail color and care products
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- Figure 25: Drug stores sales of nail color and care products, at current prices, 2007-12
Retail Channels - Other
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- Key points
- Other retail channels enjoying strong growth from nail care category
- Other retail channel sales of nail color and care products
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- Figure 26: Other retail channel sales of nail color and care products, at current prices, 2007-12
Leading Companies
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- Key points
- Coty dominates nail care category
- L’Oréal increases presence in FDMx
- Manufacturer sales of nail color and care products
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- Figure 27: FDMx sales of nail color and care, 2011 and 2012
Brand Share - Nail Polish and Accessories
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- Key points
- Nail polish segment dominated by Coty, though Sally Hansen seeing mixed results
- L’Oréal experiencing healthy growth thanks to Essie, L’Oréal Paris, and Maybelline
- Manufacturer sales of nail polish and accessories
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- Figure 28: FDMx sales of nail polish and accessories, 2011 and 2012
Brand Share - Nail Accessories and Implements
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- Key points
- W.E. Bassett Co. experiences modest gains in a struggling segment
- Most companies posting sales declines in nail accessories segment
- Manufacturer sales of nail accessories and implements
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- Figure 29: FDMx sales of nail accessories and implements, 2011 and 2012
Brand Share - Nail Treatments
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- Key points
- Coty seeing sales increase, but losing segment share
- Small players in segment are growing
- Manufacturer sales of nail treatments
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- Figure 30: FDMx sales of nail treatments, 2011 and 2012
Brand Share - Artificial Nails and Accessories
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- Key points
- Kiss Products controls the artificial nail segment in FDMx
- Manufacturer sales of artificial nails and accessories
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- Figure 31: FDMx sales of artificial nails and accessories, 2011 and 2012
Brand Share - Nail Polish Removers
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- Key points
- Private label controls nail polish remover segment in FDMx
- Manufacturer sales of nail polish removers
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- Figure 32: FDMx sales of nail polish removers, 2011 and 2012
Innovations and Innovators
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- New product launch trends
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- Figure 33: Nail care product introductions, by subcategory, 2007-12*
- Figure 34: Nail color product introduction, by top 10 product claims, 2007-12*
- Product innovations
- Nail care and maintenance
- Adhesive nail products
- At-home gel manicures
- Nail art
- Special effect nail polish
- Seasonal/limited edition
- Scented nail polish
Marketing Strategies
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- Overview of the brand landscape
- Brand analysis: OPI
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- Figure 35: Brand analysis of OPI, 2013
- Brand website
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- Figure 36: OPI Vintage Minnie Mouse AD
- Figure 37: OPI Germany Collection print ad
- Figure 38: OPI Skyfall print ad
- Figure 39: OPI Gelcolor print ad
- Brand analysis: Sally Hansen
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- Figure 40: Brand analysis of Sally Hansen, 2013
- Brand website
- TV presence
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- Figure 41: Sally Hansen Salon Real Nail Polish Strips, television ad, 2012
- Figure 42: Sally Hansen Salon Insta-Gel Strips, television ad, 2012
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- Figure 43: Sally Hansen Diamond Strength print ad
- Brand analysis: Maybelline New York
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- Figure 44: Brand analysis of Maybelline New York, 2013
- Online initiatives
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- Figure 45: Maybelline New York Denim Collection print ad
- Figure 46: Maybelline New York Color Show app print ad
Social Media
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- Key points
- Social media metrics
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- Figure 47: Key performance indicators, December 2012
- Nail color and care consumers seek optimal price and quality
- Brand usage and awareness
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- Figure 48: Brand usage and awareness of nail color and care brands, October 2012
- Interaction with nail color and care brands
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- Figure 49: Interaction with nail color and care brands, October 2012
- Motivations for interacting with nail color and care brands
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- Figure 50: Why people interact with nail color and care brands, October 2012
- Online conversations
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- Figure 51: Select nail brands’ share of conversations, Sept. 5-Dec. 5, 2012
- Figure 52: Conversations, by brand by day, Sept. 5-Dec. 5, 2012
- Where are people talking about nail color and care?
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- Figure 53: Selected nail brands’ share of brand conversations, by page type, Sept. 5-Dec. 5, 2012
- What are people talking about?
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- Figure 54: Types of conversations concerning selected nail brands, Sept. 5-Dec. 5, 2012
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- Figure 55: Types of conversation regarding selected nail brand, by day, Sept. 5-Dec. 5, 2012
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- Figure 56: Types of conversation regarding selected nail brands, by type of website, Sept. 19-Nov. 19, 2012
- Analysis by brand
- Essie
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- Figure 57: Essie—key social media indicators, as of Dec. 4, 2012
- Key online campaigns
- What we think
- OPI
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- Figure 58: OPI—key social media indicators, as of Dec. 4, 2012
- Key online campaigns
- What we think
- Sally Hansen
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- Figure 59: Sally Hansen—key social media indicators, as of Dec. 4, 2012
- Key online campaigns
- What we think
- Revlon
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- Figure 60: Revlon—key social media indicators, as of Dec. 4, 2012
- Key online campaigns
- What we think
- China Glaze
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- Figure 61: China Glaze—key social media indicators, as of Dec. 4, 2012
- Key online campaigns
- What we think
- Wet ‘n Wild
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- Figure 62: Wet ‘n Wild—key social media indicators, as of Dec. 4, 2012
- Key online campaigns
- What we think
Nail Product Usage
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- Key points
- Nail maintenance items like tools, files are most used nail care products
- Colored nail polish, new forms more popular with younger women
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- Figure 63: Nail product usage, by age, October 2012
- Use of maintenance items higher among more affluent groups
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- Figure 64: Nail product usage, by age and household income, October 2012
- Households with children more likely to use most nail care products
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- Figure 65: Nail product usage, by presence of children in household, October 2012
- Majority of women using nail care products two to four times a month
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- Figure 66: Usage frequency of nail polish/nail care products, April 2011-June 2012
- Nail product use partially dictated by brand
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- Figure 67: Nail product usage, by brands used in the last 12 months, October 2012
Brands of Nail Care Used
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- Key points
- Sally Hansen most used nail care brand
- Brand use differs by age
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- Figure 68: Top 10 brands of nail polish/nail care products used, by age, April 2011-June 2012
- Income dictates brand usage, except for Sally Hansen
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- Figure 69: Top 10 Brands of nail polish/nail care products used, by household income, April 2011-June 2012
- Value brands used more frequently among households with children
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- Figure 70: Top 10 brands of nail polish/nail care products used, by presence of children in household, April 2011-June 2012
Product Information
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- Key points
- Friends/family most relied on information source for nail care
- Younger women seeking product information from a variety of sources
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- Figure 71: Nail product information, by age, October 2012
- Affluent women relying more on online sources for nail product information
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- Figure 72: Nail product information, by age and household income, October 2012
- Households with children more likely to seek nail product information
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- Figure 73: Nail product information, by presence of children in household, October 2012
- Users of Essie, China Glaze more likely to be seeking product information online
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- Figure 74: Nail product information, by brands used in the last 12 months, October 2012
Product Interest
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- Key points
- Quick dry polish broadly appealing
- Younger women more likely to be interested in newer, trendier product forms
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- Figure 75: Interest in nail products, October 2012
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- Figure 76: Interest in nail products, by age, October 2012
- Middle-income women trying to replicate salon services at home
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- Figure 77: Interest in nail products, by age and household income, October 2012
- Households with children report high levels of interest in all nail care products
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- Figure 78: Interest in nail products, by presence of children in household, October 2012
Relationship Between Product Trial and Information Source
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- Key points
- Nail care users who have tried newer product forms more likely to turn to online information sources
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- Figure 79: Product information by product trial, part one, October 2012
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- Figure 80: Product information by product trial, part two, October 2012
Attitudes Toward Nail Care
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- Key points
- Nail care users aged 35-44 polish nails to pamper themselves
- Younger women view nail polish as a way to express themselves and follow fashion trends
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- Figure 81: Attitudes toward nail care, by age, October 2012
- Young, affluent women most likely to follow fashion trends by wearing latest nail color
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- Figure 82: Attitudes toward nail care, by age and household income, October 2012
- Households with children want to feel pampered, but also follow trends
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- Figure 83: Attitudes toward nail care, by presence of children in household, October 2012
Nail Care Behavior
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- Key points
- Affluent women aged 25-34 are most likely to have gotten a gel manicure at a salon
- Seasonal polishing behavior varies by age
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- Figure 84: Nail care behavior, by age, October 2012
- Figure 85: Nail care behavior, by age and household income, October 2012
- Salon visits cost prohibitive for households with children
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- Figure 86: Nail care behavior, by presence of children in household, October 2012
Race and Hispanic Origin
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- Key points
- Black, Hispanic women highly engaged in the nail category
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- Figure 87: Nail product usage, by race/Hispanic origin, October 2012
- Figure 88: Interest in nail products, by race/Hispanic origin, October 2012
- Black women rely on experts for information while Hispanic women turn to online sources
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- Figure 89: Nail product information, by race/Hispanic origin, October 2012
- Multicultural women paint their nails to treat themselves, follow trends
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- Figure 90: Attitudes toward nail care, by race/Hispanic origin, October 2012
- Hispanics want salon results, but think salon visits are too expensive
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- Figure 91: Nail care behavior, by race/Hispanic origin, October 2012
Cluster Analysis
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- Figure 92: Target clusters, October 2012
- Cluster 1: Basics
- Opportunities
- Cluster 2: Confident
- Opportunities
- Cluster 3: Seekers
- Opportunities
- Cluster 4: Involved
- Opportunities
- Cluster characteristic tables
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- Figure 93: Nail product usage, by target clusters, October 2012
- Figure 94: Nail product information, by target clusters, October 2012
- Figure 95: Interest in nail products, by target clusters, October 2012
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- Figure 96: Trial of nail products, by target clusters, October 2012
- Figure 97: Attitudes toward nail care, by target clusters, October 2012
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- Figure 98: Nail care behavior, by target clusters, October 2012
- Figure 99: Attitudes toward beauty and personal care, by target clusters, October 2012
- Cluster demographics
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- Figure 100: Target clusters, by demographic, October 2012
- Cluster methodology
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Custom Consumer Groups - Teens
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- Key points
- Teens more likely to use nail products than adults
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- Figure 101: Use of nail polish/nail care products, among women and teen girls, by age, April 2011-June 2012
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- Figure 102: Use of nail polish/nail care products, among teen girls by age, April 2011-June 2012
- Sally Hansen is most used brand among teens
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- Figure 103: Top 10 brands of nail polish/nail care products used, among teen girls by age, April 2011-June 2012
Key Household Purchase Measures - SymphonyIRI Group Builders Panel Data
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- Overview of nail cosmetics
- Nail polish
- Consumer insights on key purchase measures
- Brand map
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- Figure 104: Brand map, selected brands of nail polish buying rate, by household penetration, 52 weeks ending June 24, 2012
- Brand leader characteristics
- Key purchase measures
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- Figure 105: Key purchase measures for the top brands of nail polish, by household penetration, 52 weeks ending June 24, 2012
- Nail polish remover
- Consumer insights on key purchase measures
- Brand map
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- Figure 106: Brand map, selected brands of nail polish remover buying rate, by household penetration, 52 weeks ending June 24, 2012
- Brand leader characteristics
- Key purchase measures
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- Figure 107: Key purchase measures for the top brands of nail polish remover, by household penetration, 52 weeks ending June 24, 2012
Appendix - Other Useful Consumer Tables
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- Figure 108: Interest in nail products – Any interest, by brands used in the last 12 months, October 2012
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- Figure 109: Behavior by pampering and functional attitudes toward nail care, October 2012
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- Figure 110: Behavior by fashion trend attitudes toward nail care, October 2012
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- Figure 111: Attitudes toward beauty and personal care, by race/Hispanic origin, October 2012
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Appendix - Social Media
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- Brand usage and awareness
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- Figure 112: Usage and awareness of the Revlon brand, by demographics, October 2012
- Figure 113: Usage and awareness of the Sally Hansen brand, by demographics, October 2012
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- Figure 114: Usage and awareness of the Wet ‘n Wild brand, by demographics, October 2012
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- Figure 115: Usage and awareness of the OPI brand, by demographics, October 2012
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- Figure 116: Usage and awareness of the Essie brand, by demographics, October 2012
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- Figure 117: Usage and awareness of the China Glaze brand, by demographics, October 2012
- Interaction with nail color and care brands
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- Figure 118: Interaction with the Revlon brand, by demographic, October 2012
- Figure 119: Interaction with the Sally Hansen brand, by demographic, October 2012
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- Figure 120: Interaction with the Wet ‘n Wild brand, by demographic, October 2012
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- Figure 121: Interaction with the OPI brand, by demographic, October 2012
- Online conversations
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- Figure 122: Select nail brands’ share of conversations, Sept. 5-Dec. 5, 2012
- Figure 123: Conversations by brand, Sept. 5-Dec. 5, 2012
- Where people are talking about nail color and care brands
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- Figure 124: Selected nail brands’ share of brand conversations, by page type, Sept. 5-Dec. 5, 2012
- What people are talking about
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- Figure 125: Types of conversations concerning selected nail brands, Sept. 5-Dec. 5, 2012
- Figure 126: Types of conversation regarding selected nail brands, by day, Sept. 5-Dec. 5, 2012
- Figure 127: Types of conversation regarding selected nail brands, by type of website, Sept. 5-Dec. 5, 2012
Appendix - SymphonyIRI Builders Panel Data Definitions
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- SymphonyIRI Consumer Network Metrics
Appendix - Trade Associations
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