Hand and nail care brands should explore additional ways of educating consumers who usually visit nail salons for their nail care needs. Some consumers may not be fully aware of the new products on the market, many of which were expressly designed to mimic the appearance of salon-pampered nails. Nail care manufacturers also need to clarify the ease of using their products to women who fear that nail care is a difficult chore. For these women, manufacturers should clearly show how easy it is to have a salon-style experience in the comfort of one’s home while also saving money.

In the current economic climate, sales opportunities may be greatest for private-label brands. Certainly, private-label brands have made headway in certain segments such as nail polish removers. However, there may be room for movement in other segments as well, targeting women looking for a simple, cost-effective approach to keeping their nails clean and neat. A May 2008 article in The New York Times, for example, declared that a growing number of women are taking a relaxed attitude towards their nails, viewing chipped polish as a fashion statement rather than a major fashion faux pas.

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