The explosive growth in sales of professional nail care products (+25%) outshone resilient but modest growth rates in other cosmetics categories in 2012, according to consulting and research firm Kline. The sector’s image of “affordable indulgence” was a key factor.
“Contrary to the waning performance of some other professional care segments, the limping economy is fuelling industry growth by prompting consumers to enjoy and indulge in a little affordable luxury,” noted Kline Project Manager Agnieszka Saintemarie. “Moreover, fashion trends are favouring nails with nail-art fashion transforming women’s nails into stylish accessories, supported by an encouraging flood of innovative, fashion-forward nail-care products.”
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The introduction of over 30 key new gel products in the past two years has also spurred the market’s strong performance. Gel products continue to grow at a stellar rate, posting nearly +30% growth in 2012.
A trend of express nail bars, commonplace in larger US cities for some time, is now gaining popularity on Europe’s high streets too. In the UK alone, the number of nail bars increased by +20% in 2012. Moreover, salons are increasingly offering young girls and teens “nail parties” as a novel and successful take on birthday parties.
According to Kline, all regions posted double-digit growth in 2012, with Latin America leading the way, up +30%. Developed markets including the US, the UK, and Germany also performed well.
Leading professional brands vary by region, although Coty’s OPI brand holds a “commanding lead” on the overall professional nail care market, with around 20% of total market share, Kline noted.
In turn, OPI described nail care as the “hero” category in beauty over the past few years, in some quarters replacing the reliable lipstick as the pace-setting beauty product. OPI attributed its success to its “rich culture of colour and unparalleled link to fashion and accessories”.
In addition to its vast portfolio of nail lacquer shades, OPI offers a wide range of nail care treatment products. These include base and top coats, and Avoplex creams and oils formulated with OPI’s Advanced Avocado Lipid Complex. Products such as these, beyond colour alone, form an integral part of the nail care segment “boom”, as noted by Kline in its recent study.
