Nail Color and Care - US - Consumer market research report - company profiles - market trends

beauty, personal goods and toiletries
beauty/cosmetics/toiletries
beauty, cosmetics
Nail Color and Care - US - January 2013

“The nail color and care category has experienced strong growth since 2007, with growth forecast through 2017. However, the industry will face challenges as the category becomes more competitive and saturated. New products are critical to category growth, but reaching out to growing segments like multiculturals and older women will be essential in maintaining the momentum currently being enjoyed by the category.”

– Shannon Romanowski, Beauty & Personal Care Analyst

Some questions answered in this report include:

Growth in the nail care category has been very strong over recent years, but as the category becomes more competitive, how can current momentum be sustained?
The nail category benefited from the weak economy, but as levels of disposable income begin to increase and confidence in the economy improves, how will the at-home nail market respond?
Consumers are connecting with brands and retailers outside of the traditional in-store experience. What role will technology play in the nail color and care category?

Report Length: 203 pages

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