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Hand and Nail Care and Color - US - January 2011

The U.S. market for hand and nail color and care products sold through food, drug, and mass stores is enjoying resurgence in DIY nail care, as the struggling economy favors more affordable home care products rather than a costly salon visit. As consumer confidence lags, unemployment rates stagnate and average household incomes decline, women are increasingly seeing the value in at-home nail care. However, the competitive threat from professional services still looms, and many women responding to Mintel’s exclusive survey report using a range of professional treatments more than they did a year ago. This report features extensive coverage of these factors, as well as in-depth examination of the following:

  • How nail polish continues to be the leading FDMx segment
  • The role of drug stores in the FDMx market and how they maintain control of retail sales
  • Activity from the four leading FDMx nail care companies, including how they are meeting demand for at-home nail color and care products
  • Innovations in the market and how the major players advertise

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources and methodology
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • 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

                                                            • 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

                                                                    • Trend: “FSTR and HYPR”
                                                                      • Figure 1: Attitudes toward nail salons, by age, September 2010
                                                                  • Market Size and Forecast

                                                                    • 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
                                                                            • 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

                                                                              • Population growth among women too slow to rely on
                                                                                  • 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
                                                                                  • Figure 6: Teen use of nail polish and nail care products, by age, April 2009-June 2010
                                                                                • DIY increases during flagging economy
                                                                                    • Figure 7: Professional nail services vs. home nail care, September 2010
                                                                                • Competitive Context

                                                                                  • Professional nail services compete for nail color/care customers
                                                                                    • Figure 8: Use of professional personal care services and types used most often, April 2009-June 2010
                                                                                  • Consumer confidence unstable in 2010
                                                                                    • Figure 9: U.S. consumer sentiment, 2002-10
                                                                                  • High unemployment could translate to fewer replacement cycles
                                                                                    • Figure 10: U.S. annual unemployment rate, 2002-10
                                                                                  • Household incomes decline
                                                                                    • Figure 11: Median household income in inflation-adjusted dollars, 1998-2008
                                                                                  • Half of American households earn less than $50K
                                                                                    • Figure 12: Household income distribution, 2009
                                                                                • Segment Performance

                                                                                  • Key points
                                                                                    • Nail color grows most
                                                                                      • Nearly all segments increase FDMx sales
                                                                                        • Sales of hand and nail color and care products by segment
                                                                                          • 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

                                                                                        • Key points
                                                                                          • Nail color benefits the most from DIY trend
                                                                                            • Sales and forecast of nail polish and accessories
                                                                                              • Figure 15: FDMx sales of nail polish and accessories, 2005-15
                                                                                          • Segment Performance—Nail Implements

                                                                                            • Key points
                                                                                              • Implements growth limited by infrequent replacement cycles
                                                                                                • Sales and forecast of nail implements
                                                                                                  • Figure 16: FDMx sales of nail implements, 2005-15
                                                                                              • Segment Performance—Artificial Nails

                                                                                                • Key points
                                                                                                  • Artificial nails sales unsteady through FDMx
                                                                                                    • Broadway Nails artificial nails TV ad
                                                                                                      • Figure 17: Broadway Nails Television ad, 2010
                                                                                                    • Sales and forecast of artificial nails
                                                                                                      • Figure 18: FDMx sales of artificial nails, 2005-15
                                                                                                  • Segment Performance—Nail Treatment

                                                                                                    • Key points
                                                                                                      • At-home nail care spurs steady FDMx sales increase
                                                                                                        • Sales and forecast of nail treatment products
                                                                                                          • Figure 19: FDMx sales of nail treatment, 2005-15
                                                                                                      • Segment Performance—Nail Polish Removers

                                                                                                        • Key points
                                                                                                          • Polish removers rebound in 2009 and estimated 2010
                                                                                                            • Sales and forecast of nail polish removers
                                                                                                              • Figure 20: FDMx sales of nail polish removers, 2005-15
                                                                                                          • Retail Channels

                                                                                                            • Key points
                                                                                                              • Drug stores lead FDMx market
                                                                                                                • Other FDMx stores outpace drug store growth
                                                                                                                  • Channel sales of hand and nail color and care products
                                                                                                                    • 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

                                                                                                                  • Key points
                                                                                                                    • Drug stores benefit the most from migration away from salons
                                                                                                                      • Drug store sales of hand and nail color and care products
                                                                                                                        • Figure 22: FDMx sales of hand and nail color and care products at drug stores, 2005-10
                                                                                                                    • Retail Channels—Other FDMx

                                                                                                                      • Key point
                                                                                                                        • Mass store, supermarket store sales grow as consumers trade down
                                                                                                                          • Other FDMx sales of hand and nail color and care products
                                                                                                                            • Figure 23: U.S. sales of hand and nail color and care products at other FDMx channels, at current prices, 2005-10
                                                                                                                        • Leading Companies

                                                                                                                          • Key points
                                                                                                                            • Coty far outsells all other FDMx companies, acquires OPI in late 2010
                                                                                                                              • Other leading brands also grow
                                                                                                                                • Leading companies
                                                                                                                                  • Figure 24: Leading FDMx hand and nail color and care companies, 2009 vs. 2010
                                                                                                                              • Brand Share—Nail Polish and Accessories

                                                                                                                                • Key points
                                                                                                                                  • Newer products give Coty the edge
                                                                                                                                    • Other brands ride the trend for more at-home nail care
                                                                                                                                      • Figure 25: U.S. FDMx brand sales of nail polish and accessories, 2009 vs. 2010.
                                                                                                                                  • Brand Share—Nail Implements

                                                                                                                                    • Key points
                                                                                                                                      • W.E. Bassett, private label grow most as segment begins to rebound
                                                                                                                                        • Helen of Troy slips, Coty falls
                                                                                                                                          • Leading nail implements brands
                                                                                                                                            • Figure 26: FDMx brand sales of nail implements, 2009 vs. 2010.
                                                                                                                                        • Brand Share—Artificial Nails

                                                                                                                                          • Key points
                                                                                                                                            • Kiss grows slightly as PFC World drops
                                                                                                                                              • Leading artificial nails brands
                                                                                                                                                • Figure 27: FDMx brand sales of artificial nails, 2009 vs. 2010
                                                                                                                                            • Brand Share—Nail Treatment

                                                                                                                                              • Key points
                                                                                                                                                • Segment leader Coty slips as Revlon gains
                                                                                                                                                  • Leading nail treatment brands
                                                                                                                                                    • Figure 28: U.S. FDMx brand sales of nail treatment products, 2009 vs. 2010
                                                                                                                                                • Brand Share—Nail Polish Removers

                                                                                                                                                  • Key point
                                                                                                                                                    • Private label leads FDMx, grows most
                                                                                                                                                      • Medtech Labs loses, Coty gains slightly
                                                                                                                                                        • Leading nail polish remover brands
                                                                                                                                                          • Figure 29: U.S. FDMx brand sales of nail polish removers, 2009 vs. 2010
                                                                                                                                                      • Innovation and Innovators

                                                                                                                                                        • Blasts from the past
                                                                                                                                                          • Seasonal shades
                                                                                                                                                            • Nail polish sets
                                                                                                                                                            • Brands and the Advertising Landscape

                                                                                                                                                              • Overview
                                                                                                                                                                • Sally Hansen
                                                                                                                                                                  • Figure 30: Brand analysis of Sally Hansen, 2011
                                                                                                                                                                • Sally Hansen web advertising
                                                                                                                                                                  • Kiss
                                                                                                                                                                    • Figure 31: Brand analysis of Kiss Products, Inc., 2011
                                                                                                                                                                  • Kiss TV ad
                                                                                                                                                                    • Figure 32: Kiss Everlasting French television ad, 2010
                                                                                                                                                                  • Kiss web advertising
                                                                                                                                                                    • Revlon
                                                                                                                                                                      • Figure 33: Brand analysis of Revlon, 2011
                                                                                                                                                                    • Revlon web advertising
                                                                                                                                                                    • Usage of Nail Color and Care Products

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Nearly two thirds use nail polish/care products
                                                                                                                                                                          • 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
                                                                                                                                                                          • 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
                                                                                                                                                                          • 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
                                                                                                                                                                          • Figure 37: Types of nail products used at home in the last 30 days, by HH income, September 2010
                                                                                                                                                                      • Brand Usage

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Sally Hansen, OPI, Revlon most-used brands
                                                                                                                                                                            • 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
                                                                                                                                                                            • Figure 39: Use of nail polish and nail care product brands, by HH income, April 2009-June 2010
                                                                                                                                                                        • Nail and Hand Care Routines

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Respondents tend to keep both fingers and toenails painted
                                                                                                                                                                              • Figure 40: Nail care routines, by age, September 2010
                                                                                                                                                                            • High household income means keeping fingers and toes painted all the time
                                                                                                                                                                              • Figure 41: Nail care routines, by HH income, September 2010
                                                                                                                                                                            • Most use nail polish/care products 2-4 times monthly
                                                                                                                                                                              • 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
                                                                                                                                                                              • 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
                                                                                                                                                                              • Figure 44: Hand care routines, by age, September 2010
                                                                                                                                                                            • Higher household income means more use of anti-aging cream for hand care
                                                                                                                                                                              • Figure 45: Hand care routines, by HH income, September 2010
                                                                                                                                                                            • Gold Bond Moisturizer TV ad
                                                                                                                                                                              • Figure 46: Gold Bond Ultimate Hand Sanitizer Moisturizer television ad, 2010
                                                                                                                                                                          • Professional Nail Services

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Two in 10 use professional manicure/pedicure services
                                                                                                                                                                                • Figure 47: Use of professional personal care services and types used most often, by age, April 2009-June 2010
                                                                                                                                                                              • Frequency of professional manicures/pedicures
                                                                                                                                                                                • Figure 48: Frequency of professional manicure and pedicure, by age, April 2009-June 2010
                                                                                                                                                                              • Higher household income means more frequent professional manicure/pedicure
                                                                                                                                                                                • Figure 49: Frequency of professional manicure and pedicure, by HH income, April 2009-June 2010
                                                                                                                                                                              • Most still do nails at home
                                                                                                                                                                                • Figure 50: Professional nail services vs. home nail care, by age, September 2010
                                                                                                                                                                              • Household income negatively impacts professional nail care
                                                                                                                                                                                • Figure 51: Professional nail services vs. home nail care, by HH income, September 2010
                                                                                                                                                                              • Price is the main obstacle to professional nail care
                                                                                                                                                                                • Figure 52: Attitudes toward nail salons, by age, September 2010
                                                                                                                                                                            • Where Women Buy Nail Polish

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Most buy nail polish at drug stores, Walmart
                                                                                                                                                                                    • Figure 53: Where women buy nail polish, by age, September 2010
                                                                                                                                                                                  • Retail choices often dictated by household income
                                                                                                                                                                                    • Figure 54: Where women buy nail polish, by HH income, September 2010
                                                                                                                                                                                • Teen Usage

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Teen respondents use nail polish/care more than adult respondents do
                                                                                                                                                                                      • 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
                                                                                                                                                                                      • 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
                                                                                                                                                                                      • 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

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Ethnic brand preferences
                                                                                                                                                                                        • 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
                                                                                                                                                                                        • 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
                                                                                                                                                                                        • Figure 60: Professional nail services vs. home nail care, by race/Hispanic origin, September 2010
                                                                                                                                                                                    • Cluster Analysis

                                                                                                                                                                                        • Savers
                                                                                                                                                                                          • Demographics
                                                                                                                                                                                            • Characteristics
                                                                                                                                                                                              • Opportunity
                                                                                                                                                                                                • Passers
                                                                                                                                                                                                  • Demographics
                                                                                                                                                                                                    • Characteristics
                                                                                                                                                                                                      • Opportunity
                                                                                                                                                                                                        • Polishers
                                                                                                                                                                                                          • Demographics
                                                                                                                                                                                                            • Characteristics
                                                                                                                                                                                                              • Opportunity
                                                                                                                                                                                                                • Cluster characteristics
                                                                                                                                                                                                                  • 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
                                                                                                                                                                                                                  • Figure 63: Nail care routine, by nail care clusters, September 2010
                                                                                                                                                                                                                  • Figure 64: Attitudes toward nail salons, by nail care clusters, September 2010
                                                                                                                                                                                                                  • Figure 65: Hand care routines, by nail care clusters, September 2010
                                                                                                                                                                                                                • Cluster demographics
                                                                                                                                                                                                                  • 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

                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                      • Unmarried respondents with children use nail polish/artificial nails most
                                                                                                                                                                                                                          • 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

                                                                                                                                                                                                                        • Nail Cosmetics - U.S.
                                                                                                                                                                                                                          • Overview of nail cosmetics
                                                                                                                                                                                                                            • Nail polish
                                                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                                                • Figure 70: Brand map, selected brands of nail polish buying rate by household penetration, 2010*
                                                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                                                  • Figure 71: Key purchase measures for the top brands of nail polish, by household penetration, 2010*
                                                                                                                                                                                                                                • Nail polish remover
                                                                                                                                                                                                                                  • Brand map
                                                                                                                                                                                                                                    • Figure 72: Brand map, selected brands of nail polish remover buying rate by household penetration, 2010*
                                                                                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                                                                                      • Figure 73: Key purchase measures for the top brands of nail polish remover, by household penetration, 2010*
                                                                                                                                                                                                                                  • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                                    • Professional nail services
                                                                                                                                                                                                                                      • Figure 74: Attitudes toward nail salons, by HH income, September 2010
                                                                                                                                                                                                                                    • Impact of race/Hispanic origin
                                                                                                                                                                                                                                      • Figure 75: Types of nail products used at home in the last 30 days, by race/Hispanic origin, September 2010
                                                                                                                                                                                                                                      • Figure 76: Nail care routines, by race/Hispanic origin, September 2010
                                                                                                                                                                                                                                      • Figure 77: Hand care routines, by race/Hispanic origin, September 2010
                                                                                                                                                                                                                                      • Figure 78: Attitudes toward nail salons, by race/Hispanic origin, September 2010
                                                                                                                                                                                                                                      • Figure 79: Where women buy nail polish, by race/Hispanic origin, September 2010
                                                                                                                                                                                                                                  • Appendix: Trade Associations

                                                                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                                                                    • American Cancer Society (ACS)
                                                                                                                                                                                                                                    • CCA Industries, Inc.
                                                                                                                                                                                                                                    • Coty Inc
                                                                                                                                                                                                                                    • CVS Caremark Corporation
                                                                                                                                                                                                                                    • Estée Lauder Companies Inc. (The)
                                                                                                                                                                                                                                    • Kiss Products, Inc.
                                                                                                                                                                                                                                    • Lancôme
                                                                                                                                                                                                                                    • National Cosmetology Association (NCA)
                                                                                                                                                                                                                                    • OPI Products Inc.
                                                                                                                                                                                                                                    • Prestige Brands Holdings, Inc.
                                                                                                                                                                                                                                    • Professional Beauty Association (PBA)
                                                                                                                                                                                                                                    • Revlon USA
                                                                                                                                                                                                                                    • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                    • US Department of Labor
                                                                                                                                                                                                                                    • Walgreen Co
                                                                                                                                                                                                                                    • Walmart Stores (USA)

                                                                                                                                                                                                                                    Hand and Nail Care and Color - US - January 2011

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