Nail care growth to hit the brakes?
The meteoric rise of nail care in recent years may be coming to an end, according to mymarketmonitor.com
The meteoric rise of nail care in recent years may be coming to an end. According to mymarketmonitor.com, sales of prestige nail products climbed by 19% between May 2012 to May 2013, compared with an increase of 42% during the previous year, and 67% the year before that. Although the figures suggest a market slowdown, they could also signal a move away from nail art and a return to more minimalist styles.
Less is moreOver the past year, unique textures and finishes have been a key trend in nail care, with brands such as Ciaté and Illamasqua paving the way for embellished nails through caviar, neon and foil manicures. According to David Horne, Director of Product Development at Illamasqua, however, "many customers are returning a sleeker, simpler look, sticking to glamorous, sophisticated shades for a more opulent manicure". This has been reflected in the autumn/winter fashion shows for 2013-14, which saw a resurgence of both classic red and nude nails at Chanel, Valentino and Burberry Prorsum.
A healthy outlookIn line with the return to a simpler, more classic nail look, brands are placing an emphasis on creating healthy nails. UK based Eve Snow has launched nail polishes with added ‘health benefits’ through ingredients like Argan oil, vitamins and gingko biloba for increased moisturisation. Meanwhile, Kure Bazaar, Clinique and Butter London are all offering nail polishes that are free from harsh chemicals.
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