Nail Care - Europe - September 2010
After the face and hair, hands are the part of the body most on show. Yet the market for hand and nail care remains tiny in comparison to the rest of the personal care market. European women have a long, long way to go before they catch up with their US cousins when it comes to looking after their nails.
However, in the last few years, European women have been following the US model, caring for their nails as well as painting them, and placing more importance on manicures. The growing presence of nail bars and nail salons has pushed this development, and operators believe the professional sector will continue to gain momentum.
Even so, home use of combined hand and nail care creams is at a higher level, although value sales are pegged back by the low price of such products. The emergence of specialist products incorporating anti-ageing claims and natural and/or organic ingredients should help to raise the price and so push the category forward.
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