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Nail Color and Care - US - January 2014

“The nail category has typically focused on appealing to young women with new products that are trend-driven and encourage experimentation in order to drive growth and generate enthusiasm. Going forward, the category may want to better align with the needs of older and multicultural women while also introducing tools to help women achieve salon-quality looks at home.”

– Shannon Romanowski, Senior Beauty and Personal Care Analyst

This report looks at the following areas:

  • What are the opportunities to engage older women in the nail category?
  • What impact are gel manicures having on the at-home nail category?
  • How can the category combat competition from the salon, along with slowed rates of growth?
Despite a slowdown in sales, growth is expected to continue in the nail category, as women continue to enjoy the affordable indulgence offered by at-home nail care. Older women represent a growth opportunity as they are seeking gentler nail care products that address some of their health and wellness concerns.
 
Brands that can best align with the needs of older users could see success, while also standing out in a highly cluttered category that is typically geared toward young users.
 
Furthermore, in-store and online tools that help women achieve salon-quality results at home could help counter some of the competition posed by professional nail services. Lastly, Hispanic women are highly engaged in the nail category, especially when it comes to trend-driven services such as nail art, and represent a strong growth opportunity for the category.
 
This report covers the US market for nail color and care products and includes products specifically intended for use on the nails, not the hands or other parts of the body.
 
Mintel defines the nail color and care market as follows:
  • Nail polish (includes clear and colored products) 
  • Nail accessories and implements (ie nail files, clippers, and trimmers) 
  • Nail treatments (ie nail strengtheners, ridge fillers) 
  • Artificial nails and accessories (ie press-on nails, nail tips) 
  • Nail polish removers (includes both acetone and non-acetone polish removers)

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Table of contents

  1. Scope and Themes

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

                    • The market
                      • Figure 1: Total US retail sales and fan chart forecast of nail color and care, at current prices, 2008-18
                    • Market factors
                      • Figure 2: University of Michigan’s index of consumer sentiment (ICS), 2007-13
                    • Segment performance
                      • Figure 3: Total US retail sales of nail color and care products, by segment, at current prices, 2011 and 2013 (est)
                    • The consumer
                      • Single color manicure is most common nail service
                        • Figure 4: Types of nail services done, October 2013
                      • Majority of at-home nail product users rely on nail polish, basic nail tools
                        • Figure 5: Use of nail products at home, October 2013
                      • Price is important, but younger women also seeking trendy and premium products
                        • Figure 6: Top five shopping behaviors, by 18-24 and 25-34 age groups, October 2013
                      • Older women seeking subtle color, anti-aging benefits
                        • Figure 7: Interest in top five new products and benefits, by 45-54 and 55-64 age groups, October 2013
                      • What we think
                      • Issues and Insights

                          • What are the opportunities to engage older women in the nail category?
                            • The issues
                              • The implications: Address concerns of nail health, introduce natural offerings
                                • What impact are gel manicures having on the at-home nail category?
                                  • The issues
                                    • The implications: Extend product options, highlight benefits
                                      • How can the category combat competition from the salon, along with slowed rates of growth?
                                        • The issues
                                          • The implications: Ramp up education efforts, utilize technology
                                          • Trend Applications

                                              • Trend: Guiding Choice
                                                • Trend: Survival Skills
                                                  • Mintel Futures: Generation Next
                                                  • Market Size and Forecast

                                                    • Key points
                                                      • Nail category beginning to lose its luster
                                                        • Growth will continue to slow through 2018
                                                          • Sales and forecast of nail color and care
                                                            • Figure 8: Total US retail sales and forecast of nail color and care, at current prices, 2008-18
                                                            • Figure 9: Total US retail sales and forecast of nail color and care, at inflation-adjusted prices, 2008-18
                                                          • Fan chart forecast
                                                              • Figure 10: Total US retail sales and fan chart forecast of nail color and care, at current prices, 2008-18
                                                          • Market Drivers

                                                            • Key points
                                                              • Improving economy could hinder category growth
                                                                • Figure 11: Top five nail services done at a salon, by age and household income, October 2013
                                                              • Multicultural women more likely to do most nail services
                                                                • Figure 12: Types of nail services done—Any, by race/Hispanic origin, October 2013
                                                              • Aging population creates challenges for industry
                                                              • Competitive Context

                                                                • Key points
                                                                  • Women turn to the salon for more complex services
                                                                    • Pedicures are most common salon nail service
                                                                      • Women aged 25-34 most likely to get nails done at a salon
                                                                        • Figure 13: Types of nail services done at a salon, by age, October 2013
                                                                        • Figure 14: Types of nail services done at a salon, by presence of children in household, October 2013
                                                                      • Income correlates with salon visits
                                                                        • Figure 15: Types of nail services done at a salon, by age and household income, October 2013
                                                                    • Segment Performance

                                                                      • Key points
                                                                        • Nail category continues to see gains, though growth is slowing
                                                                          • Nail polish strongest performing segment
                                                                            • Sales of nail color and care, by segment
                                                                              • Figure 16: Total US retail sales of nail color and care products, by segment, at current prices, 2011 and 2013
                                                                          • Segment Performance—Nail Polish

                                                                            • Key points
                                                                              • Nail polish growth strong, but slowing
                                                                                • Sales and forecast of nail polish
                                                                                  • Figure 17: Total US retail sales and forecast of nail polish, at current prices, 2008-18
                                                                                  • Figure 18: MULO sales of select gel nail polish products, 2011-13
                                                                              • Segment Performance—Nail Accessories and Implements

                                                                                • Key points
                                                                                  • Nail accessories and implements experience slow growth
                                                                                    • Sales and forecast of nail accessories and implements
                                                                                      • Figure 19: Total US retail sales and forecast of nail accessories and implements, at current prices, 2008-18
                                                                                  • Segment Performance—Nail Treatment Products

                                                                                    • Key points
                                                                                      • Nail treatments continue to post solid gains
                                                                                        • Sales and forecast of nail treatment products
                                                                                          • Figure 20: Total US retail sales and forecast of nail treatment products, at current prices, 2008-18
                                                                                      • Segment Performance—Artificial Nails and Accessories

                                                                                        • Key points
                                                                                          • Artificial nails expected to struggle through 2018
                                                                                            • Sales and forecast of artificial nails and accessories
                                                                                              • Figure 21: Total US retail sales and forecast of artificial nails and accessories, at current prices, 2008-18
                                                                                          • Segment Performance—Nail Polish Remover

                                                                                            • Key points
                                                                                              • Sales expected to slow in the nail polish remover segment
                                                                                                • Sales and forecast of nail polish remover
                                                                                                  • Figure 22: Total US retail sales and forecast of nail polish remover, at current prices, 2008-18
                                                                                              • Retail Channels

                                                                                                • Key points
                                                                                                  • Retailers increasing commitment to nail category
                                                                                                    • Sales of nail color and care, by channel
                                                                                                      • Figure 23: Total US retail sales of nail color and care, by channel, 2011 and 2013
                                                                                                      • Figure 24: Total US retail sales of nail color and care, by channel, at current prices, 2008-13
                                                                                                  • Leading Companies

                                                                                                    • Key points
                                                                                                      • Coty leads nail category, but fails to grow
                                                                                                        • Smaller players emerge, drive growth
                                                                                                          • Manufacturer sales of nail color and care
                                                                                                            • Figure 25: MULO sales of nail color and care, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                        • Brand Share—Nail Polish

                                                                                                          • Key points
                                                                                                            • Coty faces competition from L’Oréal, value brands
                                                                                                              • Manufacturer sales of nail polish
                                                                                                                • Figure 26: MULO sales of nail polish and accessories, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                            • Brand Share—Nail Accessories and Implements

                                                                                                              • Key points
                                                                                                                • Revlon and private label grow despite segment struggles
                                                                                                                  • Manufacturer sales of nail accessories and implements
                                                                                                                    • Figure 27: MULO sales of nail accessories and implements, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                • Brand Share—Nail Treatment Products

                                                                                                                  • Key points
                                                                                                                    • Despite Coty’s struggles, segment continues to grow
                                                                                                                      • Nail treatments cover a variety of needs
                                                                                                                        • Fungal products
                                                                                                                          • Multiple-benefit products
                                                                                                                            • Manufacturer sales of nail treatments
                                                                                                                              • Figure 28: MULO sales of nail treatments, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                          • Brand Share—Artificial Nails and Accessories

                                                                                                                            • Key points
                                                                                                                              • Artificial nail brands are struggling
                                                                                                                                • Manufacturer sales of artificial nails and accessories
                                                                                                                                  • Figure 29: MULO sales of artificial nails and accessories, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                              • Brand Share—Nail Polish Remover

                                                                                                                                • Key points
                                                                                                                                  • Private label dominates segment, though branded products gaining
                                                                                                                                    • Manufacturer sales of nail polish remover
                                                                                                                                      • Figure 30: MULO sales of nail polish removers, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                                  • Innovations and Innovators

                                                                                                                                    • New product launch trends
                                                                                                                                      • Figure 31: Nail product launches, 2008-13
                                                                                                                                    • Category innovations
                                                                                                                                      • Convenient polish removal
                                                                                                                                        • Gentle nail care
                                                                                                                                          • Nail art
                                                                                                                                            • Nail subscription boxes
                                                                                                                                              • Nail tips
                                                                                                                                                • Scented polishes
                                                                                                                                                  • Unique finishes
                                                                                                                                                  • Marketing Strategies

                                                                                                                                                    • Overview of the brand landscape
                                                                                                                                                      • Theme: Celebrity endorsements
                                                                                                                                                          • Figure 32: One Direction Office Depot anti-bullying campaign nail collection
                                                                                                                                                          • Figure 33: One Direction, MUA Cosmetics Little Things nail collection
                                                                                                                                                        • Theme: Exclusive partnerships
                                                                                                                                                          • Theme: Designer collections
                                                                                                                                                          • Social Media

                                                                                                                                                            • Key points
                                                                                                                                                              • Social media metrics
                                                                                                                                                                • Figure 34: Key social media metrics, December, 2013
                                                                                                                                                              • Market overview
                                                                                                                                                                • Brand usage and awareness
                                                                                                                                                                  • Figure 35: Brand usage and awareness, October, 2013
                                                                                                                                                                • Interactions with nail color and care brands
                                                                                                                                                                  • Figure 36: Interactions with social media, October, 2013
                                                                                                                                                                • Online conversations
                                                                                                                                                                  • Figure 37: Online conversations on selected nail color and care brands, by day, June 16- Dec. 15, 2013
                                                                                                                                                                • Where are people talking about nail color and care brands?
                                                                                                                                                                  • Figure 38: Online conversations on selected nail color and care brands, by page type, June 16- Dec. 15, 2013
                                                                                                                                                                • What are people talking about?
                                                                                                                                                                  • Figure 39: Conversations surrounding selected nail color and care brands, June 16- Dec. 15, 2013
                                                                                                                                                                • Analysis by brand
                                                                                                                                                                  • OPI
                                                                                                                                                                    • Figure 40: Social media metrics—OPI, Dec. 2013
                                                                                                                                                                  • Key online campaigns
                                                                                                                                                                    • What we think
                                                                                                                                                                      • Essie
                                                                                                                                                                        • Figure 41: Social media metrics—Essie, Dec. 2013
                                                                                                                                                                      • Key online campaigns
                                                                                                                                                                        • What we think
                                                                                                                                                                          • China Glaze
                                                                                                                                                                            • Figure 42: Social media metrics—China Glaze, Dec. 2013
                                                                                                                                                                          • Key online campaigns
                                                                                                                                                                            • What we think
                                                                                                                                                                              • Sally Hansen
                                                                                                                                                                                • Figure 43: Social media metrics—Sally Hansen, Dec. 2013
                                                                                                                                                                              • Key online campaigns
                                                                                                                                                                                • What we think
                                                                                                                                                                                  • Kiss
                                                                                                                                                                                    • Figure 44: Social media metrics—Kiss, Dec. 2013
                                                                                                                                                                                  • Key online campaigns
                                                                                                                                                                                    • What we think
                                                                                                                                                                                      • Red Carpet Manicure
                                                                                                                                                                                        • Figure 45: Social media metrics—Red Carpet Manicure, Dec. 2013
                                                                                                                                                                                      • Key online campaigns
                                                                                                                                                                                        • What we think
                                                                                                                                                                                        • Nail Services

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • Manicures are most common nail service
                                                                                                                                                                                              • Women visit salons for pedicures, complex nail services
                                                                                                                                                                                                • Figure 46: Types of nail services done, October 2013
                                                                                                                                                                                              • Young women are most likely to get nail services
                                                                                                                                                                                                • Figure 47: Types of nail services done —Any service, by age, October 2013
                                                                                                                                                                                            • At-home Usage of Nail Services and Products

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Single color manicures are most popular at-home service
                                                                                                                                                                                                  • Young women most engaged in at-home nail market
                                                                                                                                                                                                    • Figure 48: Types of nail services done myself, by age, October 2013
                                                                                                                                                                                                    • Figure 49: Use of nail products at home, by age, October 2013
                                                                                                                                                                                                  • Income plays role in what nail services women do at home
                                                                                                                                                                                                    • Lower-income women more likely to care for nails at home
                                                                                                                                                                                                      • Figure 50: Types of nail services done myself, by age and household income, October 2013
                                                                                                                                                                                                      • Figure 51: Use of nail products at home, by age and household income, October 2013
                                                                                                                                                                                                  • Brand Usage

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                      • Sally Hansen continues to be most used brand, though sales are slipping
                                                                                                                                                                                                        • OPI sees rise in usage
                                                                                                                                                                                                          • Figure 52: Usage of OPI nail brand, 2008-13
                                                                                                                                                                                                          • Figure 53: Brands of nail care used, by age, May 2012-June 2013
                                                                                                                                                                                                      • Shopping Behaviors

                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                          • Young women shopping for trendy products, premium brands
                                                                                                                                                                                                            • Women aged 25-34 want to replicate salon looks
                                                                                                                                                                                                              • Figure 54: Shopping behaviors, by age, October 2013
                                                                                                                                                                                                            • Income impacts shopping behavior in the nail category
                                                                                                                                                                                                              • Figure 55: Shopping behaviors, by household income, October 2013
                                                                                                                                                                                                          • Interest in New Products and Benefits

                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                              • Opportunities to engage older women
                                                                                                                                                                                                                • Easier to use gel polish could grow category
                                                                                                                                                                                                                  • Figure 56: Interest in new products and benefits, October 2013
                                                                                                                                                                                                                  • Figure 57: Any interest in trying new products and benefits, by age, October 2013
                                                                                                                                                                                                              • Attitudes Toward Nail Color and Care Products

                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                  • Young women are seeking information and customized products
                                                                                                                                                                                                                    • Older women concerned about nail health
                                                                                                                                                                                                                      • Figure 58: Nail products making natural claims, 2008-13
                                                                                                                                                                                                                      • Figure 59: Attitudes toward nail color and care products, by age, October 2013
                                                                                                                                                                                                                    • Women view doing their own nails as an affordable treat
                                                                                                                                                                                                                      • Figure 60: Attitudes toward nail color and care products, by age and household income, October 2013
                                                                                                                                                                                                                  • Attitudes Toward Gel Manicures

                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                      • Cost can be a barrier, especially among young women
                                                                                                                                                                                                                        • Women aged 25-34 are most engaged in the gel manicure segment
                                                                                                                                                                                                                          • Figure 61: Attitudes toward gel polish manicures, by age, October 2013
                                                                                                                                                                                                                        • Gel manicure users agree that results are worth extra effort
                                                                                                                                                                                                                          • Figure 62: Attitudes toward gel polish manicures, by use of gel nail polish, October 2013
                                                                                                                                                                                                                      • Race and Hispanic Origin

                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                          • Hispanic women highly engaged in at-home nail category
                                                                                                                                                                                                                            • Figure 63: Types of nail services done myself, by race/Hispanic origin, October 2013
                                                                                                                                                                                                                            • Figure 64: Types of nail services done at a salon, by race/Hispanic origin, October 2013
                                                                                                                                                                                                                          • Hispanic shoppers looking for new products and following trends
                                                                                                                                                                                                                            • Figure 65: Interest in new products and benefits, by race/Hispanic origin, October 2013
                                                                                                                                                                                                                            • Figure 66: Attitudes toward nail color and care products, by race/Hispanic origin, October 2013
                                                                                                                                                                                                                        • Appendix – Other Useful Consumer Tables

                                                                                                                                                                                                                          • Nail services
                                                                                                                                                                                                                            • Figure 67: Types of nail services done—any service, by race/Hispanic origin, October 2013
                                                                                                                                                                                                                            • Figure 68: Types of nail services done myself, by use of nail products at home, October 2013
                                                                                                                                                                                                                            • Figure 69: Types of nail services done myself, by use of nail products at home, October 2013 (continued)
                                                                                                                                                                                                                          • Use of nail products
                                                                                                                                                                                                                            • Figure 70: Use of nail products at home, by race/Hispanic origin, October 2013
                                                                                                                                                                                                                          • Shopping behaviors
                                                                                                                                                                                                                            • Figure 71: Shopping behaviors, by race/Hispanic origin, October 2013
                                                                                                                                                                                                                          • Interest in new products and benefits
                                                                                                                                                                                                                            • Figure 72: Interest in new products and benefits, October 2013
                                                                                                                                                                                                                            • Figure 73: Interest in new products and benefits, by presence of children in household, October 2013
                                                                                                                                                                                                                            • Figure 74: Interest in new products and benefits, by age and household income, October 2013
                                                                                                                                                                                                                          • Attitudes toward gel manicures
                                                                                                                                                                                                                            • Figure 75: Attitudes toward gel polish manicures, by age and household income, October 2013
                                                                                                                                                                                                                            • Figure 76: Attitudes toward gel polish manicures, by race/Hispanic origin, October 2013
                                                                                                                                                                                                                        • Appendix – Social Media

                                                                                                                                                                                                                          • Brand usage or awareness
                                                                                                                                                                                                                            • Figure 77: Brand usage or awareness, October 2013
                                                                                                                                                                                                                            • Figure 78: OPI usage or awareness, by demographics, October 2013
                                                                                                                                                                                                                            • Figure 79: Essie usage or awareness, by demographics, October 2013
                                                                                                                                                                                                                            • Figure 80: Sally Hansen usage or awareness, by demographics, October 2013
                                                                                                                                                                                                                            • Figure 81: China Glaze usage or awareness, by demographics, October 2013
                                                                                                                                                                                                                            • Figure 82: Kiss products usage or awareness, by demographics, October°2013
                                                                                                                                                                                                                          • Activities done
                                                                                                                                                                                                                            • Figure 83: Activities done, October 2013
                                                                                                                                                                                                                            • Figure 84: OPI—Activities done—I have researched the brand on social media to, by demographics, October 2013
                                                                                                                                                                                                                            • Figure 85: Essie—Activities done, by demographics, October 2013
                                                                                                                                                                                                                            • Figure 86: Sally Hansen—Activities done, by demographics, October 2013
                                                                                                                                                                                                                          • Online conversations
                                                                                                                                                                                                                            • Figure 87: Online conversations on selected nail color and care brands, by day, June 16-Dec. 15, 2013
                                                                                                                                                                                                                            • Figure 88: Online conversations on selected nail color and care brands, by page type, June 16-Dec. 15, 2013
                                                                                                                                                                                                                            • Figure 89: Conversations surrounding selected nail color and care brands, June 16-Dec. 15, 2013
                                                                                                                                                                                                                        • Appendix – Market Drivers

                                                                                                                                                                                                                          • Consumer confidence
                                                                                                                                                                                                                            • Figure 90: University of Michigan’s index of consumer sentiment (ICS), 2007-13
                                                                                                                                                                                                                          • Unemployment
                                                                                                                                                                                                                            • Figure 91: US unemployment rate, by month, 2002-13
                                                                                                                                                                                                                            • Figure 92: US unemployment and underemployment rates, 2007-13
                                                                                                                                                                                                                            • Figure 93: Number of employed civilians in US, in thousands, 2007-13
                                                                                                                                                                                                                          • Racial, ethnic population growth
                                                                                                                                                                                                                              • Figure 94: US population by race and Hispanic origin, 2009, 2014, and 2019
                                                                                                                                                                                                                              • Figure 95: Households with children, by race and Hispanic origin of householder, 2013
                                                                                                                                                                                                                            • Shifting US demographics
                                                                                                                                                                                                                              • Figure 96: US population, by age, 2009-19
                                                                                                                                                                                                                              • Figure 97: US households, by presence of own children, 2003-13
                                                                                                                                                                                                                          • Appendix – Trade Associations

                                                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                                                            • Coty Inc
                                                                                                                                                                                                                            • Kiss Products, Inc.
                                                                                                                                                                                                                            • L'Oréal USA
                                                                                                                                                                                                                            • Markwins International Corporation
                                                                                                                                                                                                                            • OPI Products Inc.
                                                                                                                                                                                                                            • Pacific World Corporation
                                                                                                                                                                                                                            • Revlon USA
                                                                                                                                                                                                                            • Walmart Stores (USA)

                                                                                                                                                                                                                            Nail Color and Care - US - January 2014

                                                                                                                                                                                                                            £2,684.63 (Excl.Tax)