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Hand and Nail Color and Care - US - June 2009

Currently women are maintaining a more natural look for makeup and nail care, which can translate to usage of fewer cosmetics products. The US continues to struggle with the recession affecting even stalwart categories such as personal care, so the hand and nail care market has experienced only minimal dollar sales increases over the past five years. Economic pressures are likely to continue to depress category growth, at least in the short term, even as women trade down from pricier manicures and pedicures.

This report examines the following market topics:

  • Why the economic downturn affecting nail salons has not translated into increased sales for the at-home nail care category
  • The impact of women’s desire to sustain a more “natural” look, particularly with regard to nail care
  • An assessment of new product activity across all segments of the category, which includes nail polish, nail treatments, nail accessories, artificial nails, nail implements, and nail polish removers
  • How drug stores continue to dominate sales in spite of the seeming endless value that channels such as mass merchandisers offer

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Table of contents

  1. Scope and Themes

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

                      • Market at a glance
                        • Category sales concentrated among three players
                          • Drug stores dominate retail channels
                            • Subtle demographic shifts will affect market for nail color and care
                              • One brand controls nail polish segment
                                • Usage, attitudes and motivations
                                • Insights and Opportunities

                                  • Opportunity exists for a value proposition
                                    • Growing with teens and tweens
                                    • Inspire Insights

                                      • Introduction
                                        • Are consumers cutting out the middleman?
                                          • What’s it about?
                                            • Salon alternatives are flourishing
                                            • Market Size and Forecast

                                              • Key points
                                                • Category faces potential challenges to growth
                                                  • Sales and forecast
                                                    • Figure 1: U.S. FDMx sales and forecast of nail color and care, at current prices, 2003-13
                                                    • Figure 2: U.S. FDMx sales of nail color and care, at inflation-adjusted prices, 2003-13
                                                  • Walmart sales
                                                  • Competitive Context

                                                    • Impact of nail salons is unclear
                                                      • DIY still a challenge
                                                        • At-home products mirror those at salons
                                                        • Segment Performance—Overview

                                                          • Key points
                                                            • Nail polish leads the category
                                                              • Nail color and care sales, by segment
                                                                • Figure 3: FDMx sales of nail color and care, by segment, 2006 and 2008
                                                            • Segment Performance—Nail Polish

                                                              • Key point
                                                                • Nail polish struggles to retain relevance
                                                                  • Nail polish sales and forecast
                                                                    • Figure 4: U.S. FDMx sales and forecast of nail polish, at current prices, 2003-13
                                                                • Segment Performance—Nail Implements

                                                                  • Key point
                                                                    • A limited audience curbing growth
                                                                      • Nail implements sales and forecast
                                                                        • Figure 5: U.S. FDMx sales and forecast of nail implements, at current prices, 2003-13
                                                                    • Segment Performance—Artificial Nails

                                                                      • Key point
                                                                        • Teens driving the market
                                                                          • Artificial nails sales and forecast
                                                                            • Figure 6: U.S. FDMx sales and forecast of artificial nails, at current prices, 2003-13
                                                                        • Segment Performance—Nail Treatment

                                                                          • Key point
                                                                            • Steady growth a result of DIY treatment
                                                                              • Explaining the surge in 2007
                                                                                • Nail treatment sales and forecast
                                                                                  • Figure 7: U.S. FDMx sales and forecast of nail treatment, at current prices, 2003-13
                                                                              • Segment Performance—Nail Polish Removers

                                                                                • Key point
                                                                                  • Various factors curbing growth
                                                                                    • Nail polish removers sales and forecast
                                                                                      • Figure 8: U.S. FDMx sales and forecast of nail polish removers, at current prices, 2003-13
                                                                                  • Segment Performance—Nail Polish Accessories

                                                                                    • Key point
                                                                                      • Nail polish accessories lost in the shuffle
                                                                                        • Nail polish accessories sales and forecast
                                                                                          • Figure 9: FDMx sales and forecast of nail polish accessories, at current prices, 2003-13
                                                                                      • Retail Channels

                                                                                        • Key points
                                                                                          • Drug stores continue to dominate as other channels falter
                                                                                            • Figure 10: U.S. FDMx sales of nail color and care, by retail channel, 2006 and 2008
                                                                                        • Retail Channels—Drug Stores

                                                                                          • Key points
                                                                                            • Drug stores making gains after stagnation
                                                                                                • Figure 11: Drug store sales of nail color and care, 2003-08
                                                                                            • Retail Channels—Supermarkets and Mass

                                                                                              • Key point
                                                                                                • Supermarkets and mass merchandisers unable to capitalize on economic woes
                                                                                                  • Figure 12: Supermarkets and mass merchandisers’* sales of nail color and care, 2003-08
                                                                                              • Market Drivers

                                                                                                • Key points
                                                                                                  • Population growth of women in key demographic groups will be variable
                                                                                                    • Figure 13: Female population, by age, 2004-14
                                                                                                  • Teen population will have a negative impact
                                                                                                    • Figure 14: U.S. teen population aged 12-17, projected growth trends, 2000-30
                                                                                                  • Flagging economy enables personal care trade-downs
                                                                                                    • Need for thrift means more time for DIY
                                                                                                      • Industry cutbacks
                                                                                                      • Leading Companies

                                                                                                        • Key points
                                                                                                          • Coty strengthening its position in the nail color and care category
                                                                                                            • Figure 15: FDMx sales of nail color and care products, by leading manufacturers, 2006 and 2008
                                                                                                        • Brand Share—Nail Polish

                                                                                                          • Key points
                                                                                                            • New products reeling consumers in
                                                                                                              • Figure 16: FDMx manufacturer and brand sales of nail polish in the U.S., 2006 and 2008
                                                                                                          • Brand Share—Nail Implements

                                                                                                            • Key point
                                                                                                              • Private label posts gains amidst overall decline
                                                                                                                • Figure 17: FDMx manufacturer and brand sales of nail implements in the U.S., 2006 and 2008
                                                                                                            • Brand Share—Artificial Nails

                                                                                                              • Key point
                                                                                                                • A niche segment
                                                                                                                  • Figure 18: FDMx manufacturer and brand sales of artificial nails in the U.S., 2006 and 2008
                                                                                                              • Brand Share—Nail Treatment

                                                                                                                • Key point
                                                                                                                  • Coty dominates the nail treatment segment
                                                                                                                    • Figure 19: FDMx manufacturer and brand sales of nail treatment in the U.S., 2006 and 2008
                                                                                                                • Brand Share—Nail Polish Remover

                                                                                                                  • Key point
                                                                                                                    • Private label the big winner
                                                                                                                      • Figure 20: FDMx manufacturer and brand sales of nail polish remover in the U.S., 2006 and 2008
                                                                                                                  • Brand Share—Nail Polish Accessories

                                                                                                                    • Key point
                                                                                                                      • Nail accessories continue to play a role
                                                                                                                        • Figure 21: FDMx manufacturer and brand sales of nail polish accessories in the U.S., 2006 and 2008
                                                                                                                    • Brand Qualities

                                                                                                                      • Sally Hansen
                                                                                                                        • Kiss Products
                                                                                                                          • OPI
                                                                                                                            • Revlon
                                                                                                                              • W.E. Bassett
                                                                                                                              • Innovation and Innovators

                                                                                                                                • Overview
                                                                                                                                  • Improved products
                                                                                                                                    • Capturing trends in color
                                                                                                                                    • Advertising and Promotion

                                                                                                                                      • Key points
                                                                                                                                        • Brand focus: Fungi Nail
                                                                                                                                          • Figure 22: Fungi Nail TV ad, 2008
                                                                                                                                        • Brand focus: Nails AR New
                                                                                                                                          • Figure 23: Nails AR New TV Ad, 2008
                                                                                                                                        • Brand focus: Natural 10 Beauty Nail Care
                                                                                                                                          • Figure 24: Natural 10 Beauty Nail Care TV ad, 2009
                                                                                                                                        • Brand focus: Nutra Nail Growth Formula
                                                                                                                                          • Figure 25: Nutra Nail Growth Formula TV ad, 2008
                                                                                                                                        • Brand focus: Sure Clip
                                                                                                                                          • Figure 26: Sure Clip TV ad, 2009
                                                                                                                                      • Usage of Nail color and Care Products/Services

                                                                                                                                        • Percentage of women using nail polish unchanged
                                                                                                                                          • Figure 27: Use of nail polish among adult women, July 2007-September 2008
                                                                                                                                        • Usage of nail polish decreases with age
                                                                                                                                          • Figure 28: Use of nail polish among adult women, by age, July 2007-September 2008
                                                                                                                                        • Incidence of usage decreases with lower income
                                                                                                                                          • Figure 29: Use of nail polish among adult women, by household income, July 2007-September 2008
                                                                                                                                        • Higher turnover of nail care products more likely among younger women
                                                                                                                                          • Figure 30: Use of nail polish remover and other nail care products among adult women, by age, February 2009
                                                                                                                                        • Nail strengthening most frequently tried nail care option
                                                                                                                                          • Figure 31: Use of other nail products/services among adult women, by age, February 2009
                                                                                                                                      • Brand Usage

                                                                                                                                        • Sally Hansen retains a slight lead over other brands
                                                                                                                                          • Figure 32: Nail polish brands used, July 2007-September 2008
                                                                                                                                        • Brands reaching their target demographics
                                                                                                                                          • Figure 33: Nail polish brands used, by age, July 2007-September 2008
                                                                                                                                      • Nail Care Routines

                                                                                                                                        • Salon usage decreases with age
                                                                                                                                          • Figure 34: Where nails are taken care of among adult women, by age, February 2009
                                                                                                                                        • Income related to salon usage
                                                                                                                                          • Figure 35: Where nails are taken care of among adult women, by household income, February 2009
                                                                                                                                        • Painted toenails more popular among younger women
                                                                                                                                          • Figure 36: Nail care routine among adult women, by age, February 2009
                                                                                                                                        • Income related to salon usage
                                                                                                                                          • Figure 37: Nail care routine among adult women, by household income, February 2009
                                                                                                                                      • Purchase Patterns/Behavior

                                                                                                                                        • Walmart the channel of choice across age groups
                                                                                                                                          • Figure 38: Preferred retail locations for nail polish purchases, by age, February 2009
                                                                                                                                        • Income not strongly correlated with shopping venue
                                                                                                                                          • Figure 39: Preferred retail locations for nail polish purchases, by household income, February 2009
                                                                                                                                        • Choice is still guided by color
                                                                                                                                          • Figure 40: Purchase patterns for nail polish, by age, February 2009
                                                                                                                                      • Teen Usage

                                                                                                                                        • Nail polish usage increases with age
                                                                                                                                          • Figure 41: Brands of nail polish used by teens, by age, April 2007-June 2008
                                                                                                                                        • Older teens use nail polish more frequently
                                                                                                                                          • Figure 42: Frequency of nail polish usage by teens, by age, April 2007-June 2008
                                                                                                                                      • Impact of Race/Hispanic Origin

                                                                                                                                        • Asians less likely to use nail polish
                                                                                                                                          • Figure 43: Use of nail polish among adult women, by race/Hispanic origin, July 2007-September 2008
                                                                                                                                        • Black respondents most likely to use all nail products
                                                                                                                                          • Figure 44: Use of nail polish and other nail care products among adult women, by race/Hispanic origin, February 2009
                                                                                                                                        • Hispanic respondents less enthusiastic about artificial nails
                                                                                                                                          • Figure 45: Use of other nail products/services among adult women, by race/Hispanic origin, February 2009
                                                                                                                                        • Brand preferences exist based on race/Hispanic origin
                                                                                                                                          • Figure 46: Nail polish brands used, by race/Hispanic origin, July 2007-September 2008
                                                                                                                                        • Importance of a polished appearance evident
                                                                                                                                          • Figure 47: Nail care routine among adult women, by race/Hispanic origin, February 2009
                                                                                                                                        • Asian women more likely to stick to the tried and true
                                                                                                                                          • Figure 48: Purchase patterns for nail polish, by race/Hispanic origin, February 2009
                                                                                                                                      • Custom Consumer Groups

                                                                                                                                          • Unmarried women with children gravitate towards artificial nails
                                                                                                                                            • Figure 49: Nail product usage, by marital and child status, February 2009
                                                                                                                                          • Children lead to a more variable nail care regimen
                                                                                                                                            • Figure 50: Taking care of nails, by marital and child status, February 2009
                                                                                                                                          • Unmarried women with children lavish more attention on nails
                                                                                                                                            • Figure 51: Nail care routine, by marital and child status, February 2009
                                                                                                                                        • Cluster Analysis

                                                                                                                                            • Clippettes
                                                                                                                                              • Who they are
                                                                                                                                                • Opportunity
                                                                                                                                                  • The Polished
                                                                                                                                                    • Who they are
                                                                                                                                                      • Opportunity
                                                                                                                                                        • Independent Women
                                                                                                                                                          • Who they are
                                                                                                                                                            • Opportunity
                                                                                                                                                              • Cluster characteristics
                                                                                                                                                                • Figure 52: Nail care clusters, February 2009
                                                                                                                                                                • Figure 53: Use of nail polish and other nail care products among adult women, by nail care clusters, February 2009
                                                                                                                                                                • Figure 54: Nail care practices, by nail care clusters, February 2009
                                                                                                                                                                • Figure 55: Preferred nail care routine, by nail care clusters, February 2009
                                                                                                                                                                • Figure 56: Nail care products tried/used in the last year, by nail care clusters, February 2009
                                                                                                                                                                • Figure 57: Attitudes towards choosing nail care products, by nail care clusters, February 2009
                                                                                                                                                              • Cluster demographics
                                                                                                                                                                • Figure 58: Nail care clusters, by age, February 2009
                                                                                                                                                                • Figure 59: Nail care clusters, by household income, February 2009
                                                                                                                                                                • Figure 60: Nail care clusters, by Hispanic origin, February 2009
                                                                                                                                                              • Cluster methodology
                                                                                                                                                              • IRI/Builders—Key Household Purchase Measures

                                                                                                                                                                • Nail cosmetics
                                                                                                                                                                  • Overview of nail cosmetics
                                                                                                                                                                    • Nail polish
                                                                                                                                                                      • Consumer insights on key purchase measures—nail polish
                                                                                                                                                                        • Brand map
                                                                                                                                                                            • Figure 61: Brand map, selected brands of nail polish, buying rate, by household penetration, 2008*
                                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                              • Figure 62: Key purchase measures for the top brands of nail polish, by household penetration, 2008*
                                                                                                                                                                            • Nail polish removers
                                                                                                                                                                              • Consumer insights on key purchase measures—nail polish removers
                                                                                                                                                                                • Brand map
                                                                                                                                                                                  • Figure 63: Brand map, selected brands of nail polish removers, buying rate, by household penetration, 2008*
                                                                                                                                                                                • Brand leader characteristics
                                                                                                                                                                                  • Key purchase measures
                                                                                                                                                                                    • Figure 64: Key purchase measures for the top brands of nail polish removers, by household penetration, 2008*
                                                                                                                                                                                • Appendix: IRI/Builders Panel Data Definitions

                                                                                                                                                                                    • IRI Consumer Network Metrics
                                                                                                                                                                                    • Appendix: Trade Associations

                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                      • American Beauty Association
                                                                                                                                                                                      • Avon USA
                                                                                                                                                                                      • CCA Industries, Inc.
                                                                                                                                                                                      • Chanel USA
                                                                                                                                                                                      • Coty Inc
                                                                                                                                                                                      • CVS Caremark Corporation
                                                                                                                                                                                      • Del Laboratories, Inc.
                                                                                                                                                                                      • Estée Lauder Companies Inc. (The)
                                                                                                                                                                                      • Family Dollar Stores, Inc
                                                                                                                                                                                      • Greenfield Online
                                                                                                                                                                                      • Kiss Products, Inc.
                                                                                                                                                                                      • L'Oréal USA
                                                                                                                                                                                      • Lancôme
                                                                                                                                                                                      • Markwins International Corporation
                                                                                                                                                                                      • Max Factor
                                                                                                                                                                                      • OPI Products Inc.
                                                                                                                                                                                      • Pacific World Corporation
                                                                                                                                                                                      • Prestige Brands Holdings, Inc.
                                                                                                                                                                                      • Professional Beauty Association (PBA)
                                                                                                                                                                                      • Revlon USA
                                                                                                                                                                                      • Rite Aid Corporation
                                                                                                                                                                                      • Sanrio Company USA
                                                                                                                                                                                      • Sephora
                                                                                                                                                                                      • Target Corporation
                                                                                                                                                                                      • The New York Times Company
                                                                                                                                                                                      • Turner Broadcasting System, Inc.
                                                                                                                                                                                      • U.S. Bureau of Labor Statistics
                                                                                                                                                                                      • U.S. Bureau of the Census
                                                                                                                                                                                      • Walgreen Co
                                                                                                                                                                                      • Walmart Stores (USA)

                                                                                                                                                                                      Hand and Nail Color and Care - US - June 2009

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