Special Effects Like Magnetic Polish Up Consumer Nail Product Sales by 30%

The consumer nail polishes category had a tremendous year in 2011, up almost 30% from 2010, partly caused by the emergence of new trends, including bold colors and special effects that attracted women of all demographics, according to the Cosmetics & Toiletries USA report from consulting and research firm Kline & Company. The category was additionally augmented by innovation in application techniques, which could be seen in products such as Sally Hansen Salon Effects and Nails Inc.'s Magnetic Polish. Kline saw this trend start a few years ago, and more marketers seized the opportunity since to offer products that provided that coveted salon manicure in a DIY fashion.

Sally Hansen and Revlon brands were among the mass marketers that helped drive nail sales, according to Kline. Sally Hansen drove sales with its crackle polish, and Revlon with its Color Stay formula. Revlon acquired the Sinful nail polish brand in 2011.

Sales in the nail polishes category is projected to outpace the overall market growth during the forecast period ending in 2016, predicts Kline. Purchase the entire report here.

This report sounds like a mixed bag for the professional salon industry, as consumer enthusiasm about trendy polishes is certainly a plus, but salon-style DIY care not so much. Kline plans to release a report on nail care in salons later this year, so I’ll be very interested to see the analysis there as well.

—Sree

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