The mass nail care market has grown by leaps and bounds since 2009, dwarfing the relatively sleepy growth rates in other cosmetics categories. The explosive growth in mass-market sales of nail care products continued into 2012, as nail care sales grew 26% for the 52 weeks ending April 15, 2012.


The Nail Care Market in the U.S.: Retail Products and Professional Services probes deeply into the trends driving the growth in nail care product sales. These include a nailcentric fashion culture that has transformed women’s nails into fashion accessories, a continuing flood of innovative, fashion-forward nail care products that empower women to imitate nail salon effects in their own home in a cost-effective way and a growing population of women who make frequent use of DIY nail care products. The report also includes a surprising take on how the growing number of women who spend heavily on professional nail care services will help drive the continuing growth in sales of DIY nail care products.


The report begins with topline findings about major trends in the mass nail care market, including key factors affecting the growth of the market and a projection of dollar sales through 2016. The next chapter profiles leading marketers in the nail care category, identifies which marketers gained and lost market share for the 52 weeks ending April 15, 2012 and analyzes the reasons why. The report continues with a detailed examination of the sales performance of leading brands and products within the major segments of the nail care market, including nail polish, artificial nails and accessories, nail accessories/implements and nail treatment products, nail polish removers and nail polish accessories. The next chapter provides an in-depth assessment of the nail care consumer that includes an analysis of the characteristics of frequent users of DIY nail care products and profiles of users of major nail care brands. The report concludes with a chapter analyzing the demographic characteristics and consumer attitudes of women using professional nail care services, with an emphasis on “salonistas,” women who have had two or more manicures in the past six months.

Table Of Contents

Chapter 1 Executive Summary

Background

Introduction

Overview of the Report

Scope and Methodology

Scope of the Market

Methodology

Topline Trends

Nail Care Dollar Sales Outpace Other Cosmetics Categories

It’s All About Nail Polish

Nailcentric Fashion Culture Continues to Flourish during Economic Recovery

Never-Ending Flow of New Products Boosts Nail Care Growth

Frequent DIY Nail Care Product Users Propel Market Growth

“Salonistas” Contribute to Growth in DIY Nail Care Products

Many Factors Point to Strong Growth in Nail Care Market

Projected Growth in the Nail Care Market

Leading Nail Care Marketers: Who’s Up and Who’s Down

Coty Beauty Maintains Top Position but Slips Slightly

Mergers and Acquisitions Re-shape Competitive Landscape in Nail Care Category

Major Marketers Consolidate Market Share

Top Marketers Focus on Narrow Range of Products

Nail Care Products and Brands: What’s Hot and What’s Not

Nail Polish Market Dominated by a Few Big Players

L’Oreal USA Shakes Up Nail Polish Marketers

Essie Takes Nail Polish Segment by Storm

Private Labels Important in Nail Accessories/Implements Market

Nail Treatment Segment Sees Significant Movement among Smaller Marketers

Kiss Products Inc. Dominates Artificial Nails and Accessories

Private Labels Increase Share in Nail Polish Remover Segment

Sally Hansen Keeps Pace with Gains by Salon Professional Brand in Nail Polish Accessories Segment

Many Brands Show Dramatic Growth

Winning Products/Brands

The Nail Care Consumer

Young, Single Women More Likely to Be Heavy Users of Nail Care Products

Black and Hispanic Women Do Their Nails More Often

High Income, Well Educated Women Less Likely to Use Nail Care Products on Frequent Basis

Brand Popularity Assessed

Essie and OPI Attract College Educated, High Income Women

L’Oreal and Revlon Appeal to Middle-Income Women

Boomers Lean Toward Max Factor, Gen-Xers Like Maybelline

Younger Women Like N.Y.C. New York Color

Women and Professional Nail Care Services

Manicures and Pedicures Part of Women’s World

Salons Depend on Core of Frequent Users of Manicure and Pedicure Services

Younger Women Most Important Clients for Salon Services

Black Women Anchor Market for Manicure and Pedicure Services

High-Income Women More Likely to Use Salon Services

Market for Professional Manicure and Pedicure Services Thrives in Urban Areas of Northeast

Salonistas Profiled

Salonistas Stay in Shape

Fashion Has High Priority




Chapter 2 Topline Trends

Overview of Market Trends

Nail Care Dollar Sales Outpace Other Cosmetics Categories

Table 2-1: Change in SymphonyIRI-Tracked Dollar Sales of Cosmetics by Category, 2010-2011

Figure 2-1: Percent of Growth in SymphonyIRI-Tracked Dollar Sales by Cosmetics Category, 52 Weeks Ending April 15, 2012 vs. Previous 52 Weeks

Nail Care Products Continue Explosive Sales Growth in 2012

Table 2-2: SymphonyIRI-Tracked Dollar Sales of Nail Care Products by Product Type, 52 Weeks Ending April 15, 2012

Table 2-3: SymphonyIRI-Tracked Dollar Sales of Nail Care Products by Dollar and Volume Growth, 52 Weeks Ending April 15, 2012

It’s All About Nail Polish

Table 2-4: Share of SymphonyIRI-Tracked Dollar Sales of Nail Care Products by Product Type, 52 Weeks Ending April 15, 2011 vs. Previous 52 Weeks

Figure 2-2: Nail Care Product Types as Percent of Total SymphonyIRITracked Dollar Sales of Nail Care Category, 52 Weeks Ending April 15, 2012

Figure 2-3: Percent of Dollar Change in Nail Care Category SymphonyIRITracked Dollar Sales for 52 Weeks Ending April 15, 2012, Nail Polish vs. All Other Product Types

Trends Affecting the Growth of the Market

Nailcentric Fashion Culture Continues to Flourish during Economic Recovery

Table 2-5: Number of Women Using Nail Polish/Nail Care Products in Last 30 Days by Number of Times, 2010 vs. 2011

Never-Ending Flow of New Products Boosts Nail Care Growth

DIY Press-On Manicures Low-Cost Alternative to Minx Nails

DIY Gel Manicures Imitate Expensive Nail Salon Treatments

Textured Nails Create Their Own Niche

Nail Care Marketers Turn to Celebrity Tie-Ins

Frequent DIY Nail Care Product Users Propel Market Growth

Table 2-6: Number of Women Using Nail Polish/Nail Care Products at Home in Last 30 Days by Number of Times, 2010-2011

Salonistas Contribute to Growth in DIY Nail Care Products

Table 2-7: Use of Manicure and Pedicure Services by Women in Last Six Months, 2010 vs.2011

Table 2-8: Number of Times Using Nail Polish/Nail Care Products in Last 30 Days, Women Having Two or More Manicures in Last Six Months vs. Other Women

Table 2-9: Impact of Women Having Two or More Salon Manicures on Increase of DIY Use of Nail Polish/Nail Care Products, 2010 vs. 2011

Demographics Favorable for Nail Care Growth

Table 2-10: Growth in Population of 20- to 44-Year-Old Women by Race and Hispanic Origin, 2010-2020

Size and Growth of the Nail Care Market

Many Factors Point to Continuing Strong Growth in Nail Care Market

Projected Growth in the Nail Care Market

Table 2-11: Projected SymphonyIRI-Tracked Dollar Sales of Nail Care Products, 2011-2016




Chapter 3 Leading Nail Care Marketers: Who’s Up and Who’s Down

Overview

Coty Beauty Maintains Top Position but Slips Slightly

Table 3-1: SymphonyIRI-Tracked Dollar Sales of Nail Care Products by Leading Marketers, 52 Weeks Ending April 15, 2012

Mergers and Acquisitions Re-shape Competitive Landscape in Nail Care Category

Table 3-2: SymphonyIRI-Tracked Dollar Sales of Nail Care Products by Leading Marketers, Changes in Market Share 52 Weeks Ending April 15, 2012 vs. April 15, 2011

Major Marketers Consolidate Market Share

Table 3-3: SymphonyIRI-Tracked Dollar Sales of Nail Care Products by Top 11 Marketers, Changes in Market Share 52 Weeks Ending April 15, 2012 vs. April 15, 2011

Top Marketers Focus on Narrow Range of Products

Table 3-4: Percent of SymphonyIRI-Tracked Dollar Sales of Leading Marketers of Nail Care Products by Product Type, 2012

Profiles of Leading Nail Care Marketers

Coty Beauty

Revlon Inc.

Kiss Products Inc.

L’Oreal USA




Chapter 4 Nail Care Products and Brands: What’s Hot and What’s Not

Nail Care Product Segments

Nail Polish Market Dominated by a Few Big Players

Figure 4-1: Percent Share of SymphonyIRI-Tracked Dollar Sales of Nail Polish for 52 Weeks Ending April 15, 2012, Top Four Marketers vs. All Others

Table 4-1: SymphonyIRI-Tracked Dollar Sales of Nail Polish by Leading Marketers, 52 Weeks Ending April 15, 2012

L’Oreal USA Shakes Up Nail Polish Marketers

Table 4-2: Dollar Share Winners and Losers in SymphonyIRI-Tracked Dollar Sales of Nail Polish by Leading Marketers, 52 Weeks Ending April 15, 2012

Essie Takes Nail Polish Segment by Storm

Table 4-3: SymphonyIRI-Tracked Dollar Sales of Nail Polish by Leading Brands, 52 Weeks Ending April 15, 2012

Private Labels Important in Nail Accessories/Implements Market

Table 4-4: SymphonyIRI-Tracked Dollar Sales of Nail Accessories/Implements by Leading Marketers, 52 Weeks Ending April 15, 2012

Sally Hansen Picks Up Market Share in Nail Accessories/Implements Segment

Table 4-5: SymphonyIRI-Tracked Dollar Sales of Nail Accessories/Implements by Leading Brands, 52 Weeks Ending April 15, 2012

Nail Treatment Segment Sees Significant Movement among Smaller Marketers

Table 4-6: SymphonyIRI-Tracked Dollar Sales of Nail Treatment Products by Leading Marketers, 52 Weeks Ending April 15, 2012

Table 4-7: SymphonyIRI-Tracked Dollar Sales of Nail Treatment Products by Leading Brands, 52 Weeks Ending April 15, 2012

Kiss Products Inc. Dominates Artificial Nails and Accessories

Table 4-8: SymphonyIRI-Tracked Dollar Sales of Artificial Nails and Accessories by Leading Marketers, 52 Weeks Ending April 15, 2012

Table 4-9: SymphonyIRI-Tracked Dollar Sales of Artificial Nails and Accessories by Leading Brands, 52 Weeks Ending April 15, 2012

Private Labels Increase Share in Nail Polish Remover Segment

Table 4-10: SymphonyIRI-Tracked Dollar Sales of Nail Polish Removers by Leading Marketers and Brands, 52 Weeks Ending April 15, 2012

Sally Hansen Keeps Pace with Gains by Salon Professional Brand in Nail Polish Accessories Segment

Table 4-11: SymphonyIRI-Tracked Dollar Sales of Nail Polish Accessories by Leading Marketers and Brands, 52 Weeks Ending April 15, 2012

Nail Care Brand and Product Trends: Winners and Losers

Many Brands Show Dramatic Growth

Table 4-12: SymphonyIRI-Tracked Dollar Sales of Nail Care Products by Leading Brands, 52 Weeks Ending April 15, 2012

Winning and Losing Products and Brands Highlighted

Winning and Losing Nail Polish Products/Brands

Chapter 4 Nail Care Products and Brands: What’s Hot and What's Not [Cont.]

Table 4-13: Selected Nail Polish Products/Brands by Percentage Change in SymphonyIRI-Tracked Dollar Sales, 52 Weeks Ending April 15, 2012 vs. Previous 52 Weeks

Winning and Losing Artificial Nails and Accessories Products/Brands

Table 4-14: Selected Artificial Nails and Accessories Products/Brands by Percentage Change in SymphonyIRI-Tracked Dollar Sales, 52 Weeks Ending April 15, 2012 vs. Previous 52 Weeks

Winning and Losing Nail Accessories/Implements Products/Brands

Table 4-15: Selected Nail Accessories/Implements Products/Brands by Percentage Change in SymphonyIRI-Tracked Dollar Sales, 52 Weeks Ending April 15, 2012 vs. Previous 52 Weeks

Winning and Losing Nail Treatment Products/Brands

Table 4-16: Selected Nail Treatment Products/Brands by Percentage Change in SymphonyIRI-Tracked Dollar Sales, 52 Weeks Ending April 15, 2012 vs. Previous 52 Weeks




Chapter 5 The Nail Care Consumer

Profile of Nail Care Consumers

Young, Single Women More Likely to Be Heavy Users of Nail Care Products

Table 5-1: Women Using Nail Polish and Nail Care Products by Frequency of Use and Age Group and Marital Status

Black and Hispanic Women Do Their Nails More Often

Table 5-2: Women Using Nail Polish and Nail Care Products by Frequency of Use and Race and Hispanic Origin

Nail Care Gets More Attention from Women Living in the Northeast

Table 5-3: Women Using Nail Polish and Nail Care Products by Frequency of Use and Region and Place of Residence

High Income, Well Educated Women Less Likely to Use Nail Care Products on Frequent Basis

Figure 5-1: Percent of Women Using Nail Care Products in Last 30 Days by Frequency of Use and Educational Attainment

Figure 5-2: Percent of Women Using Nail Care Products in Last 30 Days by Frequency of Use and Household Income

Table 5-4: Economic Profile of Women Using Nail Polish and Nail Care Products by Frequency of Use

Overview of Brands Used by Nail Care Consumers

Introduction

Brands on the Upswing

Table 5-5: Nail Polish/Nail Care Product Brands on the Upswing, 2006-2011

Brands Holding Steady

Table 5-6: Nail Polish/Nail Care Product Brands Holding Steady, 2006-2011 . 77

Brands Trending Downward

Table 5-7: Nail Polish/Nail Care Product Brands Trending Downward, 2006-2011

Profile of Nail Care Consumers by Major Brand

Overview

Essie and OPI Attract Women with College Degrees and High Incomes

Table 5-8: Demographic Highlights of Users of Nail Polish/Nail Care Products by Brand: Essie

Table 5-9: Demographic Highlights of Users of Nail Polish/Nail Care Products by Brand: OPI

L’Oreal and Revlon Attract Middle-Income Women

Table 5-10: Demographic Highlights of Users of Nail Polish/Nail Care Products by Brand: L’Oreal

Table 5-11: Demographic Highlights of Users of Nail Polish/Nail Care Products by Brand: Revlon

Boomers Lean Toward Max Factor, Gen-Xers Like Maybelline

Table 5-12: Demographic Highlights of Users of Nail Polish/Nail Care Products by Brand: Max Factor

Table 5-13: Demographic Highlights of Users of Nail Polish/Nail Care Products by Brand: Maybelline

Younger Women Like N.Y.C. New York Color and Wet ‘N’ Wild

Table 5-14: Demographic Highlights of Users of Nail Polish/Nail Care Products by Brand: N.Y.C. New York Color

Table 5-15: Demographic Highlights of Users of Nail Polish/Nail Care Products by Brand: Wet ‘N’ Wild

Many Brands Appeal to Multicultural Women

Table 5-16: Demographic Highlights of Users of Nail Polish/Nail Care Products by Brand: Avon

Table 5-17: Demographic Highlights of Users of Nail Polish/Nail Care Products by Brand: Cover Girl

Table 5-18: Demographic Highlights of Users of Nail Polish/Nail Care Products by Brand: Cutex

Table 5-19: Demographic Highlights of Users of Nail Polish/Nail Care Products by Brand: Nutra Nail

Table 5-20: Demographic Highlights of Users of Nail Polish/Nail Care Products by Brand: Sally Hansen




Chapter 6 Women and Professional Nail Care Services

Overview

Manicures and Pedicures Part of Women’s World

Table 6-1: Number of Consumers Having Manicure or Pedicure in Last Six Months by Gender

Figure 6-1: Percent of Consumers Having Manicure in Last Six Months by Gender

Figure 6-2: Percent of Consumers Having Pedicure in Last Six Months by Gender

Salons Depend on Core of Frequent Users of Manicure and Pedicure Services

Table 6-2: Use of Manicure and Pedicure Services by Women in Last Six Months, 2011

Profile of Women Using Professional Nail Care Services

All Women under 65 Drawn to Manicures and Pedicures

Table 6-3: Use of Manicure and Pedicure Services by Women in Last Six Months by Age Group

Younger Women Most Important Clients for Salon Services

Table 6-4: Use of Manicure and Pedicure Salon Services by Women by Age Group as Percent of Each Service Category

Black Women Anchor Market for Manicure and Pedicure Services

Table 6-5: Use of Manicure and Pedicure Salon Services by Women by Race and Hispanic Origin

Table 6-6: Use of Manicure and Pedicure Salon Services by Women by Race and Hispanic Origin as Percent of Each Service Category

High-Income Women More Likely to Use Salon Services

Figure 6-3: Percent of Women Having Manicure and Pedicure Salon Services in Last Six Months by Household Income, 2011

Table 6-7: Number of Times Women Had Manicure and Pedicure Salon Services in Last Six Months by Household Income, 2011

Women of All Income Levels Remain Important to Salons

Table 6-8: Use of Manicure and Pedicure Salon Services by Women by Age Group as Percent of Each Service Category

Clientele of Salon Services Have Distinctive Profile

Table 6-9: Demographic Profile of Women as Percent of Users of Two or More Manicure and Pedicure Services in Past Six Months

Market for Professional Manicure and Pedicure Services Thrives in Urban Areas of Northeast

Table 6-10: Percent of Women Having Two or More Manicure and/or Pedicure Services in Last Six Months, by Region and Size of Urban Area

Salonistas Profiled

Table 6-11: Women Most Likely to Have Two or More Manicures and/or Pedicures in Last Six Months by Demographic Characteristic

Salonistas Want to Look Young and Thin

Table 6-12: Attitudes toward Dieting and Looking Attractive, Women Having Two or More Manicures and/or Pedicures in Last Six Months

Salonistas Stay in Shape

Table 6-13: Fitness Profile, Salonistas vs. All Women

Fashion Has High Priority

Table 6-14: Attitudes toward Fashion and Buying Clothes, Women Having Two or More Manicures and/or Pedicures in Last Six Months

Shopping Part of Salonista Lifestyle

Table 6-15: Attitudes toward Shopping, Women Having Two or More Manicures and/or Pedicures in Last Six Months

Salonistas Spend on Toiletries

Figure 6-4: Percent Agreeing “I Spend a Lot of Money on Toiletries,” Women Receiving Two or More Manicures or Pedicures in the Last Six Months vs. All Women

At-Home Use of Nail Care Products by Frequent Users of Professional Nail Care Services

Salonistas More Likely to Use Nail Care Products at Home

Table 6-16: Number of Times Using Nail Polish/Nail Care Products in Last 30 Days, Women Having Two or More Manicures in Last Six Months vs. Other

OPI and Essie Far More Popular among Salonistas

Table 6-17: Nail Polish/Nail Care Product Brands Used in Last Six Months, Women Having Two or More Manicures in Last Six Months vs. All Women

Multicultural Salonistas Choose Wider Variety of Nail Care Brands

Table 6-18: Leading Nail Polish/Nail Care Product Brands Used by Women Having Two or More Manicures in Last Six Months, Multicultural vs. Non-Hispanic White

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